Lead Nurturing After the Sales Handoff: Accelerate the Buying Process<br />February 15, 2011<br />2/16/2011<br />Manticore...
Sales & Marketing Love<br />Sales<br />Marketing<br />
Agenda<br />Manticore Technology Overview<br />Why Are We Here?<br />Guest Speaker Introduction<br />Building your Ideal P...
About Manticore Technology<br />Founded in 2001<br />Trusted provider of SaaS marketing automation solutions since 2003<br...
Developed for marketers
Ideal combination of usability and power
It’s about process – not technology for technology sake</li></ul>People<br />Process<br />Technology<br />
Customers Around the Globe<br />MEDICAL & INSURANCE<br />TECHNOLOGY<br />FIANANCIAL<br />BUSINESS SERVICES<br />
Market Overview<br />Then<br />Now<br />MARKETING<br />MARKETING<br />SALES<br />SALES<br />95% of Buyers chose a vendor t...
Market Overview<br />90% of Buyer’s Prefer to <br />Consume Information Online<br />
Buying Continuum vs. “Sales handoff”<br />
About Sales Engine International<br />Private - founded in 2006<br />Executive team of senior sales and marketing executiv...
Persona Matrix<br />
Map Personas | Buying Process<br />
Map Personas | Buying Process &Content<br />
Sales REP engagementChallenges<br />Establishing contact even after they’ve filled out ‘contact me’<br />Staying engaged w...
Nurture Type #1<br />Sales Challenge: Establishing contact even after they’ve filled out ‘contact me’<br />Lifecycle Nurtu...
Nurture Type #2<br />Sales Challenge: Staying engaged with early stage prospects… the ‘tickler file’<br />Stay in Touch<br...
Nurture Type #3<br />Sales Challenge: Re-engaging prospects<br />Re-engage<br />Respond to digital behavior after dormant ...
Managing Your Nurtures<br />Lead Nurturing Based On Persona & Buying Phase<br />Lead Nurture 1: CFOs<br />Lead Nurture 1: ...
Dynamic Content Reduces Complexity <br />LN #1: CTOs, CFOs, CEOs<br />LN #2: CTOs, CFOs, CEOs<br />LN # 3: CTOs, CFOs, CEO...
Your Marketing Automation Toolkit<br />“More than 47 percent of B2B marketers indicate they are currently using 50 percent...
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Lead Nurturing after the Sales Handoff Accelerate the Buying Process

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In this webinar, marketing automation provider Manticore Technology teams up with sales 2.0 lead generation expert Sales Engine International to reveal how Marketing can help drive revenue with 3 powerful, sales-driven lead nurturing programs.

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Transcript of "Lead Nurturing after the Sales Handoff Accelerate the Buying Process"

  1. 1. Lead Nurturing After the Sales Handoff: Accelerate the Buying Process<br />February 15, 2011<br />2/16/2011<br />Manticore Technology, Inc. – Copyright 2011. All rights reserved.<br />
  2. 2. Sales & Marketing Love<br />Sales<br />Marketing<br />
  3. 3. Agenda<br />Manticore Technology Overview<br />Why Are We Here?<br />Guest Speaker Introduction<br />Building your Ideal Prospect Profile & Creating Buyer Personas<br />3 Types Post-Sales Handoff Nurture Programs<br />A Strategic Framework for Building Nurtures<br />Q&A<br />
  4. 4. About Manticore Technology<br />Founded in 2001<br />Trusted provider of SaaS marketing automation solutions since 2003<br />Companies of all sizes around the globe rely on Manticore to manage and measure their marketing funnel.<br /><ul><li>Simply powerful marketing automation
  5. 5. Developed for marketers
  6. 6. Ideal combination of usability and power
  7. 7. It’s about process – not technology for technology sake</li></ul>People<br />Process<br />Technology<br />
  8. 8. Customers Around the Globe<br />MEDICAL & INSURANCE<br />TECHNOLOGY<br />FIANANCIAL<br />BUSINESS SERVICES<br />
  9. 9. Market Overview<br />Then<br />Now<br />MARKETING<br />MARKETING<br />SALES<br />SALES<br />95% of Buyers chose a vendor that provided ample, relevant content during their buying process – DemandGen Report<br />
  10. 10. Market Overview<br />90% of Buyer’s Prefer to <br />Consume Information Online<br />
  11. 11. Buying Continuum vs. “Sales handoff”<br />
  12. 12. About Sales Engine International<br />Private - founded in 2006<br />Executive team of senior sales and marketing executives expert in go to market strategy, demand generation and sales-operations<br />Delivered ½ decade double digit sales growth for $1B company through productivity adding no additional headcount<br />Deliver digital marketing, demand generation and sales-operations services to companies of all sizes from start-up to Fortune 50<br />Profitable growth walking our talk<br />
  13. 13. Persona Matrix<br />
  14. 14. Map Personas | Buying Process<br />
  15. 15. Map Personas | Buying Process &Content<br />
  16. 16. Sales REP engagementChallenges<br />Establishing contact even after they’ve filled out ‘contact me’<br />Staying engaged with early stage prospects… the ‘tickler file’<br />Re-engaging prospects<br />
  17. 17. Nurture Type #1<br />Sales Challenge: Establishing contact even after they’ve filled out ‘contact me’<br />Lifecycle Nurture<br />Enroll prospects who raise hand digitally <br />Personalize the sender<br />Spoon feed content that aligns to buying process<br />Create ‘out paths’ where the prospect can consume what they want when they want it<br />
  18. 18. Nurture Type #2<br />Sales Challenge: Staying engaged with early stage prospects… the ‘tickler file’<br />Stay in Touch<br />Enroll prospects who made a connection with a sales rep and said thanks but no thanks… for now<br />Text only personal design and style<br />
  19. 19. Nurture Type #3<br />Sales Challenge: Re-engaging prospects<br />Re-engage<br />Respond to digital behavior after dormant period <br />Auto responder to prospect<br />Instant email alert to sales rep<br />Contextualize auto-responder based on web activity<br />
  20. 20. Managing Your Nurtures<br />Lead Nurturing Based On Persona & Buying Phase<br />Lead Nurture 1: CFOs<br />Lead Nurture 1: CTOs<br />Lead Nurture 1: CEOs<br />Lead Nurture 2: CEOs<br />Lead Nurture 2: CTOs<br />Lead Nurture 2: CFOs<br />Lead Nurture 3: CEOs<br />Lead Nurture 3 : CTOs<br />COMPLEX<br />Lead Nurture 3: CFOs<br />
  21. 21. Dynamic Content Reduces Complexity <br />LN #1: CTOs, CFOs, CEOs<br />LN #2: CTOs, CFOs, CEOs<br />LN # 3: CTOs, CFOs, CEOs<br />Dynamic Content Selects Appropriate Content Based on Buying Persona<br />
  22. 22. Your Marketing Automation Toolkit<br />“More than 47 percent of B2B marketers indicate they are currently using 50 percent or less of their marketing automation system’s functionality.”<br />
  23. 23. Summary<br />No such thing a “Clean Sales Handoff”<br />Sales & Marketing need to agree on their Ideal Prospect Profile<br />3 Post sales handoff nurtures<br />Life cycle<br />Staying in touch <br />Re-engaging <br />Execute nurtures using Dynamic Content<br />
  24. 24. Q&A<br />
  25. 25. Contact Information<br />Mike Vannoy<br />@MikeVannoy<br />Salesengineintl.com/Business-to-Business-Sales-Lead-Blog/<br />Emily Mayfield<br />@Manticoretech<br />manticoretechnology.com/blog<br />
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