SlideShare ist ein Scribd-Unternehmen logo
1 von 49
Downloaden Sie, um offline zu lesen
Life Beyond Lead Generation
How to Create a Lead Nurturing Campaign that Actually Turns
Leads into Customers
Tammy Duggan-Herd, Ph.D. | Campaign Creators
“Companies that excel at lead
nurturing generate
50% more sales ready leads at 33%
lower costs.”
Forrester Research
“65% of B2B marketers
have not established lead nurturing.”
MarketingSherpa
Let’s Break it Down
Part 1: Mapping your content to match your buyer’s
journey
Part 2: Building an automated campaign in your MAS
Tammy Duggan-Herd - Life After Lead Gen
Top of the funnel
Middle of the funnel
Bottom of the funnel
Automated Lead Nurturing Campaign
CAMPAIGN
TY PAGE TY PAGETY PAGE
Campaign Checklist
1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow
People are becoming aware of a problem
they have or a goal they want met.
People are considering possible solutions
for their problem or ways to meet their goal.
People are making a decision to purchase a
solution.
Stop right there, you have personas
right?
Where do we start?
Product/Service
Pain point
The Awareness Stage
The Awareness Stage: Understanding
Your Buyer
1. How do buyers describe this goal or pain
point?
2. What are the top causes for this pain point or
reasons this goal is not being met?
3. What does your buyer have to gain if this
pain point is addressed or goal is met?
4. What are the consequences of inaction by
the buyer?
The Awareness Stage: Understanding
Your Buyer
5. Are there common misconceptions buyers
have about addressing the goal or
challenge?
6. How do buyers decide whether the goal or
challenge should be prioritized?
7. How do buyers educate themselves on this
goal or challenge?
The Awareness Stage: Information
Gathering
• Speak to sales rep
• Website search function history
• Keyword research
• Answer the public, KWFinder Questions
• Online forums/groups
• Quora
• Reddit
• Survey/Poll (via email or social)
The Awareness Stage: ToFu Asset
Example: ToFu for Marketing Mary
Pain point: Digital marketing capabilities gap
Cause: Lacking resources (time or team), tech skills or
strategy
Prioritization: Digital spend continues to increase
If addressed: Weight lifted off shoulders
If not addressed: Guilty, burdened by to-dos, lacking
direction - they will fall behind!
Example ToFu: Marketing Gaps Quiz
Now it’s your turn
Introducing...
Persona: Small Biz Billy
Role: Small Business Owner
Goals:
• Being the premier provider of product or service
within industry
• Training his staff to be experts in their trade
• Differentiating from larger competitors
• Improving processes including updating technology
and using new products
Persona: Small Biz Billy
Role: Small Business Owner
Challenges:
• Limited budget that impacts everything from technology to
marketing to hiring
• Over reliance on word-of-mouth referrals
• Weak online presence that gives the impression of being
outdated
• Lack of qualified inbound leads
• Differentiating from the competition
• Filling in business gaps due to a limited budget and lack of
experience
• Taking on several different roles (wearing many different hats)
Introducing...
Introducing...
Company: Website Wizards
Product: Custom Website
About:
• Create marketing focused websites
• SEO
• Conversion rate optimization
• Working with small businesses for 10 years
• Utilize iterative web design
• Spreads your costs over time rather than paying one sum
• Make data-driven, business-aligned decisions about direction site
Awareness Stage for Billy
Product: Website
Pain point:
Cause:
Prioritization:
If addressed:
If not addressed:
Let’s Brainstorm
What offer could help Billy identify his pain point and/or goal?
Checklist:
Quiz:
Guide:
Workbook:
Assessment:
The Consideration Stage
The Consideration Stage:
Understanding Your Buyer
1. What categories of solutions do buyers
investigate?
2. How do buyers educate themselves on the
various categories?
3. How do buyers perceive the pros & cons of each
category?
4. How do buyers decide which category is right for
them?
The Consideration Stage: Information
Gathering
• Speak to sales or customer service rep
• Case studies
• Website chat history
• Customer service tickets
• Survey or speak to current customers
• Product/Service review sites
The Consideration Stage: MoFu Asset
Example Mofu for Marketing Mary
Consideration Stage for Billy
Product: Website
Solution categories:
Information gathering:
Pros and cons of categories:
Decision criteria:
Let’s Brainstorm
What offer could help Billy choose a solution category?
Whitepaper:
eBook:
Webinar:
Video:
The Decision Stage
The Decision Stage: Understanding
Your Buyer
1. What criteria do buyers use to evaluate the
available offerings?
2. When buyers investigate your company’s offering,
what do they like about it compared to
alternatives?
3. What concerns do they have with your offering?
4. Who needs to be involved in the decision? How
do their perspectives differ?
The Decision Stage: Understanding
Your Buyer
5. Do buyers have expectations around trying the
offering before they purchase it?
6. Outside of purchasing, do buyers need to make
additional preparations, such as implementation
plans or training strategies?
The Decision Stage: Information
Gathering
• Speak to sales or customer service rep
• Case studies and testimonials
• Website chat history
• Customer service tickets
• Survey or speak to current customers
• Customer feedback/review sites
The Decision Stage: BoFu Asset
Example BoFu for Marketing Mary
Example BoFu Free Strategy Session
Now it’s your turn
Category: Hire web design agency
Evaluation criteria:
Points of differentiation:
Concerns/Objections:
Expectations:
Preparations:
Let’s Brainstorm
What offer could help Billy decide to buy a website
from us?
1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
Campaign Checklist
✓
✓
✓
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow
Part 2: Building an Automated
Campaign in Your MAS
CAMPAIGN
TY PAGE TY PAGETY PAGE
Landing pages
A few tips…
1. Headline should clearly communicate UVP
• What it is
• Who its’ for
• Why they should care
2. UVP, form and CTA above the fold
3. Form and CTA stand out from background
4. Match ask to offer
Thank you pages
A few tips…
1. Create them!
• Don’t rely on email to deliver offer
• Allows for better GA goal tracking
2. Use as an opportunity to present next offer
Thank you pages
Nurture emails
Email 1: Delivers thanks, CTA sends them to access
previous offer on TY page
Email 2: Introduces next offer in the funnel, CTA
sends them to next offer landing page
Email 3: Promotes next offer in the funnel, CTA
sends them to next offer landing page
Nurture Email Workflows
1. Enroll contact upon offer form completion
2. Goal: Form completion at next stage
3. When contact meets goal remove from workflow
4. If contact completes workflow without meeting
goal add to list for re-engagement
Campaign Checklist
1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
✓
✓
✓
✓
✓
✓
✓
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow
✓
✓
✓
✓
✓
✓
✓
Congratulations! You just created an automated
lead nurturing campaign!
Thank You
Want to Connect?
TAMMY DUGGAN-HERD, PhD
Director of Marketing // CAMPAIGN CREATORS
www.linkedin.com/in/tamaradugganherd/
tammy@campaigncreators.com

Weitere ähnliche Inhalte

Was ist angesagt?

Startup marketing on zero budget
Startup marketing on zero budgetStartup marketing on zero budget
Startup marketing on zero budgetDave Booth
 
Conversion Optimization and Lead Magnets
Conversion Optimization and Lead MagnetsConversion Optimization and Lead Magnets
Conversion Optimization and Lead MagnetsBrant Bell
 
Edu4Sure - Affiliate Marketing
Edu4Sure - Affiliate MarketingEdu4Sure - Affiliate Marketing
Edu4Sure - Affiliate MarketingEdu4Sure
 
B2B Marketing Part 4: 50 tips to power up your efforts
B2B Marketing Part 4: 50 tips to power up your effortsB2B Marketing Part 4: 50 tips to power up your efforts
B2B Marketing Part 4: 50 tips to power up your effortsVivastream
 
B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...
	B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...	B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...
B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...Heinz Marketing Inc
 
Sales Velocity and Event Marketing-More Butts In Seats!
Sales Velocity and Event Marketing-More Butts In Seats!Sales Velocity and Event Marketing-More Butts In Seats!
Sales Velocity and Event Marketing-More Butts In Seats!We Coach The Pros
 
Presentation power hour 14 how to drive customers to your website
Presentation power hour 14   how to drive customers to your website  Presentation power hour 14   how to drive customers to your website
Presentation power hour 14 how to drive customers to your website TheoRuby
 
Facebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsFacebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsSEOM Interactive
 
Zero budget marketing
Zero budget marketingZero budget marketing
Zero budget marketingErin Jacob
 
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...GeekWire
 
The Zero Budget Marketing Plan
The Zero Budget Marketing PlanThe Zero Budget Marketing Plan
The Zero Budget Marketing Planembarkonit
 
Do you understand how your market buys?
Do you understand how your market buys?Do you understand how your market buys?
Do you understand how your market buys?Kay Franklin
 
30 greatest lead generation tips hubspot demandzen
30 greatest lead generation tips hubspot demandzen30 greatest lead generation tips hubspot demandzen
30 greatest lead generation tips hubspot demandzendemandzen
 
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...TheoRuby
 

Was ist angesagt? (20)

Startup marketing on zero budget
Startup marketing on zero budgetStartup marketing on zero budget
Startup marketing on zero budget
 
Conversion Optimization and Lead Magnets
Conversion Optimization and Lead MagnetsConversion Optimization and Lead Magnets
Conversion Optimization and Lead Magnets
 
Right Touch, Right Person, Right Time Workshop
Right Touch, Right Person, Right Time WorkshopRight Touch, Right Person, Right Time Workshop
Right Touch, Right Person, Right Time Workshop
 
Edu4Sure - Affiliate Marketing
Edu4Sure - Affiliate MarketingEdu4Sure - Affiliate Marketing
Edu4Sure - Affiliate Marketing
 
B2B Marketing Part 4: 50 tips to power up your efforts
B2B Marketing Part 4: 50 tips to power up your effortsB2B Marketing Part 4: 50 tips to power up your efforts
B2B Marketing Part 4: 50 tips to power up your efforts
 
90 Seminar Marketing Ideas
90 Seminar Marketing Ideas90 Seminar Marketing Ideas
90 Seminar Marketing Ideas
 
Traction Notes
Traction NotesTraction Notes
Traction Notes
 
B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...
	B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...	B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...
B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...
 
Sales Velocity and Event Marketing-More Butts In Seats!
Sales Velocity and Event Marketing-More Butts In Seats!Sales Velocity and Event Marketing-More Butts In Seats!
Sales Velocity and Event Marketing-More Butts In Seats!
 
Presentation power hour 14 how to drive customers to your website
Presentation power hour 14   how to drive customers to your website  Presentation power hour 14   how to drive customers to your website
Presentation power hour 14 how to drive customers to your website
 
Facebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsFacebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad Options
 
High conversion secrets
High conversion secretsHigh conversion secrets
High conversion secrets
 
Zero budget marketing
Zero budget marketingZero budget marketing
Zero budget marketing
 
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do ...
 
Sales Strategies for Freelance Business Journalists: Day Three
Sales Strategies for Freelance Business Journalists: Day ThreeSales Strategies for Freelance Business Journalists: Day Three
Sales Strategies for Freelance Business Journalists: Day Three
 
The Zero Budget Marketing Plan
The Zero Budget Marketing PlanThe Zero Budget Marketing Plan
The Zero Budget Marketing Plan
 
Do you understand how your market buys?
Do you understand how your market buys?Do you understand how your market buys?
Do you understand how your market buys?
 
30 greatest lead generation tips hubspot demandzen
30 greatest lead generation tips hubspot demandzen30 greatest lead generation tips hubspot demandzen
30 greatest lead generation tips hubspot demandzen
 
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...
Power Hour 15 | 7 Steps to Grow Your Network on LinkedIn with Celia The Queen...
 
Stop Selling Suppliers and Start Selling You
Stop Selling Suppliers and Start Selling YouStop Selling Suppliers and Start Selling You
Stop Selling Suppliers and Start Selling You
 

Ähnlich wie Tammy Duggan-Herd - Life After Lead Gen

Content Marketing Explained: Theory and Real Life Examples
Content Marketing Explained: Theory and Real Life ExamplesContent Marketing Explained: Theory and Real Life Examples
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
 
ysantosCsddmbhday4,5
ysantosCsddmbhday4,5ysantosCsddmbhday4,5
ysantosCsddmbhday4,5Anne Starr
 
Cmbysantocsddsh
CmbysantocsddshCmbysantocsddsh
CmbysantocsddshAnne Starr
 
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of TimesErin Murphy
 
How to drive customers to your website - Richmond Creatives
How to drive customers to your website - Richmond Creatives How to drive customers to your website - Richmond Creatives
How to drive customers to your website - Richmond Creatives TheoRuby
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook TemplateDemand Metric
 
Inbound marketing-for-higher-education
Inbound marketing-for-higher-educationInbound marketing-for-higher-education
Inbound marketing-for-higher-educationMichael Waxman-Lenz
 
CRM Training PPT - 1-11-15 RevisionAY
CRM Training PPT - 1-11-15 RevisionAYCRM Training PPT - 1-11-15 RevisionAY
CRM Training PPT - 1-11-15 RevisionAYTargetcast
 
A How-To Guide on Lead Nurturing: Managing Your Sales Leads
A How-To Guide on Lead Nurturing: Managing Your Sales LeadsA How-To Guide on Lead Nurturing: Managing Your Sales Leads
A How-To Guide on Lead Nurturing: Managing Your Sales LeadsSalesOptimize
 
The Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookThe Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookJoshua Schnell
 
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing ResultsEllie Mirman
 
Mastering B2B Content Marketing
Mastering B2B Content MarketingMastering B2B Content Marketing
Mastering B2B Content Marketinglexisclick
 
Affiliate Marketing 2009 What Really Works Now
Affiliate Marketing 2009 What Really Works NowAffiliate Marketing 2009 What Really Works Now
Affiliate Marketing 2009 What Really Works NowAffiliate Summit
 
8secretstosalesandmarketing
8secretstosalesandmarketing8secretstosalesandmarketing
8secretstosalesandmarketingSalesfusion
 
Unlocking the content dungeon
Unlocking the content dungeonUnlocking the content dungeon
Unlocking the content dungeonEarnest
 
Online Marketing Strategies for Small Businesses
Online Marketing Strategies for Small BusinessesOnline Marketing Strategies for Small Businesses
Online Marketing Strategies for Small BusinessesAsian Women In Business
 

Ähnlich wie Tammy Duggan-Herd - Life After Lead Gen (20)

Content Marketing Explained: Theory and Real Life Examples
Content Marketing Explained: Theory and Real Life ExamplesContent Marketing Explained: Theory and Real Life Examples
Content Marketing Explained: Theory and Real Life Examples
 
ysantosCsddmbhday4,5
ysantosCsddmbhday4,5ysantosCsddmbhday4,5
ysantosCsddmbhday4,5
 
Cmbysantocsddsh
CmbysantocsddshCmbysantocsddsh
Cmbysantocsddsh
 
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
 
NYC HUG Q4 - 2019 Marketing and Sales Planning
NYC HUG Q4 - 2019 Marketing and Sales PlanningNYC HUG Q4 - 2019 Marketing and Sales Planning
NYC HUG Q4 - 2019 Marketing and Sales Planning
 
How to drive customers to your website - Richmond Creatives
How to drive customers to your website - Richmond Creatives How to drive customers to your website - Richmond Creatives
How to drive customers to your website - Richmond Creatives
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook Template
 
Inbound Marketing for HE
Inbound Marketing for HEInbound Marketing for HE
Inbound Marketing for HE
 
Inbound marketing-for-higher-education
Inbound marketing-for-higher-educationInbound marketing-for-higher-education
Inbound marketing-for-higher-education
 
Inbound Marketing for Higher Education
Inbound Marketing for Higher EducationInbound Marketing for Higher Education
Inbound Marketing for Higher Education
 
CRM Training PPT - 1-11-15 RevisionAY
CRM Training PPT - 1-11-15 RevisionAYCRM Training PPT - 1-11-15 RevisionAY
CRM Training PPT - 1-11-15 RevisionAY
 
A How-To Guide on Lead Nurturing: Managing Your Sales Leads
A How-To Guide on Lead Nurturing: Managing Your Sales LeadsA How-To Guide on Lead Nurturing: Managing Your Sales Leads
A How-To Guide on Lead Nurturing: Managing Your Sales Leads
 
The Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookThe Demand Generation Strategy Playbook
The Demand Generation Strategy Playbook
 
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
#INBOUND13 - Harnessing the Power of Segmentation for Marketing Results
 
Sales funnel
Sales funnel   Sales funnel
Sales funnel
 
Mastering B2B Content Marketing
Mastering B2B Content MarketingMastering B2B Content Marketing
Mastering B2B Content Marketing
 
Affiliate Marketing 2009 What Really Works Now
Affiliate Marketing 2009 What Really Works NowAffiliate Marketing 2009 What Really Works Now
Affiliate Marketing 2009 What Really Works Now
 
8secretstosalesandmarketing
8secretstosalesandmarketing8secretstosalesandmarketing
8secretstosalesandmarketing
 
Unlocking the content dungeon
Unlocking the content dungeonUnlocking the content dungeon
Unlocking the content dungeon
 
Online Marketing Strategies for Small Businesses
Online Marketing Strategies for Small BusinessesOnline Marketing Strategies for Small Businesses
Online Marketing Strategies for Small Businesses
 

Mehr von AMASanDiego

Seth Odell - Uphill Both Ways
Seth Odell - Uphill Both WaysSeth Odell - Uphill Both Ways
Seth Odell - Uphill Both WaysAMASanDiego
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingAMASanDiego
 
Jason Zimelman - Amplify Your Brand
Jason Zimelman - Amplify Your BrandJason Zimelman - Amplify Your Brand
Jason Zimelman - Amplify Your BrandAMASanDiego
 
Gregg Witt - Generation Z
Gregg Witt - Generation ZGregg Witt - Generation Z
Gregg Witt - Generation ZAMASanDiego
 
Debora Galasso - Leading Change
Debora Galasso - Leading ChangeDebora Galasso - Leading Change
Debora Galasso - Leading ChangeAMASanDiego
 
Chris Goward _The Future Belongs to the Optimizers
Chris Goward _The Future Belongs to the OptimizersChris Goward _The Future Belongs to the Optimizers
Chris Goward _The Future Belongs to the OptimizersAMASanDiego
 
AOM16 Lean Insights Big Impact
AOM16 Lean Insights Big ImpactAOM16 Lean Insights Big Impact
AOM16 Lean Insights Big ImpactAMASanDiego
 
AOM16 Design Flexible Marketing Campaigns
AOM16 Design Flexible Marketing CampaignsAOM16 Design Flexible Marketing Campaigns
AOM16 Design Flexible Marketing CampaignsAMASanDiego
 
AOM16 Agile Marketing
AOM16 Agile MarketingAOM16 Agile Marketing
AOM16 Agile MarketingAMASanDiego
 
AOM16 Developing an Inspirational Brand
AOM16 Developing an Inspirational BrandAOM16 Developing an Inspirational Brand
AOM16 Developing an Inspirational BrandAMASanDiego
 
AOM16 Multigenerational Marketing
AOM16 Multigenerational MarketingAOM16 Multigenerational Marketing
AOM16 Multigenerational MarketingAMASanDiego
 
2016 cause conference aaron hurst keynote the purpose economy
2016 cause conference aaron hurst keynote the purpose economy2016 cause conference aaron hurst keynote the purpose economy
2016 cause conference aaron hurst keynote the purpose economyAMASanDiego
 
2016 cause conference scott pansky why picking the right issue is important
2016 cause conference scott pansky why picking the right issue is important2016 cause conference scott pansky why picking the right issue is important
2016 cause conference scott pansky why picking the right issue is importantAMASanDiego
 
2016 cause conference parker pike adding value to nonprofit proposals
2016 cause conference parker pike adding value to nonprofit proposals2016 cause conference parker pike adding value to nonprofit proposals
2016 cause conference parker pike adding value to nonprofit proposalsAMASanDiego
 
2016 cause conference panel finding and keeping your cause partners
2016 cause conference panel finding and keeping your cause partners2016 cause conference panel finding and keeping your cause partners
2016 cause conference panel finding and keeping your cause partnersAMASanDiego
 
2016 cause conference panel engaging media partners for social good
2016 cause conference panel engaging media partners for social good2016 cause conference panel engaging media partners for social good
2016 cause conference panel engaging media partners for social goodAMASanDiego
 
2016 cause conference panel building social impact stories with big data
2016 cause conference panel building social impact stories with big data2016 cause conference panel building social impact stories with big data
2016 cause conference panel building social impact stories with big dataAMASanDiego
 
2016 cause conference mary tovella taking advantage of the halo effect
2016 cause conference mary tovella taking advantage of the halo effect2016 cause conference mary tovella taking advantage of the halo effect
2016 cause conference mary tovella taking advantage of the halo effectAMASanDiego
 
2016 cause conference kirsten ludwig putting purpose at the center of culture
2016 cause conference kirsten ludwig putting purpose at the center of culture2016 cause conference kirsten ludwig putting purpose at the center of culture
2016 cause conference kirsten ludwig putting purpose at the center of cultureAMASanDiego
 
2016 cause conference katie wallace weaving purpose into company culture
2016 cause conference katie wallace weaving purpose into company culture2016 cause conference katie wallace weaving purpose into company culture
2016 cause conference katie wallace weaving purpose into company cultureAMASanDiego
 

Mehr von AMASanDiego (20)

Seth Odell - Uphill Both Ways
Seth Odell - Uphill Both WaysSeth Odell - Uphill Both Ways
Seth Odell - Uphill Both Ways
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in Marketing
 
Jason Zimelman - Amplify Your Brand
Jason Zimelman - Amplify Your BrandJason Zimelman - Amplify Your Brand
Jason Zimelman - Amplify Your Brand
 
Gregg Witt - Generation Z
Gregg Witt - Generation ZGregg Witt - Generation Z
Gregg Witt - Generation Z
 
Debora Galasso - Leading Change
Debora Galasso - Leading ChangeDebora Galasso - Leading Change
Debora Galasso - Leading Change
 
Chris Goward _The Future Belongs to the Optimizers
Chris Goward _The Future Belongs to the OptimizersChris Goward _The Future Belongs to the Optimizers
Chris Goward _The Future Belongs to the Optimizers
 
AOM16 Lean Insights Big Impact
AOM16 Lean Insights Big ImpactAOM16 Lean Insights Big Impact
AOM16 Lean Insights Big Impact
 
AOM16 Design Flexible Marketing Campaigns
AOM16 Design Flexible Marketing CampaignsAOM16 Design Flexible Marketing Campaigns
AOM16 Design Flexible Marketing Campaigns
 
AOM16 Agile Marketing
AOM16 Agile MarketingAOM16 Agile Marketing
AOM16 Agile Marketing
 
AOM16 Developing an Inspirational Brand
AOM16 Developing an Inspirational BrandAOM16 Developing an Inspirational Brand
AOM16 Developing an Inspirational Brand
 
AOM16 Multigenerational Marketing
AOM16 Multigenerational MarketingAOM16 Multigenerational Marketing
AOM16 Multigenerational Marketing
 
2016 cause conference aaron hurst keynote the purpose economy
2016 cause conference aaron hurst keynote the purpose economy2016 cause conference aaron hurst keynote the purpose economy
2016 cause conference aaron hurst keynote the purpose economy
 
2016 cause conference scott pansky why picking the right issue is important
2016 cause conference scott pansky why picking the right issue is important2016 cause conference scott pansky why picking the right issue is important
2016 cause conference scott pansky why picking the right issue is important
 
2016 cause conference parker pike adding value to nonprofit proposals
2016 cause conference parker pike adding value to nonprofit proposals2016 cause conference parker pike adding value to nonprofit proposals
2016 cause conference parker pike adding value to nonprofit proposals
 
2016 cause conference panel finding and keeping your cause partners
2016 cause conference panel finding and keeping your cause partners2016 cause conference panel finding and keeping your cause partners
2016 cause conference panel finding and keeping your cause partners
 
2016 cause conference panel engaging media partners for social good
2016 cause conference panel engaging media partners for social good2016 cause conference panel engaging media partners for social good
2016 cause conference panel engaging media partners for social good
 
2016 cause conference panel building social impact stories with big data
2016 cause conference panel building social impact stories with big data2016 cause conference panel building social impact stories with big data
2016 cause conference panel building social impact stories with big data
 
2016 cause conference mary tovella taking advantage of the halo effect
2016 cause conference mary tovella taking advantage of the halo effect2016 cause conference mary tovella taking advantage of the halo effect
2016 cause conference mary tovella taking advantage of the halo effect
 
2016 cause conference kirsten ludwig putting purpose at the center of culture
2016 cause conference kirsten ludwig putting purpose at the center of culture2016 cause conference kirsten ludwig putting purpose at the center of culture
2016 cause conference kirsten ludwig putting purpose at the center of culture
 
2016 cause conference katie wallace weaving purpose into company culture
2016 cause conference katie wallace weaving purpose into company culture2016 cause conference katie wallace weaving purpose into company culture
2016 cause conference katie wallace weaving purpose into company culture
 

Kürzlich hochgeladen

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 

Kürzlich hochgeladen (20)

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 

Tammy Duggan-Herd - Life After Lead Gen

  • 1. Life Beyond Lead Generation How to Create a Lead Nurturing Campaign that Actually Turns Leads into Customers Tammy Duggan-Herd, Ph.D. | Campaign Creators
  • 2. “Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower costs.” Forrester Research
  • 3. “65% of B2B marketers have not established lead nurturing.” MarketingSherpa
  • 4. Let’s Break it Down Part 1: Mapping your content to match your buyer’s journey Part 2: Building an automated campaign in your MAS
  • 6. Top of the funnel Middle of the funnel Bottom of the funnel
  • 7. Automated Lead Nurturing Campaign CAMPAIGN TY PAGE TY PAGETY PAGE
  • 8. Campaign Checklist 1. Create offers for each stage � ToFu Offer � MoFu Offer � BoFu Offer � Upload assets to CMS 2. Create a Campaign in MAS 3. Build landing page for each offer � ToFu landing page � MoFu landing page � BoFu landing page 4. Build thank you page for each offer � ToFu thank you � MoFu thank you � BoFu thank you 5. Write and create nurture emails � MoFu nurture emails � BoFu nurture emails 6. Create workflows � MoFu workflow � BoFu workflow
  • 9. People are becoming aware of a problem they have or a goal they want met. People are considering possible solutions for their problem or ways to meet their goal. People are making a decision to purchase a solution.
  • 10. Stop right there, you have personas right?
  • 11. Where do we start? Product/Service Pain point
  • 13. The Awareness Stage: Understanding Your Buyer 1. How do buyers describe this goal or pain point? 2. What are the top causes for this pain point or reasons this goal is not being met? 3. What does your buyer have to gain if this pain point is addressed or goal is met? 4. What are the consequences of inaction by the buyer?
  • 14. The Awareness Stage: Understanding Your Buyer 5. Are there common misconceptions buyers have about addressing the goal or challenge? 6. How do buyers decide whether the goal or challenge should be prioritized? 7. How do buyers educate themselves on this goal or challenge?
  • 15. The Awareness Stage: Information Gathering • Speak to sales rep • Website search function history • Keyword research • Answer the public, KWFinder Questions • Online forums/groups • Quora • Reddit • Survey/Poll (via email or social)
  • 16. The Awareness Stage: ToFu Asset
  • 17. Example: ToFu for Marketing Mary Pain point: Digital marketing capabilities gap Cause: Lacking resources (time or team), tech skills or strategy Prioritization: Digital spend continues to increase If addressed: Weight lifted off shoulders If not addressed: Guilty, burdened by to-dos, lacking direction - they will fall behind!
  • 20. Introducing... Persona: Small Biz Billy Role: Small Business Owner Goals: • Being the premier provider of product or service within industry • Training his staff to be experts in their trade • Differentiating from larger competitors • Improving processes including updating technology and using new products
  • 21. Persona: Small Biz Billy Role: Small Business Owner Challenges: • Limited budget that impacts everything from technology to marketing to hiring • Over reliance on word-of-mouth referrals • Weak online presence that gives the impression of being outdated • Lack of qualified inbound leads • Differentiating from the competition • Filling in business gaps due to a limited budget and lack of experience • Taking on several different roles (wearing many different hats) Introducing...
  • 22. Introducing... Company: Website Wizards Product: Custom Website About: • Create marketing focused websites • SEO • Conversion rate optimization • Working with small businesses for 10 years • Utilize iterative web design • Spreads your costs over time rather than paying one sum • Make data-driven, business-aligned decisions about direction site
  • 23. Awareness Stage for Billy Product: Website Pain point: Cause: Prioritization: If addressed: If not addressed:
  • 24. Let’s Brainstorm What offer could help Billy identify his pain point and/or goal? Checklist: Quiz: Guide: Workbook: Assessment:
  • 26. The Consideration Stage: Understanding Your Buyer 1. What categories of solutions do buyers investigate? 2. How do buyers educate themselves on the various categories? 3. How do buyers perceive the pros & cons of each category? 4. How do buyers decide which category is right for them?
  • 27. The Consideration Stage: Information Gathering • Speak to sales or customer service rep • Case studies • Website chat history • Customer service tickets • Survey or speak to current customers • Product/Service review sites
  • 29. Example Mofu for Marketing Mary
  • 30. Consideration Stage for Billy Product: Website Solution categories: Information gathering: Pros and cons of categories: Decision criteria:
  • 31. Let’s Brainstorm What offer could help Billy choose a solution category? Whitepaper: eBook: Webinar: Video:
  • 33. The Decision Stage: Understanding Your Buyer 1. What criteria do buyers use to evaluate the available offerings? 2. When buyers investigate your company’s offering, what do they like about it compared to alternatives? 3. What concerns do they have with your offering? 4. Who needs to be involved in the decision? How do their perspectives differ?
  • 34. The Decision Stage: Understanding Your Buyer 5. Do buyers have expectations around trying the offering before they purchase it? 6. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
  • 35. The Decision Stage: Information Gathering • Speak to sales or customer service rep • Case studies and testimonials • Website chat history • Customer service tickets • Survey or speak to current customers • Customer feedback/review sites
  • 36. The Decision Stage: BoFu Asset
  • 37. Example BoFu for Marketing Mary
  • 38. Example BoFu Free Strategy Session
  • 39. Now it’s your turn Category: Hire web design agency Evaluation criteria: Points of differentiation: Concerns/Objections: Expectations: Preparations:
  • 40. Let’s Brainstorm What offer could help Billy decide to buy a website from us?
  • 41. 1. Create offers for each stage � ToFu Offer � MoFu Offer � BoFu Offer � Upload assets to CMS 2. Create a Campaign in MAS 3. Build landing page for each offer � ToFu landing page � MoFu landing page � BoFu landing page Campaign Checklist ✓ ✓ ✓ 4. Build thank you page for each offer � ToFu thank you � MoFu thank you � BoFu thank you 5. Write and create nurture emails � MoFu nurture emails � BoFu nurture emails 6. Create workflows � MoFu workflow � BoFu workflow
  • 42. Part 2: Building an Automated Campaign in Your MAS CAMPAIGN TY PAGE TY PAGETY PAGE
  • 43. Landing pages A few tips… 1. Headline should clearly communicate UVP • What it is • Who its’ for • Why they should care 2. UVP, form and CTA above the fold 3. Form and CTA stand out from background 4. Match ask to offer
  • 44. Thank you pages A few tips… 1. Create them! • Don’t rely on email to deliver offer • Allows for better GA goal tracking 2. Use as an opportunity to present next offer
  • 46. Nurture emails Email 1: Delivers thanks, CTA sends them to access previous offer on TY page Email 2: Introduces next offer in the funnel, CTA sends them to next offer landing page Email 3: Promotes next offer in the funnel, CTA sends them to next offer landing page
  • 47. Nurture Email Workflows 1. Enroll contact upon offer form completion 2. Goal: Form completion at next stage 3. When contact meets goal remove from workflow 4. If contact completes workflow without meeting goal add to list for re-engagement
  • 48. Campaign Checklist 1. Create offers for each stage � ToFu Offer � MoFu Offer � BoFu Offer � Upload assets to CMS 2. Create a Campaign in MAS 3. Build landing page for each offer � ToFu landing page � MoFu landing page � BoFu landing page ✓ ✓ ✓ ✓ ✓ ✓ ✓ 4. Build thank you page for each offer � ToFu thank you � MoFu thank you � BoFu thank you 5. Write and create nurture emails � MoFu nurture emails � BoFu nurture emails 6. Create workflows � MoFu workflow � BoFu workflow ✓ ✓ ✓ ✓ ✓ ✓ ✓ Congratulations! You just created an automated lead nurturing campaign!
  • 49. Thank You Want to Connect? TAMMY DUGGAN-HERD, PhD Director of Marketing // CAMPAIGN CREATORS www.linkedin.com/in/tamaradugganherd/ tammy@campaigncreators.com