The document discusses the "Golden Rule of Lead Nurturing" which is to treat prospects the way you would want to be treated. It recommends making content relevant, personal, and easy to digest for prospects based on what stage of the buying cycle they are in. The stages discussed are when the need is unidentified, the need is identified but not believable yet, and when the need is believable and the sales cycle is shortest. The document also discusses making the subject line, content length, and calls-to-action personal for each prospect.

1. The Golden Rule of Lead Nurturing
Allison Cuzzort
Manager, Pardot Client Implementation
Susan Spicknall
Senior Implementation Specialist, Pardot

2. Perspectives and Objectives for our Discussion
• The Golden Rule of Lead Nurturing
Do to your Prospects what you would want done to you.
ü Make Content relevant for Prospects.
ü Type of Content
ü Timing of Content (based on Stage in buying cycle)
ü Make Content personal and easy to digest for Prospects.
ü Subject Line
ü Length of Content
ü Body Content and CTA(s)
Think like your
Prospects to
increase
engagement!

3. Make Content Relevant
Stage 1
• Unidentified Need
• Make it about the
Prospect
• Types of Content:
– Blog Articles
– Emails
– Webinars
Casual
vs.
Research
Stage 2 Stage 3
• Need is identified
• Make it believable,
use Social Proof
• Types of Content
– Case Studies
– Videos
– Interviews
– Tweets!
• BANT
• Shortest length of
sales cycle
• Make it about you
• Types of Content:
– Buyer’s Guide
– Comparison charts
– Sales Sheets

4. Make Content Personal
• Less is more
• Rich text
• Personalization

5. Make Content Personal
• Subject Line
• Length of Content
• Body Content and CTA(s)

6. Pardot’s and YOUR success stories
Time to discuss!
" Post-event and webinar
follow-up
" Sales Enablement " Pardot Minute Clinic

7. Questions & Discussion