Advanced Lead Nurturing Tactics with Ardath Albee

Advanced Lead Nurturing Tactics with Ardath Albee
January 12, 2010

Agenda
Speaker Introduction
Overview
Background & Statistics
Using Buying Phases to Build a Nurture Process
Creating Compelling Content
Monitoring Progress
Q & A

Contact Information
Christopher Doran
VP, Marketing
Manticore Technology
Ardath Albee B2B Strategist & CEO
Marketing Interactions

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

Customers Around the Globe
TECHNOLOGY
MEDICAL & INSURANCE
MARKETING
FIANANCIAL
BUSINESS SERVICES

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

Ardath Albee
Presented by Ardath AlbeeCEO & B2B Marketing Strategist
Author of :
eMarketing Strategies for the Complex Sale

79%of marketing leads never
become opportunities
Marketing Sherpa/KnowledgeStorm

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

The Point of Contention
Marketing
Sales
Qualified Lead Criteria

The Buying Process
Past
Now
Marketing
Sales
content gap
Figure 5.1 from eMarketing Strategies for the Complex Sale

Building A Lead Nurturing Process

Monitoring Progress

Proof Progressive Nurturing Works
100% increase in lead qualification
171% increase in sales-accepted leads
200% higher personal connection rate
30% shorter sales cycles

Content Types
Word of Mouth – Referrals, Recommendations

Distribute a Variety of Formats
Status Quo
Research
Priority Shift
Options

The Serial Effect Propels Progression
Solution
C
B
E
A
F
D
Problem

Tell Me More
Takeaway
Call to Action
Cliff Hanger

Problem-to-Solution Content Series
Figure 14.1 from eMarketing Strategies for the Complex Sale

Go Wide for Pervasiveness
Sphere of Influence Drives Progression

Mid-Course Connections
Increased recognition
Perception of expertise
Willing to talk
Seed new ideas
Opportunity to speed progression

CRM Sales Insight
Monitoring Marketing Activity
Prioritizing Leads
Tracking Click Paths

Push Is OUT
Content must pullmindshare.
Progression is based on:
Delivering Perceived Value
Sharing Consistent Storylines
Applying Prospect Intelligence

Thank You!
Ardath Albee, CEO & B2B Strategist
Web: www.marketinginteractions.com
Book: http://www.emarketingstrategiesbook.com

Q&A
Q & A

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

Advanced Lead Nurturing Tactics with Ardath Albee

by Manticore Technology on Jan 12, 2010

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Advanced Lead Nurturing Tactics with Ardath Albee — Presentation Transcript