impacting the buying process via effective lead nurturing
DESCRIPTION
Rajesh Kadam, Principal at Growth Fusion Inc. presents - Every business attempts to drive revenue by increasing sales and improving their marketing strategies. But, how do you sustain this goal without scaring away prospects? According to recent statistics, more than 60% prospects today do not talk to sales until they are at the purchase end of the demand funnel. In this webinar we will present how to accelerate the buying process by moving prospects through a structured buying cycle by setting up an effective nurture strategy. You will learn: - Nurturing best practices - Five different types of nurturing - Programs for different stages of the buyer life-cycle - Actual nurturing examples in an automation systemTRANSCRIPT
Impacting the Buying Process Via Effective Lead Nurturing
Draw Prospects In Lead Nurturing Best Practices
Accelerate the Buying Process
©2013 GrowthFusion
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Agenda
• Why Do Nurturing?
• Nurture Basics
• Five Different Types of Nurturing
• Programs for Different Buyer Life-Cycle Stages
• Nurturing Best Practices
• Nurturing Examples in an Automation System
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Market Research
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• 84% of qualified leads are not ready to buy
- Aberdeen Group
• Companies that excel at lead nurturing – Generate 50% more sales-ready leads– At 33% lower CPL
- Forrester Research
• Nurturing reduces the percent of marketing-generated leads that are ignored by sales from as high as 80% to as low as 25%
- Demand Gen Report
More Research
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• Nurtured leads produce a 20% increase in sales opportunities over non-nurtured leads
• Marketing generated leads experienced an incremental of 7% of win rates and a decrease of 6% points of “no decisions” rates
- Demand Gen Report
• Nearly 80% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance
- Marketing Sherpa
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Lift in Business Pipeline
Baseline Measurement Difference vs. ControlPipeline Value +19%
Number of Opportunities +14%Average Opportunity Size +3%Opportunities Won +25%
Dun & Bradstreet achieved strides and quick wins with lead nurturing. Year over year opportunity experienced a 3-11% lift in new business pipeline after 6 months, comparing the company's nurtured customers to a control group.
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Goals of Lead Nurturing
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Driven by Systems, Schedules and Programmed Guidelines:• Accelerate the Sales Process by Moving Prospects
through a Structured Buying Cycle• Keep Your Company/Solution Top-of-Mind• Reveal Your Benefits in Serialized Sound-Bites• Capture Qualification Profiles• Measure and Increase the Prospect’s Interest
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Nurture Basics
• Common Mistakes• Key Elements:
‒ Segmenting‒ Customer Nurturing‒ Being Customer-Focused‒ Progressive Profiling
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Lead Nurturing Success
• Understanding Your Buyer• What Motivates Your Buyer?• The Ideal User Experience• Define Your Nurture Program• Automate Communications
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Lead Nurturing Basics
©2013 GrowthFusion ref: Waiting for Your Cat to Bark? Bryan & Jeffrey Eisenberg
Start Nurture Step 1
Nurture Step 2
Nurture Step 3
Conversion Goal
Start Conversion Goal
Macro Action
Micro Action
Nurture Best Practices
• Start Simply• Look for Opportunity to Automate• Build and Send a Progressive Message
– From Awareness to Close
• Carefully Manage Exclusions• Measure Effectiveness
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Types of Lead Nurturing
• Welcome Campaign• Educational Campaign• Accelerating Campaign• Loyalty/Retention Campaign
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Welcome Campaign
• Introduce Brand• Reiterate Subscription Benefits• Spell Out Next Step• Opt-in to Something Else
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Educational Campaign
• Engage to Further Profile Prospect• Educate About Value Proposition• Educate and Get Leads Ready to Talk to Sales
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Accelerating Campaign
• Remove Roadblocks• Speed Purchase Decisions• Provide Decision Tools
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Loyalty and Retention
• Reiterate Customer/Company Relationship Benefits• Seek Feedback• Tips/Tricks to Get Most Out of Product
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Demand Funnel
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Source: Marketo
Nurture Assets
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CTAs
Industry Reports
Podcasts and
Presentations
Whitepapers,
Datasheets
Wide Demand Funnel
18©2013 GrowthFusion ref: Siriusdecisions.com - Demand Waterfall
CLOSED/WON BUSINESS
Total number of handraisers Unique metrics for current customers
Definition through sales/marketing SLA Marketing deems ready for handoff
Basic qualification tenets met Sales agrees to work leads
Opportunity identified Now part of pipeline
Booked revenue IDs topline contribution
SALES QUALIFIED
LEADS(SQL)
SALES ACCEPTED
LEADS(SAL)
MARKETING QUALIFIED
LEADS(MQL)
INQUIRIESNurture to Educate
Nurture to Connect Sales
Nurture to Recycle
Nurture to Lost Business
Nurture to Onboard/Upsell
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Marketo Example
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Level One
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Marketo Nurture
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Level Two
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Marketo Nurture
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Level Three
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Nurture Advantage
… When Pushed All The Way Through the Channel
• Cost Per Lead Reduced by 30%• Lead volume Increased by 40%• Partner Participation Increased by 80%
* This was based on an analysis of two customers using channel marketing automation.
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Contact: Rajesh Kadam
www.linkedin.com/in/kadamrajesh/
Learn More: growthfusion.com
Follow Us: @growthfusion
www.linkedin.com/company/growth-fusion