The document discusses how lead nurturing can benefit different departments beyond just marketing, including sales, support, and reducing customer churn. It provides examples of how nurturing campaigns can be used to follow up with leads, customers who opened support tickets, and clients nearing their contract renewal dates. The document advocates for using personalized, helpful content from reps in nurturing emails to continue building relationships and keeping brands top of mind at key moments in the buyer journey.
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
!
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
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
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
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
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