lead nurturing 101

13
Lead Nurturing 101 Things to Consider Before Your First Campaign Presented by: Derek Grant, VP of Sales

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Presented 11.3.10

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Page 1: Lead Nurturing 101

Lead Nurturing 101Things to Consider Before Your First Campaign

Presented by: Derek Grant, VP of Sales

Page 2: Lead Nurturing 101

What is Prospect Nurturing?

• Delivering relevant content to prospects over time

• Designed to move the recipient forward in the sales process

• Push v. Pull content• Aberdeen Group – 80% of

Best Class Companies will nurture in 2010.

Page 3: Lead Nurturing 101

Know Your AudienceSegments and Personas• There is no such thing as “One

Size Fits All” content.

• Personalized, relevant content results in higher response rates

• Prospect v. Customer Content

• Granular segmentation is key• Explicit Segmentation:

Job Title or Department contain “IT” or Tech

• Personas:

Technology buyer vs. Economic buyer

Page 4: Lead Nurturing 101

What Are You Trying to Accomplish?

• Covey Had it right• Mission Statement

(Define “Success”)• Education• Green Leads to MQL• Brand Building / Top of Mind

Example:• Nurturing during a 30 day trial

should convert to a customer

Start with the End in Mind

Page 5: Lead Nurturing 101

Make it Appear Authentic• Business Hours improve

response rates• Be mindful of other touches

Frequency• Often enough to be expected• Not so often it is a nuisance• Rule of Thumb – Every 7-10

days

Be Mindful of Timing

Page 6: Lead Nurturing 101

Start• Not an MQL• Unresponsive to SalesStop• Once success has been

achieved• Once all relevant content

has been exhaustedTransition• Stop one program and start

another one

Know When to Start & Stop

Page 7: Lead Nurturing 101

ContentGo Green with Content• Develop multi-use content• Dust off old content• Blog PostsGeneral to Specific• Don’t get too specific too

soon.• Whitepapers = general, broad• Case Studies = specific, pain

points

Page 8: Lead Nurturing 101

Heavy HTML• Marketing collateral• Appropriate for white

papersText Only / Light HTML• With “From Address”

branding• Brian Carroll – Nurturing

with the “Human Touch”• Appropriate for Case

Studies and “personal notes”

Content Mix

Page 9: Lead Nurturing 101

Examples of NurturingSimple Uses for Nurturing

Marketing:• Educate non sales-ready

leads• Re-engage stale leadsSales:• Standardize

Communication• Stay top-of-mind

throughout the sales cycle

• Reconnect after a loss

Page 10: Lead Nurturing 101

Nurturing Do’s and Don’ts

Do• Use Segmentation &

Personas

• Start with the End in Mind

• Be Mindful of Timing

• General to Specific

• Know When to Stop

Don’t• “Nurture” your entire

database

• Assume that Newsletters nurture

• Do it Manually

Page 11: Lead Nurturing 101

About Pardot• Pardot provides Marketing

Automation to mid-market B2B Technology companies

• Founded in 2007• Over 350 Successful Clients• “No Hassles” approach:

• No Contract• Low Monthly Cost• Unlimited Database Size

• Complimentary On-boarding

Page 12: Lead Nurturing 101

Questions?

Page 13: Lead Nurturing 101

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

Derek GrantVP of Sales

[email protected]

Thanks for Your Time