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Advanced Lead Nurturing Tactics with Ardath Albee

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79% of Marketing Leads Never Become Qualified Leads. How can you Improve your Results? …

79% of Marketing Leads Never Become Qualified Leads. How can you Improve your Results?

Join us for an exclusive webinar with Business Strategist and eMarketing Strategies for the Complex Sale author Ardath Albee. One key component for a successful nurturing program is the ability to enable leads to make faster progress through their buying process.

In this webinar, Albee will offer insight on how you can create nurturing programs that generate more sales-ready leads. You will learn:

Why pipeline momentum is the key to sales readiness.

How buying stages apply to lead progression.

What role marketing automation plays in building momentum.

Components necessary to create content that drives next steps.

Published in: Business, News & Politics

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  • Emily SlideHi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for Advanced Lead Nurturing with Ardath Albee. In today’s webinar, Marketing Strategist and author of eMarketing Strategies for the Complex Sale, Ardath Albee will expand on concepts from her book and share insight on what you can do to make your lead nurturing more effective. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. We certainly welcome your questions and will be answering them at the end of the presentation during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. Please do so, and we’ll try and get to most of them at the end.
  • Emily SlideSo before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and we’ll do a brief Market Overview and tell you a little bit about Manticore. Next, we’ll offer some background and statistics on why building an effective lead nurturing program has become so critical . We will then discuss the buying phases and how to incorporate them into your lead nurturing process. We’ll talk about how to create compelling content for your audience, and how to use marketing automation to monitor your prospects progress. And then we’ll finish with a Q & A.
  • Emily SlideSo, I’ll go ahead and introduce our speakers…Today you will hear from: Christopher Doran: VP of Marketing for Manticore Technology. Christopher is a longtime thought leader in marketing automation. He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.And our Key Note Speaker is:Ardath Albee, author of eMarketing Strategies for the Complex Sale, is CEO and B2B marketing strategist for her consulting firm Marketing Interactions, Inc.. She taps over 20 years of business management and marketing experience to help her clients create customer-focused eMarketing strategies. Writing the noted Marketing Interactions blog involves her in substantial industry and customer conversations, deepening her knowledge of what companies can achieve while verifying many of her principles.So now I’ll hand it over to Christopher to start the presentation…
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  • Transcript

    • 1. Advanced Lead Nurturing Tactics with Ardath Albee
      January 12, 2010
    • 2. Agenda
      Speaker Introduction
      Overview
      Background & Statistics
      Using Buying Phases to Build a Nurture Process
      Creating Compelling Content
      Monitoring Progress
      Q & A
    • 3. Contact Information
      Christopher Doran
      VP, Marketing
      Manticore Technology
      Ardath Albee B2B Strategist & CEO
      Marketing Interactions
    • 4. About Manticore Technology
      Founded in 2001
      Driving force in Marketing Automation since 2003
      Six years of development & infrastructure support our customers around the globe
      Product delivers un-matched usability and robust power:
      Configurable UI to meet your needs
      Lead nurturing to develop a business process
      Deepest CRM integration in industry
      Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process
      It’s about process – not technology for technology sake
      People
      Process
      Technology
    • 5. Customers Around the Globe
      TECHNOLOGY
      MEDICAL & INSURANCE
      MARKETING
      FIANANCIAL
      BUSINESS SERVICES
    • 6. Importance of Content
      Nearly 80% said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future.
      DemandGen Report Marketing Automation Survey
      Download at www.manticoretechnology.com
    • 7. Ardath Albee
      Presented by Ardath AlbeeCEO & B2B Marketing Strategist
      Author of :
      eMarketing Strategies for the Complex Sale
    • 8. 79%of marketing leads never
      become opportunities
      Marketing Sherpa/KnowledgeStorm
    • 9. 54%of companies interviewed said their salespeople are able to get prospects to agree to an initial sales conversation LESS than half the time. (face –to-face or via phone)
      - CSO Insights
    • 10. The Point of Contention
      Marketing
      Sales
      Qualified Lead Criteria
    • 11. The Buying Process
      Past
      Now
      Marketing
      Sales
      content gap
      Figure 5.1 from eMarketing Strategies for the Complex Sale
    • 12. Building A Lead Nurturing Process
    • 13. Monitoring Progress
    • 14. Proof Progressive Nurturing Works
      100% increase in lead qualification
      171% increase in sales-accepted leads
      200% higher personal connection rate
      30% shorter sales cycles
    • 15. Content Types
      Word of Mouth – Referrals, Recommendations
    • 16. Distribute a Variety of Formats
      Status Quo
      Research
      Priority Shift
      Options
    • 17. The Serial Effect Propels Progression
      Solution
      C
      B
      E
      A
      F
      D
      Problem
    • 18. Tell Me More
      Takeaway
      Call to Action
      Cliff Hanger
    • 19. Problem-to-Solution Content Series
      Figure 14.1 from eMarketing Strategies for the Complex Sale
    • 20. Go Wide for Pervasiveness
      Sphere of Influence Drives Progression
    • 21. Mid-Course Connections
      Increased recognition
      Perception of expertise
      Willing to talk
      Seed new ideas
      Opportunity to speed progression
    • 22. CRM Sales Insight
      Monitoring Marketing Activity
      Prioritizing Leads
      Tracking Click Paths
    • 23. Push Is OUT
      Content must pullmindshare.
      Progression is based on:
      Delivering Perceived Value
      Sharing Consistent Storylines
      Applying Prospect Intelligence
    • 24. Thank You!
      Ardath Albee, CEO & B2B Strategist
      Web: www.marketinginteractions.com
      Book: http://www.emarketingstrategiesbook.com
    • 25. Q&A
      Q & A
    • 26. Contact Information
      Ardath Albee CEO & B2B Strategist – Marketing Interactions
      Christopher Doran
      VP, Marketing – Manticore Technology
      Blog: http://blog.manticoretechnology.com/
      Email: Christopher@manticoretechnology.com
      Phone: 1 (866) MANTICORE
      Twitter: @cdoran
      Blog:http://marketinginteractions.typepad.com
      Email: ardath@marketinginteractions.com
      Phone: 612-865-7707
      Twitter: @ardath421

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