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 Presentation Transcript

  • 1. Lead Nurturing Best PracticesPractical Strategies to Automate Customer Engagement
    Derek Grant, Vice President
    Pardot Marketing Automation
  • 2. What is Prospect Nurturing?
    • Prospect Nurturing is the concept of delivering relevant content to prospects
    • 3. Nurturing moves the recipient forward in the sales process
    • 4. Concept – Push v. Pull content
    • 5. Aberdeen Group – 80% of Best Class Companies will nurture.
  • The Sales Paradigm Is Shifting
    Would You Buy From This Person?
  • 6. 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
  • 7. The Sales Paradigm Is Shifting
    Don’t Just Throw Prospects Over the Fence
  • 8. 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
  • 9. Rule 1 – Know Your Audience
    Segments, Personas & Stated Interest
    • There is no such thing as “One Size Fits All” content.
    • 10. Prospect v. Customer-Focused Content
    • 11. 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.
  • 12. Rule 1a – Specifically Address Your Audience
    Personalization is Key
    • Personalized, relevant content results in higher response rates
    • 13. Mail Merge Personalization
    • 14. Relevant Subject Lines
    These techniques make it seem more like a conversation than a broadcast
  • 15. 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
    • 16. 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
  • 17. Rule 3 – Be Mindful of Timing
    Make it Appear Authentic
    • Suppress content over weekends or after hours.
    • 18. Business Hours only improve response rates
    Frequency
    • Often enough to be expected
    • 19. Not so often it is a nuisance
    • 20. Rule of Thumb – Every 7-10 days
  • Rule 4 – Know When to Stop and Start
    Start
    • Not Yet an MQL
    • 21. 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
    • 22. Dust off old content
    • 23. 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
  • 24. Rule 6 – Mix It (Content) Up
    Heavy HTML
    • Appears to be Marketing collateral
    • 25. Appropriate for Whitepapers.
    Text Only / Light HTML
    • With “From Address” branding, it appears to have come from the Sales rep
    • 26. Brian Carroll – Nurturing with the “Human Touch”
    • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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.
  • 32. Do’s and Don’ts
    Do
    • Use Segmentation & Personas
    • 33. Start with the End in Mind
    • 34. Be Mindful of Timing
    • 35. General to Specific
    • 36. Know When to Stop
    • 37. Send the Same Content Multiple Times
    Don’t
    • “Nurture” your entire database
    • 38. Send “one size fits all” content
    • 39. Assume that Newsletters nurture
    • 40. Do it Manually
    DO
    Do
  • 41. Questions?
  • 42. 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