Like it or not, your customers demand a relevant experience. With access to as many as 30 million online retailers worldwide, your customers are being pulled in more directions than they can count. To ensure that you are meeting the demands of your consumers, you need to sustain your customer's attention with humanized, more relevant lead nurturing experiences.

1. @mkgetler| #humannuturing
MKGETLER
inboundmarketing consultant

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(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)
57%
of a prospect’s buying decision is complete before that prospect’s first contact with a supplier.

9. The buyer is in control.

10. 1
Why Nurture Your Leads?
2
The Recipe for Success.
3
Contextual Marketing | Lead Nurturing 2.0
4
The Tools of the Trade.
5
Getting Started.

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1
Why Nurture Your Leads?

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NOBODY wakes up
and thinks:
“I HOPE TO GET MARKETEDTO TODAY.”

14. The goal of lead nurturing is to prevent any potential frictionthrough the sales funnel.

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3
Getting Started.

18. PERSONAS:
Your answer to structuring effective lead nurturing.

19. Goals
Challenges
Measurements of Success

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14%
of Marketers say they were strongly capable of creating a single view of the customer.
-eMarketer

21. single customer view
An aggregated, consistent and holistic representationof thedataknown by a company about its customers.

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14%
of Marketers say they were strongly capable of creating a single view of the customer.
-eMarketer

23. If you don’t nail down your buyer personas, every aspect of your lead nurturing will suffer.

25. THE BUYER’S JOURNEY
The active research process a potential buyer goes through leading up to a purchase.

26. THE BUYER’S JOURNEY

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28. Map content to the
Buyer’s Journey
Tailor all content, existing and future, to each relevant stage of the Buyer’s Journey.

29. Content Mapping Fundamentals

30. MK, I’ve already got workflowsand drip campaigns.
I already have
lead nurturing.

31. Modern technologyand the behaviorof the modern buyerhas grown the complexityof nurturing leads through the sales funnel.

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4
Contextual Marketing | Lead Nurturing 2.0

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Contextual Marketing:
The practice of personalizing your business to your Persona based on who they are, what they want, what they need or what they do.

34. (source: DemandGen)
Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%.

35. Device
Persona
Weather
Location
Lifecycle Stage
Time of Day

36. To provide context by devicemake sure all of your content works on all devices, operating systems & browsers seamlessly.

37. Please stop making MK throw her phone through the wall.

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4
The Tools of the Trade.

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71%
of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences.
-Marketing Charts

45. RULE BOOK
email marketing
of

46. TL;DR
keep it short. srsly.

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info@yourbusiness.com

48. SEGMENTA
TION

55. SMARTCONTENT

57. ANNONYMOUS
personalization

58. device
source

59. soon.

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REVIEWS

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65%
of US internet users need to read 4+ online reviews before trusting a business.
-eMarketer

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63. social
monitoring

64. http://twitter.com/meaghano/status/1767991757

65. http://twitter.com/meaghano/status/1767991757

66. 82%
of customers are more likely to trust a company whose CEO and leadership team are active on social media

67. Make your social media accounts the most interesting accounts to follow in your industry.
Inbound Social Media Philosophy

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71%
of eCommerceprospects are more likely to purchase a product if referred through social media.
-HubSpot

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5
Getting Started.

72. PERSONAS:
Your answer to structuring effective lead nurturing.

73. THE BUYER’S JOURNEY

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TEST
ALL THE THINGS!

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Build trust, solidify thought leadership and gain credibility through your content.

76. If you build it,
the customers will come.

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THANK YOU!

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QUESTIONS ?

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