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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.