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Lead Nurturing 101
Things to Consider Before Your First Campaign
Presented by: Derek Grant, VP of Sales
What is Prospect Nurturing?
• Delivering relevant content
to prospects over time
• Designed to move the
recipient forward ...
Know Your Audience
Segments and Personas
• There is no such thing as “One
Size Fits All” content.
• Personalized, relevant...
What Are You Trying to
Accomplish?
• Covey Had it right
• Mission Statement
(Define “Success”)
• Education
• Green Leads t...
Make it Appear Authentic
• Business Hours improve
response rates
• Be mindful of other touches
Frequency
• Often enough to...
Start
• Not an MQL
• Unresponsive to Sales
Stop
• Once success has been
achieved
• Once all relevant content
has been exha...
Content
Go Green with Content
• Develop multi-use content
• Dust off old content
• Blog Posts
General to Specific
• Don’t ...
Heavy HTML
• Marketing collateral
• Appropriate for white
papers
Text Only / Light HTML
• With “From Address”
branding
• B...
Examples of Nurturing
Simple Uses for Nurturing
Marketing:
• Educate non sales-ready
leads
• Re-engage stale leads
Sales:
...
Nurturing Do’s and Don’ts
Do
• Use Segmentation &
Personas
• Start with the End in Mind
• Be Mindful of Timing
• General t...
About Pardot
• Pardot provides Marketing
Automation to mid-market
B2B Technology companies
• Founded in 2007
• Over 350 Su...
Questions?
Pardot
950 East Paces Ferry Rd
Suite 3300
Atlanta, Georgia 30326
404.492.6848
877.3B2B.ROI
www.pardot.com
Derek Grant
VP o...
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Pardot Lead Nurturing 101 - Items to Consider Before Your First Campaign

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Pardot Lead Nurturing 101 - Items to Consider Before Your First Campaign

  1. 1. Lead Nurturing 101 Things to Consider Before Your First Campaign Presented by: Derek Grant, VP of Sales
  2. 2. What is Prospect Nurturing? • Delivering relevant content to prospects over time • Designed to move the recipient forward in the sales process • Push v. Pull content • Aberdeen Group – 80% of Best Class Companies will nurture in 2010.
  3. 3. Know Your Audience Segments and Personas • There is no such thing as “One Size Fits All” content. • Personalized, relevant content results in higher response rates • Prospect v. Customer Content • Granular segmentation is key • Explicit Segmentation:  Job Title or Department contain “IT” or Tech • Personas:  Technology buyer vs. Economic buyer
  4. 4. What Are You Trying to Accomplish? • Covey Had it right • Mission Statement (Define “Success”) • Education • Green Leads to MQL • Brand Building / Top of Mind Example: • Nurturing during a 30 day trial should convert to a customer Start with the End in Mind
  5. 5. Make it Appear Authentic • Business Hours improve response rates • Be mindful of other touches Frequency • Often enough to be expected • Not so often it is a nuisance • Rule of Thumb – Every 7-10 days Be Mindful of Timing
  6. 6. Start • Not an MQL • Unresponsive to Sales Stop • Once success has been achieved • Once all relevant content has been exhausted Transition • Stop one program and start another one Know When to Start & Stop
  7. 7. Content Go Green with Content • Develop multi-use content • Dust off old content • Blog Posts General to Specific • Don’t get too specific too soon. • Whitepapers = general, broad • Case Studies = specific, pain points
  8. 8. Heavy HTML • Marketing collateral • Appropriate for white papers Text Only / Light HTML • With “From Address” branding • Brian Carroll – Nurturing with the “Human Touch” • Appropriate for Case Studies and “personal notes” Content Mix
  9. 9. Examples of Nurturing Simple Uses for Nurturing Marketing: • Educate non sales-ready leads • Re-engage stale leads Sales: • Standardize Communication • Stay top-of-mind throughout the sales cycle • Reconnect after a loss
  10. 10. Nurturing Do’s and Don’ts Do • Use Segmentation & Personas • Start with the End in Mind • Be Mindful of Timing • General to Specific • Know When to Stop Don’t • “Nurture” your entire database • Assume that Newsletters nurture • Do it Manually
  11. 11. About Pardot • Pardot provides Marketing Automation to mid-market B2B Technology companies • Founded in 2007 • Over 350 Successful Clients • “No Hassles” approach: • No Contract • Low Monthly Cost • Unlimited Database Size • Complimentary On-boarding
  12. 12. Questions?
  13. 13. Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326 404.492.6848 877.3B2B.ROI www.pardot.com Derek Grant VP of Sales derek.grant@pardot.com Thanks for Your Time

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