1.
Jeffrey Mack
Subscription Product Consultant
LinkedIn
Prospect Nurturing Workshop
Pearce Delisle
Marketing Automation Consultant
LinkedIn

2.
• More deeply engage the prospects
you’ve invested so much in
identifying
• Build trust
• Turns prospects into more valuable
customers
Why Prospect Nurturing?

3.
• Drive more web conversions
• Engage prospects beyond the inbox
• Track program success
Lead Accelerator Empowers Marketers

4.
We can reach prospects anywhere online
and make every interaction with them more
personal and relevant throughout the
buyer’s journey.
— Eric Hansen, Cetera Financial

5.
Elevating Your Nurturing Efforts
Define and create audience
segments
Map content to appropriate
segments
Identify business goals and
objectives

6.
• US-based commercial bank
• Offers cash management, global
trade & receivable finance (GTRF),
and financing & capital markets
services
• Target Directors+ at companies with
>5K employees
• Utilize a marketing automation
platform for email marketing
Introducing XBank

7.
XBank Business Goals
Improve quality of leads to better
align to target prospect
demographics
Increase net new GTRF leads Stay top of mind during entire
buying process

8.
Audience Segment Best Practices
Method 1: Audience Type/Vertical
Method 2: Product/Solution
Method 3: Buyer’s Stage
• Evaluate your business goals, site
structure, and supporting content
• Determine best method(s) to
segment your target audiences

9.
XBank Audience Segments
Homepage Bouncers (Director+
Senior Level, Co. Size >5K) –
qualified website traffic that is not
engaging in deeper content
GTRF Visitors – website visitors
who self-identify as interested in
GTRF product, but do not convert
Known Prospects – prospects
who are already segmented in MA,
and being nurtured via email
campaigns
Exclusions: Job seekers, Existing Customers

10.
Content Best Practices

11.
Be helpful and informative without being too promotional
Upper Funnel Content
1
• Brand Logo prominent, yet CTA is still large & clear
• Low Friction Content: thought leadership content that provides
value to visitor in early research stages
• Other Content That Works: ‘How-to’ eBooks, Short White
Papers, Infographics, Checklists, Blog Posts, Videos
Why it works…
LESS ENGAGED
ACQUIRE
ENGAGED

12.
Give prospects tools to determine fit & need
Lower Funnel Creative
1
• Brand logo not as prominent; CTA is more aggressive &
visually dominant: “Download Now”
• Relevant, valuable content that will help visitor evaluate
your solution over others
• Other Content That Works: White Papers, Case Studies,
Reports, Data Sheets, ROI Calculators, Demos/Free Trials
Why it works…
ACQUIRE
ENGAGED
LESS ENGAGED

13.
XBank Content
Business Landscape
in China (infographic)
Definitive Guide to the
RMB (eBook)
Cash Management
(eBook)
Definitive Guide to RF
(eBook)
XBank Capabilities
(webpage)
A Primer on FX
(eBook)
Global Trade
Challenges (webinar)
Doing Business in
China (webinar)
Doing Business
Abroad (eBook)

14.
Mapping Content to Audiences
Homepage Bouncers
(Director+, Xo. Size 5K+)
GTRF Visitors Known (interest in China)
Capabilities
Doing Business
Abroad
Cash Mgmt
A Primer on FX
Global Trade
Challenges
Definitive Guide
to RF
Business
Landscape in
China
Definitive Guide to
the RMB
Doing Business in
China
Content A
Content B
Content C

15.
Next Steps
• Creative Development
• Nurture Stream Setup

16.
Questions?