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7 Advanced Nurturing Tips 
Mathew Sweezey 
Marketing Automation Evangelist / Author 
@msweezey
Safe Harbor 
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may cont...
Mathew Sweezey: 
Author & Evangelist " 
Salesforce.com 
-Marketing Automation for Dummies 
-Byline for ClickZ.com 
-B2B ma...
7 advanced tips" 
! 
-Why do we even do content marketing? 
-Why Marketing is the first department to get fired 
-New Bree...
5000 impressions" 
How many ad impressions you’re exposed 
to on a daily basis in 2014. This was 350 in 
1975. 
! 
! 
!
Mobile" 
More people have mobile phones than 
have access to clean drinking water or 
electricity.! 
!
Ubiquitous: " 
Every time you log on to Facebook there 
are 1500 stories waiting for you. 
! 
! 
! 
! 
!
CONTENT KINGS
How do consumers 
see content?" 
! 
! 
! 
! 
e!
“Consumers want 
honest and authentic 
experiences.” 
-Joseph Pine II 
! 
! 
! 
! 
!
71% of B2B buyers have 
been disappointed by 
content 
-Pardot research 2013 
! 
! 
! 
! 
!
25% of those B2B buyers 
who have been disappointed 
by your content will never 
read content from you again 
-Pardot rese...
1/Escape! 
People wanting to escape will lean on self-discovery and 
social channels. They are looking to escape their wor...
2/Learn! 
People wanting to learn are looking for ways to do their 
job better. This can also take place during an escape....
3/Research 
People wanting to research will dedicate time to search, 
learn, and solve. They are looking for content to he...
1) Nurturing is relevant to a 
person’s stage.
77% of B2B buyers want 
content tailored to the stage 
they are in 
-Pardot research 2013 
! 
! 
! 
! 
!
Daily content consumption – generally Learn and Escape. 
Happens across all media channels. 
How we engage with Research c...
“I just need better 
segmentation” 
-the girl at the party! 
! 
! 
! 
!
Stage 1 Stage 2 Stage 3 
Help them do their job 
better" 
" 
Personal, non-branded 
content. It is not about you, 
so do n...
2) Nurturing is a highly tactical 
content delivery method
Daily content consumption. Usually is Learn, and Escape. 
Happens across all media channels. 
How we engage with Research ...
Problem/Goal Type of Drip Program 
Cold Database 3-2-1 
Automate Lead Nurturing Stage-Specific Drip 
Pre- and Post-Event F...
3-2-1! 
3 2 1 
3 2 1
STAGE BASED NURTURING CAMPAIGN 3 2 1 
Secondary CTA! 2 
2 
Secondary CTA!
John, ! 
! 
I thought you’d like these 10 tips on nurturing. It 
was written by Trulia, one of our clients. ! 
! 
Best, ! ...
3) Nurturing is cross channel
A list of all stage 2 prospects can be 
used in a lot of tactical ways
4) Nurturing always leads to a 
next step
John, ! 
! 
I thought you’d like these 10 tips on nurturing. It 
was written by Trulia, one of our clients. ! 
! 
Also if ...
Using 1st party dynamic content to nurture on site conversions
Use mid roll links to help people get to the next content
Use Account Based Marketing to nurture via display channels
5) Nurturing needs to be reported 
on differently
Velocity! 
A better way to show the return on your investment
Velocity " 
" 
How fast does 
someone move 
thought your funnel. 
• T VM is a business metric 
• Accounts for holistic eff...
Efficiency ! 
Showing real business value by creating more quality 
leads on the same amount of work.
Efficiency " 
" 
How many leads go in 
the top of each stage, 
and how many come out 
the bottom. 
• 1 .6% is best in clas...
6) Nurturing Isn’t only for 
marketing
Problem/Goal Type of Drip Program 
Cold Database 3-2-1 
Automate Lead Nurturing Stage-Specific Drip 
Pre- and Post-Event F...
It gives sales 
an excuse to 
reach out.
7) Nurturing should be agile
Only build 3 emails! 
to start! 
3 2 1 
3 2 1
8) Additional resources
Books:! 
! 
“THE FUTURE OF 1 to 1” by Peppers and Rodgers! 
! 
“Flip the Funnel” by Jaffee! 
! 
“Marketing Automation for ...
Thank you!! 
Now lets get to questions!
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
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7 Advanced Lead Nurturing Tips

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7 Advanced Lead Nurturing Tips

  1. 1. 7 Advanced Nurturing Tips Mathew Sweezey Marketing Automation Evangelist / Author @msweezey
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions 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 projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, 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 uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential 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 section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time 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 obligation and does not intend to update these forward-looking statements.
  3. 3. Mathew Sweezey: Author & Evangelist " Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing evangelist -Co-Founder Eventide Brewing !
  4. 4. 7 advanced tips" ! -Why do we even do content marketing? -Why Marketing is the first department to get fired -New Breed of Reporting -Tactically how to do it ! !
  5. 5. 5000 impressions" How many ad impressions you’re exposed to on a daily basis in 2014. This was 350 in 1975. ! ! !
  6. 6. Mobile" More people have mobile phones than have access to clean drinking water or electricity.! !
  7. 7. Ubiquitous: " Every time you log on to Facebook there are 1500 stories waiting for you. ! ! ! ! !
  8. 8. CONTENT KINGS
  9. 9. How do consumers see content?" ! ! ! ! e!
  10. 10. “Consumers want honest and authentic experiences.” -Joseph Pine II ! ! ! ! !
  11. 11. 71% of B2B buyers have been disappointed by content -Pardot research 2013 ! ! ! ! !
  12. 12. 25% of those B2B buyers who have been disappointed by your content will never read content from you again -Pardot research 2013 ! ! ! ! !
  13. 13. 1/Escape! People wanting to escape will lean on self-discovery and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. !
  14. 14. 2/Learn! People wanting to learn are looking for ways to do their job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research. !
  15. 15. 3/Research People wanting to research will dedicate time to search, learn, and solve. They are looking for content to help them solve for a problem. Shows sales readiness !
  16. 16. 1) Nurturing is relevant to a person’s stage.
  17. 17. 77% of B2B buyers want content tailored to the stage they are in -Pardot research 2013 ! ! ! ! !
  18. 18. Daily content consumption – generally Learn and Escape. Happens across all media channels. How we engage with Research content.
  19. 19. “I just need better segmentation” -the girl at the party! ! ! ! !
  20. 20. Stage 1 Stage 2 Stage 3 Help them do their job better" " Personal, non-branded content. It is not about you, so do not talk about you. Subject line: No/No Get buy in from the team" " Branded content is okay. Social proof is critical at this stage. Subject line: No/Yes Select vendor" " It’s not about you, so talk yourself up. This is when comparison charts come in handy. Subject line: Yes/Yes
  21. 21. 2) Nurturing is a highly tactical content delivery method
  22. 22. Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
  23. 23. Problem/Goal Type of Drip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Pre- and Post-Event Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip
  24. 24. 3-2-1! 3 2 1 3 2 1
  25. 25. STAGE BASED NURTURING CAMPAIGN 3 2 1 Secondary CTA! 2 2 Secondary CTA!
  26. 26. John, ! ! I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. ! ! Best, ! ! Mathew ! ! ! ! Subject Line: I thought you’d like to check this out. ! ! From: Mathew Sweezey ! ! • RICH Text not HTML ! • Only 2 hyperlinks ! • No salutation ! • No signature box ! ! They choose their own adventure as to which content we should send them next. ! !
  27. 27. 3) Nurturing is cross channel
  28. 28. A list of all stage 2 prospects can be used in a lot of tactical ways
  29. 29. 4) Nurturing always leads to a next step
  30. 30. 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 2 CTA" STAGE 3 CTA"
  31. 31. Using 1st party dynamic content to nurture on site conversions
  32. 32. Use mid roll links to help people get to the next content
  33. 33. Use Account Based Marketing to nurture via display channels
  34. 34. 5) Nurturing needs to be reported on differently
  35. 35. Velocity! A better way to show the return on your investment
  36. 36. Velocity " " How fast does someone move thought your funnel. • T VM is a business metric • Accounts for holistic efforts • Proves real value
  37. 37. Efficiency ! Showing real business value by creating more quality leads on the same amount of work.
  38. 38. Efficiency " " How many leads go in the top of each stage, and how many come out the bottom. • 1 .6% is best in class • Identifies holes in content strategy
  39. 39. 6) Nurturing Isn’t only for marketing
  40. 40. Problem/Goal Type of Drip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Pre- and Post-Event Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip
  41. 41. It gives sales an excuse to reach out.
  42. 42. 7) Nurturing should be agile
  43. 43. Only build 3 emails! to start! 3 2 1 3 2 1
  44. 44. 8) Additional resources
  45. 45. Books:! ! “THE FUTURE OF 1 to 1” by Peppers and Rodgers! ! “Flip the Funnel” by Jaffee! ! “Marketing Automation for Dummies” by Sweezey! !
  46. 46. Thank you!! Now lets get to questions!

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