advanced lead nurturing tactics with ardath albee
DESCRIPTION
79% of Marketing Leads Never Become Qualified Leads. How can you Improve your Results? Join us for an exclusive webinar with Business Strategist and eMarketing Strategies for the Complex Sale author Ardath Albee. One key component for a successful nurturing program is the ability to enable leads to make faster progress through their buying process. In this webinar, Albee will offer insight on how you can create nurturing programs that generate more sales-ready leads. You will learn: Why pipeline momentum is the key to sales readiness. How buying stages apply to lead progression. What role marketing automation plays in building momentum. Components necessary to create content that drives next steps.TRANSCRIPT
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Advanced Lead Nurturing Tactics with Ardath AlbeeJanuary 12, 2010
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Agenda
Speaker Introduction Overview Background & Statistics Using Buying Phases to Build a Nurture Process Creating Compelling Content Monitoring Progress Q & A
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Contact Information
Christopher DoranVP, Marketing
Manticore Technology
Ardath Albee B2B Strategist & CEO
Marketing Interactions
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About Manticore Technology
Founded in 2001 Driving force in Marketing Automation since 2003
Six years of development & infrastructure support our customers around the globe
Product delivers un-matched usability and robust power: Configurable UI to meet your needs Lead nurturing to develop a business process Deepest CRM integration in industry
Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process
It’s about process – not technology for technology sake People Process Technology
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Customers Around the GlobeTECHNOLOGY MEDICAL & INSURANCE
FIANANCIALBUSINESS SERVICES
MARKETING
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Importance of Content
Nearly 80% said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future.
DemandGen Report Marketing Automation Survey
Download at www.manticoretechnology.com
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Ardath Albee
Presented by Ardath AlbeeCEO & B2B Marketing Strategist
Author of :eMarketing Strategies for the Complex Sale
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79% of marketing leads never become opportunities
Marketing Sherpa/KnowledgeStorm
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54% of companies interviewed said their salespeople are able to get prospects to agree to an initial sales conversation LESS than half the time. (face –to-face or via phone)
- CSO Insights
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The Point of Contention
Marketing
Sales
Qualified Lead
Criteria
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The Buying Process
Status Quo Priority Shift Research Options Step Backs Validation Choice
Marketing Sales
Past Now
content gap Figure 5.1 from eMarketing Strategies for the Complex Sale
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Building A Lead Nurturing Process
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Monitoring Progress
Steps Back; Validation; Choice
Activity Score = 61 – 100 Customer Videos, References, Sales Calls
Options
Activity Score = 31 – 60 Analysts Reports, Comparisons, Webinars
Priority Shift; Research
Activity Score = 0 – 30 Whitepapers, Blog Posts, Case Studies
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Proof Progressive Nurturing Works
100% increase in lead qualification
171% increase in sales-accepted leads
200% higher personal connection rate
30% shorter sales cycles
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Content Types
Education
Reveal
Teach
Expertise
Thought Leadership
Coach
Evidence
Customers
Analysts & Media
Word of Mouth – Referrals, Recommendations
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Distribute a Variety of Formats
Article White Paper Blog Webinar Expertise
Micro-siteCustomer
Video
Status Quo
Priority Shift
Research
Options
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A
B
C
D
E
F
The Serial Effect Propels Progression
Problem
Solution
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Tell Me More
Call to Action
Takeaway
Cliff Hanger
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Problem-to-Solution Content Series•What the problem is and why solve it.Problem•How this problem impacts their business.Step A•Explain the rewards of solving the problem.Step B•Why solving it now gives them an advantage.Step C•Future industry trends that add risk to not solving.Step D•How customers like them have solved the problem.Step E•Simplify the complexity of solving the problem.Step F•How your expertise delivers business value.Solution
Figure 14.1 from eMarketing Strategies for the Complex Sale
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Go Wide for Pervasiveness
Sphere of Influence Drives Progression
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Mid-Course Connections
Increased recognition Perception of expertise Willing to talk Seed new ideas Opportunity to speed
progression
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CRM Sales Insight
Prioritizing Leads
Tracking Click Paths
Monitoring Marketing Activity
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Push Is OUT
Content must pull mindshare. Progression is based on:
Delivering Perceived Value Sharing Consistent Storylines Applying Prospect Intelligence
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Ardath Albee, CEO & B2B Strategist
Web: www.marketinginteractions.com Book: http://www.emarketingstrategiesbook.com
Thank You!
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Q&A
Q & A
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Contact Information
Christopher DoranVP, Marketing – Manticore Technology
Blog: http://blog.manticoretechnology.com/Email: [email protected]
Phone: 1 (866) MANTICORE Twitter: @cdoran
Ardath Albee CEO & B2B Strategist – Marketing Interactions
Blog:http://marketinginteractions.typepad.comEmail: [email protected]
Phone: 612-865-7707Twitter: @ardath421