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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”
#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 goal is to stay
informed on their industry,
profession, or topics of interest.
Consistent engagement.
#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.
#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	
  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
#PardotWebinar	
  
#2Length of CONTENT	
  
#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
	
  
	
  
	
  
#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	
  
this	
  was	
  something	
  you’d	
  like	
  to	
  see.	
  
	
  
Mark	
  
#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
personal
phone call
and no
money.
#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.
#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 to run a campaign?
Also reach me at @msweezey	
  
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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