Prime Time Lead Nurturing for Sales
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Transcript of Prime Time Lead Nurturing for Sales
Prime Time Lead Nurturing For Sales
Mathew Sweezey Marketing Evangelist
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Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any
such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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DRIP NURTURING FOR SALES
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Marketing Author:
Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about
all day every day
- Mathew “Sweezey” @msweezey
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Drip Nurturing is a function of: Marketing + Sales
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GOAL: Increased Conversion through automated/relevant engagement
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BENEFIT: • More sales • Better information • Better focus on
Sales Ready Leads • Optimize resources
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DRIP NURTURING FOR SALES
Problem/Goal Type of Drip Program
Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold MarkeJng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
CompeJJve Drip Straight Drip
Lost Deal Drip Straight Drip
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DRIP NURTURING FOR SALES
Problem/Goal Type of Drip Program
Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold MarkeJng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
CompeJJve Drip Straight Drip
Lost Deal Drip Straight Drip
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Difference: Marketing Drips: Generate more leads Sales Drips: Give sales an excuse to reach out
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DRIP NURTURING Email Construction • Subject Line • Body • Call-to-Action
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Drip Nurturing Subject Lines:
Personal: “Thought you might like this”
Relevant: “Saw this article”
Not About You: “Did you see this yet?”
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Drip Nurturing Body:
Personal: RICH Text, and under 3 sentences
Relevant: Helps them do their job better
Not About You: Has nothing to do with your product, or service
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Drip Nurturing Call-to-Action:
3rd Party: Articles in Magazines
Linked: MUST BE A HYPERLINK
Allude Don’t : Has nothing to do with your product, or service
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DRIP NURTURING FOR SALES
Problem/Goal Type of Drip Program
Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold MarkeJng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
CompeJJve Drip Straight Drip
Lost Deal Drip Straight Drip
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TIMING?
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6-45 Days
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COLD LEADs: Sales Drip Nurturing
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COLD LEAD DRIP
John, I missed you a few days ago. Here is the arJcle I wanted to send your way. It’s from INC magazine.
John, Did you get a chance to review your strategy yet? Here is our guide to evaluaJng.
John, I haven’t heard from you, so just let me know if I should keep following up or not.
6 Da
y Pause
30 Day Pause
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Competitive Drip: Sales Drip Nurturing
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COMPETITVE DRIP
John, I missed you a few days ago. Here is the arJcle I wanted to send your way. It’s from INC magazine.
John, How’s CompanyA going? We’ve had a few people menJon: -‐slow response Jmes
John, Your contract is coming up in a few months. Just so you’re aware you need to let CompanyA know if you plan to leave...
30 Day Pause
45 Day Pause
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Lost Deal Drip: Sales Drip Nurturing
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LOST DEAL DRIP
John, How’s CompanyA going? I remember you were looking at doing this. It’s from INC magazine.
John, You menJoned lead nurturing, and our evangelist just wrote this. Thought of you.
John, It’s almost been a year, are you thinking of re-‐ evaluaJng?
45 Day Pause
30 Day Pause
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Adding Leads To Drip Programs: SALES DRIP SPECIFIC
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Automated: - Automation rule - Looking at data point - Looking at time
values - Looking at lead score - Looking at lead status
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Manual: - Add to list in CRM - Have them check a
box
GIVES SALES 100% CONTROL
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QUESTIONS?
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