Create a Winning Lead Nurturing Strategy in 90 Days

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LEarn a simple but effective lead nurturing strategy that results in twice the business from existing leads.

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  • October 1, 2012 c2012 Rock Annand Group Confidential NY Tech Council CEO RT
  • October 1, 2012 c2012 Rock Annand Group Confidential NY Tech Council CEO RT
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • NY Tech Council CEO RT October 1, 2012 c2012 Rock Annand Group Confidential
  • October 1, 2012 c2012 Rock Annand Group Confidential NY Tech Council CEO RT
  • October 1, 2012 c2012 Rock Annand Group Confidential NY Tech Council CEO RT
  • Create a Winning Lead Nurturing Strategy in 90 Days

    1. 1. +Create a Winning Lead NurturingStrategy in 90 DaysHenry Bruce, PresidentThe Rock Annand GroupSeptember 29, 2012 #B2BCampc2012 Rock Annand Group Confidential @hebruce
    2. 2. Let’s be social today … #B2Bcamp @hebruce Wifi:c2012 Rock Annand Group Confidential 2
    3. 3. Some interesting stats to consider … ■ 70% of buy cycle complete before sales is engaged ■ Only 10 - 25% of new lead inquiries are “sales-ready” ■ 3 out of 4 sales opportunities come from leads that are NOT sales-ready ■ 65% of B2B marketers have not established lead nurturing Sources: Forrester, Gartner, Gleanster, Forrester, Marketing Sherpa, Sirius Decisionsc2012 Rock Annand Group Confidential 3
    4. 4. Lead Nurturing Driven Results ■ Lead management practices drive 10+% increase in revenues in 6-9 months ■ Good lead nurturers generate 50% more sales ready leads at 33% less costs ■ Mature lead management teams have 9+% higher sales quota achievement rate ■ Lead nurturing emails have 4-10x response rate vs. “batch and blast” emails. ■ Nurtured leads drive 20% increase in sales opps Sources: CSO Insights, DemandGen Report, Forrester, Gartnerc2012 Rock Annand Group Confidential 4
    5. 5. #1 Sales & Marketing Challenge Generating Qualified Opportunitiesc2012 Rock Annand Group Confidential
    6. 6. #1 Sales & Marketing Challenge Generating Qualified Opportunities 75% to 90% of the time, cost & effort 10% to 25% qualified leads 0.3% to 1.3% Closed Salesc2012 Rock Annand Group Confidential
    7. 7. #2 Sales & Marketing Challenge Producing & Delivering Compelling Content The Buyer CycleBuilding Buyer Centric Sales Engine for NY Tech 7
    8. 8. #2 Sales & Marketing Challenge Producing & Delivering Compelling Content How Buyers Spend Time:■ 23% in discussion with colleagues■ 19% searching the web■ 19% with educational content■ 18% reviewing promot’l content■ 21% with sales team interactionIDC Webinar: 2012 Sales Enablement Strategy: Content is King so Why Does Sales Feel Like a Jester? c2012 Rock Annand Group Confidential 8
    9. 9. #2 Sales & Marketing Challenge Producing & Delivering Compelling Content How Buyers Spend Time: Buyers Top Complaints:■ 23% in discussion with ■ 33% - too much content that’s useless colleagues ■ 29% - content not relevant■ 19% searching the web ■ 24% - content does not meet needs of■ 19% with educational content all stakeholders■ 18% reviewing promot’l content ■ 23% - not enough educational content■ 21% with sales team interaction ■ Other complaints:  Content too long  Not enough video/audio  Content hard to share with othersIDC Webinar: 2012 Sales Enablement Strategy: Content is King so Why Does Sales Feel Like a Jester? c2012 Rock Annand Group Confidential 9
    10. 10. Demonstrate Thought Leadership Where Do You Start? ■ Focus on your buyer’s problems … NOT products  Start with the primary problem you solve ■ Break the problem down into 3-4 main themes  Why multiple themes? Buyers each have their “hot-buttons”. ■ For example: eSignature Process Automation  Audience: Financial Services (banks, lenders, debt services)  Problem: Customer service expectations and regulatory compliance strain operational efficiency and increase costs  Themes: Focus on business process areas • Automated account opening • Loan origination and consolidation • Debt consolidation • Customer account managementc2012 Rock Annand Group Confidential 10
    11. 11. Program Fundamentals: Focus on 1 Theme for First 90 Days ■ Develop one good content piece  Usually involves re-purposing existing content  Focus on problem as it relates to the buyer  Present solution as it relates to you … BUT don’t mention your product  Relate a client case study … Highlight results they achieved  No more than 1500 words, ideally 800-1000 words ■ Develop 90 day campaign focused on that theme:  1st Cycle: Promote the content (email, BLOG post, tweet)  2nd Cycle: Webinar on the topic/theme (ideally with client)  3rd Cycle: Recap with content, webinar and client case study  Create a separate landing page for all program componentsc2012 Rock Annand Group Confidential 11
    12. 12. Program Fundamentals: Focus for Next Two Quarters ■ Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc. ■ Other TIPS:  Optimize for search for each campaign  If permission-based contacts is a problem, consider using reputable 3rd party publishers, analysts  Drive themes to other media channels • LinkedIn, Twitter, Syndicated sites, guest blog posts  Re-purpose into other format … Blog posts, Voice-over slides, Video  Establish “Welcome Campaign” for Inbound leads: • Qualify interest. Where are they in Buy Cycle?c2012 Rock Annand Group Confidential 12
    13. 13. Program Fundamentals: Create Content for Each Stage of Buy Cycle Buyer wants to: Define Problem Evaluate Decide & Solutions Commit Content should Education & Solutions & Credentials & focus on: Thought Product Decision Criteria Leadership Suitability Some content  Problem  Differentiators  How to buy definition/themes business case examples:  Solution  Whitepapers/ comparisons  Testimonials webinars  3rd party product  In depth case/use  3rd Party coverage reviews studies  Case studies  Implementation  ROI/TCO analysis  Solution plans approaches  Product roadmapc2012 Rock Annand Group Confidential 13
    14. 14. Summary and Take Aways ■ Focus on lead quality NOT quantity ■ Demonstrate thought leadership to gain credibility ■ Focus beyond the immediate quarter ■ Establish a platform that builds your “followers” ■ Test and measure everything ,,,c2012 Rock Annand Group Confidential 14
    15. 15. henry@rockannandgroup.com 203-870-9076 Twitter: @hebruce LinkedIn: www.linkedin.com/in/henrybruce Blog: www.rockannandgroup.com/blogT hank you … Questions??c2012 Rock Annand Group Confidential

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