sales and marketing - shifting lead nurturing into overdrive
TRANSCRIPT
![Page 1: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/1.jpg)
Sales and Marketing Shifting Lead Nurturing Into Overdrive Never cold call again with lead nurturing, social strategies and selling skills
![Page 2: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/2.jpg)
Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
#PardotWebinar
![Page 3: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/3.jpg)
Speakers Ken Krogue • President and Founder • InsideSales.com
Derek Grant • Director of Sales • Pardot, a salesforce.com company
#PardotWebinar
![Page 4: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/4.jpg)
Poll:
How does your inside sales team interact with your leads?
![Page 5: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/5.jpg)
Definition: Lead Nurturing
A marketing strategy using recurring interactions to educate prospects from interest to need.
![Page 6: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/6.jpg)
The Goal: Sales Acceleration
![Page 7: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/7.jpg)
Marketing’s job is to educate interest into need. Sales’ job is to validate need into closure.
![Page 8: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/8.jpg)
The Problem: Interest is the counterfeit of need
![Page 9: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/9.jpg)
Interest will waste more time than anything else because it looks like need … but isn’t.
Image
![Page 10: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/10.jpg)
The best strategy.
![Page 11: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/11.jpg)
Can you apply the same strategy before lead nurturing by using social media and PR to generate awareness and interest?
And using selling skills after lead nurturing to move from need to closure.
![Page 12: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/12.jpg)
Nurture the whole funnel not just your leads.
![Page 13: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/13.jpg)
How? Give to get. Show some Luv. Do something nice. Teach something. Give relevant content.
![Page 14: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/14.jpg)
Lead them down the path to becoming a raving fan.
![Page 15: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/15.jpg)
Golden rule: … done unto you Platinum rule: … done unto them.
![Page 16: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/16.jpg)
Zig Ziglar
![Page 17: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/17.jpg)
… and then continually personalize to meet more of their needs.
![Page 18: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/18.jpg)
Circle of influence
![Page 19: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/19.jpg)
Circle of influence … by topic.
![Page 20: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/20.jpg)
Awareness “Who are you?”
PR Social connections Broad topics Have you heard? Did you know? Were you aware? Broad coverage media
![Page 21: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/21.jpg)
Using Social Media “You are your network.”
Profile Prioritize Stalk Connect Mention Converse Promote
![Page 22: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/22.jpg)
Innovation: “Apply principles proven elsewhere to your problem.”
Aaron Ross Top down Title clout Executive introduction LinkedIn Sales Navigator
![Page 23: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/23.jpg)
Curiosity “What do you do?” Intriguing Research How to Reviews Applicable Comparisons Social messaging Seen the latest research? Compelling headlines
![Page 24: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/24.jpg)
Interest “Why is what you do important?” Topic specific Keyword based Common interest Social conversations Mention cool Features Drive home key benefits Clear and specific research Bridge industry to company Broad case studies & proof
![Page 25: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/25.jpg)
Understanding “How does it work?” Teach Solutions Apply to needs Product specific Apply to target titles Bridge social to email Feature-Benefit summary Bridge company to product Specific case study
![Page 26: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/26.jpg)
Relevance “Does what you do matter to me?” Tailor Personal Proof metrics Platform specific Lot’s of case stories Bridge email to phone Ask about growth/trouble Tailor to decision maker Bridge product to benefits
![Page 27: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/27.jpg)
Need “Would what you do work for me/us?” Ask Restate Summarize Specific solution Decision process Circle of influence Industry specific case studies Address growth/troubles Social: Your circle of influence Apply feature-benefits to problems
![Page 28: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/28.jpg)
Validation “Can you prove that it will really work?” Endorse Credibility Accelerate pace Social: connect VP Logos and references Direct competitor validation
![Page 29: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/29.jpg)
Urgency “When can we get it going?” Speed Deadlines Set milestones Remember immediacy Overcome content obstacles Social: connect to ops SE/VP
![Page 30: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/30.jpg)
Closure “Moving ahead, what does this look like?” Assumption Skip forward Clear planning More validation Strategic questions Benefits of ownership Tactical/situational plans Implementation templates Social: connect client services
![Page 31: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/31.jpg)
Sales and Marketing “Never cold call again with lead nurturing, social strategies and selling skills” Pardot = Marketing InsideSales.com = Sales Acceleration Nurture the entire pipeline
![Page 32: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/32.jpg)
How Marketing Helps Teamwork makes the dream work
![Page 33: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/33.jpg)
Poll
Do you currently use marketing automation?
![Page 34: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/34.jpg)
Does the relationship between sales and marketing feel…
![Page 35: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/35.jpg)
like this…
![Page 36: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/36.jpg)
… or this?
![Page 37: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/37.jpg)
Perhaps we should
![Page 38: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/38.jpg)
3 ways marketing can help Drive lead gen and revenue for sales
![Page 39: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/39.jpg)
Self-Fulfilling Prophecy
You will give your sales team more leads in 2014
![Page 40: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/40.jpg)
More isn’t necessarily more
Lower Quality Leads • Still take cycles to generate • Have low conversion rates • Die on the vine
75%
5%
11%
20%
#PardotWebinar
![Page 41: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/41.jpg)
The Volume is too High
![Page 42: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/42.jpg)
More quality is definitely more
Objective Qualification • Agree on the definition of MQL • Send fewer, more qualified leads
• Have an SLA with sales • Hold each other accountable
4%
58%
49%
23%
#PardotWebinar
![Page 43: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/43.jpg)
Provide Manageable Volume
#PardotWebinar
![Page 44: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/44.jpg)
Types of Qualification
#PardotWebinar
![Page 45: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/45.jpg)
Nurture Early-Stage Leads
![Page 46: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/46.jpg)
Nurtured leads have 47% higher order values than their non-nurtured peers
-Aberdeen Research
![Page 47: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/47.jpg)
Consider the Buyer’s Journey
#PardotWebinar
![Page 48: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/48.jpg)
Tailor the message to the buyer’s stage
HTML Message: • Corporate look and feel • From: [email protected] Great for: • Early Stage Content
– Event Announcements • Post Sales Content
– Newsletters
#PardotWebinar
![Page 49: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/49.jpg)
Tailor the message to the buyer’s stage
“Lite” HTML Message: • Looks Outlook-ey • From their sales rep Great for: • Warming up non-responsive leads: – Case Studies – Whitepapers – Webinar Invites
#PardotWebinar
![Page 50: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/50.jpg)
What will move people?
Start with a goal: • What does success look like? • Develop / deploy content to move people to toward the goal
Define your subscriber list: • Who is in the stage prior to the goal? Execute the campaign
#PardotWebinar
![Page 51: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/51.jpg)
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost
-Forrester Research
![Page 52: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/52.jpg)
When you reach your goal
![Page 53: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/53.jpg)
#PardotWebinar
Empower Sales
![Page 54: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/54.jpg)
Provide Insights
#PardotWebinar
![Page 55: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/55.jpg)
Eliminate Low-Value Work
#PardotWebinar
![Page 56: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/56.jpg)
It takes an average of 7 touches to turn a “suspect” into prospect, which grows to 8 for enterprise level accounts.
-Bridge Group
![Page 57: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/57.jpg)
Eliminate Low-Value Work
#PardotWebinar
Let Sales Recycle to Nurturing
![Page 58: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/58.jpg)
Questions?
![Page 59: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/59.jpg)
@kenkrogue | www.kenkrogue.com @derekgrant | [email protected]
![Page 60: Sales and Marketing - Shifting Lead Nurturing Into Overdrive](https://reader031.vdocuments.site/reader031/viewer/2022021922/53ee73e98d7f72633d8b88a6/html5/thumbnails/60.jpg)