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Lead Nurturing 101 Webinar


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Does your sales team need more leads, but your marketing resources are already stretched to the limit? …

Does your sales team need more leads, but your marketing resources are already stretched to the limit?

Marqui's Lead Nurturing 101 presentation covers:

* Defining lead nurturing
* Understanding if lead nurturing will work for your audience
* Tips for designing and executing nurturing campaigns
* Calculating the ROI for lead nurturing

Published in: Technology

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  • 1. 3/30/2010
    Webinar: Lead Nurturing 101
    March 30, 2010
  • 2. Go-To-Webinar Controls
    Click the button with the arrows to minimize your GoToWebinar controls
    • Type your questions for us into the box at the bottom and press Send
  • Agenda
    Lead nurturing defined
    Trends for buyer communication
    Is lead nurturing right for your audience?
    Anatomy of a lead-nurturing campaign
    The business case for lead nurturing
    Q + A
  • 3. What is lead nurturing?
    “A relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are sales-ready.”
    (Often used interchangeably with Drip Marketing / Drip Email)
  • 4. Evolution of buyer engagement with vendor
  • 5. Why should you care?
    …of your website visitors don’t want to talk to sales, but…
    of them will eventually buy from you (or your competitors)
    Source: @brianjcarroll
  • 6. How much nurturing is enough?
    On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?
    Source: Survey of 125 North American technology companies by The Bridge Group
  • 7. Importance of timing & relevance
    What do you perceive are the biggest weaknesses in emails about product and service offerings?
    Source: IDG Connect and MarketingSherpa 2010
  • 8. Is lead nurturing right for your audience?
    Educational sales process
    Complex sale – many factors to weigh
    Long sales cycle - not transactional
    High value problem solved
    They want to hear from experts
    The information they seek varies by role, buying stage, industry
  • 9. Elements of Lead Nurturing Campaigns
    Lead nurturing campaigns are built out of two key building blocks – triggers and actions
    Trigger – defines when and for whom a particular action should take place.
    E.g. If the lead downloads a case study on the benefits of content based marketing and has a lead score less than 50
    Action – defines what should happen to the lead
    E.g. Email the lead a link to the “Using Content Based Marketing to Drive SEO” whitepaper
  • 10. Example Lead Nurturing Campaign
    • SEO consultancy knows from historical sales analysis that prospects that are investigating SEO ROI are ready to buy
    • 11. The following simple lead nurturing flow encourages prospects to investigate SEO ROI
    • 12. Prospects that review ROI info are sent to sales
    • 13. Those that don’t are further nurtured
  • Automated Lead Nurturing Campaigns
    Simple multi-step lead nurturing campaign in Marqui
  • 14. 7 Lead Nurturing Tips
    Start simple – before getting into complicated branching scenarios just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay
    Don’t wear out your welcome. Be careful about sending too many messages
    Just like with regular email campaigns the offer is critical
    Just like with regular segmentation is your friend. Build tailored lead nurturing campaigns for each of your key sub-segments
    Test thoroughly and carefully before deploying. Especially critical if you’re using automated tools
  • 15. Lead Nurturing Tips
    Work out the hand off between sales and marketing
    How does sales add leads to nurturing programs?
    How does sales ensure a prospect doesn’t get nurtured?
    Measure and tweak overtime to improve results
  • 16. The business case for Lead Nurturing
    Before After Change
  • 17. Conclusion
    Lead Nurturing is the process of building relationships with prospects overtime by sending relevant messages and creating meaningful conversations
    Lead nurturing can help you stay in contact with customers who don’t want to talk to sales right away but who will buy eventually
    It takes on average 5 to 8 touches to convert a suspect to a prospect
    Lead nurturing may not be right for your audience, but if it is, a good strategy can help you increase your wins significantly without increasing your lead generation budget
  • 18. Q + A
    Richard Sharp, VP Marketing
    Ryan Stocker, VP Product Management
    Feedback or questions? Connect directly or @Marqui_CMS