HAVE YOU EVER... … Agonized over a black-hole swallowing your leads? … Encountered sales reps that only want “HOT” Leads? … Been told that a monthly e-newsletter is Nurturing? … Wondered if there’s a better way?
Nurturing… In a complex sales cycle, Nurturing is a relationship building approach utilizing multiple media to provide relevant information to prospects and engage in an ongoing dialog until qualified prospects are “ sales ready ”.
HP Situation Analysis
75% of campaigns experience Strong Response Rates
Successful Tele-qualifying on all campaigns
Lack of sales follow-up resulting in poor closure rates on our D Leads
No further communication to our Qualified Prospects
Of 1,000 Responses reached via tele-qualification:
20-30% = not useable (unqualified)
5-10% = A, B, C leads (short to mid term leads)
5-10% = D leads (long term leads)
50-60% = Qualified to Buy (non-leads)
Therefore, without nurturing…
We’re not maximizing the opportunity of our initial investment
We’re not using the full potential of our campaigns
HP Situation Analysis
HP Nurturing Test
Small-scale test with TeleNet Marketing Solutions to build a case
13.9% rate of returned voice mail messages
3% higher Lead Rate
$650,000+ confirmed pipeline
13:1 Estimated ROI
HP Move Forward Plan
Buy-in based on statistics & test results
Two important messages:
Already made significant investment to identify qualified prospects, who will buy…eventually
Build a relationship NOW rather than waiting until competitors are calling
Identified two areas of focus moving forward:
High Performance Computing
Agreement on implementing a manageable strategy that can be expanded over time.
Major Nurturing Steps
Lay a Foundation for the Prospect Relationship
Conversations = Relationships
Segment prospects based on their buying stage
Ongoing contact strategy customized to the prospect
Prospect Profiles = Determine What’s Important
Marketing Matrix = Relevant Information for Major Prospect Segments
Factors Include :
Length of Your Sales Cycle
How Your Prospects Make Decisions
When should a Sales Rep be engaged?
Enterprise Server & Storage:
Pain and project/need identified
Within 6 months of decision. Budget identified
Decision-Maker or Influencer/Recommender
Desire to speak w/Account Executive or Partner
Financial Advisory Service Provider
Defined expansion or growth plans within 12-18 months
CEO, CFO or COO agree to Advisory Meeting
Create a Prospect Profile
What drives prospects to evaluate (PAINS)
How prospects evaluate & purchase your product/service
How sales positions and sells your product/service
What sales NEEDS to know to be successful
Profile Example: Storage
Pain Profile: Financial S/W
Marketing Matrix Media Tip: Use your PR Agency to help locate relevant 3 rd party content
Marketing Matrix Template Tip: Don’t get overwhelmed! Focus initially only on Level 1 and the areas, which typically represent 80% of your prospects.
Frequency of Contact
Specific direction given from prospect
Buying stage determined by conversation
Receptiveness of the prospect
Tip: Develop suggested prompts for follow-up based on buying stage
Content of Telemarketing calls dependent on…
Profile data already obtained
Goal of each contact is to…
Provide information that is valuable
Expand the Prospect Profile
Learn about changing business priorities
Determine if “Sales-Ready”
TM Messaging Preparation
Determine prior to dialing…
What is the extent of the prospect’s previous interaction within the nurturing strategy?
Consider details of previous nurturing touches: conversations, voice mails, e-communications, events, etc.
What do we already know about their situation?
What else does Sales need to know?
How can your call convey value to this prospect?
Tip: System prompts can be programmed based on key profile data and marketing matrix.
Example: One to One TM
Good Morning/Afternoon, this is ____________ calling from Hewlett Packard. I am calling today as a follow up to our last conversation on (date). When we spoke, you mentioned that you were….
(customize as appropriate)
Possible Conversation Tracks:
Focusing your attention on… (critical business issue or current challenge)
Investigating solutions regarding …
Interested in evaluating/purchasing/implementing …
Had plans to …
Wanted more information on …
Thinking about …
Example: One to One TM
Good morning/afternoon. This is _________________ calling on behalf of Hewlett Packard. I am calling today to offer to send you two new white papers on hospitals’ strategies for implementing image archival systems, which I think may be of interest to you based on the conversation that we had on (date).
In order to make sure we can continue to offer you relevant information, I’d like to take just a moment of your time to confirm some information regarding your current situation.
Email occurs multiple ways:
One-to-one follow-up after a conversation
Information prior to a scheduled call
Scheduled one-to-one emails between phone conversations
One-to-many delivered to strategic groups
Tip: Do not overlook the importance of a bounce-back email.
Nurturing Email Best Practices
Personalize every message
Reference past conversations
Tie your message to their business needs
Make it readable from the preview window
Provide an invitation to respond
Tip: Email Tracking Tools can help to prioritize calls
Example: One-to-One Email Tip: Official Signature Adds Credibility
Example: One-to-One Email
Example: One-to-Many Email
Tip: Keep your contact strategy manageable by focusing on 1 one-to-many e-message each month.
Micro Website or “Resource Center”
Repository for relevant marketing material
Non-Sales oriented (Think resource center)
Response mechanism (But, not as a requirement to view data!)
Planned Direct Mail to relevant subsets of the Nurturing Database
Event calendars programmed based on geography and topic
Tip: Compare response files to make sure you’re not duplicating efforts or confusing relationships.
Measurement and Analysis
Measure Activity and Nurturing Pipeline
Passive Active Sales Ready
Track and Rate your Nurturing Touches
Monitor the average score for a “Sales Ready” lead
Evaluate point of diminishing returns for each prospect