7 lead nurturing secrets to turn strangers into customers

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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

Email

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

support@autopilothq.com mike@autopilothq.com sander@autopilothq.com guy@autopilothq.com

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