Predictive analytics has successfully proven its value for B2B through home run use cases like sales prioritization, lead filtering, and marketing campaign optimization. Today, many companies are ready to accelerate their predictive journey and add even more value for the business by re-architecting nurture programs into intelligence campaigns. While lead nurturing often feels like a big effort with a longer payback period than other programs, it can be a fruitful program when you take a strategic approach that facilitates, rather than disrupts, the customer journey. Leveraging predictive models, you can establish clear and logical nurture workflows that increase conversions and drive material revenue by unlocking massive untapped value. This deck covers 3 simple nurture campaign flows to finally deliver on the true intention of lead nurturing using predictive as your guide.

1. Architecting Nurture Programs
with Predictive

2. Hi, I’m Sean Zinsmeister!
Senior Director of Product Marketing @ Infer
Accomplished Startup Marketer
Built & Led Marketing at Nitro
Musician-born Marketer
Podcast & Paleo Aficionado
2013 Markie Winner
@szinsmeister sean@infer.com 1 415 689 4654

5. PRIMARY INBOUND NURTURE
+
FIT SCORING

6. A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Marketing
Automation
Primary Inbound Nurture + Fit Scoring

7. A-Leads
Web
Sales
Development
A-Leads
Marketing
Automation
Primary Inbound Nurture + Fit Scoring

8. A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
Primary Inbound Nurture + Fit Scoring
Marketing
Automation

9. A-Leads
“Contact Me”
Recycle Program
Primary Inbound Nurture + Fit Scoring

10. B-Leads
“Contact Me”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring

11. C-Leads
“Contact Me”
“Customer Credibility”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring

12. D-Leads
“Contact Me”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Primary Inbound Nurture + Fit Scoring

13. A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Primary Inbound Nurture + Fit Scoring

14. A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Marketing
Automation
Primary Inbound Nurture + Fit Scoring

15. FIT + BEHAVIOR

16. Fit vs Behavior

17. Fit vs Behavior

18. Fit vs Behavior

19. Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketing
Nurture Programs
A B C D

20. Soft Offer
Soft Offer - Soft Conversion
Webinar Registration / Attendee
Content Download
Industry Report
Video Engagement
ROI Calculator
Web / Email Engagement
Primary Inbound Nurture + Behavioral Model

21. Hard Offer
Hard Offer - Hard Conversion
Request a Quote
Contact Me
Request a Demo
Free Trial
Primary Inbound Nurture + Behavioral Model

22. Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketing
Nurture Programs
A B C D

23. OUTBOUND / ABM NURTURE

24. Outbound / ABM Nurture
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SEQUENCES/
CADENCES
Sales
Queue
Evenly Distributed
Net-New Good Leads
ToutApp
Outreach
DIRECT
MAIL
PFL
MailLift
Terminus
DemandBase
Google
Twitter
Facebook

25. Outbound / ABM Nurture
ABM Air Cover
Account-Based
Sales Development
Conversions
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts

26. Outbound / ABM Nurture
Good
Prospects
SEQUENCES/
CADENCES
Sales
Queue
ToutApp
Outreach
Account-Based
Sales Development

27. Outbound / ABM Nurture

28. Outbound / ABM Nurture
Good
Prospects
CUSTOM
AUDIENCES
Sales
Queue
Evenly Distributed
Net-New Good Leads
DIRECT
MAIL
PFL
MailLift
Terminus
DemandBase
Google
Twitter
Facebook

29. Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SEQUENCES/
CADENCES
Sales
Queue
Evenly Distributed
Net-New Good Leads
ToutApp
Outreach
DIRECT
MAIL
PFL
MailLift
Terminus
DemandBase
Google
Twitter
Facebook
Outbound / ABM Nurture

30. QUICK RECAP

31. A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Problem Statement”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Marketing
Automation
Primary Inbound Nurture + Fit Scoring

32. Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketing
Nurture Programs
A B C D

33. Outbound / ABM Nurture
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SEQUENCES/
CADENCES
Sales
Queue
Evenly Distributed
Net-New Good Leads
ToutApp
Outreach
DIRECT
MAIL
PFL
MailLift
Terminus
DemandBase
Google
Twitter
Facebook

34. Q & A