How brands can use lead nurturing to lead their consumers down a path to purchase.

1. LEAD NURTURING FOR
BRANDS
Daryn Smith
Product and Marketing
daryn.smith@mpull.com

2. 4. Consumer
1. Consumer does receives SMS on
BRAND A BRAND B
online research into promotion 1 week
product options later, and goes to
purchase Brand B
3. Consumer
receives e-mail with a
case study 2 days
later
2. Consumer
“I need to buy Product X” receives a “did you
know” email 24 hours
after visiting Brand B
website
Using strategic communication to lead the consumer down a path to
purchase – lead nurturing

3. TV COMERCIALS
WWW
EVENTS & TRADE SHOWS
ONLINE BANNERS
PUBLIC RELATIONS PAY-PER-CLICK & SEARCH
PRINT ADS
Brands use conventional marketing with a “call to action” to generate leads

4. Content Marketing is used very effectively to generate leads and nurture leads

5. LEAD GENERATION
TACTICS
25% 50% 25%
QUALIFIED UN-QUALIFIED NOT
LEADS LEADS BUYERS
LEAD NURTURING PHASE
CONVERSION
BY SALES
TEAM CONVERSION BY SALES TEAM END
It is important not to treat all leads as qualified
Customer facing teams should only receive qualified leads from their marketing department

6. General Instant Discounts, Case Studies, Webinars, Guides, Infographics, White Papers, Research
B2B Top 10 Small Business Tips, Latest Trends in Industry, Investment Return Calculators
Telecommunications How to save costs on calls, Increase Collaboration, Data Usage Infographic
Financial
Home of the month, Top 10 Kitchen Ideas, Car Buyers Guide
Appliances
Choose a Green appliance, Energy Consumption Guide, Technology around the corner
B2B & B2C… lead nurturing using content works across verticals and markets

7. Define your
consumers path
to purchase
Design your
landing pages
Design your e-
mails and text
messages
Set up the
sequence and
timing of
communications
Four easy steps to setup lead nurturing using MPULL
Or outsource to MPULL through our managed service offering

8. The MPULL interfaces are highly intuitive

9. Completion of form Completion of form
Add to lead program:
X
After X number of days After X number of days
Send lead e-mail: X
Clicks on e-mail link Clicks on e-mail link
Visits a combination of pages Send lead SMS: X Visits a combination of pages
Visits a quantity of pages Move lead to program: Visits a quantity of pages
X
Leaves a particular page Leaves a particular page
E-mail notification: X
Watches a video Watches a video
Push to CRM system
Download a particular file Download a particular file
End Program
Lead Score is X Lead Score is X
* Red triggers and actions are live, other are in development
Lead Nurturing triggers that result in actions

10. Turn your website into a lead generation tool…
Consumers should register to get selected content and then nurture them!

11. The MPULL Solution
to Marketing Challenges

12. Leads
generated
are not We diligently
qualified track return in
spreadsheets, b
ut it is almost
Only a We have so
Marketing impossible to
portion of our many un-
is not combine all the
tactics align integrated
agile spreadsheets
to Marketing systems
enough into meaningful
Objectives
reports
Challenges Marketer’s face today…

13. There is too much internal e-mail!
There is no team
collaboration
We often focus Our branded
on the merchandise We find more
incorrect low disappears than one of
performing We must do more from our our ads in a
campaigns with less, and storeroom! magazine
headcount is frozen
Challenges Marketer’s face today…

14. I need Market Intelligence to make
decisions
Our
Everyone
business
manages Performance
Valuable units buy the
campaigns reviews are
knowledge is identical
differently too
lost when stock There is no
employees proof of subjective!
photography
leave and market Marketing
reports performance
Challenges Marketer’s face today…

15. • Campaign Management • Project Management • Landing Pages • Lead Scoring
(Advertising, PR, Direct • Workflow • Bulk Email • Trigger Management
Marketing etc) • Team Performance & • Bulk Text Messaging • Automated Messaging
• Event and RSVP Appraisals • Form Development
Management • Marketing Calendar
• Research Survey’s
• Collateral
• Branded Merchandise
• Business Intelligence
Marketing Marketing
Multi-Channel
Operations Resource Lead Nurturing
Marketing
Management Management
End-to-End Solution for Agile Marketing Teams

16. MPULL… where Marketer’s live!

17. THANK YOU!
For more information:
visit www.mpull.com
e-mail daryn.smith@mpull.com
Twitter: MPULLmarketing