Lead Nurturing: A #CMWorld Twitter Chat with Ardath Albee

AlbeeArdath12-150x150Lead nurturing is one of those topics that many marketers understand in general but few are doing exceptionally well. Last week’s #CMWorld chat with Ardath Albee provided a wealth of information, including a look at what mistakes you may be making and how to plan your program. 

See Ardath at Content Marketing World as she presents a workshop on sales enablement and a two-part session on advanced lead nurturing techniques.

 

Let’s get started! Q1: For those new to lead nurturing, what is it? #CMWorld

 

A1: Lead nurturing is progressively engaging prospects across buying stages to build a profitable relationship #cmworld

@ardath421

 

A1: The concept of nurturing (overall) also applies to customer lifecycle stages #cmworld

@ardath421

 

A1: We need to think of nurturing as a continuum, not a campaign #cmworld

@ardath421

 

A1: Lead nurturing is giving prospects a reason(s) to continue engaging with you until they are ready to buy. #cmworld

@billcush35

 

#ContentMarketing demands persistence: we need to think of nurturing as a continuum, not a campaign via @ardath421 @CMIContent #cmworld

@EMI_mktg4Sales

 

A1. My view: nurturing does what you used to do in person. Answer questions, provide information, and keep in touch with prospects #cmworld

@wittlake

 

A1: Lead nurturing is continually giving people good reasons to engage with you. (and they should get something from it, too). #cmworld

@mikemyers614

 

A1 Gently nudging prospects through the buying cycle and beyond. #cmworld

@webber_karen

 

@wittlake Good point, Eric! What we used to do in person… reason there’s such a high need for personalization #cmworld

@ardath421

 

@SFerika Good morning! How are you? #cmworld

@KyleAkerman

 

And, nurturing must be done in a genuine way and be methodical and genuine. Nurturing for the sake of nurturing isn’t a good plan. #cmworld

@SusynEliseDuris

 

A1: My take: Nurturing helps the lead warm themselves! Not intrusive, not pushy. Educates. Informs. Even inspires. #cmworld

@goldasich

 

A1: Lead Nurturing is trust-building and staying Top of Mind. A trusted source of info #cmworld

@RtMixMktg

 

@mikemyers614 critical – “good reasons to engage with you” #cmworld

@ardath421

 

@goldasich I like that – since we know people are educating themselves anyway, we can put ourselves into the process as guides #cmworld

@lindadessau

 

Q2: Is lead nurturing only for B2B, or are there examples in B2C as well? #CMWorld

 

@KyleAkerman @CMIContent @crestodina @hunterboyle — Jealous! Three of my favorite peeps all in one place! #cmworld

@goldasich

 

@CMIContent I was redundant on the “genuine” part — that was by accident – but it’s importance is crucial. #cmworld

@SusynEliseDuris

 

@lindadessau @goldasich I like to think of it as mentoring 🙂 #cmworld

@ardath421

 

@SusynEliseDuris We can’t say “genuine” enough these days! #CMWorld

@CMIContent

 

@ardath421 Yes. And why nurture can include “did you hear” or “you should know today.” Messages can change with the world around. #cmworld

@wittlake

 

@KyleAkerman Oooh! Say hi to @crestodina for me! @CMIContent @hunterboyle #cmworld

@SFerika

 

.@wittlake Key point > nurturing shouldn’t be rigid. Becomes that way if you create it all in advance, rather than in timeline #cmworld

@ardath421

 

A2: Lead nurturing is for every considered sale. In B2C think real estate, insurance, investments, personal tech… #cmworld

@ardath421

 

@SFerika @crestodina @CMIContent @hunterboyle Definitely! #cmworld

@KyleAkerman

 

A2: Yes, lead nurturing is B2C too. Even the local juice-maker from the farmer’s market or the local yoga studio #cmworld

@RtMixMktg

 

@CMIContent A2. Yes, it can definitely apply in B2C. Auto is a prime large category. Ditto for financial advisers. #cmworld

@wittlake

 

Hmm, nurturing leads sounds like #contentmarketing to me. Or am I just confused? 🙂 #cmworld

@NenadSenic

 

.@NenadSenic Lead nurturing is an application of content marketing 🙂 #cmworld

@ardath421

 

A2. Nurturing critical for any relationship, whether B2B or B2C. Both need to grow and be cared for, which is core of “nurturing”. #CMworld

@cate

 

@NenadSenic Well, it is the topic du jour in a #contentmarketing chat…. 😉 #cmworld

@wittlake

 

A2: B2C lead nurturing not dead at all. Quite the opposite. Online communities proof of that. #cmworld

@billcush

 

A2 – Lead Nurturing is so very impt for B2B AND B2C. #cmworld

@SusynEliseDuris

 

A1] Lead nurturing key:Provide ALL info target customers want & need.They’re 58-70% thru buying process before contact you. #cmworld

@heidicohen

 

@CMIContent A2 : Lead nurturing is done for B2C brands as well. Thats when you build that loyalty connect with your customers #cmworld

@lohith1509

 

A2: Lead nurturing is the conversation you would have if you were in person – over time – in it for the long haul #cmworld

@ardath421

 

@ardath421 “Long haul” is so important! #CMWorld

@CMIContent

 

.@ardath421 actually #contentmarketing is glue that keeps #leadnurturing going. That’s why it is crucial that CM be on pt. Always. #cmworld

@SusynEliseDuris

 

Q3: Is a marketing automation system essential for lead nurturing to start? Are there other options? #cmworld

 

A2: If it’s a B2C buying decision that requires thought, education and research, lead nurturing can be muy importante. #cmworld

@goldasich

 

I have no idea where that Spanish came from. #cmworld

@goldasich

 

A3: First – nurturing happens whenever you come into contact with prospects – they don’t have to be in your database #cmworld

@ardath421

 

A2: Get consumers to hang around your brand in a community of other customers….around a common interest..until they buy #cmworld

@billcush

 

A3: Marketing automation ups your game, can help increase relevance and velocity for those in your database #cmworld

@ardath421

 

@NenadSenic Content marketing. Not whether or not you are confused 🙂 #cmworld

@KyleAkerman

 

@CMIContent A3 marketing automation can facilitate lead nurturing but have definitely seen it done manually #cmworld

@SFerika

 

@goldasich Love it! But it gets your point across! #CMWorld

@CMIContent

 

@KyleAkerman Whether I am confused would be easier to answer 😉 #cmworld

@NenadSenic

 

A3: Marketing automation provides analytics & insights that are invaluable for building relationships – tool of the trade #cmworld

@ardath421

 

@goldasich So agree about segmentation! #cmworld

@ardath421

 

A3 you also often see 1:1 lead nurturing via your sales team, in addition to automated efforts. #cmworld

@SFerika

 

A3. Marketing automation (and technology in general) helps when scale keeps you from doing it manually. #cmworld

@wittlake

 

A3: Marketing automation allow you to identify leads to nurture. Then you can nurture (many ways to do this) #cmworld

@billcush

 

@ardath421 Do you have a preferred MA vendor? We find difference solutions work for diff clients, but curious? #cmworld

@goldasich

 

A3: But consistent messaging distributed in the right channels can also create effective nurturing – mrktg auto or not #cmworld

@ardath421

 

A3: Marketing automation is more efficient, if you have the resources, but it’s not required. #cmworld

@mikemyers614

 

@ardath421 Yes! We’re big fans of channel plans, as you know! #CMWorld

@CMIContent

 

A3. Automation useful for segmenting, gathering audience info, & micro interactions, but never replacement for personal connection. #CMworld

@cate

 

@ardath421 We’re getting into microsegments lately (just made that word up). Very small lists, highly relevant content, big wins… #cmworld

@goldasich

 

@cate Never! Great point! #CMWorld

@CMIContent

 

@goldasich That’s great (micro-segments) Higher relevance, more personalized and on target! Move that needle! #cmworld

@ardath421

 

MT @cate: A3. Automation never replacement for personal connection. #cmworld

@lindadessau

 

@ardath421 It also requires changing the CEO/CMO mindset a bit. Micro is a big shift from blast mentality. #cmworld

@goldasich

 

Q4: What are some common mistakes you see people make when planning their lead nurturing strategies? #cmworld

 

A3: We must never let technology overrule human connection #cmworld

@ardath421

 

A4: Nurture Mistakes: No consistency in storyline to build engagement, no segmentation creates the “huh?” response #cmworld

@ardath421

 

@CMIContent @NenadSenic Hee hee. I write #cmworld chat questions at home to pass the time.

@KyleAkerman

 

A4: Nurture Mistake: Thinking “Dear <firstname> equates to personalized email copy #cmworld

@ardath421

 

@KyleAkerman @NenadSenic Oh really? Want to write next week’s for me? 😉 #CMWorld

@cmcphillips

 

A4: Execs pushing for promotions and product email blasts vs. a lead nurturing plan (and patience) #cmworld

@RtMixMktg

 

.@goldasich Luv the micro segment angle; excellent idea! #CMWorld

@pamelamuldoon

 

A4: Nurture Mistake: Too much frequency – fatiguing your prospects – what other emails do they get from your co? #cmworld

@ardath421

 

A3 – mktg automation not necess but helps. Lead nurturing is all about how you treat the lead/comm consistently with them. #cmworld

@SusynEliseDuris

 

@ardath421 And the even bigger mistake: when it goes out with <firstname> still in brackets!! 😉 #cmworld

@wittlake

 

@SFerika @CMIContent Yeah do it manually until you need to scale. #cmworld

@KyleAkerman

 

@wittlake 🙁 #cmworld

@ardath421

 

A4: Nurture Mistake: Thinking a “drip” campaign is a nurturing program – drip is about being seen, nurture is about being relevant #cmworld

@ardath421

 

@wittlake @ardath421 Yes! I cringe every time I see that – then feel really bad for them. #CMWorld

@cmcphillips

 

A4 – that’s it, they don’t have a plan. They shoot from the hip. They see others doing and they figure they can, too. #cmworld

@SusynEliseDuris

 

A4 Send all the emails! Just because it’s easy doesn’t mean you should overwhelm your audience. Send, learn, adjust. #cmworld

@webber_karen

 

@ardath421 Grossest marketing term ever = “warm drip” campaign! #CMWorld

@carmenhill

 

A4: Nurture Mistake: Using a “do not reply” email address – or having no one checking for replies #cmworld

@ardath421

 

@CMIContent A4: They become over excited and ignore the important metrics that are essentials. Excessive and poor CTAs also. #cmworld

@MUmar_Khan

 

@ardath421 Great quote, Ardath. #cmworld

@SusynEliseDuris

 

@NenadSenic Nice! If I had had coffee in my mouth it would have been all over my computer screen after that comment. #cmworld

@KyleAkerman

 

@CMIContent @ardath421 Yes! “Let’s hit them as many times as we can.” Um, no. #cmworld

@mikemyers614

 

A4: Lead Nurture Mistake: Sending offer at wrong time when sales is engaging already #cmworld

@RtMixMktg

 

@cmcphillips @ardath421 I REALLY cringe when it comes from vendors in the space. Some examples: http://qub.me/iOiW16 #cmworld

@wittlake

 

@SusynEliseDuris Thanks! #cmworld

@ardath421

 

@ardath421 Love that you just brought up “patience” — SO important. Becoming “instant lead” focused sets us back. #cmworld

@goldasich

 

Not sure which is worse > MT @ardath421 A4: Using a “do not reply” email address – or having no one checking for replies #cmworld

@mikemyers614

 

@ardath421 @CMIContent I have heard it used way too many times! @wittlake can back me up on this 😉 #CMWorld

@carmenhill

 

A4: Nurturing takes time – and it’s not your timeline – we tend to forget this #cmworld

@ardath421

 

A4 – But the biggest nurturing mistakes are not being genuine and not listening. #cmworld

@SusynEliseDuris

 

@goldasich @ardath421 Agree – we’re too trained for instant gratification, which can’t be the case for nurturing or CM. #CMWorld

@cmcphillips

 

A4: Too much focus on one channel. All email or all SoMe, etc. #cmworld

@billcush

 

A4 some of the nurturing campaigns are overly falsely chummy; if we’ve never talked, we’re not BFFs #cmworld

@SFerika149

 

Q5: Should you have one lead nurturing strategy per persona or is there a better way to segment this? #cmworld

 

Why relevance matters MT @SusynEliseDuris: A4 – biggest nurturing mistakes are not being genuine and not listening. #cmworld

@ardath421

 

@cmcphillips I can help give you some ideas 🙂 #cmworld

@KyleAkerman

 

A5: My favorite answer: It depends. Must also consider persona crossover and how to activate stakeholder conversations #cmworld

@ardath421

 

A4 I also end up with way too many “personalized” emails addressed to Mr. Heald! #cmworld

@SFerika

 

@carmenhill @ardath421 Sad but true. “We need to refresh our warm drip campaign.” @CMIContent #cmworld

@wittlake

 

A5: Sometimes bigger content is relevant across personas – virtual events, webinars, even white papers #cmworld

@ardath421

 

@KyleAkerman Kidding – actually already done with next week’s – but would love to bounce ideas off of you for future chats! #CMWorld

@cmcphillips

 

A5 lead nurturing by persona is good, but by buyer stage or context of connecting w/you also is even better #cmworld

@SFerika

 

@wittlake @ardath421 @CMIContent Refresh to “tepid”? #CMWorld

@carmenhill

 

A4: Ideally yes, multiple nurture streams per persona but resources are often a constraint #cmworld

@RtMixMktg

 

@cmcphillips Let’s do it! #cmworld

@KyleAkerman

 

A4 – and you really need to plan your lead nurturing and your customer experience strategies hand in hand. They are interrelated. #cmworld

@SusynEliseDuris

 

@carmenhill Then again, I don’t like the term ‘hot prospects’ either. @ardath421 @CMIContent #cmworld

@wittlake

 

@carmenhill @wittlake @CMIContent – can we just take temperature out of it? I’m feeling flushed 🙂 #cmworld

@ardath421

 

A5: Consider spinning same content to make relevant for different personas – diff perspectives on same issue for ex. #cmworld

@ardath421

 

A5 one persona can have different relationship start points e.g. Meet at conference, download, social etc. #cmworld

@webber_karen

 

@wittlake @carmenhill OMG, you just reminded me of my real old days of sales – hot, warm, cold prospects…Ugh. #cmworld

@SusynEliseDuris

 

MT @ardath421 A5: Consider spinning same content to make relevant for different personas – diff perspectives on same issue #cmworld

@SFerika

 

@webber_karen Great point! #CMWorld

@CMIContent

 

@ardath421 That’s a subtle but important distinction I had not thought of. Thanks! #cmworld

@KyleAkerman

 

This > MT @SusynEliseDuris: A4 – plan your lead nurturing & customer experience strategies hand in hand. They’re interrelated. #cmworld

@ardath421

 

I think I like that MT @SFerika: A5 lead nurturing by persona is good, but by buyer stage or context of connecting is better #cmworld

@billcush

 

A5: Multiple but never at the expense of the customer’s experience #cmworld

@SimpleReach

 

A5: Should we have a nurturing strategy for each persona? Yes. (I should also exercise, but…) #ideal #cmworld

@mikemyers614

 

A5: shouldn’t be either/or between persona and buying stage – they go together #cmworld

@ardath421

 

@mikemyers614 LOL – true! Great analogy. #CMWorld

@CMIContent

 

Q5: And don’t forget to include current customers in those segments! 🙂 Retention leads are the greatest leads of all! #cmworld

@goldasich

 

A5 I’d be careful with diff strategies per persona – you don’t want to get into any silo or consistency issues with personas. #cmworld

@SusynEliseDuris

 

Great point! MT @goldasich Q5: Don’t forget to include current customers! 🙂 Retention leads are the greatest leads of all! #cmworld

@RtMixMktg

 

@goldasich Absolutely! A fantastic point. #CMWorld

@CMIContent

 

Q6: How long does it realistically take to create a lead nurturing program? How can you set realistic expectations? #cmworld

 

@SusynEliseDuris Agree – it’s not different strategies but different stories #cmworld

@ardath421

 

@SusynEliseDuris Different stories to match different perspectives of personas #cmworld

@ardath421

 

@CMIContent A6. It depends. Create a REAL project plan and include time to get enough people into the program and see results. #cmworld

@wittlake

 

A6: Depends on buy cycle. Create first few touches to start, more as you go to keep fresh – just get going & monitor, tweak #cmworld

@ardath421

 

A6: Also depends on if you have personas already developed. That’s starting point. #cmworld

@ardath421

 

@wittlake Wow – almost identical to @Ardath421’s response! Nice! #CMWorld

@CMIContent

 

@ardath421 Great point on buying cycle. Some products/services take a lot longer. #cmworld

@mikemyers614

 

@CMIContent @Ardath421 and I seem to frequently land on the same page. Or at least we do on my good days. 😉 #cmworld

@wittlake

 

@ardath421I’m a big fan of taking a quarterly look to see if you have new/updated content to add/swap out #cmworld

@SFerika

 

@ardath421 Yes! Gotta make sure the team in on board with the “tweaking” and flexing. #cmworld

@goldasich

 

@ardath421 @sferika @lindadessau @KyleAkerman Did you see my post on my fave things in #CLE for #CMWorld? http://contentmarketingworld.com/news/favorite-things-cleveland-cathy-mcphillips/

@cmcphillips

 

A6 Agree w @wittlake -> It depends. But don’t focus on timing or you’ll rush. It’s investmt, do what’s needed to yield results. #cmworld

@SusynEliseDuris

 

@mikemyers614 So true – I’ve created nurtures based on 3 weeks, 3 months and up to 3 years 🙂 #cmworld

@ardath421

 

@cmcphillips Did you see my comment on that post? 😉 #cmworld

@NenadSenic

 

A6: It takes as long as it takes. But you better be fast. Leads are not going to hang around for nothing. #cmworld

@billcush

 

@NenadSenic I did indeed! 🙂 #CMWorld

@cmcphillips

 

 

A6: Speed is better than perfect. #cmworld

@billcush

 

@cmcphillips Cool, thank you! #cmworld

@lindadessau

 

@cmcphillips Cool! I find neat stuff to do every time I get to Cleveland 🙂 #cmworld

@ardath421

 

@CMIContent @billcush Great point Bill! #cmworld

@RtMixMktg

 

A5] Retention marketing doesn’t get the attention it deserves! Think additional sales, related products & upgrades. @ardath421 #cmworld

@heidicohen

 

@cmcphillips @ardath421 @lindadessau @KyleAkerman YES! I want to hit up the market for sure, and I love a good brewpub 🙂 #cmworld

@SFerika

 

@billcush You need to invest enough time to generate good results. #cmworld

@SusynEliseDuris

 

@lindadessau Every other wk different @cmicontent team members are sharing their fave things in Cleveland. Next wk is @pamkozelka! #CMWorld

@cmcphillips

 

Q7: Which department in the organization typically owns lead nurturing? What other departments are involved? #cmworld

 

A6: the key is to do it in phases. Don’t wait until the program is ready. Start with a small first step and iterate. #cmworld

@billcush

 

@cmcphillips Wish you would email those to registered attendees 🙂 #cmworld

@lindadessau

 

A6: It’s important to watch personas and industry to keep content fresh as you go – don’t develop it all in advance #cmworld

@ardath421

 

A7 lead nurturing usually led by marketing but you need sales involvement too #cmworld

@SFerika

 

A6: Release the lead nurturing program like a software developer releases software. #cmworld

@billcush

 

@lindadessau That’s a great idea! #CMWorld

@cmcphillips

 

A6] Have a set of content & emailings to nurture prospects so that you don’t have to think. #leadgen #cmworld

@heidicohen

 

Join the #CMWorld #TwitterChat live now. @ardath421 talking about #leadnurturing.

@OmarKattan

 

@SFerika Are we talking for #cmworld? In Cleveland? There are brewpubs in Cleveland? (disclaimer – #Steelers) #cmworld

@SusynEliseDuris

 

True – you don’t know what works until you get it out there MT @billcush: A6: the key is to do it in phases. #cmworld

@ardath421

 

@OmarKattan Thanks, Omar! Jump on in! #CMWorld

@CMIContent

 

@SusynEliseDuris yes and yes! http://www.greatlakesbrewing.com/home #cmworld

@SFerika

 

When starting lead generation go for #s, then evolve to quality leads. #cmworld

@heidicohen

 

@SFerika Interesting. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris @SFerika PS – Go Browns! 🙂 #CMWorld

@cmcphillips

 

This topic just makes me giddy! 🙂 And having @ardath421 at the helm makes it downright awesome. #leadnurturing #cmworld

@goldasich

 

A6: Be like a lean startup with your lead nurturing program – Build > Measure > Learn #cmworld

@billcush

 

@cmcphillips There’s so much you could be doing via email to get/keep us excited for Sept 🙂 #cmworld

@lindadessau

 

@cmcphillips @SusynEliseDuris sorry ladies, it’s @sfgiants all the way! 😉 #gogiants #cmworld

@SFerika

 

. @CMIContent loving the insights! #CMWorld

@OmarKattan

 

Sadly, I need to skeddaddle (sp?). Good to see you all! Thanks Ardath. Ciao for now! 😉 #cmworld

@goldasich

 

@goldasich Now you’re making me giddy! 🙂 #cmworld

@ardath421

 

@SusynEliseDuris It is true….one can go too fast…and ship bad stuff no one wants. That’s where the iterate comes in #cmworld

@billcush

 

@goldasich Thanks, Deana! Great to see you as always, and thanks for the great insights! #CMWorld

@CMIContent

 

@goldasich Skedaddle is one of my favorite words! #CMWorld

@carmenhill

 

@goldasich Loved your tweets – hope to see you again soon! And maybe in Sept? #cmworld

@lindadessau

 

Bacon – just saying… #cmworld

@ardath421

 

@lindadessau @cmcphillips Sounds like #leadnurturing? 🙂 #cmworld

@mikemyers614

 

Amen–Use of personas isn’t static. Evolve with business & customer. Definition: http://ow.ly/y8MCc @goldasich #cmworld

@heidicohen

 

Q8: What type of information do you need from sales when creating your lead nurturing strategy? #cmworld

 

@goldasich Ciao! #cmworld

@billcush

 

@billcush Yes! Figure out how long it would take for prospect to fall in love w/ competitor. Be faster than that. #cmworld

@KyleAkerman

 

Well I needed a chuckle for today, I guess that was it –> @cmcphillips @SFerika Go Browns! #cmworld

@SusynEliseDuris

 

A8: Lots! Who do they pursue? What questions do they get asked? What obstacles do they find? #cmworld

@ardath421

 

A8 helpful to understand the Qs prospects are asking, and the content that’s prompted sales outreach #cmworld

@SFerika

 

@mikemyers614 Except I’m already a registered customer, does that change the terminology? #cmworld

@lindadessau

 

A8: What are different paths in? What common characteristics do quality prospects share? #cmworld

@ardath421

 

@lindadessau Retention, right? #cmworld

@mikemyers614

 

A8: Also important to create feedback loop with sales for leads you qualify through nurture – good, bad, missing X? #cmworld

@ardath421

 

A8 and helpful to understand why they choose competitors over you; is there an info gap you can solve? #cmworld

@SFerika

 

It’s always helpful to know how leads will be followed up on. #cmworld CMIContent

@CTrappe

 

@lindadessau @mikemyers614 I don’t think so! We still want you there, engaged, and most of all happy & fulfilled. And to return! #CMWorld

@cmcphillips

 

@billcush Bacon is underrated as a secret weapon IMO 🙂 #cmworld

@ardath421

 

@mikemyers614 Ah-hah! #cmworld

@lindadessau

 

@KyleAkerman I don’t have to out-run the bear, I just have to out-run you. Nice! #cmworld

@billcush

 

bacon retention… #confused #cmworld

@NenadSenic

 

@cmcphillips @lindadessau @mikemyers614 customer nurturing is too often overlooked but so important! #cmworld

@SFerika

 

@CTrappe Definitely! Great to see you, Christoph! #CMWorld

@CMIContent

 

@ardath421 Vastly! #cmworld

@billcush

 

@CMIContent A8: Identify what customers are talking about, what are their concerns and what problems they are facing. #cmworld

@MUmar_Khan

 

@mikemyers614 Can you be more specific? #CMWorld

@CMIContent

 

@cmcphillips @SusynEliseDuris @SFerika DAAAAAA Bears. #cmworld

@KyleAkerman

 

@SFerika Yes, don’t save all your best stuff for those you’re still wooing, give us customers some love, too 😉 #cmworld

@lindadessau

 

I am behind by a few questions. Not taking my own “go fast” advice, I guess #CMWorld

@billcush

 

@ardath421 @billcush I don’t eat bacon or drink coffee…I can’t join in these side chat convos! #CMWorld

@cmcphillips

 

Agree with customer nurturing – just don’t forget content is different because their status quo has changed #cmworld

@ardath421

 

@billcush Between the quick pace and the side conversations it’s a wonder any of this makes sense! #cmworld

@lindadessau

 

@CMIContent They own the relationship so they need to give with the unique insights only they know. Can’t get personal without it. #cmworld

@mikemyers614

 

A8: Why did customers buy, where did they first hear of the product/service and what hoops did they have to jump through, if any #cmworld

@bhas

 

@cmcphillips @ardath421 Sure you can…we’ll just change Bacon to Quinoa and Coffee to Iskiate No problem #CMWorld

@billcush

 

@SusynEliseDuris @KyleAkerman @SFerika We’re here every Tuesday at noon ET! LOL! #CMWorld

@cmcphillips

 

Q9: What do you need to consider when lead nurturing people from different devices? #cmworld

 

@cmcphillips @ardath421 @billcush Wait — bacon flavored coffee? Now you’re talking Cathy! #cmworld

@mikemyers614

 

A9: Many use mobile as clearing house for email – make sure yours stays in queue until they get to laptop – be compelling #cmworld

@ardath421

 

A3: marketing automation is essential for #leadnurturing to start but only if personalized and segmented i.e not one shoe fits all #cmworld

@OmarKattan

 

A9: For different devices – context (on the go vs. stationary), presentation, easy CTA, responsive design #cmworld

@ardath421

 

a7 – Lead nurturing led by marketing but strategized by fully aligned Sales and Marketing teams. Am I asking for too much? #cmworld

@SusynEliseDuris

 

@billcush One of my favorite sayings! And you applied it to marketing – love it! #cmworld

@KyleAkerman

 

A9 so important to make it easy to access content on mobile– don’t give them an error if they try to DL an asset! #cmworld

@SFerika

 

I want this! MT @SusynEliseDuris: a7 – Lead nurturing led by marketing but strategized by fully aligned Sales and Marketing teams. #cmworld

@ardath421

 

@ardath421 @SusynEliseDuris Sounds amazing, doesn’t it? #CMWorld

@CMIContent

 

A8 – Sales and marketing need to strategize together. Marketing needs to understand what is happening in field, what Sales knows. #cmworld

@SusynEliseDuris

 

@KyleAkerman The beauty of it is that I didn’t know I did…it was you who pointed it out. Well done. #cmworld

@billcush

 

@cmcphillips @ardath421 @billcush Your loss 🙂 #cmworld

@KyleAkerman

 

@SusynEliseDuris Next you’re going to want me to exercise? 🙂 #cmworld

@mikemyers614

 

A8 – Sales is biggest wealth of reconn data for Marketers. Marketers must remember this. #cmworld

@SusynEliseDuris

 

@SFerika Good call. And organize the information in mobile-friendly way (i.e. vertical, etc.) #cmworld

@mikemyers614

 

Q10: What is the best example of a great lead nurturing program from a #B2B company? A #B2C brand? #nonprofit #cmworld

 

A9 Two words – responsive design. #cmworld

@SusynEliseDuris

 

A10: For B2B for me – @Copyblogger’s nurture for the New Rainmaker Platform – I bought it 🙂 So did 1,000+ others #cmworld

@ardath421

 

A10: This is hard to answer unless you’re in them, but I don’t see a lot of great ones – still too much selling #cmworld

@ardath421

 

@ardath421 That’s a great point. #CMWorld

@CMIContent

 

@RtMixMktg Marketers sometimes forget Sales is Mktg’s internal cust + they really have to be in mindset to help them do their job. #cmworld

@SusynEliseDuris

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@SusynEliseDuris Interesting to me that sales enablement isn’t high on marketers’ priority list #cmworld

@ardath421

 

@CMIContent It’s over? I can go home now? 🙂 #cmworld

@NenadSenic

 

MT @ardath421: A10: I don’t see a lot of great [lead nurturing examples] – still too much selling #cmworld

@lindadessau

 

Very true @ardath421 – most don’t do a good job. On the B2C front, I would say, though, @Amazon does a good #CXM job. #cmworld

@SusynEliseDuris

 

@ardath421 @SusynEliseDuris in some orgs that lives in sales, but others, it’s a symptom of internal strife perhaps? #cmworld

@SFerika

 

@ardath421 @SusynEliseDuris We addressed these sides of the coin with @carlajohnson a few weeks ago! #CMWorld

@CMIContent

 

@ardath421 Awesome insights today, thank you! #cmworld

@mikemyers614

 

Thanks to all of you! Great insights in today’s chat! Thanks to @CMIContent for inviting me on the hot seat 🙂 #cmworld

@ardath421

 

@NenadSenic You may. 🙂 Thank you for joining us! #CMWorld

@CMIContent

 

Thanks to @ardath421 for joining us on our #CMWorld chat today! A great primer on lead nurturing!

@CMIContent

 

@mikemyers614 Thanks, Mike! Have a great day! #cmworld

@ardath421

 

@ardath421 Thank you! And thanks @CMIContent @cmcphillips as always 🙂 #cmworld

@lindadessau

 

@ardath421 You’re the best, Ardath! Thank you! #CMWorld

@cmcphillips

 

@lindadessau @ardath421 @cmcphillips You too, Linda! Always a pleasure! #CMWorld

@cmcphillips

 

A10 One B2B co sends me endless lead nurturing emails, promoting a free trial they decided as a consultant I’m not eligible for 😉 #cmworld

@SFerika

 

@cmcphillips As always, my pleasure! Can’t wait to see you in Cleveland 🙂 #cmworld

@ardath421

 

See our complete #CMWorld twitter chat schedule here. Next wk: #ContentMarketing & @LinkedIn w/@bernieborges: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@CMIContent @ardath421 @CarlaJohnson True. But successful #LeadNurturing has to be done w a fully-aligned Sales-Mktg team. So impt. #cmworld

@SusynEliseDuris

 

Find more info on @ardath421 & Marketing Interactions, visit http://www.marketinginteractions.com #CMWorld

@CMIContent

 

See @ardath421 + 100 other speakers at #CMWorld in Sept! Join us in #CLE: http://t.co/g3NJdAbCQ6. #contentmarketing

@CMIContent

 

@SFerika I get that kind of stuff in reverse – for the solutions I’d never buy as a consultant… #cmworld

@ardath421

 

A9: When #leadnurturing people from different devices consider #UX/landing page & call to action for on the move vs. tethered leads #CMWorld

@OmarKattan

 

@lindadessau Thanks, Linda! #cmworld

@ardath421

 

@ardath421 hehe I get plenty of those too, thanks to my former F500 days 🙂 #cmworld

@SFerika

 

Great insight by @ardath421 and great facilitation by @CMIContent!! Great convo by all. Thanks and have a wonderful week!! #cmworld

@SusynEliseDuris

 

@OmarKattan Really great points, Omar! Thanks! #CMWorld

@CMIContent

 

@SusynEliseDuris @ardath421 Great to be back! I missed last week’s because of vacation. 🙂 #CMWorld

@cmcphillips

 

Thank you @ardath421 and everyone who contributed to #cmworld today. I learn so much from you all!

@KyleAkerman

 

@SFerika @ardath421 Silo issues. Silos can become ingrained in org’s DNA – it’s hard to remove. Must be championed from top down. #cmworld

@SusynEliseDuris

 

#cmworld chat participants: Special invite coming…pls email cathy[at]http://contentinstitute.com w/em address (will not add to mailing list)!

@CMIContent

 

To complement today’s #cmworld chat here are the best #leadgen tips ever!!! http://ow.ly/y8RDE

@heidicohen

 

Congratulations @sferika on your new career path! So exciting! #CMWorld

@CMIContent

 

A5: Develop a style guide for team to handle professional social media presence and make sure to infuse personality & tone of voice #cmworld

@OmarKattan



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