7 Advanced Nurturing Tips Mathew Sweezey Marketing Automation Evangelist / Author @msweezey

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Mathew Sweezey: Author & Evangelist "Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing evangelist -Co-Founder Eventide Brewing !

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 !!

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 research 2013

!!!!!

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. !

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. !

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 !

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 content.

“I just need better segmentation”

-the girl at the party!

!!!!

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

Stage 1 Stage 2 Stage 3

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 content.

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

3 2 1

3 2 1

3-2-1!

3 2 1

2

2Secondary CTA!

Secondary CTA!

STAGE BASED NURTURING CAMPAIGN !

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. !!

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 you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. !!Best, !!Mathew !!!!

STAGE 2 CTA"

STAGE 3 CTA"

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. •  TVM is a business metric

•  Accounts for holistic efforts •  Proves real value

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 class

•  Identifies holes in content strategy

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 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

It gives sales an excuse to reach out.

7) Nurturing should be agile

3 2 1

3 2 1

Only build 3 emails!to start!

8) Additional resources

Books:!!“THE FUTURE OF 1 to 1” by Peppers and Rodgers!!“Flip the Funnel” by Jaffee!!“Marketing Automation for Dummies” by Sweezey!!

Thank you!!Now lets get to questions!