Lead nurturing best practices   SolidWorks World
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Lead nurturing best practices SolidWorks World

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This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.

This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.

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    Lead nurturing best practices   SolidWorks World Lead nurturing best practices SolidWorks World Presentation Transcript

    • Lead Nurturing Best PracticesPractical Strategies to Automate Customer Engagement
      Derek Grant, Vice President
      Pardot Marketing Automation
    • What is Prospect Nurturing?
      • Prospect Nurturing is the concept of delivering relevant content to prospects
      • Nurturing moves the recipient forward in the sales process
      • Concept – Push v. Pull content
      • Aberdeen Group – 80% of Best Class Companies will nurture.
    • The Sales Paradigm Is Shifting
      Would You Buy From This Person?
    • The Sales Paradigm Is Shifting
      The Buying Paradigm has shifted
      Buyers perform research prior to engagement
      Forrester Research – 80% of all leads passed to sales are mis-handled
      70% of mis-handled leads buy from a competitor
    • The Sales Paradigm Is Shifting
      Don’t Just Throw Prospects Over the Fence
    • The ROI is Staggering
      Nurturing Delivers demonstrable ROI:
      9% higher average deal size for nurtured leads vs. non-nurtured leads
      23% shorter deal time for nurtured than non-nurtured leads.
      Your Lead Database is Valuable
      Each Lead in your DB has a Cost (e.g., $50)
      Time erodes the value of the Lead DB
    • Rule 1 – Know Your Audience
      Segments, Personas & Stated Interest
      • There is no such thing as “One Size Fits All” content.
      • Prospect v. Customer-Focused Content
      • Granular segmentation is key
      Product Need – FEA v. PDM
      Explicit Segmentation – Engineer v. Engineering Manager v. Chief
      Personas - Technology buyer vs. Economic buyer
      If the message “fits” everyone, it probably isn’t specific enough for any one prospect.
    • Rule 1a – Specifically Address Your Audience
      Personalization is Key
      • Personalized, relevant content results in higher response rates
      • Mail Merge Personalization
      • Relevant Subject Lines
      These techniques make it seem more like a conversation than a broadcast
    • Rule 2 – Start With the End In Mind
      What Are You Trying to Accomplish?
      • Covey Had it right…Begin at the end for successful campaigns
      • What’s Your Mission Statement (e.g., Define “Success”)
      Education
      Green Leads to MQL
      Brand Building / Top of Mind
      Example:
      • Nurturing during a 30 day evaluation should convert prospect to customer
      Educational & Functional Content
    • Rule 3 – Be Mindful of Timing
      Make it Appear Authentic
      • Suppress content over weekends or after hours.
      • Business Hours only improve response rates
      Frequency
      • Often enough to be expected
      • Not so often it is a nuisance
      • Rule of Thumb – Every 7-10 days
    • Rule 4 – Know When to Stop and Start
      Start
      • Not Yet an MQL
      • Non Responsive to Sales
      Stop
      • How was “Success” defined?
      Once Achieved, terminate program…even if there is more content available
      Transition
      • Stop one program and start another (more specific) one
    • Rule 5 – Send Meaningful Content
      Go Green with Content
      • Develop multi-use content
      • Dust off old content
      • Blog Posts
      General to Specific
      • Don’t get too specific too soon.
      Whitepapers = General, Broad
      Webinars = Feature Specific
      Case Studies = Specific, Pain points, ROI
      Opportunities = Eliminate Risk
    • Rule 6 – Mix It (Content) Up
      Heavy HTML
      • Appears to be Marketing collateral
      • Appropriate for Whitepapers.
      Text Only / Light HTML
      • With “From Address” branding, it appears to have come from the Sales rep
      • Brian Carroll – Nurturing with the “Human Touch”
      • Appropriate for Case Studies and “Personal Notes”
    • Examples of Nurturing
      Educate non sales-ready leads
      Retain early stage leads as marketing assets
      Deliver relevant content that will “put the pebble in the shoe” or develop awareness of the need
      This is the primary area where nurturing shortens sales cycles
      Content:
      Heavy HTML addressed from “Marketing@”
      Whitepapers, Broad Webinars
      Goal:
      To CreateanMQL
    • Examples of Nurturing
      Re-Engage Stale / Un-contacted Leads
      Sales can recycle / reject non-qualified leads
      Marketing can automatically reclaim un-contacted leads
      This is how nurturing keeps the CPQL low
      Content:
      Depends on how engaged the prospect was
      Mix of Heavy HTML and Text Only
      Whitepapers, Webinars, Personal Notes
      Goal:
      Re-qualify as an MQL
    • Examples of Nurturing
      Standardize Sales Communication
      Perfect for a Product Trial
      Also delivers Marketing content that you suspect sales doesn’t send.
      Content:
      HTML from “Marketing@” for trial how to’s
      Text Only from the Sales Rep (for sales reconnects)
      How To’s, Case Studies, Advanced Webinars, Analysts Reviews
      Goal:
      To turn them into a paying customer
    • Examples of Nurturing
      Stay Top of Mind
      Stay in touch campaigns for responsive leads
      Fire and Forget campaigns for non-responsive leads
      Goal of Reacquainting the prospect with key features / differentiators
      Content:
      Text Only from the Sales Rep
      Goal:
      Faking Sincerity Until Reengagement
    • Examples of Nurturing
      Reconnect After a Loss
      Sometimes this happens
      If it was a close loss, the rep may still be considered an advisor to the prospect
      Consider starting around 50-60% of the contract term with their vendor
      Content:
      Text Only from the Sales Rep
      Goal:
      Ask for another chance
      Confirm that you should be their trusted vendor.
    • Do’s and Don’ts
      Do
      • Use Segmentation & Personas
      • Start with the End in Mind
      • Be Mindful of Timing
      • General to Specific
      • Know When to Stop
      • Send the Same Content Multiple Times
      Don’t
      • “Nurture” your entire database
      • Send “one size fits all” content
      • Assume that Newsletters nurture
      • Do it Manually
      DO
      Do
    • Questions?
    • Thank You For Your Time Today
      Pardot
      950 East Paces Ferry Rd
      Suite 3300
      Atlanta, Georgia 30326
      Derek Grant
      VP of Sales
      derek.grant@pardot.com
      404.492.6848
      877.3B2B.ROIwww.pardot.com