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Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a realistic option? Lead nurturing helps address this engagement challenge and helps deliver the right information to the right leads at the right time. Join Mathew Sweezey, author of "Marketing Automation for Dummies," as he addresses the challenges of lead engagement for both marketing and sales teams and gives us valuable information on how lead nurturing can help solve this problem.
7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”
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advanced EMAIL MARKETING LEAD NURTURING
CONTENT MARKETING DEMAND GENERATION
Lead Nurturing Tips for Marketing - AND Sales
SEVEN
Marketing STATE OF DEMAND/INTRO/2014
Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey”
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STATS 2013
CONTENT CONSUMER BEHAVIOR
SETH GODIN SUPPLY AND DEMAND
INCREASE IN CHANNELS
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NASA MORE
POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA HAD IN
TO PUT A MAN ON THE
MOON
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Attention Span 8
seconds
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2/3 Consumer Executive Board
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#1 CONTENT
(FRESH) RELEVANT ENGAGING
-Jay Baer (2012)
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STATE OF DEMAND/STATS/2013
294 Billion Emails
2 Million Blog Posts
250 Million Photos
PER DAY
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
CASUAL!Casual Reading!
Consumer’s goal is to stay informed on their industry,
profession, or topics of interest. Consistent engagement.
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
RESEARCH!
Research!Consumer’s goal is to obtain
enough information to make an informed decision. Only research
in a buying cycle.
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
Stage 1 Stage 2 Stage 3
RESEARCH!
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Emai
l Nur
turin
g
STATE OF DEMAND/CONSUMERS/SURVEY
GOALS Casual Reading
Research
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DRIP NURTURING Problem/Goal Type of Drip Program
Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold MarkeGng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
CompeGGve Drip Straight Drip
Lost Deal Drip Straight Drip
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#2 Length of CONTENT
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STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.
71% C
onte
nt S
tatis
tic
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#3 Focus of CONTENT
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STATE OF DEMAND/CONSUMERS/SURVEY
STATE OF DEMAND/CONSUMERS/SURVEY
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#4 Email
“I don’t want someone to say my advertisement is creative. I want them to
go out and buy it.” -David Ogilvy
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SURV
EY
A B
OR
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WIC
KED
SM
ART
20 1
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HIS
TOR
ICAL
Em
ail D
esig
n
iBuyit
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Des
ign
in th
e
Vern
acul
ar John,
I missed you the other day. Thought this was something you’d like to see. Mark
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#5 Email COPY
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Emai
l Nur
turin
g
STATE OF DEMAND/CONSUMERS/SURVEY
Subject Copy CTA
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STATE OF DEMAND/CONSUMERS/SURVEY
2Be
st P
ract
ices
Su
bjec
t Lin
es
1 3
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#6 Experience wins
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S A B
Received a $50 gift card and a “thank you” via email.
Received a personal phone call and no money.
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S A B
Received a $50 gift card and a “thank you” via email.
Received a personal phone call and no money.
2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.
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#7 Agile Execution
-‐ ScoP Armstrong, Brainrider
*Executing BETTER, then measuring and recalibrating will always get you closer to your goal.
START
GOAL
QUESTIONS • What is a grit? • How would you spend 1k on video? • What beer do you brew? • Are you single? • Length of time to run a campaign?
Also reach me at @msweezey
Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey
![Lead Nurturing Basics [Infographic]](https://img.dokumen.tips/doc/110x75/53f9e45c8d7f729c2e8b4e22/lead-nurturing-basics-infographic.jpg?t=1701422999)
