Buliding a Case for Lead Nurturing

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Building a case for automated lead nurturing from the marketing and sales perspectives and implementing a lead nurturing campaign successfully Webinar slides

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Buliding a Case for Lead Nurturing

  1. 1. Building the case for automated lead nurturing A joint Arketi/Pardot webinar
  2. 2. Webinar Participants <ul><li>Adam Blitzer COO,Pardot </li></ul>Micky Long VP, Arketi Group Laurie Douglas Director of Marketing, A.D.A.M. Inc. Ted McDermott VP of Business Development, Datasync
  3. 3. Automated lead nurturing – why it matters <ul><li>23% </li></ul>bought the product intended to buy 67%
  4. 4. Automated lead nurturing – why it matters <ul><li>Average sales cycle has become </li></ul>22% longer decision makers 3 more
  5. 5. Automated lead nurturing – why it matters <ul><li>Lead nurturing is in place in only </li></ul>10% - 20% of B2B firms.
  6. 6. Automated lead nurturing – why it matters <ul><li>Leading reason for not using lead management </li></ul>is difficulty building a business case.
  7. 7. Automated lead nurturing – What to expect 50% more sales-ready leads 33% lower cost per lead
  8. 8. Automated lead nurturing – What to expect <ul><li>Nurtured leads produce a </li></ul>20% increase
  9. 9. Automated lead nurturing – What to expect <ul><li>Best in Class improved lead to sales conversion of </li></ul>23%
  10. 10. Automated lead nurturing – Why we’re here 80% of users would better prepare by building proper processes and content
  11. 11. Automated lead nurturing – Why we’re here <ul><li>of Best in Class worked collaboratively between Marketing and Sales </li></ul>78%
  12. 12. <ul><li>Marketing Perspective </li></ul><ul><li>Laurie Douglas Director of Marketing </li></ul><ul><li>A.D.A.M. Inc. </li></ul>
  13. 13. Automated Lead Nurturing Drivers - Marketing <ul><li>Long sales cycles – 6-18 mos. </li></ul>Better management of leads Small marketing department – department of 1 Lean sales team
  14. 14. How business case was built No brainer once Sales saw the tool Automated emails Web activity tracking Lead scoring Much more visibility into our leads
  15. 15. Selection considerations <ul><li>Matched Functionality </li></ul>Ease of use Cost
  16. 16. Post-implementation thoughts/suggestions Clean up your database as much as possible upfront Make sure you have content Do the upfront work of setting up the scoring
  17. 17. <ul><li>Sales Perspective </li></ul><ul><li>Ted McDermott VP of Business Development </li></ul><ul><li>Datasync </li></ul>
  18. 18. Automated Lead Nurturing – Sales Perspective <ul><li>Quality Leads </li></ul>Creates Sales Efficiency Lead Knowledge Lead flow on your website What email messages work
  19. 19. Questions? Micky Long [email_address] www.arketi.com Contact Information: Adam Blitzer [email_address] www.pardot.com

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