This document discusses strategies for lead nurturing campaigns using drip marketing. It describes using stage-specific nurturing to match communications to where prospects are in their buying journey. Stages include an unidentified need, identified need, and researching solutions. The timing and content of drip emails are tailored to each stage, with earlier content helping identify needs and later content promoting calls-to-action like demo videos. Examples provided include a 3-2-1 drip sequence and using chaser emails to improve response rates. The goal is to move prospects through the marketing and sales cycles with personalized, relevant content.

1. Next Level Lead Nurturing
Mathew Sweezey
Marketing Automation Evangelist
Pardot

2. 2
A bit about me @msweezey

3. 3
“Better Practices,
not Best Practices”

4. 4
Agenda
• Use Cases for Drip Campaigns
• Drip Marketing Stages
• Emails in Drip Campaigns
• Timing in Drip Programs
• When To Nurture
• Specific Drip Campaign Diagrams

5. USE CASES FOR DRIP
PROGRAMS

6. 6
Marketing Pre-Lead Marketing Cold Lead Sales Post Lead Drip
Drip Programs Drip Programs Programs
• Pre-Tradeshow • Database • Sales Drips
• Post-Tradeshow Nurturing • Competitive
• Email Nurturing • Cold Lead Drip Programs
• Industry Recycling • Lost Deal Drips
Nurturing • General Drip
• Non-Sales
ready nurturing
• White Paper
Download
nurturing

7. STAGES OF NURTURING

8. 8
Define Stages
1 2 3
Marketing Cycle Sales Cycle

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Stages
Stage 1: Unidentified Need
Stage 2: Identified Need
Stage 3: Researching Solutions

10. NURTURING THEORY

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Match Communication
to Stage

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Email Subject Lines Tips
Stage 1: No Keywords No Brand
Stage 2: Keyword or Brand
Stage 3: Both are okay
*Be Personable
*Be Relevant

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Email Copy Tips
• Rich Text – (NO HTML)
• 2-4 Sentences
• Use friendly language
• Use “You” - do not use “I”
• Talk to a Person from a Person
• Use Dynamic content
• Stick to your goal, and where the person is in the
lead lifecycle

14. 14
Content – Call to Action
Stage
1
Stage
2
Stage
3
• Industry
study
• Case
Studies
• Demo
Videos
• High-­‐Level
• Videos
• Buyers
guide
content
to
• Industry-­‐ • Reviews
help
iden?fy
specific
blog
• Success
Kits
their
need
posts
• Comparison
charts
• Blog
Posts
• Customer
Tes?monials

15. TIMING YOUR DRIP EMAILS

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Timing Better Practices
•
The longer the sales cycle, the longer the time
in-between communication
• 6 days – 45 days
• Choose your own adventure
• Use Chaser emails (EXCEPTION TO 6 RULE)
• Match the time to the goal
• Use the cooling-off periods (make a new list
for this)

17. WHEN TO NURTURE

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Match nurturing to activities
Prospects
Self
Select
into
Stages
1 2 3
Marketing Cycle Sales Cycle

19. DRIP EXAMPLES

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When to use which type of Drip
Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Event Pre and Post Follow- Event-Specific Drip
ups
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip

21. 21
3-2-1 Example
Start
6
Stage
3
Content
Stage
2
Content
6
6
Stage
1
Content

22. 22
Stage Specific Drip Example
Added
to
drip
from
link
click
6
in
3-­‐2-­‐1
Stage
1
Content
Carrot
to
Stage
2
3
11
Carrot
to
Stage
2

23. 23
Chaser Email Tactic
Drip
Email
Chaser
Email
3
3-­‐18
Inbox:
Thought
you
might
like
this
3-­‐21
Inbox:
RE:
Thought
you
might
like
this

24. QUESTIONS?
STUPID ONES ARE OKAY

25. APPLAUSE!
MATHEW.SWEEZEY@PARDOT.COM
@MSWEEZEY