When you hear the phrase "marketing automation," what do you think of first? A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? This has become the norm, yet it is among the least effective lead nurturing efforts you can set up as a marketer. Join this session to learn how to set up a multi-channel lead nurturing campaign to reach your prospective customers via email, social media, and other effective media.
28. 4 Steps to Use Paid Media
for Lead Nurturing
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1. Create Your
Audience
How will you build your
target audience?
Pixel-Based
List-Based
Lookalike
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Which method do you choose?
PRO CON
Pixel-based Timely
Specific
Behavior-based
Low volume
Time-intensive
List-based Highly customizable
Leverage all your data
Focus on converting existing contacts
Low match rates require large lists
Static, not timely
Often requires 3rd party
Lookalike Expand the audience size
Expand your reach
Displaying same content to people at
earlier stage in the funnel
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1. Create Your
Audience
What filters will you use to
identify your audience?
Demographics:
persona, lifecycle, industry,
etc.
Behaviors:
viewed product pages,
requested demo, using
competitive products, etc.
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2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Product Content
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2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Third Party Reviews
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2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Case Studies
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2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
MQL Landing Pages
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3. Choose the
Network
Where will your contacts
see your ad?
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3. Choose the
Network
What tools will you use to
launch your ads?
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4. Launch Your Ads
& Optimize
Craft the headline, image,
tracking URL, budget, and
any other details required
for each platform.
ads.twitter.com
facebook.com/ads/create
linkedin.com/ads
other retargeting login
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4. Launch Your Ads
& Optimize
Check in daily for quick
optimization like bid and
headline copy.
x
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52. 4 Steps to Use Social
Media for Lead Nurturing
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1. Create Streams
Product Questions:
people asking for a demo or
product information
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1. Create Streams
Competitor Mentions:
people mentioning your
competitors (whether or not
they mention your company)
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1. Create Streams
Industry Conversations:
people talking about the
industry (tip: filter for MQLs
and opportunities)
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2. Identify Content
Take stock of your
product resources to use
in different scenarios.
Product Content
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Third Party Reviews
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2. Identify Content
Third party reviews let
you respond without
being as self-promotional.
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2. Identify Content
Case Studies
In addition to product
questions, contacts may
ask about customers who
are like them.
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2. Identify Content
Leverage Your Customer Base
Let your best customers
share their stories
directly with interested
prospects.
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2. Identify Content
Direct 1on1 Response
Prepare your responses
for 1on1 interactions.
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3. Establish Handoff
Determine how to route
qualified leads to sales and
how they should follow up.
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4. Monitor & Respond
Monitor Twitter Social Inbox
streams and direct
messages. Monitor relevant
LinkedIn groups and Quora
threads.
70. Website smart content
is content on your website that
adapts to show your most qualified
visitors the content to move them
through the funnel.
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71. Goal of smart content:
Adapt your website to show the
content your prospects need to take
the next step in their evaluation.
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1. Identify Real Estate
Start by identifying where
on your website, blog, or
other assets you can use
smart content.
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2. Create Segments
Segment by persona and
lifecycle and any other
details to customize your
content.
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3. Adapt the Content
Go big (change the call-to-action)
or go for the details
(change a word to speak to
the segment).
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4. Launch & Measure
Measure conversion rates
of high priority segments
and conversion rates
overall.
20%
15%
10%
5%
0%
Opportunity Close Rate
Jan Feb Mar Apr May Jun
Pesona A Persona B Overall
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2. Do the Legwork
Figure out budget and
requirements, collect data
(addresses) and people (to
send to events), set
appointments, etc.
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Example
Book travel
Book meeting room
Work with sales to identify high priority active deals with CEOs at event
Set appointments with chosen executives
Prepare talking points and share background information
Identify desired outcome for meetings
Track completed meetings and impact on deals
Etc.
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3. Provide Value Upfront
Give in order to get –
provide value the prospect
can take no matter the
result of the interaction.