Next Level Lead Nurturing

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  1. 1. Next Level Lead NurturingMathew SweezeyMarketing Automation EvangelistPardot
  2. 2. 2 A bit about me @msweezey
  3. 3. 3 Better Practices,not Best Practices
  4. 4. 4 Agenda Use Cases for Drip Campaigns Drip Marketing Stages Emails in Drip Campaigns Timing in Drip Programs When To Nurture Specific Drip Campaign Diagrams
  5. 5. USE CASES FOR DRIPPROGRAMS
  6. 6. 6 Marketing Pre-Lead Marketing Cold Lead Sales Post Lead DripDrip ProgramsDrip ProgramsPrograms Pre-Tradeshow Database Sales Drips Post-Tradeshow Nurturing Competitive Email Nurturing Cold Lead Drip Programs Industry Recycling Lost Deal Drips Nurturing General Drip Non-Sales ready nurturing White Paper Download nurturing
  7. 7. STAGES OF NURTURING
  8. 8. 8 Define Stages1 2 3Marketing Cycle Sales Cycle
  9. 9. 9 StagesStage 1: Unidentified NeedStage 2: Identified NeedStage 3: Researching Solutions
  10. 10. NURTURING THEORY
  11. 11. 11 Match Communicationto Stage
  12. 12. 12 Email Subject Lines TipsStage 1: No Keywords No BrandStage 2: Keyword or BrandStage 3: Both are okay*Be Personable*Be Relevant
  13. 13. 13 Email Copy Tips Rich Text (NO HTML) 2-4 Sentences Use friendly language Use You - do not use I Talk to a Person from a Person Use Dynamic content Stick to your goal, and where the person is in the lead lifecycle
  14. 14. 14 Content Call to ActionStage 1 Stage 2 Stage 3 Industry study Case Studies Demo Videos High-Level Videos Buyers guide content to Industry- Reviews help iden?fy specic blog Success Kits their need posts Comparison charts Blog Posts Customer Tes?monials
  15. 15. TIMING YOUR DRIP EMAILS
  16. 16. 16 Timing Better Practices The longer the sales cycle, the longer the time in-between communication 6 days 45 days Choose your own adventure Use Chaser emails (EXCEPTION TO 6 RULE) Match the time to the goal Use the cooling-off periods (make a new listfor this)
  17. 17. WHEN TO NURTURE
  18. 18. 18 Match nurturing to activities Prospects Self Select into Stages 1 23 Marketing Cycle Sales Cycle
  19. 19. DRIP EXAMPLES
  20. 20. 20 When to use which type of DripProblem/Goal Type of Drip Program Cold Database3-2-1 Automate Lead NurturingStage-Specific DripEvent Pre and Post Follow-Event-Specific Drip ups Cold Marketing Lead Drip 3-2-1Cold Sales Lead Drip Straight Drip Competitive DripStraight DripLost Deal Drip Straight Drip
  21. 21. 21 3-2-1 Example Start 6 Stage 3 Content Stage 2 Content 6 6 Stage 1 Content
  22. 22. 22 Stage Specific Drip ExampleAdded to drip from link click 6 in 3-2-1 Stage 1 Content Carrot to Stage 2 3 11 Carrot to Stage 2
  23. 23. 23 Chaser Email TacticDrip Email Chaser Email 3 3-18 Inbox: Thought you might like this 3-21 Inbox: RE: Thought you might like this
  24. 24. QUESTIONS?STUPID ONES ARE OKAY
  25. 25. APPLAUSE!MATHEW.SWEEZEY@PARDOT.COM@MSWEEZEY