The Golden Rule of Lead Nurturing
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-Do to your Prospects what you would want done to you.- Translation: When it comes to Lead Nurturing, the most important thing you can do as a Marketer is to put yourself in your Prospects¡¯ shoes. This will help increase Prospect engagement for more effective nurturing.
The Golden Rule of Lead Nurturing
- 1. #C2C15 The Golden Rule of Lead Nurturing Miriam Fair Implementation Specialist, Pardot @mfair22
- 2. #C2C15 ? The Golden Rule of Lead Nurturing Do to your Prospects what you would want done to you. ? Make Content relevant for Prospects. ? Type of Content ? Timing of Content (based on Stage in buying cycle) ? Make Content personal and easy to digest for Prospects. ? Subject Line ? Length of Content ? Body Content and CTA(s) Perspectives and Objectives for our Discussion Thinklike your Prospects toincrease engagement!
- 4. Make Content Relevant Stage 1 Prospects Stage 2 MQL Stage 3 SQL Casual vs. Research ? 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
- 5. #C2C15 ? Less is More ? Keep it simple ? Send the types of emails you¡¯d like to receive ? Be direct ? Higher engagement rates (8 second attention span) ? Try: A/B testing Make Content Personal
- 6. #C2C15 ? Use Rich Text ? Less HTML, more Rich text, get link tracking with rich text ? Design in the vernacular. ? Flashy doesn¡¯t always stand out. (Apple) Make Content Personal
- 7. #C2C15 ? Personalization ? Use variable tags for Recipient & Sender ? Send from the Assigned User ? Dynamic content, if available ? Try: Promoting a webinar? Use a fake forward Make Content Personal
- 8. #C2C15 Less is more | Rich text | Personalization Make Content Personal
- 9. #C2C15 ? Subject Lines ? Prospects disqualify before they qualify ? Make conversational, use lowercase ? Align with stages ? Ex) Stage 1: no Keywords or Branding Make Content Personal
- 10. #C2C15 ? Length of Content (linked to in email) ? 71% of Prospects would prefer content < 5 pages ? Shorter content is great for nurturing ? Longer content should be gated (quid pro quo: something for something) Make Content Personal
- 11. #C2C15 ? Email Body Length and CTA ? Be clear about the intention & the Prospect¡¯s reward ? Body CTA = Prospect¡¯s requested info ? Footer CTA (within email signature) = ¡°hand raiser link¡± ? Ex) How Pardot does CTA with Dynamic Content ? Try: Teaser text Make Content Personal
- 12. #C2C15 Make Content Personal Subject Line | Length of Content | Body Content and CTA(s)
- 13. Post-event and webinar follow-up Sales Enablement Pardot Minute Clinic Success stories Timetodiscuss!
Editor's Notes
- #3: What does?Nurturing mean? To care for, and encourage the growth of. Wouldn't we all like someone to look out for us, to encourage us along the way. If someone is going to effectively encourage you, what do they have to be good at? They have to be a great communicators. They need to be positive, relevant, personal. What would you want to hear? Decide how to be relevant and personal with you Prospects, and then Journey with them.
- #14: Post event and webinars: Sending webinar recording, but allowing for branching and moving someone to an additional stage. Sales Enablement: Kick back to marketing. Pardot Minute clinic: unique opportunity to partner with core sales team. Internal awareness of success stories.