The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
10. 1010
Email’s Two Main Drawbacks:
• 95% of Website Visitors Don’t Share an
Email Address
• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails
34. What is lead nurturing?
● Encouraging a lead through the marketing and sales funnel
● Modern lead nurturing typically includes an automated
component and is almost always focused around email.
● There are now an entire new class of lead nurturing tools,
tactics and techniques.
35. Lead Nurturing & the New B2B Funnel
From AncientPoint.com
Traffic and leads will escape your funnel. The good thing is
that you probably know where this is happening. Be ready to
catch those leads with nurturing tactics.
36. Keys to Catching Leads
● tell a story - plan your narrative well
● understand your tech
● Go beyond email
● Don’t ignore email - smart messaging is crucial
37. Keys to Catching Leads
Tell a story - plan your narrative well
● Plan Twice, Launch Once
● Diversity in medium and channel is crucial
● Be willing to change any narrative or tactic on the fly
● Use data to understand what’s working and what isn’t
38. Example - Impact of Smart Storytelling
Plan Twice, Launch Once
Diversity in medium and channel
is crucial
Be willing to change any narrative or
tactic on the fly
Use data to understand what’s working
and what isn’t
39. Keys to Catching Leads
Understand Your Technology
● Make sure you can track progress
● Not everyone needs a giant marketing stack
● Test your tech as you would test a new campaign
● Get useful data so you can optimize campaigns