RSA Conference Exhibitor List 2024 - Exhibitors Data
Lead Nurturing: Constant Content
1. Constant Content:
Lead Nurturing
Presented by Doug Edwards, Publisher
Addiction Professional and Behavioral Healthcare
NCAD 2013 | Anaheim, California
September 23, 2013
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3. DOUG EDWARDS, MBA
3#NCADcon
Publisher
Addiction Professional and Behavioral Healthcare
Sales Director
National Conference on Addiction Disorders
Behavioral Healthcare Leadership Summit
Addiction Professional Panel Series
Content Developer
http://betheblueballoon.blogspot.com/
4. TODAY’S AGENDA
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•Who creates content?
•What is ‘content marketing’?
•What is ‘lead nurturing’?
•How do the two work together?
•Who should you target?
•Where are we going?
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14. TODAY’S DILEMMA
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Producing content BUT:
•Reliance on e-newsletters/e-blasts
•No content strategy
•No connection to lead nurturing
•No audience segregation
•Not having enough to feed the funnel
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15. WHAT IS CONTENT MARKETING?
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‘Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience–
with the objective of driving profitable
customer action.’ –Content Marketing Institute
Source: http://contentmarketinginstitute.com/what-is-content-marketing
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20. FIRST, WHAT IS LEAD GENERATION?
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•Generating interest in product or
service
•Gathering contact information and
initial interests
•First step in lead nurturing process
21. LEAD GEN—STARTING THE DIALOGUE
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But leads are rarely immediately
ready to refer or purchase
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22. WHAT IS LEAD NURTURING?
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‘The process of building relationships
with qualified prospects regardless of
their timing to buy, with the goal of
earning their business when they
are ready.’ –The Definitive Guide to Lead Nurturing by Marketo
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
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24. LEAD NURTURING IS:
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•Creating targeted campaigns
•Guiding prospects to a purchase/
referral/etc. and ‘staying in touch’
•Respectful of the prospect’s stage in
the buying/referring process
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25. LEAD NURTURING IS NOT:
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•Sending an occasional e-newsletter
•E-blasting an entire database
•Calling prospects every few weeks
•Failing to understand clients’ decision-
making process
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
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26. HOW TO TELL THE DIFFERENCE?
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‘Ask yourself if the information you’re
providing will be useful to them even if
they never buy from you.’
–The Definitive Guide to Lead Nurturing by Marketo
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
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27. WHAT’S IMPORTANT IN LN?
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•Building trust
•Obtaining permission
•Establishing credibility
•Feeding the funnel
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
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28. BUILDING TRUST
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‘Unless you are a well known company
like IBM, the best way to build
credibility and trust is by sharing useful
information.’
–The Definitive Guide to Lead Nurturing by Marketo
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
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33. WHY REINVENT THE WHEEL?
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‘A nurture interaction doesn’t need to be
about a whitepaper. It doesn’t need to be
a detailed blog post. In fact, it doesn’t
even [need] to be about something you
wrote! Often, the best nurturing is going
to be about interesting, relevant content
that other people wrote.’ –Jon Miller of Marketo
Source: http://blog.marketo.com/blog/2013/05/content-curation-for-lead-nurturing.html
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38. LEAD SCORING MANUALLY
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‘Complicated back-end systems will
make all this easier, but are not
necessary for getting started and sticking
with it, as long as the people involved in
executing the lead conversion plan
internalize the system and use it
aggressively to fully nurture every
promising lead you acquire.’ –Kern Lewis, Forbes.com
Source: http://www.forbes.com/sites/kernlewis/2012/03/21/the-twelve-step-program-for-lead-nurturing/
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42. MOLLY MEETS RITA, SALLY, & DON
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Miss Rita
Mrs. Sally
Mr. Don
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43. THESE ARE ALSO ‘PERSONAS’
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Miss Rita
Frequent referrer
Attends many conferences
Hard to pin down; frequently on the go
Mrs. Sally
Infrequent referrer—works in a public setting
Known as a “show floor shopper”
Focus on CE credits
Mr. Don
Occasional referral source
Needs a lot of information before making a referral
Hungry for new information and treatment techniques
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44. MOLLY SENDS CONTENT POST-SHOW
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“It was great meeting you
at NCAD. I thought you
would enjoy this brief
video on demonstrating
successful outcomes with
clients with co-occurring
eating disorders and
heroin addiction.”
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45. MOLLY’S PROSPECTS REACT
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“It was great meeting you
at NCAD. I thought you
would enjoy this brief
video on demonstrating
successful outcomes with
clients with co-occurring
eating disorders and
heroin addiction.”
CLICKS ON VIDEO LINK
DOESN’T OPEN E-MAIL
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46. MOLLY TARGETS
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“Our presenter at NCAD is
having a follow-up
Webinar on gender issues
in treating patients with
co-occurring eating
disorders and heroin
addiction.”
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47. MOLLY TARGETS
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“Our presenter at NCAD is
having a follow-up
Webinar on gender issues
in treating patients with
co-occurring eating
disorders and heroin
addiction.”
ATTENDS WEBINAR
DOESN’T REGISTER
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48. MOLLY RE-TARGETS
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“Our Clinical Director will
be in your area for a
lunch’n’learn. Can you join
us for an educational
presentation?”
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49. MOLLY RE-TARGETS
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“Our Clinical Director will
be in your area for a
lunch’n’learn. Can you join
us for an educational
presentation?”
ATTENDS
DOESN’T ATTEND
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54. MOLLY DILIGENT ABOUT CRM
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Don
88 Anyway Dr.
Anaheim, CA 99999
don@dondon.com
222-867-5309
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55. STEADY BUT NOT OVERWHELMING
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Content once a
month—too cold
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56. STEADY BUT NOT OVERWHELMING
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Content once a
week—too hot
Content once a
month—too cold
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57. STEADY BUT NOT OVERWHELMING
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Content once
every two to three
weeks—just right
Content once a
week—too hot
Content once a
month—too cold
(Depending on stage)
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64. TARGET BASED ON STAGE & INTEREST
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•People have different content wants
and needs
•Not everyone is at the same stage in
the decision-making process
•Interest level will change over time
•Keep in mind “pain points”
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68. MORE AUTOMATION
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Lead scoring
More technological
solutions
More in-depth
knowledge of referral
sources’/customers’
behaviors & interests
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70. KEY TAKEAWAY
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‘[N]urtured prospects buy more, require
less discounting, and have shorter sales
cycles than prospects that were not
nurtured.’
– The Definitive Guide to Lead Nurturing by Marketo
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
71. NO LEADER OF LEAD NURTURING
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Everybody can do it!
72. ONE STEP AT A TIME
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•LN & CM takes time
•Enjoy content creation
•Doesn’t happen overnight
•Start small
•You are a field expert!
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