SMT nurtured leads

1. Leads With Content
A Better Way to Engage

2. Leads
• Used to be…a lead
was someone who
demonstrated interest
in your product or
service.
I’d like to speak
to someone
about these

3. Changing Lead Quality
• With amped-up competition, and a proliferation
of content, these types of leads are more
difficult to come by.

4. The Changing Buyer
• Prospects seek out
information about
issues and solutions
before they make
contact with you or
your competitors.
Search Webinars
Experts LinkedIn
Colleagues Newsletters

5. Reaching Buyers Early
• Marketers compete to find prospects earlier in
the buying cycle.
Awareness Consideration
Preference/
Intent
Purchase Advocacy
Best time to reach a
prospect is before a
preference for a
competitor is created

6. Establishing Brand Preference
• Multiple touch points and deep engagement
help establish your brand preference
Awareness Consideration
Preference/
Intent
Purchase Advocacy
Preference/Intent : a customer’s logical and
emotional inclination towards one solution or
another, ultimately leading to a purchasing
decision.

7. What’s a Good Lead?
Lead Quality is a Function of…
 Profile of prospect
 Level of engagement
 Relevance of engagement
 Consistency of engagement
 Timeliness of engagement
 Authority of engagement

8. Leads With Content
Program
A Better Way to Engage

9. Leads With Content Program
The Leads With Content Program
generates high quality leads using
multiple touch-points and deep
engagement with decision makers by
leveraging relevant and authoritative
content.

10. A Better Way to Engage
Leads with Content Program leverages three
core SMT competencies:
1. Content (Webinars, eBooks, White Papers,
Blog Posts)
2. Community of Experts
3. Marketing Automation Technology

11. SMT Content
• Over 300 webinars produced
• Average 1,000 registrations per webinar
• 43% attend webinars live
• Tens of thousands of eBook views

12. Community of Experts
• Over 2,500 Blogger/Experts
• Active Community of…
• CMOs
• Social media specialists
• Social marketing specialists
• PR specialists
• Sales executives
• Customer support managers
• C-level strategists and staff
• Mobile media specialists

13. Social Media Today
By The Numbers
361,000
• Pageviews: 2,424,702
• Unique Monthly Visitors: 1,222,265
• Company Size: 21% of our audience is 500+
• Purchasing Authority: 79% of our audience has
purchasing authority.
296,000
134,000
Social Media Today is among the ten most popular industry media sources for digital marketers*
Source: MarketingProfs.com

14. Leads with Content Program
Example 1
Webinar
Social Shares
Educational email
Call to Action email

15. Leads with Content Program
Example 2
eBook
Webinar
Social Shares
Call to Action email

16. Deliverables
 Lead list
 Lead Score based on interactions with
campaign content
 Lead matrix with recommendations based on
profile match and behavioral score

17. Lead Matrix
NURTURE
HOT
LEADS
** CALL **
IGNORE PROSPECT
 Behavioral Score 

Profile
Match
