How To Generate Leads And Drive Revenue With Social & Email Marketing Tamara Gielen, Plan to Engage @tamaragielen
May 08, 2015
How To Generate Leads And Drive Revenue With Social & Email MarketingTamara Gielen, Plan to Engage@tamaragielen
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Your presenter today
• 12+ years of experience in online marketing
• Specialized in email marketing
• Author, blogger, speaker, consultant
@tamaragielen
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Marketing goal: generate SQLs
Sales Qualified
Lead
Lead generation
Lead scoring
Lead nurturing
Tools & Processes
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The tools you’ll use
Content
Social
Search Ads
Forms
Testing Analysis
Tools
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What we’ll cover today
1. Using social media to generate leads
2. Scoring leads to identify readiness-to-buy
3. Nurturing leads with email marketing
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Use social media to generate leads
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1. Relevant content
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Content that people share
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Some examples
eBooks Webinars
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Some examples
Infographics Reports
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Some examples
White papers Videos
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Some examples
Slideshows Blog posts
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2. Landing pages that convert• A/B tested design
& copy
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2. Landing pages that convert• A/B tested design
& copy
• Single-topic
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2. Landing pages that convert• A/B tested design
& copy
• Single-topic
• No site-navigation
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2. Landing pages that convert• A/B tested design
& copy
• Single-topic
• No site-navigation
• Short forms
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3. Traffic, traffic, traffic
Social
Search
Ads Email
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Tweet about your content
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Promote it on Facebook
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Blog about it
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Calls-to-action everywhere
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Calls-to-action everywhere
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Calls-to-action everywhere
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Promote it to your list
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Capture
Score
Nurture
Analyze
Convert? NOYES
NEXT STEP
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Score leads to identify readiness-to-buy
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Lots of criteria to score on
ScoreDemographics
BANT
Web behavior Email responses
Event attendance
Sales input
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Score defines message flow
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Nurture leads with email marketing
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Permission is key
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Basic lead nurturing campaigns
New incoming leads
- Welcome
- Educate
- Promote other content
Stay in touch
Focus content & timing on:
-buyer roles personas-buying stages
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Sample lead nurturing path• Day 1: introductory email
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download• Day 15: personal email from sales rep
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download• Day 15: personal email from sales rep• Day 30: Best practices white paper
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous
download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep
offering product demo
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering
product demo• Day 85: Call from sales rep to schedule in-person
meeting
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Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering product demo• Day 85: Call from sales rep to schedule in-person meeting• Day 90: sales proposal via email
Source: http://www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf
Some great resources
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Check these out!
www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf
www.eloqua.com/grande/
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B2Bemailmarketing.com
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Thank you!
Connect with me:
[email protected]+32 477 666 930www.PlanToEngage.comwww.linkedin.com/in/tamaragielen