seven steps to effective lead nurturing
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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 [email protected]
Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath [email protected]
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:
Melissa [email protected]
Questions
Joe KernVice President of MarketingCertified Inbound MarketerPagePath [email protected]
Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath [email protected]