Lead Nurturing: What Is It? And Why Should I Care?

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This short preview walks you through the ins-and-outs of lead nurturing and gives some pointers on how best to leverage it.

This short preview walks you through the ins-and-outs of lead nurturing and gives some pointers on how best to leverage it.

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  • 1. What is Lead Nurturing? And, Why Should I Care?
  • 2. Brian Carroll says, It’s “relevant and consistent dialogue with viable potential customers regardless of their timing” It’s also a relationship building approach utilizing different media to provide value until a lead is “sales-ready”
  • 3. So, why should you nurture leads?
  • 4. ...b/c 50% of new leads are NOT ready to buy
  • 5. Because, nurturing leads turn a “not-ready” prospect into a sales-ready prospect faster...
  • 6. ...you’ll get more from the leads you already have
  • 7. ...you could raise win rates on marketing-generated leads by 7%
  • 8. Plus, it decreases open-to-close rates...
  • 9. and, it decreases the % of marketing generated leads that are ignored
  • 10. In complex sales, most of the selling happens when the sales person isn’t around
  • 11. So what will you need before you start?
  • 12. #1Define: “sales-ready” lead Work with your sales team to determine a universal- lead definition to ensure successful “hand-off ” to sales http://www.flickr.com/photos/archisculpture/355341144/sizes/l/
  • 13. #2 Identify buyer personas For Example: 1. Name & Age 2. Organization & Size 3. Job Title & Daily Tasks 4. Business Problems 5. Online Behavior 6. What Part of Decision Process are They In? 7. What Questions Do they Ask?
  • 14. #3 Gather content To save time & resources, conduct a content-audit to determine what’s usable and what’s not. Be critical. What content really provides value?
  • 15. #4 Determine what you will need You’ll need people to define and structure your nurturing strategy, you’ll need pre-planned and created content, and ideally, you will need a marketing automation solution to make the sending process based on behavior, automated
  • 16. So, what does the process look like? http://www.flickr.com/photos/samsparks/440471953/sizes/l/
  • 17. First, develop a content map
  • 18. Since you’ve identified buyer personas, you’ll want to use the content you have to answer questions that personas might ask at a given stage of the sales-cycle
  • 19. Then, create content to fill in the holes
  • 20. Once you’ve mapped the content you have, create new content that’s buyer-specific, educational, and that adds the value to help prospects navigate down the path toward a sale.
  • 21. Always be consistent across channels
  • 22. Consider the “rule of 5” by creating versatile content that can be used and consumed in a variety of formates
  • 23. Then, plan for multi-channel distribution
  • 24. Don’t rely on the “push” mentality * Leverage your website a hub, use social media as a distribution channel & be where your prospects are
  • 25. Finally, use a marketing automation system This technology will help you organize & automate your content-flow to ensure relevant messages to prospects based on their behavior
  • 26. Thank you! Author e: bgago@genius.com t: @BarbraGago Genius.com http://www.genius.com t: @genius_com