For complimentary research and resources on Marketing Automation check out: http://www.gleanster.com/topic_area/marketing-automation There's no denying that marketers are busy people. Day in and day out, you've got your hands full running campaigns and getting the most out of your efforts. With the introduction of new marketing technologies, you've learned that there are ways to start automating the tactical processes so that you can focus on the strategic ones. Despite the thousands of resources on lead nurturing and other tools that help with automation, eight out of ten organizations aren't taking advantage of lead nurturing. In fact, according to Gleanster Research, even top-performing organizations struggle with lead nurturing (although they are 5x more likely than all other organizations to create lead nurturing campaigns). You've realized the benefits of lead nurturing, but haven't figured out a simple way to leverage your resources and get started. Are there best practices for simplifying lead nurturing? Yes! Join Gleanster Principal Analyst, Ian Michiels, and Pardot Marketing Automation Evangelist, Mathew Sweezey, on March 19 at 1:00 p.m. (EST) for a closer look at how top-performing organizations use lead nurturing to outperform peers and competitors. You’ll learn: The real state of lead nurturing and a means of benchmarking your organization A simplified approach to configuring lead nurturing campaigns How top performers approach lead nurturing, and where they typically go with it. Lead nurturing doesn’t have to be complicated, and the return from even the simplest campaigns far outweighs the cost.

1. Compliments of:
Set-and-Forget Marketing:
Nurture Marketing Tactics for the Overwhelmed Marketer

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17. – Marketing Automation
– CRM
– New leads?
– Push a product?
– Up-sell?
– Etc.
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– Content will drive the right prospects
– Ongoing communication will demonstrate sensitivity
to the sales decision process
– Integration will provide visibility into results
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19. Qualification Nurturing Campaign
Qualification campaigns are designed to identify
whether or not a prospect should talk to sales
immediately or be routed to another nurturing
campaign.
Awareness Nurturing Campaign
Awareness campaigns are typically generic ongoing
communications with prospects (or customers).
Accelerator Nurturing Campaign
Accelerators are behavior driven events that pull the
prospect through the buying cycle, thereby accelerating
the time a prospect may want to engage with sales.
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20. Acquisition Nurturing Campaign
Acquisition campaigns engage marketing qualified leads by
encouraging them to talk to sales in a soft sell.
Call-to-Action Nurturing Campaign
Call-to-action campaigns drive prospects towards sales
engagement.
Re-Engagement Nurturing Campaign
Re-engage or stay in communication with companies
that did not buy but already engaged in the sales cycle
Post-Purchase Nurturing Campaign
Post-purchase nurturing is essentially automated
communications and customer support.
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21. Qualification Nurturing Campaign
Awareness Nurturing Campaign
Accelerator Nurturing Campaign
Leads
Acquisition Nurturing Campaign
Call-to-Action Nurturing Campaign
Ad-Hoc Nurturing Campaigns
Prospects Re-Engagement Nurturing Campaign
Customers Post-Purchase Nurturing Campaign
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– Measurement (Lead-to-Sale tracking)
– Justification (time well spent)
– Simple to configure
– Simple to maintain
– Best practice (used by Top Performers)
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24. Leads Prospects Customers
Customer Lifecycle
Buying Cycle Sales Cycle Service
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– Paid Search
– Banners
– Landing Page – Content, Videos, Blog Posts
– Email
– Direct Mail
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29. Leads Prospects Customers
Customer Lifecycle
Buying Cycle Sales Cycle Service
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– Later in the sales cycle
– Automating and standardizing communications for sales
– Allows marketers to track and measure influence in the
sale
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– Engage professional services
– Engage consultants
– Read research
– Read thought leadership
– Check out YouTube
– Pillage competitive resources
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37. Thanks!
Ian Michiels
Gleanster
@InsightFanatic