Live Webinar: Lead Nurturing Beyond the Email Inbox

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Lead Nurturing Beyond the Email Inbox

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#BeyondtheInbox

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Lead Nurturing Is the Process of Building Relationships with Prospects

Until They’re Ready to Buy

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The 3-Martini Lunch: What Lead Nurturing Used to Be

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The Buyer’s Journey Has Changed… And So Has Lead Nurturing

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Marketing Takes Control of Lead Nurturing… And Has Built an

Automated and Always-On Process

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Under the Marketing Department, Lead Nurturing Has Been Email Centric

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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

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That’s Why Marketers Are Embracing Multi-Channel Nurturing

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The Building Blocks of Lead Nurturing Program

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1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).

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2. Develop Personas.

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3. Segment Your Audience.

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4. Create Content Based on Your Audience Segments.

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5. Optimize, Test, Measure.

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6. Maintain a Clean, Updated Database.

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7. Move Your Lead Nurturing Beyond Email.

B2B Lead NurturingBeyond the Inbox

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com

AGENDA

• The Email Challenge• Targeted Inbound Campaigns• Pre- and Post-Conversion Retargeting• Lead Nurturing 2.0• Sales Nurturing



THE EMAIL CHALLENGE

• Overwhelmed inbox• Stale contact database• Filters and black lists• Mobile majority – responsive?• Relevance and context?


BUYER PERSONA

Technology Ted

C-Suite Executive, Founder

Nerdy, Numbers Geek

Entrepreneurial

Quirky, Obsessive


SEGMENTATION


AUTO-ASSIGN PERSONAS


TARGETED CAMPAIGN

SaaS Marketing for CEOs

• The Story of Shopify

• Financial Survival and Growth

• Inbound vs Growth Hacking

• Secrets of SaaS Success


PROMOTION STRATEGY

• Email to Technology Segment

• Influencer Blog Post

• Our Blog Posts

• Social Media Promotion

• LinkedIn/Native/Retargeting


TARGETED EMAIL


RETARGETING

Make Every Visit Count

Image: Cavs


EMAIL NURTURING


CONTENT PERSONALIZATION


SALES NURTURING

B2B Lead Nurturing: Storytelling & Tech

Andrew Hickey - Director of Digital Marketing, eCornell

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.

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.

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

Keys to Catching LeadsTell 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

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

Keys to Catching LeadsUnderstand 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

Example - eC Lead Nurture Mktg Stack

Keep in mind...

Not all lead nurturing is created equal.

Q&A