mobi sysstem 2 account sjjs mdmmdd
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7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”
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Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Safe Harbour
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advanced EMAIL MARKETING LEAD NURTURING
CONTENT MARKETING DEMAND GENERATION
Lead Nurturing Tips for Marketing - AND Sales
SEVEN
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Marketing STATE OF DEMAND/INTRO/2014
Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey”
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STATS 2013
CONTENT CONSUMER BEHAVIOR
SETH GODIN SUPPLY AND DEMAND
INCREASE IN CHANNELS
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NASA MORE
POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA HAD IN
TO PUT A MAN ON THE
MOON
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Attention Span 8
seconds
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2/3 Consumer Executive Board
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#1 CONTENT
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(FRESH) RELEVANT ENGAGING
-Jay Baer (2012)
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STATE OF DEMAND/STATS/2013
294 Billion Emails
2 Million Blog Posts
250 Million Photos
PER DAY
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
CASUAL!Casual Reading!
Consumer’s goal is to stay informed on their industry,
profession, or topics of interest. Consistent engagement.
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
RESEARCH!
Research!Consumer’s goal is to obtain
enough information to make an informed decision. Only research
in a buying cycle.
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Con
tent
Eng
agem
ent
STATE OF DEMAND/CONSUMERS/SURVEY
Stage 1 Stage 2 Stage 3
RESEARCH!
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Emai
l Nur
turin
g
STATE OF DEMAND/CONSUMERS/SURVEY
GOALS Casual Reading
Research
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DRIP NURTURING Problem/Goal Type of Drip Program
Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold MarkeGng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
CompeGGve Drip Straight Drip
Lost Deal Drip Straight Drip
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#2 Length of CONTENT
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STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.
71% C
onte
nt S
tatis
tic
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#3 Focus of CONTENT
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STATE OF DEMAND/CONSUMERS/SURVEY
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STATE OF DEMAND/CONSUMERS/SURVEY
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#4 Email
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“I don’t want someone to say my advertisement is creative. I want them to
go out and buy it.” -David Ogilvy
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SURV
EY
A B
OR
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WIC
KED
SM
ART
20 1
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HIS
TOR
ICAL
Em
ail D
esig
n
iBuyit
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Des
ign
in th
e
Vern
acul
ar John,
I missed you the other day. Thought this was something you’d like to see. Mark
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#5 Email COPY
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Emai
l Nur
turin
g
STATE OF DEMAND/CONSUMERS/SURVEY
Subject Copy CTA
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STATE OF DEMAND/CONSUMERS/SURVEY
2Be
st P
ract
ices
Su
bjec
t Lin
es
1 3
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#6 Experience wins
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S A B
Received a $50 gift card and a “thank you” via email.
Received a personal phone call and no money.
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EXPE
RIE
NC
ES
vs.
IMPR
ESSI
ON
S A B
Received a $50 gift card and a “thank you” via email.
Received a personal phone call and no money.
2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.
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#7 Agile Execution
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-‐ ScoP Armstrong, Brainrider
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*Executing BETTER, then measuring and recalibrating will always get you closer to your goal.
START
GOAL
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QUESTIONS • What is a grit? • How would you spend 1k on video? • What beer do you brew? • Are you single? • Length of time to run a campaign?
Also reach me at @msweezey
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Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey
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