Seven steps to effective lead nurturing

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Seven steps to effective lead nurturing

  1. 1. 7 Steps toSuccessfulLeadNurturing Sponsored by PagePath.com866.770.7569
  2. 2. Joe KernVice President of MarketingCertified Inbound MarketerPagePath TechnologiesJKern@PagePath.com866-770-7569Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath TechnologiesMSienicki@PagePath.com866-770-7564
  3. 3. 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
  4. 4. The Challenge…
  5. 5. The Sales Funnel Hot Leads Opportunities Proposals New Quotes
  6. 6. How Many Touches?Dr. Jeffrey Lant’s“Rule of Seven” states that youmust contact your buyers aminimum of seven times in an18-month period for them toremember you.
  7. 7. Lead Nurturing“Lead nurturing is a relevant andconsistent dialog with viablepotential customers, regardless oftheir timing to buy. It is aboutcreating relationships.”- Brian Carroll MECLABS
  8. 8. 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.
  9. 9. Step One: Create a buyer personaMost common criteria• Industry code• Revenue• Employee Size• Trigger Events• Sphere of Influence
  10. 10. 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
  11. 11. 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.
  12. 12. Step 3: Develop a solid nurturingsystemCan 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.
  13. 13. Step 3: Develop a solid nurturingsystem Qualify via phone • Confirm information on inquiry form • Ask for missing information • Get permission to opt-in for nurturing • Identify qualified leads
  14. 14. Step 4: Understand and captureaudience• 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)
  15. 15. Step 4: Understand and captureaudience This is where your Buyer Persona definitions come into play
  16. 16. 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
  17. 17. 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
  18. 18. Step 6: Develop a Content Library Google Alerts: www.Google.com/alerts
  19. 19. Step 6: Develop a Content Library Google Alerts: www.Google.com/alerts
  20. 20. Step 6: Develop a Content Library Evernote: www.Evernote.com
  21. 21. Step 6: Develop a Content Library Evernote Clearly Clearly makes blog posts, articles and webpages clean and easy to read. Save them to Evernote to read them anywhere.
  22. 22. Step 7: Track Everything
  23. 23. Free 30 MinuteMarketing ReviewFor information on scheduling your sessioncontact:Joe Kern630-689-4119JKern@PagePath.comMelissa Sienicki630-689-4114MSienicki@PagePath.com
  24. 24. QuestionsJoe KernVice President of MarketingCertified Inbound MarketerPagePath TechnologiesJKern@PagePath.com866-770-7569Melissa SienickiVice President of Pre-SalesCertified Inbound MarketerPagePath TechnologiesMSienicki@PagePath.com866-770-7564

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