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Content Prospecting - Enabling Sales Reps with Lead Nurture Best Practices

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Content Prospecting - Enabling Sales Reps with Lead Nurture Best Practices

Content Prospecting - Enabling Sales Reps with Lead Nurture Best Practices

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  • 1. Content ProspectingEnabling 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 JohnsonFounder & 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 OpportunitiesKey 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 LeadsKey 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 OFCONTENT 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, Ive 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