Content Prospecting: Enabling Sales with Lead Nurture Best Practices
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Content Prospecting: Enabling Sales with Lead Nurture Best Practices
- 1. Content Prospecting Enabling Sales Reps with Lead Nurture Best Practices Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
- 2. Welcome! Thanks for Joining us today. Bret Smith Janelle Johnson Founder & Managing Principal Director, DemandGen Marketing High-Impact-Prospecting Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
- 3. Agenda • Finding the Right Leads for the Sales Team • Content Prospecting Methodology • TouchPoint Engagements • Q&A www.act-on.com | @ActOnSoftware | #ActOnSW
- 4. Setting the Stage: Finding the Right Leads for the Sales Team • Uncover Opportunities • Drive Engagement • Deliver Meaningful Leads • Nurturing Leads www.act-on.com | @ActOnSoftware | #ActOnSW
- 5. Uncover Opportunities • Promote and engage • Online Marketing • Join the Social Media party www.act-on.com | @ActOnSoftware | #ActOnSW
- 6. Uncover Opportunities Key Takeaways • Understand Prospect Behavior • Automated Follow-up • Score Engagement www.act-on.com | @ActOnSoftware | #ActOnSW
- 7. Drive Engagement • Email Nurturing • Multiple Touches • Content is King www.act-on.com | @ActOnSoftware | #ActOnSW
- 8. Drive Engagement Key Takeaways • Create a marketing ecosystem • Track behaviors and metrics • Get prospect interacting www.act-on.com | @ActOnSoftware | #ActOnSW
- 9. Deliver Meaningful Leads • Give visibility into actions lead has taken • Identify “Hot Prospects” www.act-on.com | @ActOnSoftware | #ActOnSW
- 10. Deliver Meaningful Leads Key Takeaways • Pass high-quality leads to sales • Provide lead activity history • Shorten sales-cycle & increase revenue per lead www.act-on.com | @ActOnSoftware | #ActOnSW
- 11. Nurturing Leads • Most “bad leads” buy in 24 months • 80% of sales occur after 5th touch www.act-on.com | @ActOnSoftware | #ActOnSW
- 12. Nurturing Leads Key Takeaways • Stay in touch & deliver relevant content • Nurture from their perspective • Move leads effectively through funnel www.act-on.com | @ActOnSoftware | #ActOnSW
- 13. KEY TAKEWAWAYS • Differentiate yourself from the rest of the sales pack by becoming your prospect’s trusted expert • Learn how to easily source content and deliver to your prospect meaningfully • Easily repeatable content messaging techniques to move your sales cycle along without trying your prospect’s patience • Step-by-step system with full examples of both email and voice content, and more www.act-on.com | @ActOnSoftware | #ActOnSW
- 14. KEY ASPECTS OF CONTENT PROSPECTING METHODOLOGY • Uses personalized email as a prospecting tool integrated with voice prospecting to inform and educate sales prospects. • Uses voice as a means to “cement” the process and close for next level of interest, and to increase overall outcomes. • Uses informed peer-level appeals targeted towards prospects’ areas of responsibility/interest. • Meaningful messaging in email and voice • Persistent yet respectful follow-up and engagement with the prospect, i.e. sales nurturing www.act-on.com | @ActOnSoftware | #ActOnSW
- 15. THE CONTENT PROSPECTING PROCESS MAP - 40% of total - 40% of total #responses comes #responses comes - Reference - Reference - 10% of total here - 10% of total here emails I & II. - emails I & II. - ESPP Process page 2: ESPP Process page 2: #responses from this - (email - closing) “__ #responses from this - (email - closing) “__ 6+ “touchpoints” 6 Touchpoints - Mention will be Reference - Mention will be Reference 1st touchpoint. do you have time 1st touchpoint. do you have time sending voicemail sending voicemail 6 Touchpoints - Objective: later next week?” - - Objective: collateral that III. later next week?” - collateral that III. Education (detailed). Introduce the Sales Education (detailed). Introduce the Sales “I know sure will “I know “I “will be sure will - Include “will be - Include - 80% don’t read this Rep. (Start the - 80% don’t read this Rep. (Start the you’re you’re y get your collateral. get your collateral. email process of Pass Off) email process of Pass Off) busy…” busy…” b attention” attention” ESPP #1 ESPP #1 Sales Rep 6 Touchpoints Messaging I 6 TouchpointsII Messaging Messaging I Messaging III Messaging II IV Messaging III Messaging V Messaging IV Messaging VI Messaging (Email) (Email) (Email) (Phone) (Email) (Email) (Phone) (Email) (Email) (Phone call) (Email) Prospect Prospect Prospect Prospect Prospect Prospect Response is Prospect Response is commits to Update Do Not commits to Update D Yes Yes Yes No Yes No Responds? positive? Responds? positive? meeting with Contact List meeting with Contact sales rep? sales rep? No No No No Yes Yes Perform next Consultative Perform next Consultative ESPP #2 ESPP #2 Messaging in Put prospect Selling Kicks in – Messaging in FillPut prospect out lead sheet Selling Kicks in – Fill out lead sheet Sales Rep ESPP #1 line – on Do Not ESPP #1 line – Objective to get on Do Not and include intel Objective to get and include intel wait 3 business Contact List prospect business wait 3 to commit Contact List report prospect to commit report days between or todays(meeting) call between or to call (meeting) touchpoints Unsubscribe with sales rep. touchpoints Unsubscribe with sales rep. Data Services Data Services Group Group Creates lead with intel report attached to Creates lead with intel report attached CRM notes tab on lead, assigned to sales rep. notes tab on lead, assigned to sales r Turnaround within 1 business day. Turnaround within 1 business day. www.act-on.com | @ActOnSoftware | #ActOnSW
- 16. LET’S EXPAND ON THE PROCESS • Initial touchpoint consists of an email personalized to the specific recipient. Then, at a timing of 3 business days apart, subsequent email messages are delivered. If Touchpoint One goes out on Tuesday, then Touchpoint Two heads out on Friday morning, and so on. • Touchpoint Three is actually two fold…it consists of an initial attempt by phone to reach the prospect live. Of course, 80% of the time, an outbound call results in leaving a voice mail. The second half of Touchpoint Three is a follow-on email referring to the voice mail left, usually with additional collateral attached, or via hyperlink. www.act-on.com | @ActOnSoftware | #ActOnSW
- 17. TOUCHPOINT ONE: AN EMAIL • Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements: • Respectful tone • Subject line MATTERS • Opening & Closing Thank you • A “presumptive” statement about Autotask • Mention of companies in their space who we currently work with/serve (optional) • A fairly descriptive, bulleted list of BENEFITS, not features • Initial call to action www.act-on.com | @ActOnSoftware | #ActOnSW
- 18. TOUCHPOINT TWO: AN EMAIL • This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint. • The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”. • It also contains a more succinct set of bullets … again stating BENEFITS, not features … Copyright © 1996-2010, High-Impact-Prospecting, LLC www.act-on.com | @ActOnSoftware | #ActOnSW
- 19. SAMPLE FOLLOW-UP EMAIL TOUCHPOINT www.act-on.com | @ActOnSoftware | #ActOnSW
- 20. TOUCHPPOINT THREE AND FOUR: A PHONE CALL & AN EMAIL • If contact is engaged via voice mail, then: • Leave a recording that is engaging, professional and consultative in tone • Leave a message that is meaningful, and within 30-60 seconds…not just contact information • Be value proposition specific • Send collateral. www.act-on.com | @ActOnSoftware | #ActOnSW
- 21. TOUCHPOINT THREE: THE INITIAL VOICE MAIL “Good afternoon, Ken.” “My name is John Johnson with Autotask Corporation.” “Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably. “If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics - - all running off the same database and accessible from a single screen.” “The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at john@autotask.com .” “Thanks for your time, and I look forward to hearing from you, Ken.” www.act-on.com | @ActOnSoftware | #ActOnSW
- 22. TOUCHPOINT FOUR: EMAIL FOLLOW-UP TO INITIAL VOICE MAIL: SUGGESTED SUBJECT LINE: Ken, here’s the Autotask three-pager in PDF Greetings again, Ken! Left you a voice mail a few days ago and thought you may be interested in receiving this … For your convenience, I've included the link to Autotask’s three-pager in PDF. It explains how our fully-hosted application helps you sell technology products or services more efficiently and more profitably, and includes service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen. Just click on the following hyperlink and "save as" to a directory on your hard drive: http://www.autotask.com/docs/Autotask_Brochure.pdf . And before you read how such a small investment can generate such a huge impact to your bottom line, hear what our customers have to say about what Autotask means to their businesses: “Because of Autotask, we are capturing more billable time - at least two hours per week, per engineer. That’s over 1,000 hours a year. That alone easily pays for Autotask.” - Jamie Kustak Business Manager, NGEN “We’ve had a great experience with Autotask, and I can honestly recommend the product to companies looking for an all-in-one system to handle everything from inputting a ticket, to billing, to financial reporting. Autotask has made our lives much easier!” - Gina De La Cerda, Operations Manager, Advanced Microcomputing Concepts, Inc. Ken, please drop me a line back, or call me directly at xxx.xxx.xxxx, so we can make arrangements to speak. Again, thanks for your time and interest, and in advance for your response, John www.act-on.com | @ActOnSoftware | #ActOnSW
- 23. Q&A • Janelle Johnson • Director, DemandGen Marketing • Act-On Software • jeff.linton@act-on.net • Bret Smith • Founder & Managing Principal • High-Impact-Prospecting • bret@high-impact-prospecting.com www.act-on.com | @ActOnSoftware | #ActOnSW
Editor's Notes
- Initiatives that can have a dramatic impact on your marketing success and your organization’s bottom lineCollecting and Delivering Meaningful Lead Data to SalesEngaging and cultivating leads beyond the top of the funnelTaking advantage of channels already in place to uncover more opportunitiesLeveraging email marketing to its fullest
- Promote your company and engage with prospects in real-time – move them through the funnelFind the right party-goers and don’t leave empty-handed: Combine Social media, website intelligence tools, and prospect behavioral data allows you to effectively engage in direct, two-way conversations that convert into opportunitiesOnline Marketing, including email, website, seo/semSocial Media Party“mingle” and listen to prospects, identify influencers, and uncover terminology that translates to your businessThis will help guide your conversations to best connect with your target audienceUse social media to listen, follow them, thank them, and add value to the conversations they're having - while they're having them.Manage social media in conjunction with existing campaigns, for example email campaignsShow your company’s unique personality and put a name and face on your company with your website and through social conversationsFollow the conversation, engage, and add value – but don’t be the overly annoying
- Once you have people interacting at the top of the funnel, you need to start understanding what makes them tick – and be on the look-out for buying signals. And helping buyers work their way throught the funnel – while reducing the ask on the sales team.Understand Prospect BehaviorCreate visibility by tracking key metrics – number of visitors, how much traffic each page is delivering, identify users by company, view specific individuals by name (title, pages visited, contact information) – very powerful information in facilitating sales follow-up and the type of targeted communications to sendLet your prospects know you're aware they're visiting your website, and give them targeted communications based on their visits – gauge their interest levelAutomate Follow-upSet up automated programs to trigger confirmation or response messages based on action prospect has taken (ie downloaded whitepaper)Create an arsenal of content based on different prospect needs/engagement. Don’t force sales team to manage the response messages – these should be automated for them as much as possibleScore engagementSet up lead scores based on buying signals prospects may makeCombine demographic and behavioral attributes to identify high quality; sales-ready prospects
- Leverage Email Marketing to its fullestEmail is easy-to-use and low-cost means but it is important to consistently use campaign branding and messagingPlanning and coordination – effective email campaign require careful data selection, relevant content, a clear conversion path, integration with all of your marketing efforts, measurability, and coordination with your sales team. Be sure to create a diligent and thoughtful approach to the actionable paths a prospect may take with your email that will determine if that prospect wants to engage with you.Multiple touchesThink through the touchpoints a prospect should receive depending on where they are in the buying cycleContent is King – offer a variety of different CTA’s to engage people
- Create a marketing ecosystem that walks, talks and works togetherFrom the click of the send button, your landing pages, confirmation /follow-up emails, website, social media channels and sales team should all support your key messages and value propositions. Give your prospects an easy way to find and respond to your offer. If you aren’t tracking behaviors and metrics you’re missing the boatDemographics, psychographics, online and offline interactions, transactions and responses deepen customer profiles and should be used to drive personalized, relevant, and timely communications as well as effective sales engagement.Get prospect interactingGoal is to drive engagement; get people interacting with your emails, websites, etc to help them progress through the buying cycle The more engagement, the higher the lead scoreMove prospect along buying cycle
- 20%: Leads that are followed-up onProvide real-time data on how the prospect engages with your organizationWeb pages visitedNumber emails openedMarketing assets downloaded With the right system in place you can let sales know when a lead is most likely to be a real prospectDefine types of behavior that demonstrate an increase in interest and momentum - add them up and you have a lead scoreOnly when the score reaches a pre-determined number is it a “hot lead”Fosters a meaningful engagement with prospects and focus that engagement at the most opportune time.
- Increase the number of high-quality leads passed to salesIdentify qualified leads that display a purchase intent based on behavior. It may be a combination of frequency, page visits, and specific pages that indicate a buying sign - Highly desirable leads.Provide lead activity historyFull lead activity history means your reps will know the perfect targeted follow-up. They should know which emails were opened, what web pages were visited, how many times the lead has visited and when.Increase overall revenue per leadDevelop a measurement process to document the return on your marketing dollars - the holy grail of closed-loop marketing.Shorten sales-cycles with timely and relevant follow-upIt’s important to make an initial contact within the first hour/day to increase lead qualification rates.
- Engage and Cultivate Leads Beyond the Top of the Funnel80% of “bad leads” buy from someone within 24 months – don’t let them be from your competitor – they are not “bad leads” they just aren’t ready to buy….yetWith the right tools in place – stay in touch with every lead –stay poised, engage when the time is rightKeys to nurturing successAlign sales market and don’t alienate prospectsDeliver relevant content to validate your solutionUtilize a sophisticated yet flexible tool - easy to set-up, supports your strategy and sales process
- Validate your company’s valueIncrease positive brand perception by providing valuable content, thought leadership, and proof of market penetrationNurture form the target-audience perspectiveBe consistent with how sales communicates and engages - typically short and to the point.Move leads effectively through the sales cycle - deliver when “sales ready”Shorten time to buy based on positive brand association, proof of effectiveness and consistent communications. Deliver to sales at the most opportune time – when the lead is showing signs of active engagement.Empower sales team but don’t alienate prospectsEngage sales from the onset and balance timing/frequency of nurturing engagements - provide sales a holistic and real-time view of lead attributes and activity behaviors.Leverage customer successes - keep them informed and coming backHighlight your customer successes as a sales tool to attract new customers via case studies, references, social media and webinars.