7 Ways to Turbocharge Lead Nurturing Programs

with Advocate-Generated Content

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Quick Housekeeping

• There will be time for a Q&A at the end

• Please submit your questions via chat

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the recording

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Speakers

Chris NewtonVP Business DevelopmentInfluitive

@bbstrategies

@influitive

Amy ColeDemand Generation Best PracticesConsultant at BlueBird Strategies

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•Lead nurturing best

practices

•Advocate marketing 101

•Two great things that go

great together

(7 ways to

turbocharge…)

Agenda

Lead Nurturing Best Practices

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Digital Engagement 2.0 – the Evolution

Content is still king!•Increasing demand for relevant, credible content

•Decreasing interest in product marketing pieces

•Digital engagement puts Buyer in driver’s seat

•Communication agenda maps to Buyer journey

•Measure interaction, respond quickly, improve

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Warm-up Campaign to Engage Suspects

Thought Leadership New Content

Offers

Early Stage Nurture

Net New Lead, Completed Form,

Awareness & Education

Content

Completed Early Stage; Consideration Content,

Goal is MQL

Trial Nurture

Free Trial Requested

Sales OwnerReached SQL

Touch CampaignSales Rep

Lost Opportunity

Nurture

Reason-specific branches

New Client

On Boarding

Nurture

Current ClientNurture

(cross sell/upsell)

Company/ProductAnnouncements

Loyalty & Retention, Refer a Friend

Advanced Stage Nurture (Role, Title, Industry,

Company Specific)

Where Do We Start?

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Develop Buy Cycle Approach

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Define & Document Your Process

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Predict interest‒ Map product‒ Prioritize most impactful‒ ID predictors‒ Score leads against

Tell a story ‒ Target Messaging to levels (buyer,

user, benefactor)‒ Appeal to motivations, fears, pain

Use if/then logic to:‒ Develop 2-3 “welcome” tracks

(executive, imitative owner, practitioner)

‒ Target specific interests‒ Links to message boards, customer

testimonials

Use Persona Data For Messaging

*Source: Mintigo eBook: Creating Personas

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Map Nurture Program to Buying Stages

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Early Stage Content – Awareness & Education

•Industry Whitepapers

•Thought Leadership Webinars

•Ebooks

•How to Guides

•Executive Briefs

Scoring or key behaviors will let you know when they are ready to move on

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Later Stage Content – Consideration & Education

•Case Studies

•Interest Targeted Content

•Instructional Videos

•Trials and Demos

•Decision Making Tools

Advocate Marketing 101

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Problem:Buyers trust their peers…over your marketing

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Referrals

Product reviewsBlog comments

Solution:Pull your Advocates into your marketing

ReferencesRe-tweets, Likes, shares

Discover

Media intervie

ws

User groups

Product surveys

Customer Advisory Boards

Analyst interviews

Consider, Retain, Inspire

Purchase

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Make it easy for Advocates to help

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Learn More about Advocate Marketing

Part 1: Your introduction to advocate marketing

Part 2: Laying the foundation for a world-class advocate marketing program

Part 3: From planning to identifying and onboarding advocates

Part 4: Engaging and rewarding your advocates

Part 5: Tracking and analyzing the results of your advocate marketing program

http://influitive.com/playbook

7 Ways to Turbocharge

Lead Nurturing with Advocate

Content

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1. Event Speaker Summaries

•Capture the moment(words and images)

•Repackage the message

•Share the wisdom

•Recreate the energy

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2. Customer Tips eBook

•Pull ideas from multiple case studies

•Consider including infographics

•Tie each tip to a meaningful outcome

•Promote your advocates as experts

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3. Webinar / Podcast Highlights

•Offer 2 min. highlights…not entire webinar

•Provide link to full recording

•Podcasts are easy to record and edit

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4. Online Reviews

•Collect off several sites

•Select top quotes

•Summarize ratings

•Provide direct links

AppExchange:

G2 Crowd:

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•Think easy to consume – try as a slideshare

•Must be engaging – brand storytelling

5. Success Stories/Case Study Summaries

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6. Video Testimonials

•Can be one customer or several

•Focus on results and satisfaction after brief description of challenges

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7. Social Nurturing

1. Ask if they would like to speak to a peer (or expert)

2. Set them up with a customer advocate

Questions?

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All attendees will receive access to the webinar replay

Thank you for joining us!

bluebirdstrat.com influitive.com

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• Define Goal(s)

• Build content map

• “Be the lead”

• Attach content to each step

• Emails sell the content

• Build the nurture in your system

• Test . . . Revise

• Launch!– Monitor … Revise … Monitor

… Revise

“Digital channels are empowering buyers to drive the conversation,

and as they engage and interact with a brand,

they start to connect to it.

The peer to peer nature of social media allows

buyers to share information and opinions

with each other – companies need to make

sure they are there to participate in the

conversation, but not monopolize it.”

Tips for Creating an Effective Nurture