Inbound Lead Nurturing

Inbound Lead Nurturing (CV201)

Professor: Brian Carroll, MECLABS, InTouch

Start with a lead®

Inbound Lead Nurturing

Brian Carroll, CEO InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)

Before Lead Nurturing Results

Inbound Nurturing Case Study #1

Generated more activity, but same result

Marketing felt leads went into a “black hole” – No closed loop

<2% lead-to-sale pipeline conversion rate

Unable to consistently measure ROI

Sales team didn’t pursue majority of leads

Lack of consensus – what is a “lead” anyway?

Closing the loop on every “sales ready” lead

Majority early stage leads actively nurtured - Grew from 0% to 60%

Improved lead-to-sales opportunity rate – Grew from 4% to 12%

200% more opportunities in sales pipeline

Can better measure and prove ROI

Results achieved without significant budget increase

Before Lead Nurturing Results

No early stage leads actively nurtured

Only one contact engaged per company

2 touch points per contact

40% of contacts provide email addresses

21% lead to opportunity rate (sales pursuit after hand off)

4% lead to sale rate (sales converted from marketing leads

88% of early stage leads actively nurtured (none before)

3+ contacts engaged per company (200% Increase)

8 touch points per contact (300% increase)

89% increase of lead-to-sales pipeline conversion rate

7% Lead to Sales Conversation Rate (75% increase)

Regular marketing pipeline analysis & sales reporting developed -closed loop feedback and conversion rates by stage.

Inbound Nurturing Case Study #2

Lead Nurturing Defined

Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy.

Executing Inbound Lead Nurturing• Requires human touch via Teleprospecting• Aided by tools that make it easy to:

– Make it easy to continue conversation– Make appropriate offers based on behavior and engagement

• Lead nurturing automation tools must support:– Lower volume– Ad hoc delivery– Track all touch points (phone, email, online, in person)

• Measure nurturing results such as:– % depths of contacts in sphere of influence– % of contacts that “opt-in” for nurturing– % of contacts that become “sales ready” leads

Inbound Lead Generation(4) Lead Qualification

(5) Sales

(3) Form Submit

Nurturing(1) Search

(2) Landing Page

Qualify Your Leads/Inquiries

• Less is more • Consolidate and centralize inquiry information • Pick up the phone to qualify leads• Clear “hand off” on every lead • Measure “sales pursuit” on every lead

Resource: “What’s a Lead? Improve ROI With a Better Lead Qualification Process” http://www.targetmarketingmag.com/story/story.bsp?sid=39121&var=story

Step 1: Ideal Customer ProfileDefine Your Ideal Customer Profile

• Sweet spot – ideal fit

• Most common criteria:– Industry code – Revenue– Employee size– Trigger events– Sphere of influence

Step 2: Your Universal Lead Definition

• Allow leads to be scored and prioritized • Defines the degree of sales readiness• Requires buy in from sales and marketing

Resource: “How to Precisely Define a "Lead" Before Marketing Begins” http://www.startwithalead.com/article.asp?ARTICLEID=283

Step 2: Your Universal Lead Definition

Spectrum for Sales Lead Readiness

Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission)

Level 1

Level 2

Level 5

Level 4

Level 3

A response from an individual to a marketing campaign, or someone who has taken proactive steps to demonstrate interest in your message, product or service.

A meaningful interaction (via phone or email) with an individualmeeting the requirements of a fully qualified company and audience.

Level 2, plus the individual demonstrates a specific need for and interest in your product or service.

Level 3, plus the individual is in the process of defining a requirement for your product or service.

Level 4, plus the individual has the responsibility, budget and a defined timeline for purchase.

Level 1

Level 2

Level 5

Level 4

Level 3

A response from an individual to a marketing campaign, or someone who has taken proactive steps to demonstrate interest in your message, product or service.

A meaningful interaction (via phone or email) with an individualmeeting the requirements of a fully qualified company and audience.

Level 2, plus the individual demonstrates a specific need for and interest in your product or service.

Level 3, plus the individual is in the process of defining a requirement for your product or service.

Level 4, plus the individual has the responsibility, budget and a defined timeline for purchase.

Hand offTo Sales

Step 3: Lead Qualification

Inquiry Form – First Step


Inquiry Form – Second Step


Inquiry Form – Thank You


Automated Inquiry Email ResponseSubject: Thank you for contacting InTouch

Brooke,

We have received your information request. A member of my team will contact you soon. During our normal business hours we will reply to all inquiries during the same day.

Until we speak, I encourage you take a look at InTouch's lead generation blog, http://blog.startwithalead.com. This provides an excellent insight into our philosophies regarding lead generation for the complex sale and is a tool we use to share best practices and latest trends in lead generation.

Best regards,

Brian J. CarrollCEOInTouch, Inc.


Inquiry Email ResponseSubject: Follow Up on InTouch Services for Brooke Bower

Hi Brooke,

I received your message about needing more information on our lead nurturing services.

You have some specific needs that I want to make sure to address, so I suggest we have a brief chat over the phone. That way, we could have a quick conversation so I can learn more about your situation and address your needs specifically.

Until we speak, I encourage you take a look at the award-winning InTouch lead generation blog, http://blog.startwithalead.com. This provides an excellent insight into our philosophies regarding lead generation for the complex sale and the blog is also a tool we use to share information about best practices or latest trends in lead generation.

Best Regards,Mark Wicka


Phone – The “Relevant Conversation”

Develop Relationships• Confirm information on inquiry form• Ask for missing information from form• Get permission to “opt-in” for nurturing• Identify qualified leads

Step 4: Understand and Capture Your Audience

Whom Do You Nurture? (Viable)

Who’s involved in the buying process?

How deep do you want to go?

Step 4: Understand and Capture Your Audience

Your Database is the HubBest Buy

Company Lead Classification Industry Employees Sales Assigned Rep Company Notes Company Web URL

Minneapolis

Site Type Site Address Site

Qualification Site Web URL

New York



Dallas



Las Vegas



Brian CarrollCIO

Lead Classification Contact Info Conversation Notes Qualification Responses Qualification Comments Contact History

Michelle PasseDir. eBusiness

Pat LorchVP, Supply Chain



IdentifyHeadquarters &Sites

IdentifyFirmographics &Compile Notes

Identify & QualifyContacts

Target Company

Step 5: Message Development

Be Relevant• How do they work?• What is their functional role?• What are their anticipated needs?• What are their priorities and challenges?

Step 5: Message Development

Message Map Based on Role (Relevant)

VP Sales

External pressures

Increase revenue

Improve saleseffectiveness

Long sales cycles

Commoditization

Fewer sales opportunities

Improve account penetration

Increase sales team's selling time

Shorten average sales cycle

Build a predictable sales pipeline

Improve sales effectiveness

Help sales team get to executives

Ramp up new sales people

Retain and motivate sales force

VP Sales

Step 6: Build Your Lead Nurturing Library

• Gather and filter relevant content based on message map– Third party articles, relevant topics, research reports– Vendor agnostic podcasts, webinars, blogs and case studies

to position sales team as a “trusted advisor”– Company specific white papers, success stories, webcasts

• Lesson Learned:– Reuse available content before creating new content– Filter third party content for a nurturing “library” using free

sources http://www.google.com/alerts

Resource: "Thought leadership for Lead Nurturing" (content strategy)

http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html


Educational Marketing Tools

Resource: “Content Ideas for Lead Nurturing”

http://blog.startwithalead.com/weblog/2007/08/content-ideas-1.html


Google News Alerts for Third Party Content

Technorati watch lists (www.technorati.com)

Google news alerts (www.google.com/alerts)

Yahoo! news alerts (http://alerts.yahoo.com)


Email Template Built on Third Party ContentTo: (Recipient)

From: (Sender)

Subject: Article on virtualization for executives

Hi Bill,

I thought you might find this recent article on virtualization relevant. It provides a strategic overview that is written more for executives.

“FAQ: Detangling virtualization”http://news.com.com/FAQ+Detangling+virtualization/2100-7339_3-6177447.html

We've been helping a number of companies decide when exactly to use virtualization and how to avoid the "all my eggs in one basket" concern that this article brings up.

Best Regards,

Step 7: Develop Lead Nurturing Tracks

Step 7: Develop Lead Nurturing Tracks

Multi-track Lead Nurturing

Tip: Crawl, Walk, Run

(Client Plan for Q1 Audience 3 Contacts Deep)

CIO Q1 2008Month 1 Free executive report via direct mail with follow-up callMonth 2 Invitation to executive roundtable via e-mail with follow-up callMonth 3 Link to relevant Podcast via e-mail with follow-up voicemail

Director of IT Q1 2008Month 1 3rd party article via e-mail and voice mailMonth 2 3rd party article via e-mail with follow-up Month 3 Link to relevant webinar via e-mail with follow-up call

IT Manager Q1 2008

Month 1 Relevant white paper via e-mail with voice mailMonth 2 Direct mail pieceMonth 3 Invitation to webcast via e-mail with follow-up call

Step 8: Executing Lead Nurturing

Tracking and Managing Your LeadsCompany Touchpoint History04/30/2008 - Called - Rory Smith - Talked to DM 04/20/2008 - Called - Rory Smith - Got voice mail 04/17/2008 - Email Link Clicked - Rory Smith - Campaign 2008-04-17 04/17/2008 - Email Sent - Rory Smith - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Sylvie Jones - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Joel Koppelman - Message: How to optimize your outsourced teleprosp 04/08/2008 - Called - Rory Smith - Talked to DM 03/26/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Got voice mail 03/19/2008 - Touchpoint - Rory Smith - Inquiry - Web 03/13/2008 - Email Link Clicked - Sylvie Jones - Campaign 2008-03-13 03/13/2008 - Email Sent - Sylvie Jones - Message: Why cost-per-lead budgets fail 03/13/2008 - Email Sent - Joel Koppelman - Message: Why cost-per-lead budgets fail 02/14/2008 - Email Sent - Sylvie Jones - Message: Using the phone in your lead generation s 02/14/2008 - Email Sent - Joel Koppelman - Message: Using the phone in your lead generation s 02/07/2008 - Called - Mitchell Codkind - Got voice mail 02/04/2008 - Called - Kelly Henry - Got voice mail 01/31/2008 - Called - Sylvie Jones - Got voice mail 01/29/2008 - Called - Sylvie Jones - Got voice mail 01/24/2008 - Touchpoint - Sylvie Jones - Blog Subscription - B2B Lead Generation

Brian Carroll

CEO

InTouch

651.255.7700 x640

[email protected]

Other lead generation resources:www.startwithalead.com

www.leadgenerationbook.com

http://blog.startwithalead.com

http://www.linkedin.com/groupRegistration?gid=1941474

Thank you

Date post:	28-Oct-2014
Category:	Business
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