nurturing leads (with automated marketing)
DESCRIPTION
Learn about drip and nurture marketing as Spider Trainers walks you through the considerations you should have before creating your own triggered campaign. Subscribe at www.spidertrainers.com/subscribe for a live tour.TRANSCRIPT
Nurturing Leads Using personalized auto-responder emails
to nurture leads.
Many companies — even marketing-automation companies — use the terms drip marketing and nurture marketing interchangeably, but these two campaign
styles have different purposes and different approaches.
This is about nurture marketing.
First: some background.
Drip and nurture campaigns have been shown to increase qualified leads for
businesses by as much as 451%.
Drip marketing
Deployed on a pre-determined schedule.
Sent to a broad audience and geared toward education, branding, or
positioning of a product.
Ongoing, generalized messaging.
Nurture marketing
Deployed as a response to an action.
Sent to a targeted audience and geared toward nudging (or shoving) leads through
the sales funnel
Ongoing, personalized messaging.
In practice If you subscribe to Spider Trainers or complete one of our forms, you will receive (or have received) a welcome email. You have joined our nurture program.
In practice
We can infer — based upon the topic of the download — that you are a marketer,
or at least interested in marketing.
In practice
With this in mind, we will send you more emails with marketing-related topics.
In practice
When you click the call-to-action (CTA) button or link in one of the nurture emails,
you will receive an auto-responder or transactional email.
This is also known as a nurture email.
In practice
In the nurture email, we personalize the greeting and reference the
publication you requested.
In practice
We also again provide a link to the publication —
in case you missed it the first time around.
In practice
With each publication download (click on a CTA), we come to better
understand your interests.
In practice
In subsequent emails, we will continue to strive to provide links to content we feel you
would find most interesting.
In practice
Each interaction you have with our email — opens, clicks, visits, downloads, and sharing
— contributes to our assessment of how interested you may be in our services.
This is called lead scoring.
In practice
When and if you reach a predetermined threshold in the lead-scoring process, our client relations team will reach
out for a one-on-one discussion.
In your company, this call might come from the sales team.
In practice
Lead scoring is a very valuable practice that brings the sales and marketing teams
together in pursuit of a common goal.
In practice
If you choose not to interact with our messages for a pre-determined time period,
you will be moved from the nurture program into the drip program.
In practice
Drip emails are sent less frequently, but often enough to remind you of our services.
In practice
If a you do not interact with our drip program, your contact information
will be archived and removed from our active marketing lists.
See our publication, Celebrate Unsubscribes
In practice
Once we have archived your contact information, you can only rejoin our active drip or nurture program by completing a subscriber form or gated-content form.
In practice
This has been an example of a simple nurture program.
Some programs have dozens, hundreds, even thousands of steps.
In practice
Spider Trainers builds custom blast, drip, and nurture programs
for companies like yours around the globe.
In practice
We would like to build one for you.
In practice Blast welcome email to subscribers with A/B test of various CTAs
EmailThank you for subscribing• Social sharing• Website link• Contact info• No interaction• Call to action
Drip emailStatistics
Drip emailLetter frompresident
Drip emailIndustry news
Drip emailPress announcement
Passive path (drip campaign)
Hand o! to sales team.
Nurture emailGated:Video
Nurture emailGated:Free trial
Nurture emailGated:Price list
Nurture emailGated: Meeting request
Active path (nurture campaign)
Click?
Click?
Click?
Buckets to
differentiate
engagement types
Clicks on links indicate
mild interest, and go to passive
path. Clicks within passive path
sends to active path.
Welcome email
to set new subscriber’s
expectations.
Clicks on CTA
indicate interest and
thus go directly to
active path..
If no clicks occur on
nurturing emails, can indicate
a lack of sales readiness.
Return to drip campaign.
Progressive prof iling
and lead scoring will help
sales and marketing classify
sales readiness.
Drip content to broad
audience for education, branding,
positioning, and selling (B2C) your
products.
Spider Trainers
Contact us As experts in drip and nurture marketing, Spider Trainers is chosen by companies to amplify lead and demand generation while setting standards for design, development, and deployment.
Chuck Meyer. Client relations manager 651 702 3793 [email protected] http://www.spidertrainers.com