This presentation sheds light on common lead nurturing mistakes most B2B companiesmake

1. AAyuja © 2013
Disclaimer: This presentation and the information provided here is indicative in nature and
should not be treated as views of the organization.
5 Mid-Funnel Lead Nurturing Mistakes
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Meet Goals, Beat Competition, Exceed Expectations
*Via Marketo*Via Marketo

2. AAyuja Internal and Confidential © 2012
Don’t Let Your Data Go Bad
The notion that a great salesperson can
sell anything to anybody is as stupid as
the idea that a virtuoso musician can
play any instrument. The more you
specialize in terms of product, service,
and industry, the more likely you are to
sell successfully.
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3. Don’t Forget to Test
Yes, this is up there with changing your
oil and flossing on the list of “Things You
Know You Should Do But Probably Don’t
Do Enough.” But seriously, certain
software's makes it dead easy to
automatically segment your list and send
out several different versions of your
emails, evaluate results, then dispatch
the winning email to the rest of your list.
Try it. Not only will this make you a more
effective marketer but, unlike flossing,
you’ll have fun.
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4. Don’t Use Jargon in Your Email
It doesn’t impress people. And it can be
awfully confusing, even to people who
should know what you mean. Always spell
out/define acronyms and abbreviations,
avoid buzzwords, and err on the side of
over-explaining complicated terms.
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5. Don’t Talk Like a Robot
This is a companion to the above
recommendation, but it’s more about
tone than vocabulary. Don’t intimidate
(or bore) your audience with long, highly-
technical sentences, or with pushy, over-
the-top sales pitches. Use a
conversational (even a humorous!) tone,
and help your audience solve their
problems with real words, not
gobbledygook. Your customers are
human, and you’re one too,
right? Right???
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6. Don’t Get Too Fancy
So many marketers try to use all of
features in their marketing automation
platform, all at once — without stopping
to think about the point of their
technology. You invested in marketing
automation so that you could have
interesting, relevant conversations with
the right people — not so that you could
impress them with bells and whistles. So
leave the complexity on the cutting room
floor, especially when you’re first starting
out. Keep it simple.
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