Advanced Lead Nurturing: Wake the Dead

Advanced
Lead
Nurturing

 Mathew
Sweezey

 Principal
of
Marke<ng
Insights

 msweezey@salesforce.com

 @msweezey

 

How
to
wake
the
dead
leads
in
your
database

@msweezey
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Safe
Harbor

@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”

@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

@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.

@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.

@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

@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
+

+

@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
+

@msweezey
Why cold leads?
Lets
look
at
why
leads

are
cold
ﬁrst
and
then

we
can
warm
them
up.

00

@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” !

@msweezey
“Reengaging with your
leads is a tactical
endeavor which is based
on some core
foundations.”!
-Teddy the Tactical Teddy Bear!

@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

@msweezey
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities

@msweezey
“A” or “B”
How do you manage your email in box?
Heuristics Survey #1

@msweezey
“We now disqualify
before we qualify”

@msweezey
“A” or “B”
How do you research things online?
Heuristics Survey #2

@msweezey
“We batch research”

@msweezey
Daily
content
consump<on.
Usually
is
Learn,
and

Escape.
Happens
across
all
media
channels.

How
we
engage
with
Research
content.

Batch Research Defined

@msweezey
Stage Based Marketing
Subject Lines!

@msweezey
•  Thought you might like this
•  Did you get a chance to see this yet?
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.

@msweezey
•  New Case Study: Tag Management Best Practice
•  Connecting you with John, CMO from Precor
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.

@msweezey
•  Buyers Guide 2015
•  Marketing Automation Leader Report
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.

@msweezey
Email Copy!

@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

@msweezey
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.

@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

@msweezey
What is cold?We need to define what a cold lead
is, and what data point we will use
to identify them.

@msweezey
How to Identify Cold Leads
1.  Time
2.  Lead Score
3.  Lead Status

@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.

@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

@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.

@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.

@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

@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.

@msweezey
Nobody says
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose

@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

@msweezey
Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 57 million fans

@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

@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

@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.

@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

@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.

@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

@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

@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.

@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

@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)

@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.

@msweezey
Choose Your
Own Adventure
This
is
how
you
nurture
leads
in

videos
and
get
them
to
move
to
the

next
most
relevant
thing.

@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.

@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

@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.

@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.

@msweezey
If you do not involve your sales team in the
process of building out sales nurturing campaigns
they will not use them.

@msweezey
Salespeople Are people
And some of them are SMART!
Marketers
PLEASE REMEMBER:

@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.

@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.

@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.

@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.

@msweezey
Thank you
I
have
just
shared
the
presenta<on
on

my
twirer
handle
@msweezey

Advanced Lead Nurturing: Wake the Dead

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