There's More to Lead Nurturing Than Email ...

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There’s More to Lead Nurturing Than Email …

@mkgetler | #humannuturing

MKGETLER

inbound marketing consultant

#INBOUND14(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)

57%of a prospect’s buying decision is

complete before that prospect’s first

contact with a supplier.

The buyer is in control.

1 Why Nurture Your Leads?

2 The Recipe for Success.

3 Contextual Marketing | Lead Nurturing 2.0

4 The Tools of the Trade.

5 Getting Started.

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1 Why Nurture Your Leads?

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NOBODY wakes up

and thinks:

“I HOPE TO

GET

MARKETEDTO TODAY.”

The goal of lead nurturing is to prevent any

potential friction through the sales funnel.

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3 Recipe For Success.

PERSONAS:a semi-fictional representation of your ideal customer based on market research and real data about your existing customers

Goals

Challenges

Measurements of Success

single customer view

An aggregated, consistent and

holistic representation of the dataknown by a company about its

customers.

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14%of Marketers say they were strongly capable of creating a single view of the customer.-eMarketer

If you don’t nail down your buyer personas,

every aspect of your lead nurturing will suffer.

THE BUYER’S

JOURNEYThe active research process a

potential buyer goes through

leading up to a purchase.

THE BUYER’S JOURNEY

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Map content to the Buyer’s Journey

Tailor all content, existing and future, to

each relevant stage of the Buyer’s Journey.

Content Mapping Fundamentals

MK, I’ve already got

workflows and

drip campaigns.

I already have

lead nurturing.

Modern technology and the

behavior of the modern buyer has

grown the complexity of nurturing

leads through the sales funnel.

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4 Contextual Marketing | Lead Nurturing 2.0

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Contextual Marketing:The practice of personalizing

your business to your

Persona based on who they

are, what they want, what

they need or what they do.

(source: DemandGen)

Leads nurtured with

targeted content produce

an increase in sales

opportunities of more than

20%.

Device

Persona

Weather

Location

Lifecycle

Stage

Time of Day

To provide context

by device make

sure all of your

content works on

all devices,

operating systems

& browsers

seamlessly.

Please stop making MK throw

her phone through the wall.

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4 The Tools of the Trade.

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CORTISOL

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Your bad

email

marketing is

LITERALL

Y making

your leads

sick.

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OXYTOCIN

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#HUMANNURTURING

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71%of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences.-Marketing Charts

RULE BOOKemail marketing

of

TL;DRkeep it short. srsly.

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[email protected]

SEG

MEN

TA

TION

SMARTCONTEN

T

ANNONYMOUS personalization

device

source

soon.

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R E V I E W S

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65%of US internet users need to read 4+ online reviews before trusting a business.-eMarketer

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Make your

social media

accounts the

most interesting

accounts to

follow in your

industry.

Inbound Social Media Philosophy

70 - 20 - 10

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71%of eCommerce prospects are more likely to purchase a product if referred through social media.- HubSpot

82% of customers are

more likely to trust a company whose CEO and

leadership team are active on social media

http://twitter.com/meaghano/status/1767991757

http://twitter.com/meaghano/status/1767991757

s

o

c

i

a

l

monitoring

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5 Getting Started.

PERSONAS:Your answer to structuring effective lead nurturing.

THE BUYER’S JOURNEY

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Build trust, solidify thought

leadership and gain

credibility through your

content.

If you build it, the customers

will come.

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THANK YOU!

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QUESTIONS ?