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7 Advanced Lead Nurturing Tips
for Marketing – AND Sales
Mathew Sweezey
Marketing Evangelist and
Author of “Marketing Auto...
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
advanced
EMAIL MARKETING
LEAD NURTURING
CONTENT MARKETING
DEMAND GENERATION
Lead Nurturing Tips for Marketing - AND Sales ...
Marketing
STATE OF DEMAND/INTRO/2014
Author: 
Marketing Automation 
For Dummies – 2014
Is my love, work, passion, and what...
#PardotWebinar	
  
STATS
2013
CONTENT
CONSUMER BEHAVIOR 
SETH GODIN
SUPPLY AND DEMAND
INCREASE IN CHANNELS
#PardotWebinar	
  
NASA
MORE
POWER IN
A GOOGLE
SEARCH,	
  
THAN ALL OF
NASA HAD IN
TO PUT A
MAN ON THE
MOON
#PardotWebinar	
  
Attention
Span
8
seconds
#PardotWebinar	
  
2/3
Consumer 
Executive 
Board
#PardotWebinar	
  
#1
CONTENT
(FRESH)
RELEVANT
ENGAGING
-Jay Baer (2012)
#PardotWebinar	
  
STATE OF DEMAND/STATS/2013
294 Billion
Emails 
2 Million Blog
Posts
250 Million
Photos
PER
DAY
#PardotWebinar	
  
ContentEngagement
	
  
	
  
	
  
STATE OF DEMAND/CONSUMERS/SURVEY
CASUAL!
Casual Reading!
Consumer’s go...
#PardotWebinar	
  
ContentEngagement
	
  
	
  
	
  
STATE OF DEMAND/CONSUMERS/SURVEY
RESEARCH!
Research!
Consumer’s goal i...
#PardotWebinar	
  
ContentEngagement
	
  
	
  
	
  
STATE OF DEMAND/CONSUMERS/SURVEY
Stage 1
 Stage 2
 Stage 3
RESEARCH!
#PardotWebinar	
  
EmailNurturing
	
  
	
  
	
  
STATE OF DEMAND/CONSUMERS/SURVEY
GOALS	
  
Casual 
Reading

Research
#PardotWebinar	
  
DRIP NURTURING
Problem/Goal Type	
  of	
  Drip	
  Program	
  
Cold	
  Database	
   3-­‐2-­‐1
Automate	
...
#PardotWebinar	
  
#2Length of CONTENT	
  
#PardotWebinar	
  
STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be
less than 5 pages. Only
1.7% would prefer more
th...
#PardotWebinar	
  
#3Focus of CONTENT	
  
#PardotWebinar	
  
STATE OF DEMAND/CONSUMERS/SURVEY
STATE OF DEMAND/CONSUMERS/SURVEY
#PardotWebinar	
  
#4Email	
  
“I don’t want someone to
say my advertisement is
creative. I want them to
go out and buy it.”
-David Ogilvy
#PardotWebinar	
  
SURVEY
A
B	
  
OR
#PardotWebinar	
  
#PardotWebinar	
  
WICKED
SMART
20
1
#PardotWebinar	
  
HISTORICAL
EmailDesign
iBuyit	
  
#PardotWebinar	
  
Designinthe
Vernacular
John,	
  	
  
	
  
I	
  missed	
  you	
  the	
  other	
  day.	
  Thought	
  
thi...
#PardotWebinar	
  
#5Email COPY	
  
#PardotWebinar	
  
EmailNurturing
	
  
	
  
	
  
STATE OF DEMAND/CONSUMERS/SURVEY
Subject	
  
Copy 	
  
CTA	
  
#PardotWebinar	
  
STATE OF DEMAND/CONSUMERS/SURVEY
2
BestPractices
SubjectLines
	
  
	
  
	
  
1 3
#PardotWebinar	
  
#6Experience wins	
  
#PardotWebinar	
  
EXPERIENCES



vs.
IMPRESSIONS
#PardotWebinar	
  
EXPERIENCES



vs.
IMPRESSIONS
A B
Received a
$50 gift
card and a
“thank you”
via email.
Received a
per...
#PardotWebinar	
  
EXPERIENCES



vs.
IMPRESSIONS
A B
Received a
$50 gift
card and a
“thank you”
via email.
Received a
per...
#PardotWebinar	
  
#7Agile 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...
Mathew Sweezey
Marketing Evangelist and
Author of “Marketing Automation for Dummies”
@msweezey
7 Advanced Lead Nurturing Tips for Marketing - AND Sales
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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.

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7 Advanced Lead Nurturing Tips for Marketing - AND Sales

  1. 7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”
  2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. advanced EMAIL MARKETING LEAD NURTURING CONTENT MARKETING DEMAND GENERATION Lead Nurturing Tips for Marketing - AND Sales SEVEN  
  4. 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”
  5. #PardotWebinar   STATS 2013 CONTENT CONSUMER BEHAVIOR SETH GODIN SUPPLY AND DEMAND INCREASE IN CHANNELS
  6. #PardotWebinar   NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON
  7. #PardotWebinar   Attention Span 8 seconds
  8. #PardotWebinar   2/3 Consumer Executive Board
  9. #PardotWebinar   #1 CONTENT
  10. (FRESH) RELEVANT ENGAGING -Jay Baer (2012)
  11. #PardotWebinar   STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY
  12. #PardotWebinar   ContentEngagement       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.
  13. #PardotWebinar   ContentEngagement       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.
  14. #PardotWebinar   ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY Stage 1 Stage 2 Stage 3 RESEARCH!
  15. #PardotWebinar   EmailNurturing       STATE OF DEMAND/CONSUMERS/SURVEY GOALS   Casual Reading Research
  16. #PardotWebinar   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
  17. #PardotWebinar   #2Length of CONTENT  
  18. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages. 71% ContentStatistic      
  19. #PardotWebinar   #3Focus of CONTENT  
  20. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY
  21. STATE OF DEMAND/CONSUMERS/SURVEY
  22. #PardotWebinar   #4Email  
  23. “I don’t want someone to say my advertisement is creative. I want them to go out and buy it.” -David Ogilvy
  24. #PardotWebinar   SURVEY A B   OR
  25. #PardotWebinar  
  26. #PardotWebinar   WICKED SMART 20 1
  27. #PardotWebinar   HISTORICAL EmailDesign iBuyit  
  28. #PardotWebinar   Designinthe Vernacular John,       I  missed  you  the  other  day.  Thought   this  was  something  you’d  like  to  see.     Mark  
  29. #PardotWebinar   #5Email COPY  
  30. #PardotWebinar   EmailNurturing       STATE OF DEMAND/CONSUMERS/SURVEY Subject   Copy   CTA  
  31. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY 2 BestPractices SubjectLines       1 3
  32. #PardotWebinar   #6Experience wins  
  33. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS
  34. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS A B Received a $50 gift card and a “thank you” via email. Received a personal phone call and no money.
  35. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS A B Received a $50 gift card and a “thank you” via email. Received a personal phone call and no money. 2xas many people said they would buy again from them after the personal phone call vs. the gift card via email.
  36. #PardotWebinar   #7Agile Execution  
  37. -­‐  ScoP  Armstrong,  Brainrider    
  38. *Executing BETTER, then measuring and recalibrating will always get you closer to your goal. START GOAL    
  39. 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  
  40. Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey
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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.

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