seven steps to effective lead nurturing

7 Steps to Successful Lead Nurturing

7 Steps to Successful Lead Nurturing

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PagePath.com866.770.7569

Joe KernVice President of MarketingCertified Inbound MarketerPagePath TechnologiesJKern@PagePath.com866-770-7569

Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath TechnologiesMSienicki@PagePath.com866-770-7564

Webinar Reminders

• Session will be record• Everyone is in listen only mode• Questions can be asked

throughout the session by using the questions panel

• We will answer questions at the end of the presentation

The Challenge…

The Sales Funnel

Hot Leads

Opportunities

Proposals

New Quotes

How Many Touches?

Dr. Jeffrey Lant’s“Rule of Seven” states that you must contact your buyers a minimum of seven times in an 18-month period for them to remember you.

Lead Nurturing

“Lead nurturing is a relevant and consistent dialog with viablepotential customers, regardless of their timing to buy. It is about creating relationships.”- Brian Carroll MECLABS

Step One: Create a buyer persona

A buyer persona is an example of the real person you need to influence, crafted from specialized interviews that you conduct with actual buyers.

Step One: Create a buyer persona

Most common criteria• Industry code• Revenue• Employee Size• Trigger Events• Sphere of Influence

Step Two: Set-up a lead definition

Problem: Sales do not pursue majority of leads due to lack of consensus on what was a lead

Step Two: Set-up a lead definitionSpectrum for sales lead readiness (most sales people to not want to interact unless they are level 3)• Level 1-Response from an individual to a

marketing campaign or someone who has taken proactive steps to demonstrate interest in your message, product or service.

• Level 2- A meaningful interaction (via phone or email) with an individual.

• Level 3-The individual demonstration of a specific need for and interest in your product or service

• Level 4-The individual is in the process of defining a requirement for your product or service

• Level 5-The individual has the responsibility, budget and a defined time line for purchase.

Step 3: Develop a solid nurturing system

Can be done through inquiry forms• Do not put too much information• To many web forms cause friction• Asking details upfront is a balancing act• Goal 1 is just to get them to raise a hand. May

not no much information about them• Goal 2 is to get more information• Goal 3 is good thank you message-automated

email response to form.

Step 3: Develop a solid nurturing system

Qualify via phone• Confirm information on

inquiry form• Ask for missing

information• Get permission to

opt-in for nurturing• Identify qualified leads

Step 4: Understand and capture audience

• Who is viable?• Who is involved in the buying

process• Who is an influencer• Who is a buyer• Goal is not to build biggest

database• Goal is to build more relevant data• Data needs to be gathered into

one database (central location)

Step 4: Understand and capture audience

This is where your Buyer Persona definitions come into play

Step 5: Develop a message

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

challenges?• Focus on understand individual

and how you can help them

Step 5: Develop a message

• Map messages based on roles

• Gather and filter relevant content based on message map

• Third party articles, relevant topics, research reports

• Vendor podcasts, webinars, blogs, case studies to position sales team as trusted advisors

• Company specific white papers, success stories, webcasts

• Reuse available content before creating new content

Step 6: Develop a Content Library

Google Alerts: www.Google.com/alerts

Step 6: Develop a Content Library

Google Alerts: www.Google.com/alerts

Step 6: Develop a Content Library

Evernote: www.Evernote.com

Step 6: Develop a Content Library

Evernote ClearlyClearly makes blog posts,

articles and webpages clean and easy to read. Save them to Evernoteto read them anywhere.

Step 7: Track Everything

Free 30 Minute Marketing Review

For information on scheduling your session contact:

Joe Kern630-689-4119JKern@PagePath.com

Melissa Sienicki630-689-4114MSienicki@PagePath.com

Questions

Joe KernVice President of MarketingCertified Inbound MarketerPagePath TechnologiesJKern@PagePath.com866-770-7569

Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath TechnologiesMSienicki@PagePath.com866-770-7564