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The Golden Rule of Lead Nurturing Allison Cuzzort Manager, Pardot Client Implementation Susan Spicknall Senior Implementation Specialist, Pardot
Perspectives and Objectives for our Discussion
• The Golden Rule of Lead Nurturing Do to your Prospects what you would want done to you.
ü Make Content relevant for Prospects.
ü Type of Content ü Timing of Content (based on Stage in buying cycle)
ü Make Content personal and easy to digest for Prospects. ü Subject Line ü Length of Content ü Body Content and CTA(s)
Think like your Prospects to increase engagement!
Make Content Relevant
Stage 1
• 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
Stage 2 Stage 3
Casual
vs. Research
Make Content Personal • Less is more
• Rich text
• Personalization
Make Content Personal • Subject Line
• Length of Content
• Body Content and CTA(s)
" Post-event and webinar follow-up
" Sales Enablement " Pardot Minute Clinic
Pardot’s and YOUR success stories
Time to discuss!
Questions & Discussion