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!

Text:

THE VERY VERSATILE DRIP
Mathew Sweezey
Dec 6 2012
Pardot

Email marketing
Drip nurturing
one-to-one conversations!

#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

#2 RELEVANT

context intelligence -> communication (must be relevant!)

Not just automation!
Relevance is key.

#3 NOT E-MAIL MARKETING AS YOU KNOW IT
HTML? marketer

One-to-one relationship
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!)

PROBLEMS/GOALS

cold database
automate lead nurturing
event pre-/post-follow ups
cold marketing/cold sales
competitive
lost deal

TYPES

3..2..1
start with stage 3, then 2, then 1
Good for cold databases, tradeshow lists..

Why reverse?
Engage HOT prospects right away!

Event-specific
straightforward

Stage-specific
Give people “carrots” to encourage them to move stages

Straight
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
Nurture relationship

Q&A:
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.
FWD:…
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.
Q: Length?
A: 1 goal, 1-2 actions
Q: Replace e-mail blasts?
A: Nope.
Q: Bcc?
A: Not needed – CRM, reply.
Q: Timing?
A: Overanalyzed
Q: Timing?
A: Ask your salespeople. 6-45 days is good. -> not twice in a week
Q: From?
A: Depends, can be dynamic.
Q: Not engaging?
A: Don’t remove the, keep on going.

You can e-mail me at sacha@sachachua.com.