Attraction Strategies• Top of Find• Humor• Personality• Thought Leadership• Seed Nurturing
Setting the Foundation – base questions• Who are you?• What problems do we solve?• Who needs solutions?• What drives decisions?• Where do they look?• Whom do they trust?• What are our goals?
Buyer PersonasThe Single Most Valuable Thing You Can Do• Job description• Priority Initiatives• Perceived Barriers• Why We Win/Buyer Success• Why We Lose• Buying Triggers
Action ItemDownload the free ebook atwww.buyerpersona.com“The Buyer Persona Manifesto”Watch Mistakes in Buyer Personas atwww.madmarketing.tv
Other Base Activities• Keyword definition What do people type into Google?• Agreed lead definitions What does a good lead look like?• Buying process identification How do people procure our offerings?
Attraction Strategies• Top of Find• Humor• Personality• Thought LeadershipRelevant X Distinctive = Effective
Action ItemWatch Mad Marketing TV – Leaping from theContent Ocean with Doug Kesslerwww.madmarketing.tv
Content Engine• Continually collect and curate content• Map content to buying process• Use all media – print, audio, video
Think Like a Publisher• Daily/Weekly – a blog post www.fearlesscompetitor.com for example• Monthly – newsletter or video• Bi-Monthly – press release• Quarterly – in person event, ebook and webinar• Half year – white paper and webinar• Yearly – direct mail, in person event, white paper, video release
Action ItemWatch Mad Marketing TV with contentmarketing experts Joe Pulizzi and Jim Burnswww.madmarketing.tv
Lead Nurturing• 9 out of 10 visitors are not ready to buy• Stay in touch and earn their trust• Tell a story – Problem to Solution
Action ItemTo Learn More about Lead Nurturing, please visithttp://www.findnewcustomers.com/leadnurturing
Lead Scoring• We may have earned their trust, but how do we know when they’re ready.• Lead Scoring• Map the behaviors that mean they are ready. – Demographics – Behaviors (digital body language)
Action ItemDownload and Read the Grande Guide to Lead Scorinhttp://www.eloqua.com/topics/lead-scoring.html
Lead Handoff• Process of giving a warm lead to sales• Best to have tele call first• Include history of prospect• Need service level agreement• Claw back un-followed up leads