6. Lead nurturing is the practice of engaging with contacts via
automated touches to build a relationship; with the end goal of
closing more educated and qualified customers faster
7.
8. #INBOUND14
(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)
57%of a prospect’s buying decision is
complete before that prospect’s first
contact with a supplier.
9. #INBOUND14
Companies that excel at lead
nurturing generate
more sales ready
leads at
(source: Forrester Research)
50%
33%lower cost.
12. What is a BUYER
PERSONA?Semi-fictional representation of your ideal
customer based on real data and some
select educated speculation about
customer demographics, behavior patterns,
motivations, and goals.
51. Workflows give you the ability to automate your marketing to
actual people, not clicks and opens.
52. The Workflows tool allows us to use all the information we gather to
provide context for personalized, targeted content.
Understand Your
Buyers:
• Personalize your
marketing
• Identify buyer needs
• Understand what
content pulls leads
through sales funnel
53. What is the goal of the lead nurturing sequence or Workflow?
54. A contact you have some
(basic) information on (form
submission).
Typically includes:
• Whitepaper/e-book
downloads
• Webinar registration
A contact who behaves in a way
that makes them qualified for a
sales follow-up.
Typically includes:
• Viewed pricing page
• Clicked on case studies page
• Download of sales-centric offer
A contact who become a customer
for your organization.
55. Top of the Funnel:
AwarenessEducational
Middle of the Funnel:
Consideration
Bottom of the Funnel: Decision
Validate Solution
Contact Sales
Workflow: Convert
to MQL
Workflow: Convert
to Opportunity/
Customer
GoalContent
56. Lead Nurturing Workflow
Trigger email messages and activities within your contact records to automate your marketing strategies.
• Trigger emails, change any
contact property, and
segment your database all
through automation
• Move leads easily in and out
of campaigns as they
achieve certain goals or
take certain actions
• View detailed engagement
data for each step of your
campaign
• Create conditional checks
against every workflow step
for optimization (commonly
known as branching)
Just because they aren't ready for a trial doesn’t mean they aren't a good lead
It shouldn’t be about pushing your sales content in the hopes that something sticks, is this adding value to the contact, or is it self serving and hoping they will want to buy
I hate text-heavy slides. Text-heavy slides make me want to cry and eat a lot of salty carbs.
Adding value by providing useful information that contacts will benefit from
Buyer’s Journey Graphic #1 - PPT No Background – editable grouped in PPT
We’ve built a great landing page. It’s mobile optimized. It’s got progressive profile. It’s got all the bells and whistles. Even an A/B test. But lets remember for a second the people we’re trying to attract.
20% increase in sales opps-Think about how much revenue that is?
Marketers were asked to indicate top three results using segmental email lists.
Weather, location, time of day, device, persona,
‘marketers are focused on vanity metrics, leads matter.’ Marketing can help sales by providing as much information around a lead as possible.