The Golden Rule of Lead Nurturing Allison Cuzzort Manager, Pardot Client Implementation Susan Spicknall Senior Implementation Specialist, Pardot

Perspectives and Objectives for our Discussion

• The Golden Rule of Lead Nurturing Do to your Prospects what you would want done to you.

ü Make Content relevant for Prospects.

ü Type of Content ü Timing of Content (based on Stage in buying cycle)

ü Make Content personal and easy to digest for Prospects. ü Subject Line ü Length of Content ü Body Content and CTA(s)

Think like your Prospects to increase engagement!

Make Content Relevant

Stage 1

•  Unidentified Need •  Make it about the

Prospect •  Types of Content:

–  Blog Articles –  Emails –  Webinars

•  Need is identified •  Make it believable,

use Social Proof •  Types of Content

–  Case Studies –  Videos –  Interviews –  Tweets!

•  BANT •  Shortest length of

sales cycle •  Make it about you •  Types of Content:

–  Buyer’s Guide –  Comparison charts –  Sales Sheets

Stage 2 Stage 3

Casual

vs. Research

Make Content Personal • Less is more

•  Rich text

•  Personalization

Make Content Personal •  Subject Line

•  Length of Content

•  Body Content and CTA(s)

" Post-event and webinar follow-up

" Sales Enablement " Pardot Minute Clinic

Pardot’s and YOUR success stories

 

Time to discuss!

Questions & Discussion