We do the Heavy Lifting for You

The 4 Keys for Turning Cold Leads

Into Sales-Ready Opportunities

Today’s Speakers

Don Wynns

• VP, Business Development

• Responsible for strategic data integration and

redistribution relationships

Lisa Cramer

• President & Co-founder, LeadLife Solutions

• Recognized in the top ten of SLMA’s 50 Most

Influential Sales Lead Management Professionals

& Top 20 Women in Sales & Lead Management

(2009 and 2010, 2011, 2012)

@Zoominfo

@leadlife #leadlife

Live Tweet the Webinar

• #Leadlife

• #zoominfo

• #hotleads

Agenda

1

2

3

Why you need to update your marketing

database for refining your target audience

How to apply demographic, firmographic and

psychographic data to your content and list

segmentation

Tools you can use for tracking inbound

behaviors and interest

How to define and execute a nurturing

strategy that converts leads into

sales-ready opportunities

4

How Did We Get Here?

?

It’s All About Conversion!

The Issue

• Time, money and energy is spent on inbound and outbound

marketing initiatives in order to grow site traffic.

Defining Success

• While site traffic, time on site, page view…and other metrics are

interesting…

• Remember, conversion can mean anything from registering for a

webinar, downloading a white paper, right through to making an

online purchase.

…CONVERSION IS KING!

SEGMENTATION + NURTURE = CONVERSION

Why you need to update your

marketing database for refining

your target audience

1

Did you know..? B2B Data Decay

9

66% Annual Title and/or

Job Function Change

37% Annual E-mail

Change

34% Annual Company

Name Change

43% Annual Phone

Number Change

30% Annual Employee

Turnover

Your Marketing Database

“Home grown” data sets are great, especially if they are opt in,

however…

But.. records are often incomplete

They are and labor intensive to acquire

And…after all that work, can spoil

quickly!

To download a white paper,

“Lisa” fills out a web form

Is she an executive?

Is she likely to own budget?

Who is Acme Corp.?

Where are they?

What industry are they in?

How many employees do they have?

What is their revenue range?

Does Acme Corp. align with your

buyer profile?

Here is Lisa

You now know that “Lisa” is

in Marketing and works for

Acme Corp.

But who is Lisa?

Affecting The Entire Funnel

• Collection rights

• Based on relationship with inquiry

• Relationship building

• Title, Industry

• Behavior

• Prioritizing

• Hot, warm or cold?

• Messaging/calling

• CMO, mid-size company, services, whitepaper, viewed XYZ product page, ROI calculator

How to apply demographic,

firmographic and psychographic

data to your content and list

segmentation

2

Simplify the User Experience

But can acquire this..

And this:

How can you get here?

• Partner with a credible, service-oriented and

proven company

• ALWAYS test match rates and

data quality before making an

investment in the product

• Data Services engagements with reputable data

providers that can provide a high percentage of

match rates and additional data

• Typical data exchange is via flat file with periodic

updates

Segmenting & Targeting • Demographics/Firmographics :

o Prospect role, company size, etc.

• Digital Footprint :

o Monitoring the prospects behavior

o Ex: Website visits, whitepaper and/or case study downloads, etc.

o Helps identify psychographics

o Buyer motivation

• Demographics + Behavior =

o The complete picture of your lead.

Tools you can use for tracking

inbound behaviors and interest

3

Anonymous To Known

Anonymous lands on

website and views some

product pages

Company activity is tracked

White paper is downloaded

Lead Behavior and activity is

tracked and saved in lead

record

Demographic, firmographic

and psychographic data

collected

Score is Applied based on

activity, interest,

demographics

Lead sent to nurture path

Sales Rep Alerts sent; data

sent to CRM

Complete lifecycle is collected

5 10 100 25 15

Identify, Track, Interpret, Nurture

Nurturing Paths Lead Behavior

Industry Specific

Title Plus Behavior

Action-Based Interest

How to define and execute a

nurturing strategy that converts

leads into sales-ready opportunities

4

Campaigns vs. Lead Nurturing

One End-to-End Lead Nurturing Process

Awareness Consideration Purchase

Traditional

Campaigns

Theme #1

Theme #2

Theme #3 ©2011 Marketing Interactions, Inc.

Develop A Plan Outline an effective lead nurturing process per target /campaign Example: •Day 1: Thank you email for downloading a whitepaper •Day 10: Email recommending article/whitepaper of related interest •Day 20: Send another email about area of interest – linking to landing page, lead to other content •Day 30: Send an email invite to webinar

• Next series of touches - Dependent on registration and attendance of webinar

•Day 40: If attended webinar, phone call follow up •Day 50: Email a recent customer win case study Rule based on “sales ready” definition sends lead to sales

Lead Nurturing Example Lead Nurturing Example

Delivering Relevant Content Based

on Behavior

• Online and offline

• Continual nurturing

• Specific interest

• Lead Scoring Gives Visibility

• Continuously Engage Prospects

• Evaluate All Responses

• Deliver Real Value

• Thought leadership

• Personalization

• Develop a plan

Inform

Educate

Involve

Validate

Convert

Keep Alive

Nurturing Tips

Take-Away’s:

The 4 Keys for Turning Cold Leads Into

Sales-Ready Opportunities

1. Segment your target audience/prospects

2. Keep data fresh and update constantly

3. Collect and track prospect and lead

behaviors

4. Deliver relevant content via digital

conversation

5. Nurture and convert; measure results

Visit us at www.zoominfo.com/business/leadlife for a free data consultation!

Lisa Cramer

lcramer@leadlife.com

Wanna Learn More?

Get the LeadLife White Paper:

The Cost of Not Nurturing Leads

www.leadlife.com/nurturing

How to Get Started

Don Wynns

Don.wynns@zoominfo.com