Live Webinar: Lead Nurturing Beyond the Email Inbox
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Lead nurturing encompasses the process of developing relationships with prospects until they are ready to make a purchase, evolving beyond traditional email-centric methods due to challenges such as low email engagement. Marketers are now adopting multi-channel strategies that include detailed audience segmentation, content personalization, and the integration of modern lead nurturing tools. Key components for effective lead nurturing involve strategic planning, understanding technology, and utilizing diverse communication channels to capture and nurture leads successfully.
Live Webinar: Lead Nurturing Beyond the Email Inbox
- 2. 2 Lead Nurturing Beyond the Email Inbox
- 5. 5 Lead Nurturing Is the Process of Building Relationships with Prospects Until They’re Ready to Buy
- 6. The 3-Martini Lunch: What Lead Nurturing Used to Be 6
- 7. 7 The Buyer’s Journey Has Changed… And So Has Lead Nurturing
- 8. 88 Marketing Takes Control of Lead Nurturing… And Has Built an Automated and Always-On Process
- 9. 99 Under the Marketing Department, Lead Nurturing Has Been Email Centric
- 10. 1010 Email’s Two Main Drawbacks: • 95% of Website Visitors Don’t Share an Email Address • 80% of Prospects Who Have Shared an Email Address Don’t Open Their Emails
- 11. 1111 That’s Why Marketers Are Embracing Multi-Channel Nurturing
- 12. 1212 The Building Blocks of Lead Nurturing Program
- 13. 1313 1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).
- 15. 1515 3. Segment Your Audience.
- 16. 1616 4. Create Content Based on Your Audience Segments.
- 17. 1717 5. Optimize, Test, Measure.
- 18. 1818 6. Maintain a Clean, Updated Database.
- 19. 1919 7. Move Your Lead Nurturing Beyond Email.
- 20. B2B Lead Nurturing Beyond the Inbox 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
- 21. AGENDA • The Email Challenge • Targeted Inbound Campaigns • Pre- and Post-Conversion Retargeting • Lead Nurturing 2.0 • Sales Nurturing 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
- 22. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com THE EMAIL CHALLENGE • Overwhelmed inbox • Stale contact database • Filters and black lists • Mobile majority – responsive? • Relevance and context?
- 23. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com BUYER PERSONA Technology Ted C-Suite Executive, Founder Nerdy, Numbers Geek Entrepreneurial Quirky, Obsessive
- 24. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com SEGMENTATION
- 25. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com AUTO-ASSIGN PERSONAS
- 26. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com TARGETED CAMPAIGN SaaS Marketing for CEOs • The Story of Shopify • Financial Survival and Growth • Inbound vs Growth Hacking • Secrets of SaaS Success
- 27. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com PROMOTION STRATEGY • Email to Technology Segment • Influencer Blog Post • Our Blog Posts • Social Media Promotion • LinkedIn/Native/Retargeting
- 28. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com TARGETED EMAIL
- 29. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com RETARGETING Make Every Visit Count Image: Cavs
- 30. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com EMAIL NURTURING
- 31. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com CONTENT PERSONALIZATION
- 32. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com SALES NURTURING
- 33. B2B Lead Nurturing: Storytelling & Tech Andrew Hickey - Director of Digital Marketing, eCornell
- 34. What is lead nurturing? ● Encouraging a lead through the marketing and sales funnel ● Modern lead nurturing typically includes an automated component and is almost always focused around email. ● There are now an entire new class of lead nurturing tools, tactics and techniques.
- 35. Lead Nurturing & the New B2B Funnel From AncientPoint.com Traffic and leads will escape your funnel. The good thing is that you probably know where this is happening. Be ready to catch those leads with nurturing tactics.
- 36. Keys to Catching Leads ● tell a story - plan your narrative well ● understand your tech ● Go beyond email ● Don’t ignore email - smart messaging is crucial
- 37. Keys to Catching Leads Tell a story - plan your narrative well ● Plan Twice, Launch Once ● Diversity in medium and channel is crucial ● Be willing to change any narrative or tactic on the fly ● Use data to understand what’s working and what isn’t
- 38. Example - Impact of Smart Storytelling Plan Twice, Launch Once Diversity in medium and channel is crucial Be willing to change any narrative or tactic on the fly Use data to understand what’s working and what isn’t
- 39. Keys to Catching Leads Understand Your Technology ● Make sure you can track progress ● Not everyone needs a giant marketing stack ● Test your tech as you would test a new campaign ● Get useful data so you can optimize campaigns
- 40. Example - eC Lead Nurture Mktg Stack
- 41. Keep in mind... Not all lead nurturing is created equal.
- 42. Q&A