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WEBINAR
7 Lead Nurturing Secrets to Turn Strangers Into Customers
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ASK US ANYTHING
#nurturemachine @autopilotus
#nurturemachine
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TODAY’S SPEAKERS
Mike Sharkey CEO and Co-founder, Autopilot
@michaelsharkey
#nurturemachine
Guy Marion CMO, Autopilot
@guy_marion
Sander Zaydman Director of Marketing, Autopilot
@sanderzaydman
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• Proven framework for lead nurturing
• Demo: how to launch in a few clicks with a guide
• Results
• Q&A
AGENDA
#nurturemachine
WHAT IS AUTOPILOT?
Multi-channel marketing automation software
Automate your email, sms, direct mail or CRM touchpoints throughout the customer journey
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ATTRACT Turn strangers and contacts into leads
ACQUIRE Convert leads
into sales
GROW
Grow revenue and customer loyalty
1 2 3
Nurture
NURTURING FRAMEWORK
#nurturemachine
ACCELERATING GROWTH WITH NURTURING
30% - 50% of sales leads are not
ready to buy
#nurturemachine
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KNOW THY CUSTOMER JOURNEY1
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DIFFERENT USERS, DIFFERENT NEEDS
Build rich customer profiles and attain performance goals across all stages of the journey for your business
Inside Sales Freemium E-Commerce Consulting
NLs
MQLs
SQLs
Opps
Trial Sign Ups
Paid Accounts
Visitors
Shopping Cart
Abandoned
Purchase
Repeat
#nurturemachine
Lead Magnet
Call
Close
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FOUNDER/CEO ENTERPRISE DEPTSMB MARKETER
Needs:
traction, low cost, instant-on
Needs:
grow leads and provide reports to CEO
Needs:
flexibility, reliability, autonomy
CUSTOMER PERSONAS
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GROW YOUR EMAIL LIST WITH A LEAD MAGNET2
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Examples:
• A marketing consultant giving away a free 45-minute strategy session
• A wine business giving away a free bottle of wine
• A tech company giving away a free t-shirt to anyone who signs up for a free trial
• A tech company or brand that captures leads by offering a free weekly or monthly newsletter
CREATE YOUR LEAD MAGNET
Duct Tape Marketing
example
#nurturemachine
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FIND THE GOLD IN YOUR MARKETING LIST3
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LOW-HANGING FRUIT
The 9-word email in action. More examples:
• “Are you still looking at getting your kitchen renovated?”
• “Are you still looking at improving your
home security?”
• “Are you still looking at buying a new
patio?”
• “Are you still looking at getting your house
painted?”
#nurturemachine
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CREATE CONTENT THAT’LL LEAVE PEOPLE CLAMORING FOR MORE4
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Top
Middle
Bottom
Conversion
New
Thought leadership Op-ed
Industry trends
NURTURING CONTENT FUNNEL
Customer proof points Consumer review sites
Call-to-action
#nurturemachine
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EMAIL PRO TIPS
#nurturemachine
Leverage your existing content
Eye-catching image
Clear call-to-action
Short, relevant & informative hook
Benefit statement
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BUILD YOUR LEAD NURTURING MACHINE5
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LET’S CREATE OUR NURTURE MACHINE!
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Early Stage“Top of Funnel”
10 days 10 days 10 days to 90 days
Mid Stage“Accelerator”
Late Stage“Action Flow”
#nurturemachine
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KNOW YOUR BUSINESS KPIS6
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Opens Clicks Unsubscribe
Early Stage 13.67% 1.21% 0.5%
Mid Stage 48.42% 6.63% 0.01%
Late Stage 41.08% 37.56% 0.01%
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Lead Nurturing in 2015
Emails Delivered: 197,913
AUTOPILOT NURTURING RESULTS
#nurturemachine
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Conversion & revenue • New sales generated from nurtured leads • Sales velocity • Average sales price of nurtured vs. non-
nurtured leads • Average customer lifetime value of
nurtured vs. non-nurtured customers
LEAD NURTURING KPIS
Content engagement • Click rates of nurtured leads • Open rates of early stage/late stage leads • Unsubscribe rates of nurtured leads
Awareness & brand • Direct & organic source of website traffic • Social media engagements • Leads sourced by word of mouth
Lead generation • Monthly qualified leads created from nurture • Lead quality (e.g. lead conversion rates to
opportunities/wins) • % of nurtured leads that reactivate within 12
months • Sales pipeline generated
#nurturemachine
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FOCUS ON THE JOURNEY, NOT THE DESTINATION7
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Here are a few ideas to get you started:
• A/B test email subject lines
• Test the body copy of nurture emails
• Set up form triggers to capture more leads
START SIMPLE BY TESTING, OPTIMIZING & EXPERIMENTING
A B
LONG SHORT
#nurturemachine
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WEBINAR TAKEAWAYS
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7 LEAD NURTURING SECRETS
1. Know thy customer journey - build target personas based on data and experience
2. Grow your email list with irresistible incentives - you need to give in order to get
3. Find the gold in your marketing list - start scrappy and hustle
4. Create content that’ll leave people clamoring for more - build on existing content
5. Build your lead nurturing machine - use Autopilot tried and trusted guides
6. Know and grow your business KPIs - define your success
7. Focus on the journey, not the destination - test, evolve, and have some fun
#nurturemachine
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company/autopilot-hq
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@autopilotus @michaelsharkey @sanderzaydman @guy_marion
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