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WorkshopHow to excel in lead nurturing?

By: Yvette Gietelink & Mariëlle Meijwes

Yvette Gietelink

• How do I determine the target group?

• How do I map the buyer’s process, from awareness to consideration to decision?

• How do I develop relevant campaign flows?

• What type of nurturing would fit me best?

Excel in lead nurturing

Senior Marketing

Programme Managers

spotONvision

MariëlleMeijwes

• A qualified prospect

• As agreed between Sales & Marketing

• But….when does a lead become an opportunity?

What’s a lead?

• Describe the life of a lead currently.

• How are leads responded to, distributed and managed today?

• How often does a lead hear from you over time?

Hands-on

What is lead nurturing?

The process of building relationships with qualified prospectsregardless of their timing to buy, with the goal of earning theirbusiness when they are ready. - Source: Marketo

Why is lead nurturing important?

1. Accelerate sales process by moving prospects through a structured buying cycle

2. Keep your company on top-of your prospect’s mind

3. Reveal your company in serialized sound bites

4. Enrich profiles and data

5. Measure and increase prospect’s interests

5 Goals of lead nurturing

1 to 1 communication

Collect insights for each phase of the journey

Mapping the buyer’s journey

Hands-on

• Determine the target group for your campaign

• What is your buyer/customer’s main challenge?

• Define a main challenge / question for each phase of the journey – fill out template

Types of nurture

Source: SiriusDecisions

• Data

• Systems

• Clear goals

• Develop lead nurture campaigns

• Content creation

Challenges

Data without insights: product driven per quarter

No idea what the interest is

Cross and upsell

Excercise

Hands-on

• Create a campaign flow for your own company

• Nurture beyond the inbox (events, sales, social media, mobile)

• Set up nurture goals and goals per touch point

• Test

• Optimize your landing pages and content

• Recycle and reuse

Last tips & tricks

About us

Our customers

Yvette Gietelink

Questions?

Senior Marketing

Programme Managers

spotONvision

MariëlleMeijwes

yvette@spotonvision.com

@yvettegietelink

/yvettegietelink

06 55 23 83 50

marielle@spotonvision.com

/mariellespil

06 21 51 10 89

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