The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities eavy Lifting f the H or Y e do ou W
Today’s SpeakersDon Wynns @Zoominfo• VP, Business Development• Responsible for strategic data integration and redistribution relationshipsLisa Cramer @leadlife #leadlife• President & Co-founder, LeadLife Solutions• Recognized in the top ten of SLMA’s 50 Most Influential Sales Lead Management Professionals & Top 20 Women in Sales & Lead Management (2009 and 2010, 2011, 2012)
Live Tweet the Webinar• #Leadlife• #zoominfo• #hotleads
Agenda1 Why you need to update your marketing database for refining your target audience2 How to apply demographic, firmographic and psychographic data to your content and list segmentation3 Tools you can use for tracking inbound behaviors and interest How to define and execute a nurturing4 strategy that converts leads into sales-ready opportunities
It’s All About Conversion!The Issue• Time, money and energy is spent on inbound and outbound marketing initiatives in order to grow site traffic.Defining Success• While site traffic, time on site, page view…and other metrics are interesting… …CONVERSION IS KING!• Remember, conversion can mean anything from registering for a webinar, downloading a white paper, right through to making an online purchase.
1Why you need to update yourmarketing database for refining your target audience
Did you know..? B2B Data Decay 66% Annual Title and/or Job Function Change 43% Annual Phone Number Change 37% Annual E-mail Change 34% Annual Company Name Change 30% Annual Employee Turnover 9
Your Marketing Database “Home grown” data sets are great, especially if they are opt in, however…They are and labor intensive to acquire But.. records are often incomplete And…after all that work, can spoil quickly!
Here is LisaTo download a white paper, “Lisa” fills out a web formYou now know that “Lisa” isin Marketing and works for Acme Corp. But who is Lisa? Is she an executive? Is she likely to own budget? Who is Acme Corp.? Where are they? What industry are they in? How many employees do they have? What is their revenue range? Does Acme Corp. align with your buyer profile?
Affecting The Entire Funnel• Collection rights • Based on relationship with inquiry• Relationship building • Title, Industry • Behavior• Prioritizing • Hot, warm or cold?• Messaging/calling • CMO, mid-size company, services, whitepaper, viewed XYZ product page, ROI calculator
2 How to apply demographic,firmographic and psychographic data to your content and list segmentation
How can you get here?• Partner with a credible, service-oriented and proven company• ALWAYS test match rates and data quality before making an investment in the product• Data Services engagements with reputable data providers that can provide a high percentage of match rates and additional data• Typical data exchange is via flat file with periodic updates
Segmenting & Targeting• Demographics/Firmographics : o Prospect role, company size, etc.• Digital Footprint : o Monitoring the prospects behavior o Ex: Website visits, whitepaper and/or case study downloads, etc. o Helps identify psychographics o Buyer motivation• Demographics + Behavior = o The complete picture of your lead.
3 Tools you can use for trackinginbound behaviors and interest
Anonymous To Known 5 10 100 25 15 White paper is downloaded Score is Applied based onAnonymous lands on activity, interest, Lead Behavior and activity is demographicswebsite and views some tracked and saved in leadproduct pages record Lead sent to nurture pathCompany activity is tracked Demographic, firmographic Sales Rep Alerts sent; data and psychographic data sent to CRM collected Complete lifecycle is collected
Identify, Track, Interpret, Nurture Nurturing Paths Lead Behavior Action-Based Interest Industry Specific Title Plus Behavior
4 How to define and execute a nurturing strategy that convertsleads into sales-ready opportunities
Lead Nurturing Example Lead Nurturing ExampleDevelop A PlanOutline an effective lead nurturing process per target /campaignExample:•Day 1: Thank you email for downloading a whitepaper•Day 10: Email recommending article/whitepaper ofrelated interest•Day 20: Send another email about area of interest –linking to landing page, lead to other content•Day 30: Send an email invite to webinar • Next series of touches - Dependent on registration and attendance of webinar•Day 40: If attended webinar, phone call follow up•Day 50: Email a recent customer win case studyRule based on “sales ready” definition sends lead to sales
Nurturing Tips• Online and offline• Continual nurturing Inform• Specific interest Keep Educate• Lead Scoring Gives Visibility Alive• Continuously Engage Prospects• Evaluate All Responses• Deliver Real Value Convert Involve• Thought leadership• Personalization Validate• Develop a plan
Take-Away’s:The 4 Keys for Turning Cold Leads IntoSales-Ready Opportunities 1. Segment your target audience/prospects 2. Keep data fresh and update constantly 3. Collect and track prospect and lead behaviors 4. Deliver relevant content via digital conversation 5. Nurture and convert; measure results
Visit us at www.zoominfo.com/business/leadlife for a free data consultation!
How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nurturing Lisa Cramer Don Wynns email@example.com Don.firstname.lastname@example.org