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Presented 11.3.10
Citation preview
Lead Nurturing 101Things to Consider Before Your First Campaign
Presented by: Derek Grant, VP of Sales
What is Prospect Nurturing?
• Delivering relevant content to prospects over time
• Designed to move the recipient forward in the sales process
• Push v. Pull content• Aberdeen Group – 80% of
Best Class Companies will nurture in 2010.
Know Your AudienceSegments and Personas• There is no such thing as “One
Size Fits All” content.
• Personalized, relevant content results in higher response rates
• Prospect v. Customer Content
• Granular segmentation is key• Explicit Segmentation:
Job Title or Department contain “IT” or Tech
• Personas:
Technology buyer vs. Economic buyer
What Are You Trying to Accomplish?
• Covey Had it right• Mission Statement
(Define “Success”)• Education• Green Leads to MQL• Brand Building / Top of Mind
Example:• Nurturing during a 30 day trial
should convert to a customer
Start with the End in Mind
Make it Appear Authentic• Business Hours improve
response rates• Be mindful of other touches
Frequency• Often enough to be expected• Not so often it is a nuisance• Rule of Thumb – Every 7-10
days
Be Mindful of Timing
Start• Not an MQL• Unresponsive to SalesStop• Once success has been
achieved• Once all relevant content
has been exhaustedTransition• Stop one program and start
another one
Know When to Start & Stop
ContentGo Green with Content• Develop multi-use content• Dust off old content• Blog PostsGeneral to Specific• Don’t get too specific too
soon.• Whitepapers = general, broad• Case Studies = specific, pain
points
Heavy HTML• Marketing collateral• Appropriate for white
papersText Only / Light HTML• With “From Address”
branding• Brian Carroll – Nurturing
with the “Human Touch”• Appropriate for Case
Studies and “personal notes”
Content Mix
Examples of NurturingSimple Uses for Nurturing
Marketing:• Educate non sales-ready
leads• Re-engage stale leadsSales:• Standardize
Communication• Stay top-of-mind
throughout the sales cycle
• Reconnect after a loss
Nurturing Do’s and Don’ts
Do• Use Segmentation &
Personas
• Start with the End in Mind
• Be Mindful of Timing
• General to Specific
• Know When to Stop
Don’t• “Nurture” your entire
database
• Assume that Newsletters nurture
• Do it Manually
About Pardot• Pardot provides Marketing
Automation to mid-market B2B Technology companies
• Founded in 2007• Over 350 Successful Clients• “No Hassles” approach:
• No Contract• Low Monthly Cost• Unlimited Database Size
• Complimentary On-boarding
Questions?
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Derek GrantVP of Sales
Thanks for Your Time