The document discusses 10 tips for effective lead nurturing: 1) Start simply with a basic framework and launch quickly. Don't overcomplicate your lead nurturing plan. 2) Align with sales so you understand buyer profiles and needs. Establish criteria for qualified leads. 3) Keep score by developing a lead scoring model to determine which contacts need more education. 4) Develop content that addresses buyer needs at each stage of the decision process. 5) Avoid one-off messaging and develop coordinated nurturing campaigns. Track engagement and response. 6) Remember that cadence counts - develop the right frequency and messaging placements. 7) Plan for progression by allowing

1. 10 Lead Nurturing Fundamentals
#AOWEB

2. Today’s Presenters
Jeff Linton Janelle Johnson
Product Marketing Manager Director, Demand Gen
@jeffreylinton @janelle_johnson

3. Lead Nurturing Defined
A sustained relationship with
influencers and decision-makers in a
potential customer, through which
relevant and valuable insight is
delivered through integrated channels
in a coordinated process, in exchange
for increasing intimacy and influence.”
- Forrester Research

4. Why You Can’t Ignore Lead Nurturing
70% of the qualified leads that
make it to sales get disqualified
or discarded
often because they just aren’t
ready to buy now

5. But 80% of those “bad” leads
will ultimately go on to buy
from you – or from a
competitor – within 24 months

6. Nurture them until
they’re ready to buy.

7. 10 Tips for Lead Nurturing

8. Tip #1
Start simply.
Build a simple framework and launch quickly
• You'll see ROI more quickly
For a more complicated plan, launch it in steps
• Analyze the results of each step before executing the next
Don’t make it more complex than it needs to be; the theory is that
80% of the benefit of lead nurturing is achieved
by the first 20% of effort

9. Tip #2
Align with sales so you understand buyers'
profiles and specific needs.
Agree on what a qualified lead looks like for your company
Establish criteria to determine the difference between an
inquiry, prospect, marketing-qualified lead, sales-qualified
lead, etc.
Understand what signals buyers give as they progress through the
pipeline from stage to stage.

10. Tip #3
Keep score.
Begin to develop a lead scoring model, and assign
numerical values to each characteristic.
Determine which contacts need more education
before taking the next step toward conversion.
Review your established criteria with your sales team
and start with something well-considered...but simple.

11. Tip #4
Develop content that addresses the needs
of buyers.
61% of technology buyers want content that directly addresses
the issues they face at each point in the decision process
• Knowledge Storm/Marketing Sherpa
Create different types of content
• Product comparisons, ROI Calculators, Videos, and Case Studies
Address each phase of the education process separately, and fold
those content pieces into your nurturing campaigns

12. Tip #5
Avoid on-off messaging that serves your own
short-term interests.
Sending one-off individual emails without considering the
prospect’s recent behavior could get you labeled as irrelevant
Develop coordinated campaigns with a series of scheduled
offers
Then track, evaluate and respond to
opens, clicks, registrants, etc.

13. Tip #6
Remember that cadence counts.
Goal is to educate your prospects and, in
turn, accelerating their buying cycle
Develop the right frequency and messaging to place in
front of prospects is critical
85% of tech buyers said they need to encounter at
least three pieces of content before engaging with a
solution provider
• Knowledge Storm/Marketing Sherpa

14. Tip #7
Plan for progression.
Build forms and landing pages that allow prospects to
fill in their contact information just once—usually the
first time they download a piece of content
Adopting progressive profiling practices which allow
you to collect a little more information about
prospects each time they engage.

15. Tip #8
Establish rules for the handoff, and make it
two-way.
Plan and establish a speedy, seamless process for passing
nurtured leads to sales
Once a genuine, proven buying signal has been given, it's
critical to pass the lead as soon as possible
Develop a process to send “delayed” leads back to
marketing to be nurtured until they are ready and able to
buy

16. Tip #9
Wake the “dead.”
Don't ignore contacts in your CRM system or marketing
database that you wrote off when they stalled in the
pipeline
Find ways to re-engage those contacts with new content.

17. Tip #10
Set up metrics to track progress.
Track measurable indicators
• How often you get certain data to further qualify or segment leads
• Click-through rates
• Conversions through each stage
• Time to conversion
• Etc.
Track the conversion rate at each stage of the funnel to improve
overall performance & quantify marketing’s contribution

18. Integrated Marketing Platform
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Deliverability • Drip/Nurturing, Web • Start Simple, Automate at
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• Third-Generation Email Pages, Forms, Scoring, CRM
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#AOWEB Demystifying Marketing Automation by Design

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