7 advanced lead nurturing tips for marketing - and sales

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7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”

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Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a realistic option? Lead nurturing helps address this engagement challenge and helps deliver the right information to the right leads at the right time. Join Mathew Sweezey, author of "Marketing Automation for Dummies," as he addresses the challenges of lead engagement for both marketing and sales teams and gives us valuable information on how lead nurturing can help solve this problem.

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Page 1: 7 Advanced Lead Nurturing Tips for Marketing - AND Sales

7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”

Page 2: 7 Advanced Lead Nurturing Tips for Marketing - AND Sales

Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Safe  Harbour  

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advanced EMAIL MARKETING LEAD NURTURING

CONTENT MARKETING DEMAND GENERATION

Lead Nurturing Tips for Marketing - AND Sales

SEVEN  

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Marketing STATE OF DEMAND/INTRO/2014

Author: Marketing Automation For Dummies – 2014

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

every day

- Mathew “Sweezey”

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#PardotWebinar  

STATS 2013

CONTENT CONSUMER BEHAVIOR

SETH GODIN SUPPLY AND DEMAND

INCREASE IN CHANNELS

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#PardotWebinar  

NASA MORE

POWER IN A GOOGLE

SEARCH,  THAN ALL OF NASA HAD IN

TO PUT A MAN ON THE

MOON

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#PardotWebinar  

Attention Span 8

seconds

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#PardotWebinar  

2/3 Consumer Executive Board

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#PardotWebinar  

#1 CONTENT

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(FRESH) RELEVANT ENGAGING

-Jay Baer (2012)

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#PardotWebinar  

STATE OF DEMAND/STATS/2013

294 Billion Emails

2 Million Blog Posts

250 Million Photos

PER DAY

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#PardotWebinar  

Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

CASUAL!Casual Reading!

Consumer’s goal is to stay informed on their industry,

profession, or topics of interest. Consistent engagement.

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#PardotWebinar  

Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

RESEARCH!

Research!Consumer’s goal is to obtain

enough information to make an informed decision. Only research

in a buying cycle.

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Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

Stage 1 Stage 2 Stage 3

RESEARCH!

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Emai

l Nur

turin

g      

STATE OF DEMAND/CONSUMERS/SURVEY

GOALS  Casual Reading

Research

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DRIP NURTURING 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  MarkeGng  Lead  Drip 3-­‐2-­‐1

Cold  Sales  Lead  Drip Straight  Drip

CompeGGve  Drip Straight  Drip

Lost  Deal  Drip   Straight  Drip

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#PardotWebinar  

#2 Length of CONTENT  

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STATE OF DEMAND/CONSUMERS/SURVEY

Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.

71% C

onte

nt S

tatis

tic

     

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#3 Focus of CONTENT  

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STATE OF DEMAND/CONSUMERS/SURVEY

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STATE OF DEMAND/CONSUMERS/SURVEY

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#PardotWebinar  

#4 Email  

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“I don’t want someone to say my advertisement is creative. I want them to

go out and buy it.” -David Ogilvy

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#PardotWebinar  

SURV

EY

A B  

OR

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#PardotWebinar  

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#PardotWebinar  

WIC

KED

SM

ART

20 1

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#PardotWebinar  

HIS

TOR

ICAL

Em

ail D

esig

n

iBuyit  

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Des

ign

in th

e

Vern

acul

ar John,    

 I  missed  you  the  other  day.  Thought  this  was  something  you’d  like  to  see.    Mark  

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#5 Email COPY  

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#PardotWebinar  

Emai

l Nur

turin

g      

STATE OF DEMAND/CONSUMERS/SURVEY

Subject  Copy  CTA  

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STATE OF DEMAND/CONSUMERS/SURVEY

2Be

st P

ract

ices

Su

bjec

t Lin

es

     

1 3

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#6 Experience wins  

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#PardotWebinar  

EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S

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#PardotWebinar  

EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S A B

Received a $50 gift card and a “thank you” via email.

Received a personal phone call and no money.

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#PardotWebinar  

EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S A B

Received a $50 gift card and a “thank you” via email.

Received a personal phone call and no money.

2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.

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#7 Agile Execution  

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-­‐  ScoP  Armstrong,  Brainrider    

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*Executing BETTER, then measuring and recalibrating will always get you closer to your goal.

START

GOAL    

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QUESTIONS • What is a grit? •  How would you spend 1k on video? • What beer do you brew? •  Are you single? •  Length of time to run a campaign?

Also reach me at @msweezey  

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Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey

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