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7 Ways to Turbocharge Lead Nurturing Programs
with Advocate-Generated Content
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Quick Housekeeping
• There will be time for a Q&A at the end
• Please submit your questions via chat
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the recording
?
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Speakers
Chris NewtonVP Business DevelopmentInfluitive
@bbstrategies
@influitive
Amy ColeDemand Generation Best PracticesConsultant at BlueBird Strategies
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•Lead nurturing best
practices
•Advocate marketing 101
•Two great things that go
great together
(7 ways to
turbocharge…)
Agenda
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Lead Nurturing Best Practices
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Digital Engagement 2.0 – the Evolution
Content is still king!•Increasing demand for relevant, credible content
•Decreasing interest in product marketing pieces
•Digital engagement puts Buyer in driver’s seat
•Communication agenda maps to Buyer journey
•Measure interaction, respond quickly, improve
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Warm-up Campaign to Engage Suspects
Thought Leadership New Content
Offers
Early Stage Nurture
Net New Lead, Completed Form,
Awareness & Education
Content
Completed Early Stage; Consideration Content,
Goal is MQL
Trial Nurture
Free Trial Requested
Sales OwnerReached SQL
Touch CampaignSales Rep
Lost Opportunity
Nurture
Reason-specific branches
New Client
On Boarding
Nurture
Current ClientNurture
(cross sell/upsell)
Company/ProductAnnouncements
Loyalty & Retention, Refer a Friend
Advanced Stage Nurture (Role, Title, Industry,
Company Specific)
Where Do We Start?
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Develop Buy Cycle Approach
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Define & Document Your Process
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Predict interest‒ Map product‒ Prioritize most impactful‒ ID predictors‒ Score leads against
Tell a story ‒ Target Messaging to levels (buyer,
user, benefactor)‒ Appeal to motivations, fears, pain
Use if/then logic to:‒ Develop 2-3 “welcome” tracks
(executive, imitative owner, practitioner)
‒ Target specific interests‒ Links to message boards, customer
testimonials
Use Persona Data For Messaging
*Source: Mintigo eBook: Creating Personas
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Map Nurture Program to Buying Stages
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Early Stage Content – Awareness & Education
•Industry Whitepapers
•Thought Leadership Webinars
•Ebooks
•How to Guides
•Executive Briefs
Scoring or key behaviors will let you know when they are ready to move on
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Later Stage Content – Consideration & Education
•Case Studies
•Interest Targeted Content
•Instructional Videos
•Trials and Demos
•Decision Making Tools
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Advocate Marketing 101
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Problem:Buyers trust their peers…over your marketing
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Referrals
Product reviewsBlog comments
Solution:Pull your Advocates into your marketing
ReferencesRe-tweets, Likes, shares
Discover
Media intervie
ws
User groups
Product surveys
Customer Advisory Boards
Analyst interviews
Consider, Retain, Inspire
Purchase
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Make it easy for Advocates to help
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Learn More about Advocate Marketing
Part 1: Your introduction to advocate marketing
Part 2: Laying the foundation for a world-class advocate marketing program
Part 3: From planning to identifying and onboarding advocates
Part 4: Engaging and rewarding your advocates
Part 5: Tracking and analyzing the results of your advocate marketing program
http://influitive.com/playbook
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7 Ways to Turbocharge
Lead Nurturing with Advocate
Content
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1. Event Speaker Summaries
•Capture the moment(words and images)
•Repackage the message
•Share the wisdom
•Recreate the energy
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2. Customer Tips eBook
•Pull ideas from multiple case studies
•Consider including infographics
•Tie each tip to a meaningful outcome
•Promote your advocates as experts
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3. Webinar / Podcast Highlights
•Offer 2 min. highlights…not entire webinar
•Provide link to full recording
•Podcasts are easy to record and edit
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4. Online Reviews
•Collect off several sites
•Select top quotes
•Summarize ratings
•Provide direct links
AppExchange:
G2 Crowd:
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•Think easy to consume – try as a slideshare
•Must be engaging – brand storytelling
5. Success Stories/Case Study Summaries
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6. Video Testimonials
•Can be one customer or several
•Focus on results and satisfaction after brief description of challenges
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7. Social Nurturing
1. Ask if they would like to speak to a peer (or expert)
2. Set them up with a customer advocate
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Questions?
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All attendees will receive access to the webinar replay
Thank you for joining us!
bluebirdstrat.com influitive.com
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• Define Goal(s)
• Build content map
• “Be the lead”
• Attach content to each step
• Emails sell the content
• Build the nurture in your system
• Test . . . Revise
• Launch!– Monitor … Revise … Monitor
… Revise
“Digital channels are empowering buyers to drive the conversation,
and as they engage and interact with a brand,
they start to connect to it.
The peer to peer nature of social media allows
buyers to share information and opinions
with each other – companies need to make
sure they are there to participate in the
conversation, but not monopolize it.”
Tips for Creating an Effective Nurture