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The Golden Rule of Lead Nurturing

Miriam FairImplementation Specialist, Pardot@mfair22

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The Golden Rule of Lead NurturingDo to your Prospects what you would want done to

you.

Make Content relevant for Prospects. Type of Content Timing of Content (based on Stage in buying cycle)

Make Content personal and easy to digest for Prospects. Subject Line Length of Content Body Content and CTA(s)

Perspectives and Objectives for our Discussion

Think like your Prospects to increase engagement!

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Relevant and Personal

Make Content RelevantStage 1

Prospects

Stage 2

MQL

Stage 3

SQL

Casual vs.

Research

Unidentified Need Make it about the

Prospect Types of Content:

Blog Articles Emails Webinars

Need is identified

Make it believable, use Social Proof

Types of Content Case Studies Videos Interviews Tweets!

BANT Shortest length of

sales cycle Make it about you Types of Content:

Buyer’s Guide Comparison

charts Sales Sheets

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Less is More

Keep it simple

Send the types of emails you’d like to receive

Be direct

Higher engagement rates (8 second attention span)

Try: A/B testing

Make Content Personal

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Use Rich Text

Less HTML, more Rich text, get link tracking with rich text

Design in the vernacular.

Flashy doesn’t always stand out. (Apple)

Make Content Personal

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Personalization

Use variable tags for Recipient & Sender

Send from the Assigned User

Dynamic content, if available

Try: Promoting a webinar? Use a fake forward

Make Content Personal

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Less is more | Rich text | Personalization

Make Content Personal

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Subject Lines

Prospects disqualify before they qualify

Make conversational, use lowercase

Align with stages

Ex) Stage 1: no Keywords or Branding

Make Content Personal

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Length of Content (linked to in email)

71% of Prospects would prefer content < 5 pages

Shorter content is great for nurturing

Longer content should be gated (quid pro quo: something for something)

Make Content Personal

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Email Body Length and CTA Be clear about the intention & the Prospect’s reward

Body CTA = Prospect’s requested info

Footer CTA (within email signature) = “hand raiser link”

Ex) How Pardot does CTA with Dynamic Content

Try: Teaser text

Make Content Personal

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Make Content PersonalSubject Line | Length of Content | Body Content and CTA(s)

Post-event and webinar follow-up

Sales Enablement Pardot Minute Clinic

Success storiesTime to discuss!

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Questions & Discussion