Advanced Lead Nurturing: Wake the Dead
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The document presents advanced lead nurturing strategies by Mathew Sweezey, highlighting the challenges marketers face in reaching fragmented buyers across multiple channels. It emphasizes the importance of understanding the modern buyer's expectations and the need for personalized, contextually relevant engagement rather than traditional email marketing. Furthermore, it outlines tactics for identifying cold leads and implementing effective nurturing programs to convert them into customers.
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Advanced Lead Nurturing: Wake the Dead
- 1. Advanced Lead Nurturing Mathew Sweezey Principal of Marke<ng Insights [email protected] @msweezey How to wake the dead leads in your database
- 2. @msweezey • Safe harbor statement under the Private Securi<es Li<ga<on Reform Act of 1995: • This presenta<on may contain forward-‐looking statements that involve risks, uncertain<es, and assump<ons. If any such uncertain<es materialize or if any of the assump<ons 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 projec<ons of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future opera<ons, 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 uncertain<es referred to above include – but are not limited to – risks associated with developing and delivering new func<onality for our service, new products and services, our new business model, our past opera<ng losses, possible fluctua<ons in our opera<ng results and rate of growth, interrup<ons or delays in our Web hos<ng, breach of our security measures, the outcome of any li<ga<on, risks associated with completed and any possible mergers and acquisi<ons, the immature market in which we operate, our rela<vely limited opera<ng history, our ability to expand, retain, and mo<vate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-‐salesforce.com products, and u<liza<on and selling to larger enterprise customers. Further informa<on on poten<al 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 sec<on of the Investor Informa<on sec<on of our Web site. • Any unreleased services or features referenced in this or other presenta<ons, press releases or public statements are not currently available and may not be delivered on <me 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 obliga<on and does not intend to update these forward-‐looking statements. Safe Harbor
- 3. @msweezey Digital Native Principal of Marke<ng Insights and Author of Marke<ng Automa<on for Dummies. Recognized as one of the most influen<al thinkers on B2B marke<ng, and frequent author for Mashable, ClickZ, and Keynote Speaker. Mathew “Sweezey”
- 4. @msweezey Warning:!To be respectful of those who are “Advanced” we will be skipping a lot of the fluff and getting right down to the advanced topics. There will be homework given, and advanced topics covered. We will move fast, so please know this presentation is on slide share the moment the session is done. Simply follow me on twitter and it will be posted directly afterwards. Sorry not sorry
- 5. @msweezey 40X There are 40X more marke<ng channels a marketer must manage in 2015 compared to 1960. This increased fragmenta<on has happened as a result of infinite media, instant connec<vity, and the rise in mobility.
- 6. @msweezey BUYERS CHANGE Buyers become highly fragmented beings across mul<ple channels. They are always connected, and always on. The only way to reach them is to know more about them, and understand what it takes to really be relevant to the modern buyer.
- 7. @msweezey Buyers harness more power when they do a single Google search than all of NASA had in 1969 to land a man on the moon. Anything can be found in an instant, and if it’s not they they leave. INSTANT RESULTS 80% Bounce Rate On visits from Adwords 71% Have been Disappointed by content 25% Will never re-engage If disappointed once 1.70 Page views Per visit to your site
- 8. @msweezey ENVIROMENT CHANGED BUYERS CHANGE = MARKETING MUST CHANGE (Enter Lead Nurturing) Buyers harness more power when they do a single Google search Limitless Channels Buyers harness more power when they do a single Google search Always on Buyers harness more power when they do a single Google search Infinite Media Buyers harness more power when they do a single Google search Instant Expectations + +
- 9. @msweezey NURTURING IS NOT EMAIL MARKETING Buyers harness more power when they do a single Google search Limitless Channels Buyers harness more power when they do a single Google search Infinite Media +
- 10. @msweezey Why cold leads? Lets look at why leads are cold first and then we can warm them up. 00
- 11. @msweezey “Don’t be a fool. You’re leads aren’t engaging with you for a reason. It’s simple, fool. It’s either your not providing a contextual and relevant engagement, or they are not interested.” ! -MR “T” !
- 12. @msweezey “Reengaging with your leads is a tactical endeavor which is based on some core foundations.”! -Teddy the Tactical Teddy Bear!
- 13. @msweezey Modern Emails Your communica<on with people must be human and in the modern vernacular. Here are the ways to get your emails into shape. 01
- 14. @msweezey “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
- 15. @msweezey “A” or “B” How do you manage your email in box? Heuristics Survey #1
- 16. @msweezey “We now disqualify before we qualify”
- 17. @msweezey “A” or “B” How do you research things online? Heuristics Survey #2
- 19. @msweezey Daily content consump<on. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined
- 21. @msweezey Stage Based Marketing Subject Lines!
- 22. @msweezey • Thought you might like this • Did you get a chance to see this yet? Stage Based Marketing Subject Lines! STAGE ONE SUBJECT LINES! The goal is to get your email opened and to get them to the content. You are being helpful by connecting them to things which help them do their job better. Or empower them at their purpose.
- 23. @msweezey • New Case Study: Tag Management Best Practice • Connecting you with John, CMO from Precor Stage Based Marketing Subject Lines! STAGE TWO SUBJECT LINES! The goals is to help them convince the other 6 people on the buying committee to evaluate a tool/solution/service. Many times you will need other people showing value and gains. Stage two shares social proof.
- 24. @msweezey • Buyers Guide 2015 • Marketing Automation Leader Report Stage Based Marketing Subject Lines! STAGE THREE SUBJECT LINES! The goals is to show why your tool/product/solution is the best. This is when you break out the big guns, and share buyers guides, and magic quadrants.
- 25. @msweezey Stage Based Marketing Email Copy!
- 26. @msweezey John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Modern Humans Scan Emails B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
- 27. @msweezey 2x-4x increaseIn content conversions when using Rich text vs full HTML in nurturing emails.
- 28. @msweezey The buying cycle has increased and consumers are now engaging with more content than ever before. The only way to scale one to one rela<onships are thought journeys. Journeys 02
- 29. @msweezey What is cold?We need to define what a cold lead is, and what data point we will use to identify them.
- 30. @msweezey How to Identify Cold Leads 1. Time 2. Lead Score 3. Lead Status
- 31. @msweezey Lead Goes Cold Marketing Automation • They have not been back to your website in (x Days) • They have not converted to the next stage • Not all leads are “Leads” so be careful Read this data point from • Decrease lead score • Change their status • Remove as prospect Lead Score • Add to a “Cold Lead” drip • Remove from drip when engagement happens • Drip is very light touches Automation + Be realistic: You are not going to be able to convert all visitors into leads, and not all leads into opptys. It’s best to get dead leads out of your funnel, rather than trying to revive them.
- 32. @msweezey Goals Providing relevant informa<on to customer over the en<re lifecycle is cri<cal. 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 Marke<ng Lead Drip 3-‐2-‐1 Cold Sales Lead Drip Straight Drip Compe<<ve Drip Straight Drip Lost Deal Drip Straight Drip
- 33. @msweezey Lead Nurturing Wins Using the 3-‐2-‐1 technique of lead nurturing eCornell has been able to see amazing results. Conver<ng 50% of all sales qualified leads who are nurtured into new customers. eCornell Lead Program Is the online branch of the Ivy League Cornell University. They are responsible for driving all traffic and produce 5,000 leads per month. 16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
- 34. @msweezey You can not call your self a “Marketing Automation Processional” with out reading this book. You must understand what stage based marketing is, and the tactics to put it into practice. This book is your homework. This book will diagram all of these programs.
- 35. @msweezey Social Nurturing Gartner predicts by 2017 the CMO will over take the CIO in their fight for the largest IT budget in the company. This trend is a direct representa<on of the need for marke<ng to keep up with a longer sales cycle, manage more channels, and technology as a solu<on to these issues. 03
- 36. @msweezey 7.4 The average number of social channels a person with a smart phone. SEVENTEEN The average number of times per day a person between the ages of 35-49 checks their Facebook account each day.
- 37. @msweezey Nobody says “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose
- 38. @msweezey more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42% It is a “Path to Purpose” Not a “Path to Purchase” -Google THINK
- 39. @msweezey Experiences which fulfill purpose are best #likeagirl campaign is watched by over 57 million fans
- 40. @msweezey You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their ver<cal. VOLVO Case Study “Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marke<ng Volvo Construc<on Equipment of North America
- 41. @msweezey You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their ver<cal. VOLVO Case Study
- 42. @msweezey Purpose is “Contextual”So depending on their state of mind may depend on the purpose they are trying to fulfill. This changes by the second, and must be understood for automations to have a net positive effect.
- 43. @msweezey ESCAPE!People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. Smoke breaks are 1950 – Facebook is 2015
- 44. @msweezey
- 45. @msweezey Read this article for more on creating humor in your content: http:// www.clickz.com/clickz/column/2389218/create-better-content-via-humor Kronos Case Study Kronos, a workforce management software company, uses a weekly comic to engage with their audience. Their comics are consistently shared on LinkedIn two to 10x more than their corporate blog posts.
- 46. @msweezey Lead Conversion Your leads may be cold because you don’t know how to convert them to the next stage in the buying cycle. 04
- 47. @msweezey This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys. Static Websites
- 48. @msweezey Personalized Experience Requires you to know each and every person, and demands a system of relevance which touches all aspects of your business. This puts the customer success plaqorm at the heart of your marke<ng efforts. Then allows for scaling across all channels, with dynamic and predic<ve personaliza<on.
- 49. @msweezey Companies using predica<ve content on average are seeing an increase in revenue by 15%. Dynamic Content Dynamic content suggests the best next piece of content given set algorithms of most likely engagement. Owned Experiences Crea<ng customized experiences also needs to happen both on your website and via the email content. +15% Revenue
- 50. @msweezey Choose Your Own Adventure This is how you nurture leads on your website and provide a relevant, and contextual informa<on. Offers change based on their stage to be relevant. ( These are Dynamic Content) ( These are Dynamic Content) ( These are Dynamic Content)
- 51. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew STAGE 3 CTA STAGE 2 CTA Choose Your Own Adventure This is how you use Choose Your Own Adventure in email. By allowing people to self select into content you gain the insights, and they gain trust.
- 52. @msweezey Choose Your Own Adventure This is how you nurture leads in videos and get them to move to the next most relevant thing.
- 53. @msweezey Use Account Based Marketing This also works with account based marke<ng. You can tag an account with the stage and then serve up different content to them.
- 54. @msweezey Gartner predicts by 2017 the CMO will over take the CIO in their fight for the largest IT budget in the company. This trend is a direct representa<on of the need for marke<ng to keep up with a longer sales cycle, manage more channels, and technology as a solu<on to these issues. Sales + Marketing 05
- 55. @msweezey Lazy Crap The majority of marketers feel their sales people are Lazy because they do nothing with the leads which are passed over to them. Salespeople tend to feel the lead they receive from marke<ng are crap. This causes major distrust between marke<ng and sales.
- 56. @msweezey Sales Automations Real time notifications Sales then gets instant no<fica<ons of any lead they are working with and their engagement with marke<ng. Sales Nurturing Programs The biggest benefit to the sales and marke<ng program are sales automa<ons from Pardot. Giving businesses the ability to generate leads, iden<fy them, and close them faster. One click nurturing allows sales to then nurture those leads who are not ready buy.
- 57. @msweezey If you do not involve your sales team in the process of building out sales nurturing campaigns they will not use them.
- 58. @msweezey Salespeople Are people And some of them are SMART! Marketers PLEASE REMEMBER:
- 59. @msweezey Begin with Their emails Look at their sent emails to see how they phrase things. Speak with them and learn what they know about emailing prospects. They know a lot more than you may be giving them credit for.
- 60. @msweezey Follow their Cadence Then ask them how they want their leads to be followed up with, or how they currently follow up with them. Your smart reps will have a cadence they follow. You should use the same cadence.
- 61. @msweezey Train them on How and when If you fail to train them they will not use the tools, or not use them correctly. If you do not get their input they will not use them at all.
- 62. @msweezey WRAP UP Nurturing is more than email, and it is a highly tac<cal endeavor. It requires you to know modern email, social tools, and involve sales in the process.
- 63. @msweezey Thank you I have just shared the presenta<on on my twirer handle @msweezey