SMT nurtured lead program

Leads With ContentA Better Way to Engage

Leads

• Used to be…a lead was someone who demonstrated interest in your product or service.

I’d like to speak to someone about these

Changing Lead Quality

• With amped-up competition, and a proliferation of content, these types of leads are more difficult to come by.

The Changing Buyer

• Prospects seek out information about issues and solutions before they make contact with you or your competitors.

Search Webinars

Experts LinkedIn

Colleagues Newsletters

Reaching Buyers Early

• Marketers compete to find prospects earlier in the buying cycle.

Awareness Consideration Preference/Intent Purchase Advocacy

Best time to reach a prospect is before a preference for a competitor is created

Establishing Brand Preference

• Multiple touch points and deep engagement help establish your brand preference

Awareness Consideration Preference/Intent Purchase Advocacy

Preference/Intent : a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision.

What’s a Good Lead?

Lead Quality is a Function of…

Profile of prospect Level of engagement Relevance of engagement Consistency of engagement Timeliness of engagement Authority of engagement

Leads With Content ProgramA Better Way to Engage

Leads With Content Program

The Leads With Content Program generates high quality leads using

multiple touch-points and deep engagement with decision makers by leveraging relevant and authoritative

content.

A Better Way to Engage

Leads with Content Program leverages three core SMT competencies:

1. Content (Webinars, eBooks, White Papers, Blog Posts)

2. Community of Experts

3. Marketing Automation Technology

SMT Content

• Over 300 webinars produced• Average 1,000 registrations per webinar• 43% attend webinars live• Tens of thousands of eBook views

Community of Experts

• Over 2,500 Blogger/Experts• Active Community of…• CMOs • Social media specialists • Social marketing specialists • PR specialists • Sales executives• Customer support managers• C-level strategists and staff• Mobile media specialists

• Pageviews: 2,424,702• Unique Monthly Visitors: 1,222,265• Company Size: 21% of our audience is

500+• Purchasing Authority: 79% of our

audience has purchasing authority.

Social Media TodayBy The Numbers

361,000

296,000

134,000

Social Media Today is among the ten most popular industry media sources for digital marketers* Source: MarketingProfs.com

Leads with Content Program Example 1

Webinar

Social Shares

Educational email

Call to Action email

Leads with Content Program Example 2

eBook

Webinar

Social Shares

Call to Action email

Deliverables

Lead list Lead Score based on interactions with

campaign content Lead matrix with recommendations

based on profile match and behavioral score

Lead Matrix

NURTUREHOT

LEADS** CALL **

IGNORE PROSPECT

Behavioral Score

ProfileMatch