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How To Use Social Media and Email To Nurture Leads
Brian Carroll, InTouch
January 22, 2010
5 Steps to Successful Lead Nurturing
1. Understand your audience
2. Develop your strategy
3. Build your lead nurturing library
4. Execute multimodal and multi-track
5. Track and measure ROI
Step 3: Build Your LeadNurturing Library
• Gather, Filter Relevant Content Based on message map– 3rd party, articles -relevant topics, research reports
– Vendor agnostic podcasts, webinars, blogs, case studies to position sales team as “trusted advisor”
– Company specific white papers, success stories, webcasts
• Lesson Learned:– Reuse available content before creating new content
– Filter 3rd party content for a nurturing “library” using free sources http://www.google.com/alerts
Step 3: Build Your LeadNurturing Library
Resource: "Thought leadership for Lead Nurturing" (content strategy)
http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html
Step 4: Execute Multi-Modal and Multi-track
Sample Nurturing Email 1 – Blog/Article
Subject: Article about how automation ends the IT time monopoly
Pat,
I thought this article about the increased control IT gains from automation would be
relevant to helping your team get more done. Imagine the impact of faster company-wide
synchronization, less worries about your IT infrastructure and the added productivity your
team can bring to strategic projects.
Read this article, “Give IT More Time”
Take a look and let me know if you have any questions. If you can use more time to deliver
on strategic objectives, we have a suite of tools to help.
Best regards,
Mike Jones
Email 1 Connects to Industry Blog and…
http://landesk.typepad.com
High-value content with
educational intent
Leverage thought-
leader & partner
relationships for
content
Developed & designed
by InTouch
Email 1 also Connects to Articles
Sample of Nurturing Article Series – currently @ 14 articles
Phone: Social Media
Develop Relationships
• Personal invitations to events
• Confirm contacts & get internal referrals
• Get permission & opt-in e-mail
• Re-engage aged opportunities
• Identify qualified leads
Measuring Nurturing Results% Depth of Contacts in Sphere of Influence
% of Contacts that Opt-In for lead nurturing
% of Contacts that become “sales ready” leads
Podcasts and Blogs
• High-value
content with
educational intent
• Leverage
thought-leader
and partner
relationships for
content
• RSS is hot
Leveraging LinkedIn
1. Create a polished profile on LinkedIn
2. Join LinkedIn groups where your clients/customers gather and participate.
3. Post relevant content on groups.
4. Answer questions posted on LinkedIn.
5. Create your own LinkedIn group and share relevant content.
LinkedIn Groups
•Share ideas, tips,
best practices
•Networking
opportunities
•Position
yourselves as
thought leaders
Leveraging Twitter
• What’s
Microblogging?
• Users can
describe their
current status in
short posts
distributed by
instant
messages,
mobile phones,
email or the Web.
Connecting the dotsCompany Touchpoint History
04/30/2008 - Called - Rory Smith - Talked to DM
04/20/2008 - Called - Rory Smith - Got voice mail
04/17/2008 - Email Link Clicked - Rory Smith - Campaign 2008-04-17
04/17/2008 - Email Sent - Rory Smith - Message: How to optimize your outsourced teleprosp
04/17/2008 - Email Sent - Sylvie Jones - Message: How to optimize your outsourced teleprosp
04/17/2008 - Email Sent - Joel Koppelman - Message: How to optimize your outsourced teleprosp
04/08/2008 - Called - Rory Smith - Talked to DM
03/26/2008 - Called - Rory Smith - Talked to DM
03/20/2008 - Called - Rory Smith - Talked to DM
03/20/2008 - Called - Rory Smith - Got voice mail
03/19/2008 - Touchpoint - Rory Smith - Inquiry - Web
03/13/2008 - Email Link Clicked - Sylvie Jones - Campaign 2008-03-13
03/13/2008 - Email Sent - Sylvie Jones - Message: Why cost-per-lead budgets fail
03/13/2008 - Email Sent - Joel Koppelman - Message: Why cost-per-lead budgets fail
02/14/2008 - Email Sent - Sylvie Jones - Message: Using the phone in your lead generation s
02/14/2008 - Email Sent - Joel Koppelman - Message: Using the phone in your lead generation s
02/07/2008 - Called - Mitchell Codkind - Got voice mail
02/04/2008 - Called - Kelly Henry - Got voice mail
01/31/2008 - Called - Sylvie Jones - Got voice mail
01/29/2008 - Called - Sylvie Jones - Got voice mail
01/24/2008 - Touchpoint - Sylvie Jones - Blog Subscription - B2B Lead Generation
Brian Carroll, CEO
InTouch
651.255.7700 x640
Other lead generation resources:
www.startwithalead.com
www.leadgenerationbook.com
http://blog.startwithalead.com
http://www.linkedin.com/groupRegistration?gid=1941474
Thank You & Questions