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Five Reasons Lead Nurturing Isn't Just 
for Marketers! 
Mathew Sweezey! 
Author & Evangelist ! 
@msweezey! 
! 
Cliff Seal! 
UX Designer! 
@cliffseal! 
!
Mathew Sweezey: 
Author & Evangelist ! 
Salesforce.com 
-Marketing Automation for Dummies 
-Byline for ClickZ.com 
-B2B Marketing Evangelist 
-Co-Founder Eventide Brewing 
! 
@clifseal & @msweezey
Cliff Seal: ! 
UX Designer! 
Salesforce.com 
-Speaker on UX & Design 
-Co-founder of MusicGrid.me & Logos Creative 
-WordPress Nerd 
-Developer of Popular Mobile App 
@clifseal & @msweezey
Lead Nurturing in New Places ! 
! 
-Why nurturing is the key to your relationship 
-Why Sales needs nurturing 
-How nurturing reduces churn 
-Tactically how to break it down 
! 
! 
@clifseal & @msweezey
5000 impressions! 
How many ad impressions you’re exposed 
to on a daily basis in 2014. This was 350 in 
1975. 
! 
! 
! 
@clifseal & @msweezey
10 seconds ! 
You have 10 seconds to show value once 
someone has engaged. 
! 
! 
! 
@clifseal & @msweezey 
!
WHY?! 
@clifseal & @msweezey 
! 
! 
! 
! 
!
Free: ! 
Creating is free 
Publishing is free 
Distribution is free! 
! 
! 
@clifseal & @msweezey
Accessible: ! 
More people have access to a cell phone 
than have access to clean drinking water 
or electricity. 
! 
! 
! 
@clifseal & @msweezey 
!
Ubiquitous: ! 
Every time you log onto Facebook there 
are 1500 stories waiting for you. 
! 
! 
! 
! 
! 
@clifseal & @msweezey
How do we see 
content?! 
! 
! 
! 
! 
@clifseal & @msweezey
@clifseal & @msweezey
Lead Gen! 
@clifseal & @msweezey
SEO ! 
@clifseal & @msweezey
SEM! 
@clifseal & @msweezey
RETENTION! 
@clifseal & @msweezey
Sales Support! 
@clifseal & @msweezey
It is everything! 
@clifseal & @msweezey
How do consumers 
see content?! 
! 
! 
! 
! 
e! 
@clifseal & @msweezey
@clifseal & @msweezey
“Consumers want 
honest and authentic 
experiences.” 
@clifseal & @msweezey 
-Joseph Pine III 
! 
! 
! 
! 
!
71% of B2B buyers have 
been disappointed by 
content 
@clifseal & @msweezey 
-Pardot research 2013 
! 
! 
! 
! 
!
25% of those B2B buyers 
who have been disappointed 
by your content will never 
read content from you again 
@clifseal & @msweezey 
-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. ! 
@clifseal & @msweezey
@clifseal & @msweezey
2/Learn! 
People wanting to learn are looking for ways to do their 
job better. This can also take place during an escape. 
Might be an early sign of sales readiness if they move to 
research. ! 
@clifseal & @msweezey
@clifseal & @msweezey
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. ! 
@clifseal & @msweezey
@clifseal & @msweezey
Daily content consumption – generally Learn and Escape. 
Happens across all media channels. 
How we engage with Research content. 
@clifseal & @msweezey
Nurturing is part of the 
experience! 
@clifseal & @msweezey
Streamlined purchase paths 
yielded a 46.5% increase in 
revenue and a 64.5% increase in 
orders 
@clifseal & @msweezey
15.8% fewer customers on average 
are likely to consider switching to a 
competitor when offered superior 
experiences vs. poor user 
experiences 
@clifseal & @msweezey
66% of B2B buyers say email 
affects their trust in a brand 
! 
! 
! 
! 
! 
@clifseal & @msweezey
1/Sales! 
! 
! 
@clifseal & @msweezey
Post S.A.L.! 
! 
! After the lead has been marked Sales 
Accepted Lead, there is a long relationship 
which needs to be continued. 
@clifseal & @msweezey
During Sales Cycle Lost Deal Cold Lead 
@clifseal & @msweezey 
Be Helpful! 
! 
Continue the experience by 
being helpful. Have all 
emails come from the 
assigned sales rep, and 
send short notes that 
appear as if the sales 
person wrote them. 
Auto Lead Gen! 
! 
Use nurturing to trigger a 
new set of emails when they 
are 60 day’s out from their 
contract renewal date. 
Come from sales. 
Remove Tasks! 
! 
When a lead goes cold. 
Give sales a program to 
keep in front of those leads. 
Emails should be sent every 
45 days or so. Short 
content.
Helpful! 
Sales rep opts the lead into a lead 
nurturing program, which sends out 5 
emails over 10 weeks 
@clifseal & @msweezey
During Sales Cycle Lost Deal Cold Lead 
@clifseal & @msweezey 
Be Helpful! 
! 
Continue the experience by 
being helpful. Have all 
emails come from the 
assigned sales rep, and 
send short notes that 
appear as if the sales 
person wrote them. 
Auto Lead Gen! 
! 
Use nurturing to trigger a 
new set of emails when they 
are 60 day’s out from their 
contract renewal date. 
Come from sales. 
Remove Tasks! 
! 
When a lead goes cold. 
Give sales a program to 
keep in front of those leads. 
Emails should be sent every 
45 days or so. Short 
content.
Lost Deal! 
After opportunity field is updated, 
contract date is set, campaign is set 
to begin 60 days before renewal; 
account owner is scheduled to reach 
back out at the beginning of the 
campaign 
@clifseal & @msweezey
During Sales Cycle Lost Deal Cold Lead 
@clifseal & @msweezey 
Be Helpful! 
! 
Continue the experience by 
being helpful. Have all 
emails come from the 
assigned sales rep, and 
send short notes, as if the 
sales person wrote them. 
Auto Lead Gen! 
! 
Use nurturing to trigger a 
new set of emails when they 
are 60 day’s out from their 
contract renewal date. 
Come from sales. 
Remove Tasks! 
! 
When a lead goes cold. 
Give sales a program to 
keep in front of those leads. 
Emails should be sent every 
45 days or so. Short 
content.
Cold Lead! 
If the lead’s last activity date is more 
than 90 days ago, then send 5 emails 
over 10 weeks 
@clifseal & @msweezey
2/Support! 
! 
! 
@clifseal & @msweezey
Case Study: ! 
Beyond the rack and experience of support. 
@clifseal & @msweezey
2x more likely ! 
To buy again! 
When they optimized for a personal experience vs. a non 
personal gift card. 
@clifseal & @msweezey
Reinforce ! 
! 
! If someone fills out a support ticket, they 
should be put on a nurture to follow up from 
their question. A simple, “How did we do” 
email. Asking them was it helpful, how can 
it be better. This should be RICH TEXT. 
@clifseal & @msweezey
Keep in 
Touch! 
Support ticket closes, automatically 
add to two-email drip campaign 
asking how it was 3 days later for 
review 
@clifseal & @msweezey
3/C.F.L.! 
! 
! 
@clifseal & @msweezey
It’s cheaper to ! 
keep a client.! 
70% cheaper to keep a client than to bring in a new one, 
and can monetize loyal clients 2.4x more 
@clifseal & @msweezey
Reinforce ! 
! 
! Having a nurture campaign used to reach 
prospects 90 days before their contract is 
up is a great way to stay top of mind during 
the time they are most likely to churn. 
@clifseal & @msweezey
C.F.L.! 
Reads contract date, set and adds to 
nurturing campaign which begins 90 
days before expiration 
@clifseal & @msweezey
Thank you!! 
Now let’s get to questions! 
@clifseal & @msweezey
5 Reasons Lead Nurturing Isn't Just for Marketers

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5 Reasons Lead Nurturing Isn't Just for Marketers

  • 1. Five Reasons Lead Nurturing Isn't Just for Marketers! Mathew Sweezey! Author & Evangelist ! @msweezey! ! Cliff Seal! UX Designer! @cliffseal! !
  • 2. Mathew Sweezey: Author & Evangelist ! Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B Marketing Evangelist -Co-Founder Eventide Brewing ! @clifseal & @msweezey
  • 3. Cliff Seal: ! UX Designer! Salesforce.com -Speaker on UX & Design -Co-founder of MusicGrid.me & Logos Creative -WordPress Nerd -Developer of Popular Mobile App @clifseal & @msweezey
  • 4. Lead Nurturing in New Places ! ! -Why nurturing is the key to your relationship -Why Sales needs nurturing -How nurturing reduces churn -Tactically how to break it down ! ! @clifseal & @msweezey
  • 5. 5000 impressions! How many ad impressions you’re exposed to on a daily basis in 2014. This was 350 in 1975. ! ! ! @clifseal & @msweezey
  • 6. 10 seconds ! You have 10 seconds to show value once someone has engaged. ! ! ! @clifseal & @msweezey !
  • 7. WHY?! @clifseal & @msweezey ! ! ! ! !
  • 8. Free: ! Creating is free Publishing is free Distribution is free! ! ! @clifseal & @msweezey
  • 9. Accessible: ! More people have access to a cell phone than have access to clean drinking water or electricity. ! ! ! @clifseal & @msweezey !
  • 10. Ubiquitous: ! Every time you log onto Facebook there are 1500 stories waiting for you. ! ! ! ! ! @clifseal & @msweezey
  • 11. How do we see content?! ! ! ! ! @clifseal & @msweezey
  • 13. Lead Gen! @clifseal & @msweezey
  • 14. SEO ! @clifseal & @msweezey
  • 15. SEM! @clifseal & @msweezey
  • 18. It is everything! @clifseal & @msweezey
  • 19. How do consumers see content?! ! ! ! ! e! @clifseal & @msweezey
  • 21. “Consumers want honest and authentic experiences.” @clifseal & @msweezey -Joseph Pine III ! ! ! ! !
  • 22. 71% of B2B buyers have been disappointed by content @clifseal & @msweezey -Pardot research 2013 ! ! ! ! !
  • 23. 25% of those B2B buyers who have been disappointed by your content will never read content from you again @clifseal & @msweezey -Pardot research 2013 ! ! ! ! !
  • 24. 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. ! @clifseal & @msweezey
  • 26. 2/Learn! People wanting to learn are looking for ways to do their job better. This can also take place during an escape. Might be an early sign of sales readiness if they move to research. ! @clifseal & @msweezey
  • 28. 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. ! @clifseal & @msweezey
  • 30. Daily content consumption – generally Learn and Escape. Happens across all media channels. How we engage with Research content. @clifseal & @msweezey
  • 31. Nurturing is part of the experience! @clifseal & @msweezey
  • 32. Streamlined purchase paths yielded a 46.5% increase in revenue and a 64.5% increase in orders @clifseal & @msweezey
  • 33. 15.8% fewer customers on average are likely to consider switching to a competitor when offered superior experiences vs. poor user experiences @clifseal & @msweezey
  • 34. 66% of B2B buyers say email affects their trust in a brand ! ! ! ! ! @clifseal & @msweezey
  • 35. 1/Sales! ! ! @clifseal & @msweezey
  • 36. Post S.A.L.! ! ! After the lead has been marked Sales Accepted Lead, there is a long relationship which needs to be continued. @clifseal & @msweezey
  • 37. During Sales Cycle Lost Deal Cold Lead @clifseal & @msweezey Be Helpful! ! Continue the experience by being helpful. Have all emails come from the assigned sales rep, and send short notes that appear as if the sales person wrote them. Auto Lead Gen! ! Use nurturing to trigger a new set of emails when they are 60 day’s out from their contract renewal date. Come from sales. Remove Tasks! ! When a lead goes cold. Give sales a program to keep in front of those leads. Emails should be sent every 45 days or so. Short content.
  • 38. Helpful! Sales rep opts the lead into a lead nurturing program, which sends out 5 emails over 10 weeks @clifseal & @msweezey
  • 39. During Sales Cycle Lost Deal Cold Lead @clifseal & @msweezey Be Helpful! ! Continue the experience by being helpful. Have all emails come from the assigned sales rep, and send short notes that appear as if the sales person wrote them. Auto Lead Gen! ! Use nurturing to trigger a new set of emails when they are 60 day’s out from their contract renewal date. Come from sales. Remove Tasks! ! When a lead goes cold. Give sales a program to keep in front of those leads. Emails should be sent every 45 days or so. Short content.
  • 40. Lost Deal! After opportunity field is updated, contract date is set, campaign is set to begin 60 days before renewal; account owner is scheduled to reach back out at the beginning of the campaign @clifseal & @msweezey
  • 41. During Sales Cycle Lost Deal Cold Lead @clifseal & @msweezey Be Helpful! ! Continue the experience by being helpful. Have all emails come from the assigned sales rep, and send short notes, as if the sales person wrote them. Auto Lead Gen! ! Use nurturing to trigger a new set of emails when they are 60 day’s out from their contract renewal date. Come from sales. Remove Tasks! ! When a lead goes cold. Give sales a program to keep in front of those leads. Emails should be sent every 45 days or so. Short content.
  • 42. Cold Lead! If the lead’s last activity date is more than 90 days ago, then send 5 emails over 10 weeks @clifseal & @msweezey
  • 43. 2/Support! ! ! @clifseal & @msweezey
  • 44. Case Study: ! Beyond the rack and experience of support. @clifseal & @msweezey
  • 45. 2x more likely ! To buy again! When they optimized for a personal experience vs. a non personal gift card. @clifseal & @msweezey
  • 46. Reinforce ! ! ! If someone fills out a support ticket, they should be put on a nurture to follow up from their question. A simple, “How did we do” email. Asking them was it helpful, how can it be better. This should be RICH TEXT. @clifseal & @msweezey
  • 47. Keep in Touch! Support ticket closes, automatically add to two-email drip campaign asking how it was 3 days later for review @clifseal & @msweezey
  • 48. 3/C.F.L.! ! ! @clifseal & @msweezey
  • 49. It’s cheaper to ! keep a client.! 70% cheaper to keep a client than to bring in a new one, and can monetize loyal clients 2.4x more @clifseal & @msweezey
  • 50. Reinforce ! ! ! Having a nurture campaign used to reach prospects 90 days before their contract is up is a great way to stay top of mind during the time they are most likely to churn. @clifseal & @msweezey
  • 51. C.F.L.! Reads contract date, set and adds to nurturing campaign which begins 90 days before expiration @clifseal & @msweezey
  • 52. Thank you!! Now let’s get to questions! @clifseal & @msweezey