Content That Converts: Developing a Baseline Nurture Program

 

This session, led by Ashley Anger, focuses on the strategic and content-driven side of marketing automation, specifically detailing how to build a foundational nurture program in Pardot by aligning messaging with buyer personas and the three phases of the customer journey.

1. Content Strategy Foundation: People and Data

 

Content marketing is defined as creating and distributing valuable, relevant, and consistent content to drive profitable customer action. Achieving this starts with two critical steps:

1. Understanding Your Audience: Remember that you are selling to people who are in businesses, not the businesses themselves.

2. Accurate Data: Data is the core of everything. Ensure your system is collecting the accurate data needed for segmentation.

Persona Development

 

A detailed persona helps define the audience for your nurture program. Key elements to include:

• Demographics and Job Info: Age, industry, company size, job title, and experience.

• Pain Points: What specific problems are you trying to help them solve?

• Values/Goals: What are their objectives and needs?

• Information Sources: Where do they go for answers (Google, forums, peers)?

• Objections: Any potential resistance to your product or service.

Tying Personas to Pardot: Once developed, personas can be used to create Profiles in Pardot (which tie into grading), keyword strategies for advertising, and even internal brand and hiring guidelines.

2. Structuring the Buyer’s Journey

 

The buyer’s journey can be simplified into three phases, each requiring distinct content and having specific Key Performance Indicators (KPIs).

1. Awareness Phase

 

• Prospect Status: Experiencing symptoms of a problem; starting general research to understand it.

• Content Focus: Providing educational and supportive content. Avoid being a pushy salesperson. Share information about the community, industry trends, or simple checklists to plant a seed.

• Strong CTAs: Direct the prospect to detailed guides, quizzes, or expert content (avoid generic “read more” buttons).

• Example Emails (3 total): Two focus on values and community support; the third is often a review or testimonial to build trust.

• KPIs: Unique Visitors, Audience Reach, Advertising Impressions.

2. Consideration Phase

 

• Prospect Status: Has defined and named the problem; is actively researching and understanding potential solutions.

• Content Focus: Personalized content that directly relates your product to their problem and demonstrates fit.

• Example Emails (3 total): Case studies, webinars, product catalogs, or (in the dessert example) offering free samples personalized to the persona’s needs (e.g., American desserts for an American cuisine restaurant).

• KPIs: Number of Page Visits, Length of Visits, Shares, or Comments.

3. Decision Phase

 

• Prospect Status: Has decided on the solution and is ready to select a vendor.

• Content Focus: Converting the prospect into a sales conversation by highlighting the direct benefits of a partnership.

• Example Emails (3 total): Focus on getting a quote, highlighting partnership benefits (volume discounts, flexible payment terms), or limited-time trials to get them over the finish line.

• KPIs: Lead Sign-ups, Conversion Rate, Subscriptions, or Purchases.

3. Developing the Baseline Nurture Program (The Tech Setup)

 

For those new to Engagement Studio, keep the initial program simple by focusing on six key lists and a flexible cadence.

The Six Essential Lists

 

1. Program Input: The dynamic list of prospects that match the persona criteria (e.g., restaurant managers within 30 miles).

2. Engaged Prospects: Prospects who have clicked a Call-to-Action (CTA).

3. Unengaged Prospects: Prospects who have not clicked a CTA in the previous email.

4. Warm Leads: Prospects with a moderate score (e.g., 150–299) and a high grade (B+ or better).

5. Hot Leads: Prospects with a high score (e.g., 300+) and a high grade.

6. Completed Program: Prospects who reach the end of the journey. This list is used as an input list for future, more advanced nurture programs.

Cadence and Logic

 

• Opens are Insufficient: Do not base engagement logic on email opens. Focus metrics solely on link clicks, particularly on the primary Call-to-Action.

• Flexible Pauses: If a prospect clicks the CTA (Yes path), trigger a short pause (e.g., 7 days). If a prospect does not click (No path), trigger a longer pause (e.g., 14 or 21 days) to avoid over-mailing and prevent unsubscribes.

• Final Steps: The bottom of the program should include: Add to Completed Program List, Remove from Program Input List, then Stop.

Email Best Practices

 

• Custom Redirects: Use Custom Redirects for all Call-to-Actions (CTAs) to gain additional tracking flexibility and easily attach completion actions (e.g., adding to a list, assigning a user).

• Design: Keep emails short and direct. Ensure the primary CTA button is above the fold (visible without scrolling, especially on mobile).

• Brand Voice: Stick to your brand voice; a bakery should not sound like a pharmaceutical company.