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Nurture & Content Strategy Marketo Expert Services Dan Radu Principal Consultant Macromator Inc. +1 647 760 8629 [email protected] © Macromator Inc. Private & Confidential
Nurture & Content StrategyMarketo Expert Services
Dan RaduPrincipal Consultant
Macromator Inc.
+1 647 760 [email protected]
© Macromator Inc. Private & Confidential
Why Nurture Your Leads?
• Not everyone is ready to buy right away• Companies that excel at lead nurturing generate 50% more
sales-ready leads at 33% lower cost. (Forrester Research) • 65% of B2B buyers only engage with a vendor sales rep
after they’ve already made a purchase decision. • 83% of those customers only want to hear from you if you
are able to be relevant and contextual (2015 IDC Study commissioned by Salesforce).
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Lead Nurturing
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Nurture Leads Which are Not Ready to Buy
Visitors
Won Deals
Sales Qualified (SQL)
Marketing Qualified (MQL)
Prospects
A Lead Nurture For Every StageLifecycle What I want to hear Nurture Type
1. Connect • Tell me more of what I’m interested in• Send me what I’m requesting
• Needs Focused• Trigger Curiosity
2. Educate • Teach me something I don’t know• Show me how it works
• Awareness• Examples• Case Studies
3. Close • Make me pick you • Expertise• Fact Sheets• Promotional
4. Retain • Get me started on the right foot• Show me what else I can do• Remind me when is time to renew
• Onboarding• Upsell• Renewal
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Marketo Conversion
Nurture Examples: Connect
Welcome Nurture
The Content You Requested
Other Relevant Content
What Else Would You Like to Know?
Top-Of-Mind
Interesting Content
Other Relevant Resources
Click-Baits to Determine Needs
and Interests
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Nurture Examples: Educate
Pain Point Focus
Establish the Pain Point
Show How Your Product Solves the Pain Point
Show a case study and a testimonial
Competitive
Show Advantages of Using Your
Product
Show Disadvantages of
Not Using the Product
Show How You Are Different
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Nurture Examples: Close
Industry Expertise
Establish Your Authority
Share helpful press releases or industry reports
CEO Promise
Promotional
Encourage customers to
commit
Tell leads what can be
negotiated
Give Discount
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Nurture Examples: Retain
Onboarding
CEO Welcome Message
How You Get Started. Step
1, 2, 3
Available Help &
Support
Renewal
Account Manager Message
Click-Bait for additional
needs
Notice & Reminder to
Renew
Upsell
Click-Bait for additional
needs
Account Manager Message
Upsell Discount
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How Do You Get Started?
1. Establish The Stage In Need of Nurture2. Prepare Your Content3. Segment and Choose Your Audience4. Establish Transitions & Cadence5. Define your KPIs and Successes6. Test, Test, Test7. Deploy and Track Progress
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Checklist 1 - Lifecycle
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Lifecycle Stage Needs / Questions / Concerns Available Content
1 - Prospect
2- MQL
3- SQL
4- Customer
How does it work?1. Define your Lifecycle Stages2. Define the needs and concerns at every Lifecycle stage3. Choose the pieces of content that you would like to include in your nurture
program
Checklist 2 – Buying PersonaBuying Persona Needs / Questions / Concerns Available Content
Persona 1
Persona 2
Persona 3
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How does it work?1. Define your Buying Personas2. Define the needs and concerns for each of your Buying Personas3. Choose the pieces of content that you would like to include in your nurture
program
Checklist 3 – Pain PointsProduct Products & Solutions Available Content
Pain Point 1
Pain Point 2
Pain Paint 3
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How does it work?1. Define your Customer Pain Points 2. Define the products and solutions which address these Pain Points3. Choose the pieces of content that you would like to include in your nurture
program
Checklist 4 – IndustryIndustry Relevant Information Available Content
Industry 1
Industry 2
Industry 3
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How does it work?1. Define your Industries2. Define the relevant information for each Industry3. Choose the pieces of content that you would like to include in your nurture
program
Happy Macromator Customers
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Marketing Operations ExpertsExperience The Difference
Dan RaduPrincipal Consultant+1 647 760 [email protected]
© Macromator Inc. Private & Confidential
