lead nurturing: content strategy for mid-funnel
DESCRIPTION
Presented by David Lewis, CEO & Founder of DemandGen, during Content Marketing Bootcamp San Francisco. #contentcampTRANSCRIPT
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Lead Nurturing Content Strategy for Mid-‐Funnel
David Lewis
Founder & CEO | DemandGen, Inc.
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David Lewis | CEO | DemandGen
Free copy for you
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The Path to Success…
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“Pssst … Hey, buddy. You want fresh content?”
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Hourglass Nurturing Create conversaAons. Make it a dialog!
Target = Inquiries ObjecIves: Building awareness and educaAon, pre-‐qualifying for Sales
Target = MQL ObjecIves: Create engagement such as offering demos and free-‐trials
Target = Customer ObjecIves: “Moving-‐in,” promoAng adopAon and use, showing value, incenAvizing loyalty
Target= Customer ObjecIves: Providing tools to communicate and prove benefits; isolaAng influencers
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Nurturing through the Funnel
• Inquiry and MQL Nurture • 4 to 9 Touches • 21 to 90 days (Sample Recipe: 2-‐5-‐7-‐14-‐7-‐3-‐5-‐14-‐10-‐5-‐1) • Short content, focused call to acAon • Use personal tone. MQL nurture should be from a person • Have tracks by persona (if appropriate)
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Have A Plan: Nurture Project Briefs
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The Flow
BEST PRACTICE: Building a flowchart prior to implemenAng the nurture in your markeAng automaAon system will create beger system design and gives you a family recipe book.
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The Ingredients
The recipe should document each of the touches including:
– Each ObjecAve – Who/From/Tone – Copy Requirements – CTA Requirements – Form/LP Requirements
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Case Study: Vidyard
In 90 Days
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Vidyard Family Recipe Inquiry and Trial Nurture
• Focus: Free Trial • 15 Touches (avg 1/wk) • DuraAon: 90 Days • 5 “Senders”
Inquiry Nurture
Trial Nurture
Trial Ends
Remarket
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Lead Nurturing Summary
• Nurture in and around the Demand Funnel • Make Inquiry & MQL Nurtures a High Priority • Define a Measurable Goal for Each Nurture • Leverage ExisAng Content Where Possible • Develop a Project Brief (Recipe Book) • Build, Test, Launch, Review, Update • Measure Inflow and Output
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How will you apply this?
?
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