Post on 29-Jun-2015
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Lead Nurturing – Beyond the Toolset
March, 2012
Hosted By:
Why Lead Nurturing?
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“The future of marketing lies in engaging your customers...”
- Andrew Baird, Chief Freedom Officer
at Amazing Business
“Lead Generation for the Complex Sale” – Brian Carroll http://www.business2community.com/marketing/the-future-of-marketing-46-experts-share-their-predictions-for-2012-088529
“Multiply your company’s revenue by five. That’s the sum of what lead nurturing could produce…”
- Brian Carroll in “Lead Generation for the Complex Sale”
Companies That Excel at Lead Nurturing…
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Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
Companies That Excel at Lead Nurturing…
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Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
Companies That Excel at Lead Nurturing…
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Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: process
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Example A:
Logo
Lorem ipsum, lorem ipsum, Lorem ipsum, lorem ipsum, Lorem ipsum, lorem ipsum, Lorem ipsum,
First
Last
Company
Phone
Address
Interests
PPC Search
Landing Page
Registration
SQL?
Lead Nurturing: process
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Example B:
Logo
Lorem ipsum, lorem ipsum,
Lorem ipsum,,
Lorem ipsum,
First
Last
PPC Search
Landing Page Registration
Nurturing
SQL!
Lead Nurturing: process
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A Potential Nurture Flow:
Email 1 Page 1 Email 2
Email 3
Page 2
Page 3
Start
Secondary Offer
Sales
Primary Offer Sales
Primary Offer Sales Mid Flow
Primary Offer
14 days
Secondary Offer
21 days
Secondary Offer
3 Months
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: communicating
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2
Tradeshows, Events
Lead Nurturing: communicating
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2
Tradeshows, Events
Goal is DIALOGUE
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
v v
Lead Nurturing: predictive
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Time of Day
Time of Week
Time Between
Number of Times
Time in Sales Cycle
Where
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: meaningful
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Case Studies Contact Online Calculators Brochure White Papers Tips Emails Webinar
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Lead Nurturing: meaningful
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Questions to Ask: • What specific pain point is your target audience facing?
• Is what you’re offering going to actually help the prospect, or is it to suit your
needs? • Do they prefer content in short snippets, or long, descriptive paragraphs?
• Does your prospect require detailed, technical, information, or prefer the high-
level synopsis?
• Does the offer of your title match up to the true value?
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: purchase interest
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Lead Nurturing: purchase interest
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Lead Nurturing: purchase interest
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Lead Nurturing: purchase interest
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Lead Nurturing: purchase interest
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Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: relationships
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True Passion
Commitment
Understand the Business
Add Value
Meet Expectations
Deliver Results
Fair
TRUSTED PARTNER
Is your pricing fair? Will we get what we pay for?
Are you successful with the investment we have given you?
Are your results meeting the expectations we presented at the beginning of the program?
Are you adding value to our organization?
Do you know what we do? Do you understand our industry? Do you speak our language?
Are you committed to us and have you proven that - even when times were tough?
Do you believe in OUR “why”?
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Lead Nurturing: sales qualified leads
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“Anyone we can get on the phone.”
“Someone who has selected Ready to Buy.”
The Close Continuum
Less Likely More Likely
Lead Nurturing: sales qualified leads
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Developing Your Definition: 1. Create a Sales & Marketing Attack Team (“smarketing” team)
2. Sit in on sales pitches to develop an understanding of what the ideal profile
looks like - Ask lots of questions
3. Ask Sales to identify the top 4 characteristics of a sales-ready lead – there will be many, but start with 4
4. Develop definitions of other, non-SQL lead types
5. Utilize a constant feedback loop to continually evolve your definition of an SQL
Lead Nurturing Defined
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“The process of communicating in a predictive and meaningful manner to prospects with various levels of purchase
interest, in an effort to build and grow relationships and, eventually, deliver sales
qualified leads.”
Top 10 Things to Get Started
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1. Start small
2. Make Sales and Marketing alignment a priority
3. Identify your ideal customers
4. Identify what a lead is, and when it becomes a SQL
5. Identify how you will be relevant to your ideal customers
6. Identify the questions to ask along the way
7. Identify how “deep” you want your nurture program to go
8. Identify the sales process for follow-up on SQL’s and how that will be measured back to marketing activities
9. Don’t forget to say thank you
10. Optimize, optimize, optimize
Key Takeaway
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For More Information
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1. http://www.90octane.com
2. (720) 904-8169, x 211
1. kellyhall@90octane.com
2. https://www.facebook.com/90octane
3. @90octane, #90leadnurturing
4. http://www.marketing.org/files/public/BMA_EIDSON.pdf