architecting nurture programs with predictive sales & marketing
TRANSCRIPT
Architecting Nurture Programswith Predictive
Hi, I’m Sean Zinsmeister!Senior Director of Product Marketing @ Infer
Accomplished Startup Marketer
Built & Led Marketing at Nitro
Musician-born Marketer
Podcast & Paleo Aficionado
2013 Markie Winner
@szinsmeister [email protected] 1 415 689 4654
PRIMARY INBOUND NURTURE+
FIT SCORING
A-LeadsWeb
SalesDevelopment
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTUREPROGRAMS
MarketingAutomation
Primary Inbound Nurture + Fit Scoring
A-LeadsWeb
SalesDevelopment
A-Leads
MarketingAutomation
Primary Inbound Nurture + Fit Scoring
A-LeadsWeb
SalesDevelopment
A-Leads B-Leads C-Leads D-Leads
Primary Inbound Nurture + Fit Scoring
MarketingAutomation
A-Leads
“Contact Me”
Recycle Program
Primary Inbound Nurture + Fit Scoring
B-Leads
“Contact Me”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring
C-Leads
“Contact Me”
“Customer Credibility”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring
D-Leads
“Contact Me”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTUREPROGRAMS
Primary Inbound Nurture + Fit Scoring
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTUREPROGRAMS
Primary Inbound Nurture + Fit Scoring
A-LeadsWeb
SalesDevelopment
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTUREPROGRAMS
MarketingAutomation
Primary Inbound Nurture + Fit Scoring
FIT + BEHAVIOR
Fit vs Behavior
Fit vs Behavior
Fit vs Behavior
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
MarketingAutomation
Soft Offer Hard Offer
SalesDevelopment
MarketingNurture Programs
A B C D
Soft Offer
Soft Offer - Soft Conversion
Webinar Registration / Attendee
Content Download
Industry Report
Video Engagement
ROI Calculator
Web / Email Engagement
Primary Inbound Nurture + Behavioral Model
Hard Offer
Hard Offer - Hard Conversion
Request a Quote
Contact Me
Request a Demo
Free Trial
Primary Inbound Nurture + Behavioral Model
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
MarketingAutomation
Soft Offer Hard Offer
SalesDevelopment
MarketingNurture Programs
A B C D
OUTBOUND / ABM NURTURE
Outbound / ABM Nurture
GoodProspects
ZoomInfo
Data.com
InsideView
Net-NewAccounts
Net-NewContacts
CUSTOMAUDIENCES
SEQUENCES/CADENCES
SalesQueue
Evenly DistributedNet-New Good Leads
ToutApp
Outreach
DIRECTMAIL
PFL
MailLift
Terminus
DemandBase
Outbound / ABM Nurture
ABM Air CoverAccount-Based
Sales Development
Conversions
GoodProspects
ZoomInfo
Data.com
InsideView
Net-NewAccounts
Net-NewContacts
Outbound / ABM Nurture
GoodProspects
SEQUENCES/CADENCES
SalesQueue
ToutApp
Outreach
Account-BasedSales Development
Outbound / ABM Nurture
Outbound / ABM Nurture
GoodProspects
CUSTOMAUDIENCES
SalesQueue
Evenly DistributedNet-New Good Leads
DIRECTMAIL
PFL
MailLift
Terminus
DemandBase
GoodProspects
ZoomInfo
Data.com
InsideView
Net-NewAccounts
Net-NewContacts
CUSTOMAUDIENCES
SEQUENCES/CADENCES
SalesQueue
Evenly DistributedNet-New Good Leads
ToutApp
Outreach
DIRECTMAIL
PFL
MailLift
Terminus
DemandBase
Outbound / ABM Nurture
QUICK RECAP
A-LeadsWeb
SalesDevelopment
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTUREPROGRAMS
MarketingAutomation
Primary Inbound Nurture + Fit Scoring
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
MarketingAutomation
Soft Offer Hard Offer
SalesDevelopment
MarketingNurture Programs
A B C D
Outbound / ABM Nurture
GoodProspects
ZoomInfo
Data.com
InsideView
Net-NewAccounts
Net-NewContacts
CUSTOMAUDIENCES
SEQUENCES/CADENCES
SalesQueue
Evenly DistributedNet-New Good Leads
ToutApp
Outreach
DIRECTMAIL
PFL
MailLift
Terminus
DemandBase
Q & A