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Sales and Marketing
Shifting Lead Nurturing Into Overdrive
Never cold call again with lead nurturing, social strategies an...
Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may cont...
Speakers
Ken Krogue
• President and Founder
• InsideSales.com

Derek Grant
• Director of Sales
• Pardot, a salesforce.com ...
Poll:
How does your inside sales
team interact with your leads?
Definition: Lead Nurturing
A marketing strategy using
recurring interactions to educate
prospects from interest to need.
The Goal: Sales Acceleration
Marketing’s job is to educate interest into need.
Sales’ job is to validate need into closure.
The Problem: Interest is the
counterfeit of need
Interest will waste
more time than
anything else
because it looks
like need …
but isn’t.

Image
The best strategy.
Can you apply the same strategy before lead nurturing by
using social media and PR to generate awareness and
interest?

An...
Nurture the whole funnel not just your leads.
How?
Give to get.
Show some Luv.
Do something nice.
Teach something.
Give relevant
content.
Lead them down
the path to
becoming a
raving fan.
Golden rule:
… done unto you
Platinum rule:
… done unto
them.
Zig Ziglar
… and then
continually
personalize to
meet more of their
needs.
Circle of influence
Circle of influence
… by topic.
Awareness
“Who are you?”

PR
Social connections
Broad topics
Have you heard?
Did you know?
Were you aware?
Broad coverage
...
Using Social Media
“You are your network.”

Profile
Prioritize
Stalk
Connect
Mention
Converse
Promote
Innovation:
“Apply principles proven
elsewhere to your problem.”

Aaron Ross
Top down
Title clout
Executive introduction
L...
Curiosity
“What do you do?”

Intriguing
Research
How to
Reviews
Applicable
Comparisons
Social messaging
Seen the latest re...
Interest
“Why is what you do
important?”
Topic specific
Keyword based
Common interest
Social conversations
Mention cool Fe...
Understanding
“How does it work?”
Teach
Solutions
Apply to needs
Product specific
Apply to target titles
Bridge social to ...
Relevance
“Does what you do matter to
me?”
Tailor
Personal
Proof metrics
Platform specific
Lot’s of case stories
Bridge em...
Need
“Would what you do work for me/us?”

Ask
Restate
Summarize
Specific solution
Decision process
Circle of influence
Ind...
Validation
“Can you prove that it will
really work?”
Endorse
Credibility
Accelerate pace
Social: connect VP
Logos and refe...
Urgency
“When can we get it going?”
Speed
Deadlines
Set milestones
Remember immediacy
Overcome content obstacles
Social: c...
Closure
“Moving ahead, what does
this look like?”
Assumption
Skip forward
Clear planning
More validation
Strategic questio...
Sales and Marketing
“Never cold call again with
lead nurturing, social
strategies and selling skills”
Pardot = Marketing
I...
How Marketing Helps
Teamwork makes the dream work
Poll
Do you currently use
marketing automation?
Does the relationship
between sales and
marketing feel…
like this…
… or this?
Perhaps we should
3 ways marketing can help
Drive lead gen and revenue for sales
You will give your sales
team more leads in 2014

Self-Fulfilling Prophecy
More isn’t necessarily more
75%
5%
11%
20%

#PardotWebinar

Lower Quality Leads
• Still take cycles to generate
• Have low...
The Volume is too High
More quality is definitely more
4%
58%
49%
23%

#PardotWebinar

Objective Qualification
• Agree on the definition of MQL
•...
Provide Manageable Volume

#PardotWebinar
Types of Qualification

#PardotWebinar
Nurture Early-Stage Leads
Nurtured leads have 47%
higher order values than
their non-nurtured peers
-Aberdeen Research
Consider the Buyer’s Journey

#PardotWebinar
Tailor the message to the buyer’s stage
HTML Message:
• Corporate look and feel
• From: marketing@xyz.com
Great for:
• Ear...
Tailor the message to the buyer’s stage
“Lite” HTML Message:
• Looks Outlook-ey
• From their sales rep
Great for:
• Warmin...
What will move people?
Start with a goal:
• What does success look like?
• Develop / deploy content to move people to
towa...
Companies that excel at
lead nurturing generate
50% more sales ready leads
at 33% lower cost
-Forrester Research
When you reach your goal
Empower Sales
#PardotWebinar
Provide Insights

#PardotWebinar
Eliminate Low-Value Work

#PardotWebinar
It takes an average of 7 touches
to turn a “suspect” into
prospect, which grows to 8 for
enterprise level accounts.
-Bridg...
Eliminate Low-Value Work

Let Sales Recycle
to Nurturing

#PardotWebinar
Questions?
@derekgrant | dgrant@salesforce.com

@kenkrogue | www.kenkrogue.com
Sales and Marketing - Shifting Lead Nurturing Into Overdrive
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Sales and Marketing - Shifting Lead Nurturing Into Overdrive

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Both sales and marketing teams are being challenged with bringing in prospects, engaging leads and bringing home the deals. Lead nurturing has historically been known as a marketing tool and has quickly become a successful part of the overall strategy that supports and drives sales deal success.

So, just how does sales leverage lead nurturing? Join Ken Krogue, President and Founder of InsideSales.com, and Derek Grant, Director of Sales at Pardot, a salesforce.com company, to find out!

Published in: Marketing, Business, Career

Transcript of "Sales and Marketing - Shifting Lead Nurturing Into Overdrive"

  1. 1. Sales and Marketing Shifting Lead Nurturing Into Overdrive Never cold call again with lead nurturing, social strategies and selling skills
  2. 2. Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. #PardotWebinar
  3. 3. Speakers Ken Krogue • President and Founder • InsideSales.com Derek Grant • Director of Sales • Pardot, a salesforce.com company #PardotWebinar
  4. 4. Poll: How does your inside sales team interact with your leads?
  5. 5. Definition: Lead Nurturing A marketing strategy using recurring interactions to educate prospects from interest to need.
  6. 6. The Goal: Sales Acceleration
  7. 7. Marketing’s job is to educate interest into need. Sales’ job is to validate need into closure.
  8. 8. The Problem: Interest is the counterfeit of need
  9. 9. Interest will waste more time than anything else because it looks like need … but isn’t. Image
  10. 10. The best strategy.
  11. 11. Can you apply the same strategy before lead nurturing by using social media and PR to generate awareness and interest? And using selling skills after lead nurturing to move from need to closure.
  12. 12. Nurture the whole funnel not just your leads.
  13. 13. How? Give to get. Show some Luv. Do something nice. Teach something. Give relevant content.
  14. 14. Lead them down the path to becoming a raving fan.
  15. 15. Golden rule: … done unto you Platinum rule: … done unto them.
  16. 16. Zig Ziglar
  17. 17. … and then continually personalize to meet more of their needs.
  18. 18. Circle of influence
  19. 19. Circle of influence … by topic.
  20. 20. Awareness “Who are you?” PR Social connections Broad topics Have you heard? Did you know? Were you aware? Broad coverage media
  21. 21. Using Social Media “You are your network.” Profile Prioritize Stalk Connect Mention Converse Promote
  22. 22. Innovation: “Apply principles proven elsewhere to your problem.” Aaron Ross Top down Title clout Executive introduction LinkedIn Sales Navigator
  23. 23. Curiosity “What do you do?” Intriguing Research How to Reviews Applicable Comparisons Social messaging Seen the latest research? Compelling headlines
  24. 24. Interest “Why is what you do important?” Topic specific Keyword based Common interest Social conversations Mention cool Features Drive home key benefits Clear and specific research Bridge industry to company Broad case studies & proof
  25. 25. Understanding “How does it work?” Teach Solutions Apply to needs Product specific Apply to target titles Bridge social to email Feature-Benefit summary Bridge company to product Specific case study
  26. 26. Relevance “Does what you do matter to me?” Tailor Personal Proof metrics Platform specific Lot’s of case stories Bridge email to phone Ask about growth/trouble Tailor to decision maker Bridge product to benefits
  27. 27. Need “Would what you do work for me/us?” Ask Restate Summarize Specific solution Decision process Circle of influence Industry specific case studies Address growth/troubles Social: Your circle of influence Apply feature-benefits to problems
  28. 28. Validation “Can you prove that it will really work?” Endorse Credibility Accelerate pace Social: connect VP Logos and references Direct competitor validation
  29. 29. Urgency “When can we get it going?” Speed Deadlines Set milestones Remember immediacy Overcome content obstacles Social: connect to ops SE/VP
  30. 30. Closure “Moving ahead, what does this look like?” Assumption Skip forward Clear planning More validation Strategic questions Benefits of ownership Tactical/situational plans Implementation templates Social: connect client services
  31. 31. Sales and Marketing “Never cold call again with lead nurturing, social strategies and selling skills” Pardot = Marketing InsideSales.com = Sales Acceleration Nurture the entire pipeline
  32. 32. How Marketing Helps Teamwork makes the dream work
  33. 33. Poll Do you currently use marketing automation?
  34. 34. Does the relationship between sales and marketing feel…
  35. 35. like this…
  36. 36. … or this?
  37. 37. Perhaps we should
  38. 38. 3 ways marketing can help Drive lead gen and revenue for sales
  39. 39. You will give your sales team more leads in 2014 Self-Fulfilling Prophecy
  40. 40. More isn’t necessarily more 75% 5% 11% 20% #PardotWebinar Lower Quality Leads • Still take cycles to generate • Have low conversion rates • Die on the vine
  41. 41. The Volume is too High
  42. 42. More quality is definitely more 4% 58% 49% 23% #PardotWebinar Objective Qualification • Agree on the definition of MQL • Send fewer, more qualified leads • Have an SLA with sales • Hold each other accountable
  43. 43. Provide Manageable Volume #PardotWebinar
  44. 44. Types of Qualification #PardotWebinar
  45. 45. Nurture Early-Stage Leads
  46. 46. Nurtured leads have 47% higher order values than their non-nurtured peers -Aberdeen Research
  47. 47. Consider the Buyer’s Journey #PardotWebinar
  48. 48. Tailor the message to the buyer’s stage HTML Message: • Corporate look and feel • From: marketing@xyz.com Great for: • Early Stage Content – Event Announcements • Post Sales Content – Newsletters #PardotWebinar
  49. 49. Tailor the message to the buyer’s stage “Lite” HTML Message: • Looks Outlook-ey • From their sales rep Great for: • Warming up non-responsive leads: – Case Studies – Whitepapers – Webinar Invites #PardotWebinar
  50. 50. What will move people? Start with a goal: • What does success look like? • Develop / deploy content to move people to toward the goal Define your subscriber list: • Who is in the stage prior to the goal? Execute the campaign #PardotWebinar
  51. 51. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost -Forrester Research
  52. 52. When you reach your goal
  53. 53. Empower Sales #PardotWebinar
  54. 54. Provide Insights #PardotWebinar
  55. 55. Eliminate Low-Value Work #PardotWebinar
  56. 56. It takes an average of 7 touches to turn a “suspect” into prospect, which grows to 8 for enterprise level accounts. -Bridge Group
  57. 57. Eliminate Low-Value Work Let Sales Recycle to Nurturing #PardotWebinar
  58. 58. Questions?
  59. 59. @derekgrant | dgrant@salesforce.com @kenkrogue | www.kenkrogue.com
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