smt nurtured lead program
DESCRIPTION
SMT nurtured leadsTRANSCRIPT
Leads With ContentA Better Way to Engage
Leads
• Used to be…a lead was someone who demonstrated interest in your product or service.
I’d like to speak to someone about these
Changing Lead Quality
• With amped-up competition, and a proliferation of content, these types of leads are more difficult to come by.
The Changing Buyer
• Prospects seek out information about issues and solutions before they make contact with you or your competitors.
Search Webinars
Experts LinkedIn
Colleagues Newsletters
Reaching Buyers Early
• Marketers compete to find prospects earlier in the buying cycle.
Awareness Consideration Preference/Intent Purchase Advocacy
Best time to reach a prospect is before a preference for a competitor is created
Establishing Brand Preference
• Multiple touch points and deep engagement help establish your brand preference
Awareness Consideration Preference/Intent Purchase Advocacy
Preference/Intent : a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision.
What’s a Good Lead?
Lead Quality is a Function of…
Profile of prospect Level of engagement Relevance of engagement Consistency of engagement Timeliness of engagement Authority of engagement
Leads With Content ProgramA Better Way to Engage
Leads With Content Program
The Leads With Content Program generates high quality leads using
multiple touch-points and deep engagement with decision makers by leveraging relevant and authoritative
content.
A Better Way to Engage
Leads with Content Program leverages three core SMT competencies:
1. Content (Webinars, eBooks, White Papers, Blog Posts)
2. Community of Experts
3. Marketing Automation Technology
SMT Content
• Over 300 webinars produced• Average 1,000 registrations per webinar• 43% attend webinars live• Tens of thousands of eBook views
Community of Experts
• Over 2,500 Blogger/Experts• Active Community of…• CMOs • Social media specialists • Social marketing specialists • PR specialists • Sales executives• Customer support managers• C-level strategists and staff• Mobile media specialists
• Pageviews: 2,424,702• Unique Monthly Visitors: 1,222,265• Company Size: 21% of our audience is
500+• Purchasing Authority: 79% of our
audience has purchasing authority.
Social Media TodayBy The Numbers
361,000
296,000
134,000
Social Media Today is among the ten most popular industry media sources for digital marketers* Source: MarketingProfs.com
Leads with Content Program Example 1
Webinar
Social Shares
Educational email
Call to Action email
Leads with Content Program Example 2
eBook
Webinar
Social Shares
Call to Action email
Deliverables
Lead list Lead Score based on interactions with
campaign content Lead matrix with recommendations
based on profile match and behavioral score
Lead Matrix
NURTUREHOT
LEADS** CALL **
IGNORE PROSPECT
Behavioral Score
ProfileMatch