Prime Time Lead Nurturing for Sales

Prime Time Lead Nurturing For Sales

Mathew Sweezey Marketing Evangelist

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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any

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DRIP NURTURING FOR SALES

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Marketing Author:

Marketing Automation For Dummies – 2014

Is my love, work, passion, and what I think about

all day every day

- Mathew “Sweezey” @msweezey

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Drip Nurturing is a function of: Marketing + Sales

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GOAL: Increased Conversion through automated/relevant engagement

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BENEFIT: •  More sales •  Better information •  Better focus on

Sales Ready Leads •  Optimize resources

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Problem/Goal Type of Drip Program

Cold Database 3-‐2-‐1

Automate Lead Nurturing Stage-‐Specific Drip

Event Pre and Post Follow-‐ups Event-‐Specific Drip

Cold MarkeJng Lead Drip 3-‐2-‐1

Cold Sales Lead Drip Straight Drip

CompeJJve Drip Straight Drip

Lost Deal Drip Straight Drip

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Difference: Marketing Drips: Generate more leads Sales Drips: Give sales an excuse to reach out

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DRIP NURTURING Email Construction •  Subject Line •  Body •  Call-to-Action

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Drip Nurturing Subject Lines:

Personal: “Thought you might like this”

Relevant: “Saw this article”

Not About You: “Did you see this yet?”

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Drip Nurturing Body:

Personal: RICH Text, and under 3 sentences

Relevant: Helps them do their job better

Not About You: Has nothing to do with your product, or service

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Drip Nurturing Call-to-Action:

3rd Party: Articles in Magazines

Linked: MUST BE A HYPERLINK

Allude Don’t : Has nothing to do with your product, or service

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TIMING?

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6-45 Days

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COLD LEADs: Sales Drip Nurturing

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COLD LEAD DRIP

John, I missed you a few days ago. Here is the arJcle I wanted to send your way. It’s from INC magazine.

John, Did you get a chance to review your strategy yet? Here is our guide to evaluaJng.

John, I haven’t heard from you, so just let me know if I should keep following up or not.

6 Da

y Pause

30 Day Pause

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Competitive Drip: Sales Drip Nurturing

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COMPETITVE DRIP

John, I missed you a few days ago. Here is the arJcle I wanted to send your way. It’s from INC magazine.

John, How’s CompanyA going? We’ve had a few people menJon: -‐slow response Jmes

John, Your contract is coming up in a few months. Just so you’re aware you need to let CompanyA know if you plan to leave...

30 Day Pause

45 Day Pause

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Lost Deal Drip: Sales Drip Nurturing

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LOST DEAL DRIP

John, How’s CompanyA going? I remember you were looking at doing this. It’s from INC magazine.

John, You menJoned lead nurturing, and our evangelist just wrote this. Thought of you.

John, It’s almost been a year, are you thinking of re-‐ evaluaJng?

45 Day Pause

30 Day Pause

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Adding Leads To Drip Programs: SALES DRIP SPECIFIC

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Automated: -  Automation rule -  Looking at data point -  Looking at time

values -  Looking at lead score -  Looking at lead status

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Manual: -  Add to list in CRM -  Have them check a

box

GIVES SALES 100% CONTROL

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QUESTIONS?

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Marketing Evangelist Mathew Sweezey

@msweezey

[email protected]

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Technology

Prime Time Lead Nurturing for Sales