This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.

1. Lead Nurturing Best PracticesPractical Strategies to Automate Customer Engagement Derek Grant, Vice President Pardot Marketing Automation

3. Nurturing moves the recipient forward in the sales process

4. Concept – Push v. Pull content

6. The Sales Paradigm Is Shifting The Buying Paradigm has shifted Buyers perform research prior to engagement Forrester Research – 80% of all leads passed to sales are mis-handled 70% of mis-handled leads buy from a competitor

7. The Sales Paradigm Is Shifting Don’t Just Throw Prospects Over the Fence

8. The ROI is Staggering Nurturing Delivers demonstrable ROI: 9% higher average deal size for nurtured leads vs. non-nurtured leads 23% shorter deal time for nurtured than non-nurtured leads. Your Lead Database is Valuable Each Lead in your DB has a Cost (e.g., $50) Time erodes the value of the Lead DB

10. Prospect v. Customer-Focused Content

11. Granular segmentation is keyProduct Need – FEA v. PDM Explicit Segmentation – Engineer v. Engineering Manager v. Chief Personas - Technology buyer vs. Economic buyer If the message “fits” everyone, it probably isn’t specific enough for any one prospect.

13. Mail Merge Personalization

14. Relevant Subject LinesThese techniques make it seem more like a conversation than a broadcast

19. Not so often it is a nuisance

22. Dust off old content

26. Brian Carroll – Nurturing with the “Human Touch”

28. Examples of Nurturing Re-Engage Stale / Un-contacted Leads Sales can recycle / reject non-qualified leads Marketing can automatically reclaim un-contacted leads This is how nurturing keeps the CPQL low Content: Depends on how engaged the prospect was Mix of Heavy HTML and Text Only Whitepapers, Webinars, Personal Notes Goal: Re-qualify as an MQL

29. Examples of Nurturing Standardize Sales Communication Perfect for a Product Trial Also delivers Marketing content that you suspect sales doesn’t send. Content: HTML from “Marketing@” for trial how to’s Text Only from the Sales Rep (for sales reconnects) How To’s, Case Studies, Advanced Webinars, Analysts Reviews Goal: To turn them into a paying customer

30. Examples of Nurturing Stay Top of Mind Stay in touch campaigns for responsive leads Fire and Forget campaigns for non-responsive leads Goal of Reacquainting the prospect with key features / differentiators Content: Text Only from the Sales Rep Goal: Faking Sincerity Until Reengagement

31. Examples of Nurturing Reconnect After a Loss Sometimes this happens If it was a close loss, the rep may still be considered an advisor to the prospect Consider starting around 50-60% of the contract term with their vendor Content: Text Only from the Sales Rep Goal: Ask for another chance Confirm that you should be their trusted vendor.

33. Start with the End in Mind

34. Be Mindful of Timing

35. General to Specific

36. Know When to Stop

38. Send “one size fits all” content

39. Assume that Newsletters nurture

40. Do it ManuallyDO Do

41. Questions?

42. Thank You For Your Time Today Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326 Derek Grant VP of Sales derek.grant@pardot.com 404.492.6848 877.3B2B.ROIwww.pardot.com