UPDATE: Dec 13, 2012 Want to watch the webinar? Here's the video recording.
In this marketing webinar hosted by Pardot
, Mathew Sweezey
shared tips on setting up a drip nurturing program for marketing and sales support. Click on the image to view a larger size, and feel free to share this with attribution!
Pardot has many other webinars and recordings
, so check them out if you’re curious about marketing automation.
Like this? Browse through my other sketchnotes
, including my visual summary of The 5 Key Elements of a Better B2B Content Marketing Strategy
by Nolin LeChasseur. I sketchnote technology/business conferences and presentations – if that sounds interesting, get in touch
THE VERY VERSATILE DRIP
Dec 6 2012
#1 LOOK AT MARKETING LIKE SALES LOOKS AT DEALS
Unidentified need -> Identified need not yet ready -> Starting to evaluate
competitive vs greenfield
Figure out your stages and buying cycles
context intelligence -> communication (must be relevant!)
Not just automation!
Relevance is key.
#3 NOT E-MAIL MARKETING AS YOU KNOW IT
inbox = battlefield
Make it feel like a one-to-one email (rich text)
#4 HAVE A GOAL, THEN STICK TO IT!
(I feel bad not working with this guy.. He's so ATTENTIVE)
Lost a deal? Nurture the relationship!
#5 USE THAT COLD DATABASE
Value per lead x Size of database = $$$
* maximize your database
* Find leads that slipped through cracks
#6 GIVE SALES AN EXCUSE.
Don't get overwhelmed!
Sales drip = great ROI
Marketing - Sales
Bridge the gap
expecially for prospects that are challenging
engaged -> excuse to call (Whew!)
automate lead nurturing
event pre-/post-follow ups
cold marketing/cold sales
start with stage 3, then 2, then 1
Good for cold databases, tradeshow lists..
Engage HOT prospects right away!
Give people "carrots" to encourage them to move stages
simplest drip goal: engage, excuse to reach out
(Give me your best emails)
(Thought you might enjoy this..)
..doesn't have to be your stuff
Q: Whitepaper vs video for scoring?
A: Topic, sales readiness
Q: Rich text vs images?
A: Images often make people think "marketing!" Images okay if fake-forwarded.
Hey take a look at this
Q: # of emails?
A: Start small. 3 emails, ~12-18 days. Then more. Iterate.
Test List. at least 1 day before. ALWAYS.
A: 1 goal, 1-2 actions
Q: Replace e-mail blasts?
A: Not needed - CRM, reply.
A: Ask your salespeople. 6-45 days is good. -> not twice in a week
A: Depends, can be dynamic.
Q: Not engaging?
A: Don't remove the, keep on going.