Next Level Lead Nurturing

Mathew Sweezey Marketing Automation Evangelist Pardot

A bit about me @msweezey 2  

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“Better Practices, not Best Practices”

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•  Use Cases for Drip Campaigns •  Drip Marketing Stages •  Emails in Drip Campaigns •  Timing in Drip Programs •  When To Nurture •  Specific Drip Campaign Diagrams    

Agenda

USE CASES FOR DRIP PROGRAMS

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Marketing Pre-Lead Drip Programs

Marketing Cold Lead Drip Programs

Sales Post Lead Drip Programs

•  Pre-Tradeshow •  Post-Tradeshow •  Email Nurturing •  Industry

Nurturing •  Non-Sales

ready nurturing •  White Paper

Download nurturing

•  Database Nurturing

•  Cold Lead Recycling

•  Sales Drips •  Competitive

Drip Programs •  Lost Deal Drips •  General Drip

STAGES OF NURTURING

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Marketing Cycle Sales Cycle

3 2 1

Define Stages

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Stage 1: Unidentified Need

Stage 2: Identified Need

Stage 3: Researching Solutions

Stages

NURTURING THEORY

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Match Communication to Stage

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Stage 1: No Keywords No Brand Stage 2: Keyword or Brand Stage 3: Both are okay

*Be Personable *Be Relevant

Email Subject Lines Tips

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•  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

Email Copy Tips

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Stage  1   Stage  2   Stage  3  

•  Industry  study  •  High-­‐Level  content  to  help  iden?fy  their  need    

•  Blog  Posts  

•  Case  Studies  •  Videos  •  Industry-­‐specific  blog  posts  

•  Demo  Videos  •  Buyers  guide  •  Reviews    •  Success  Kits  •  Comparison  charts  •  Customer  Tes?monials  

Content – Call to Action

TIMING YOUR DRIP EMAILS

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•   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 list for this)

Timing Better Practices

WHEN TO NURTURE

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Marketing Cycle Sales Cycle

3 2 1

Prospects  Self  Select  into  Stages    

Match nurturing to activities

DRIP EXAMPLES

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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 Marketing Lead Drip 3-2-1

Cold Sales Lead Drip Straight Drip

Competitive Drip Straight Drip

Lost Deal Drip Straight Drip

When to use which type of Drip

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Stage  3  Content   Stage  2  Content  

Stage  1  Content  

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Start  

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3-2-1 Example

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Stage Specific Drip Example

Stage  1  Content   Carrot  to  Stage  2  

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Added  to  drip  from  link  click  in  3-­‐2-­‐1  

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Carrot  to  Stage  2  

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Drip  Email  

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Chaser  Email  

Inbox:                    Thought  you  might  like  this    

                                                                                   Inbox:                    RE:  Thought  you  might  like  this    

3-­‐18  

3-­‐21  

Chaser Email Tactic

QUESTIONS? STUPID ONES ARE OKAY

APPLAUSE!

MATHEW.SWEEZEY@PARDOT.COM @MSWEEZEY