7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”

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advanced EMAIL MARKETING LEAD NURTURING

CONTENT MARKETING DEMAND GENERATION

Lead Nurturing Tips for Marketing - AND Sales

SEVEN  

Marketing STATE OF DEMAND/INTRO/2014

Author: Marketing Automation For Dummies – 2014

Is my love, work, passion, and what I think about all day

every day

- Mathew “Sweezey”

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STATS 2013

CONTENT CONSUMER BEHAVIOR

SETH GODIN SUPPLY AND DEMAND

INCREASE IN CHANNELS

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NASA MORE

POWER IN A GOOGLE

SEARCH,  THAN ALL OF NASA HAD IN

TO PUT A MAN ON THE

MOON

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Attention Span 8

seconds

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2/3 Consumer Executive Board

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#1 CONTENT

(FRESH) RELEVANT ENGAGING

-Jay Baer (2012)

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STATE OF DEMAND/STATS/2013

294 Billion Emails

2 Million Blog Posts

250 Million Photos

PER DAY

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Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

CASUAL!Casual Reading!

Consumer’s goal is to stay informed on their industry,

profession, or topics of interest. Consistent engagement.

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Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

RESEARCH!

Research!Consumer’s goal is to obtain

enough information to make an informed decision. Only research

in a buying cycle.

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Con

tent

Eng

agem

ent

     

STATE OF DEMAND/CONSUMERS/SURVEY

Stage 1 Stage 2 Stage 3

RESEARCH!

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Emai

l Nur

turin

g      

STATE OF DEMAND/CONSUMERS/SURVEY

GOALS  Casual Reading

Research

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DRIP NURTURING Problem/Goal Type  of  Drip  Program  

Cold  Database   3-­‐2-­‐1

Automate  Lead  Nurturing Stage-­‐Specific  Drip

Event  Pre  and  Post  Follow-­‐ups Event-­‐Specific  Drip

Cold  MarkeGng  Lead  Drip 3-­‐2-­‐1

Cold  Sales  Lead  Drip Straight  Drip

CompeGGve  Drip Straight  Drip

Lost  Deal  Drip   Straight  Drip

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#2 Length of CONTENT  

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STATE OF DEMAND/CONSUMERS/SURVEY

Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.

71% C

onte

nt S

tatis

tic

     

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#3 Focus of CONTENT  

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STATE OF DEMAND/CONSUMERS/SURVEY

STATE OF DEMAND/CONSUMERS/SURVEY

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#4 Email  

“I don’t want someone to say my advertisement is creative. I want them to

go out and buy it.” -David Ogilvy

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SURV

EY

A B  

OR

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WIC

KED

SM

ART

20 1

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HIS

TOR

ICAL

Em

ail D

esig

n

iBuyit  

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Des

ign

in th

e

Vern

acul

ar John,    

 I  missed  you  the  other  day.  Thought  this  was  something  you’d  like  to  see.    Mark  

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#5 Email COPY  

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Emai

l Nur

turin

g      

STATE OF DEMAND/CONSUMERS/SURVEY

Subject  Copy  CTA  

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STATE OF DEMAND/CONSUMERS/SURVEY

2Be

st P

ract

ices

Su

bjec

t Lin

es

     

1 3

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#6 Experience wins  

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EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S

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EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S A B

Received a $50 gift card and a “thank you” via email.

Received a personal phone call and no money.

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EXPE

RIE

NC

ES

vs.

IMPR

ESSI

ON

S A B

Received a $50 gift card and a “thank you” via email.

Received a personal phone call and no money.

2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.

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#7 Agile Execution  

-­‐  ScoP  Armstrong,  Brainrider    

*Executing BETTER, then measuring and recalibrating will always get you closer to your goal.

START

GOAL    

QUESTIONS • What is a grit? •  How would you spend 1k on video? • What beer do you brew? •  Are you single? •  Length of time to run a campaign?

Also reach me at @msweezey  

Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey