How To Use Social Media and Email To Nurture Leads

Brian Carroll, InTouch

January 22, 2010

5 Steps to Successful Lead Nurturing

1. Understand your audience

2. Develop your strategy

3. Build your lead nurturing library

4. Execute multimodal and multi-track

5. Track and measure ROI

Step 3: Build Your LeadNurturing Library

• Gather, Filter Relevant Content Based on message map– 3rd party, articles -relevant topics, research reports

– Vendor agnostic podcasts, webinars, blogs, case studies to position sales team as “trusted advisor”

– Company specific white papers, success stories, webcasts

• Lesson Learned:– Reuse available content before creating new content

– Filter 3rd party content for a nurturing “library” using free sources http://www.google.com/alerts

Step 3: Build Your LeadNurturing Library

Resource: "Thought leadership for Lead Nurturing" (content strategy)

http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html

Step 4: Execute Multi-Modal and Multi-track

Sample Nurturing Email 1 – Blog/Article

Subject: Article about how automation ends the IT time monopoly

Pat,

I thought this article about the increased control IT gains from automation would be

relevant to helping your team get more done. Imagine the impact of faster company-wide

synchronization, less worries about your IT infrastructure and the added productivity your

team can bring to strategic projects.

Read this article, “Give IT More Time”

Take a look and let me know if you have any questions. If you can use more time to deliver

on strategic objectives, we have a suite of tools to help.

Best regards,

Mike Jones

Email 1 Connects to Industry Blog and…

http://landesk.typepad.com

High-value content with

educational intent

Leverage thought-

leader & partner

relationships for

content

Developed & designed

by InTouch

Email 1 also Connects to Articles

Sample of Nurturing Article Series – currently @ 14 articles

Phone: Social Media

Develop Relationships

• Personal invitations to events

• Confirm contacts & get internal referrals

• Get permission & opt-in e-mail

• Re-engage aged opportunities

• Identify qualified leads

Measuring Nurturing Results% Depth of Contacts in Sphere of Influence

% of Contacts that Opt-In for lead nurturing

% of Contacts that become “sales ready” leads

Podcasts and Blogs

• High-value

content with

educational intent

• Leverage

thought-leader

and partner

relationships for

content

• RSS is hot

Leveraging LinkedIn

1. Create a polished profile on LinkedIn

2. Join LinkedIn groups where your clients/customers gather and participate.

3. Post relevant content on groups.

4. Answer questions posted on LinkedIn.

5. Create your own LinkedIn group and share relevant content.

LinkedIn Groups

•Share ideas, tips,

best practices

•Networking

opportunities

•Position

yourselves as

thought leaders

Leveraging Twitter

• What’s

Microblogging?

• Users can

describe their

current status in

short posts

distributed by

instant

messages,

mobile phones,

email or the Web.

Connecting the dotsCompany Touchpoint History

04/30/2008 - Called - Rory Smith - Talked to DM

04/20/2008 - Called - Rory Smith - Got voice mail

04/17/2008 - Email Link Clicked - Rory Smith - Campaign 2008-04-17

04/17/2008 - Email Sent - Rory Smith - Message: How to optimize your outsourced teleprosp

04/17/2008 - Email Sent - Sylvie Jones - Message: How to optimize your outsourced teleprosp

04/17/2008 - Email Sent - Joel Koppelman - Message: How to optimize your outsourced teleprosp

04/08/2008 - Called - Rory Smith - Talked to DM

03/26/2008 - Called - Rory Smith - Talked to DM

03/20/2008 - Called - Rory Smith - Talked to DM

03/20/2008 - Called - Rory Smith - Got voice mail

03/19/2008 - Touchpoint - Rory Smith - Inquiry - Web

03/13/2008 - Email Link Clicked - Sylvie Jones - Campaign 2008-03-13

03/13/2008 - Email Sent - Sylvie Jones - Message: Why cost-per-lead budgets fail

03/13/2008 - Email Sent - Joel Koppelman - Message: Why cost-per-lead budgets fail

02/14/2008 - Email Sent - Sylvie Jones - Message: Using the phone in your lead generation s

02/14/2008 - Email Sent - Joel Koppelman - Message: Using the phone in your lead generation s

02/07/2008 - Called - Mitchell Codkind - Got voice mail

02/04/2008 - Called - Kelly Henry - Got voice mail

01/31/2008 - Called - Sylvie Jones - Got voice mail

01/29/2008 - Called - Sylvie Jones - Got voice mail

01/24/2008 - Touchpoint - Sylvie Jones - Blog Subscription - B2B Lead Generation

Brian Carroll, CEO

InTouch

651.255.7700 x640

Bcarroll@startwithalead.com

Other lead generation resources:

www.startwithalead.com

www.leadgenerationbook.com

http://blog.startwithalead.com

http://www.linkedin.com/groupRegistration?gid=1941474

Thank You & Questions