LEADS INTO GOLD
EMAIL STRATEGY ♦ EXECUTION ♦ RESULTS
Typically, only 2% of leads convert into sales.
Spire helps you mine and refine the other 98%.
You spend gobs of money on marketing and advertising to generate leads. You gather
fish bowls full of business cards at trade shows, collect names from web forms, and go
prospecting on Jigsaw. But do you have a process that manages each and every one of
those leads to sales?
Chances are you don’t.
You need a way to manage leads so that hot ones get on the fast track to closing, while
other leads get nurtured along at the proper pace. And some even get retired.
Spire’s Lead Nurturing Program does exactly this.
Lead Nurturing Platform
HOW IT WORKS
We design a messaging logic based on your
prospects' needs and behavior. Campaigns are
designed with appropriate triggers to drive sales and
marketing actions, allowing you to synchronize your
email, direct mail, webinar, call center and sales
In short, the right person gets the right message, at
the right time. Now isn’t that refreshing?
Every action is tracked to evaluate its effectiveness, allowing us to zero in on the tactics
that drive prospects to closure – maximizing your marketing return on investment.
WHAT YOU GET
In most companies there's a chasm between collecting leads and acting on them. Spire
helps you close that chasm using targeted automated marketing campaigns that
• deliver personalized, relevant, and timely information to each customer
• create an experience tailored to each customer's needs
• lead to a painless hand-off to your sales team when the prospect is quot;sales readyquot;
• result in higher conversion rates and increased revenues
Automated Better More Higher
Campaign Customer Qualified Conversion
Execution Experience Leads Rate
WHO WE ARE
We are a full-service team of Lead Nurturing
experts that includes Lead Nurturing is...
• Marketing Strategists ... a relationship-building approach
• Program Managers using multiple media to provide
• Creative Designers relevant information to prospects and
• Copywriters engage in an ongoing dialog until
qualified prospects are quot;sales ready.quot;
We can handle all aspects of project
... not just a case of staying in touch.
implementation and provide you a turnkey
Instead, it involves creating trust so that
lifecycle messaging solution. Or we can
your business will be at the top of your
work collaboratively with your in-house
prospect's mind when he or she enters
marketing, creative, and IT teams (and your
the buying phase.
outside vendors) to turn your CRM data into
actionable information based on your
prospect's quot;Digital Body Language.quot;
DIGITAL BODY LANGUAGE
In face-to-face settings sales pros can read their
buyers' body language. Facial expressions, eye
contact, head nods or crossed arms can tell a lot
about a prospect's buying disposition.
However, in the digital age, your next customer will
research and evaluate your products online long
before your salespeople get involved. Spire can
show you how to decode your prospects' online
behavior and help you win more business. This
online behavior – website visits, downloads, email
responses – is the Digital Body Language that
identifies buyers and reveals their intentions.
To design and implement your Lead Nurturing Program, we follow a three-phase process.
Phase 1: Design
Based on your marketing goals, our • Messaging Logic
strategists work with you to define your • Profiling Process
Messaging Logic to deliver the right • Lead Scoring
• Offer Hierarchy
message to the right person at the right
• Testing Plans
• Creative Briefs
Phase 2: Set-Up & Launch
• Platform Set-Up and Configuration
Then our account team configures your • Integration with your CRM Database
Marketing Automation Platform. This such as salesforce.com
one-time effort positions you for all • Creative Asset Design and/or Partnering
with your Agency
future trigger-based programs.
• Website Tagging
Phase 3: Management & Refinement
At this stage, your lead nurturing
process is automated and humming Deliverables
along. But if refinements are needed, • Platform Hosting
Spire is ready to support you. We also • Campaign Management
• Program Dashboard
conduct monthly Program Dashboard
• Program Analysis & Improvement
Reviews to make recommendations
and continuously improve your
Once the program is set up, many companies find that ongoing management takes 60%
less effort than traditional marketing campaigns.
Technology & Operations
You don't have to scrap your existing email
delivery platform. We can leverage your
current systems. Or, if you prefer, we can
migrate you to a lead nurturing system using
Spire's hosted marketing automation
Option 1 - Deploy and track campaigns
using your existing marketing automation
service or email service provider
Option 2 - Activate Spire's hosted
marketing automation platform
Either way we can help you interpret your prospects' and clients' digital behavior by
activating programs that include unlimited records and emails, microsites, salesforce.com
integration, and direct mail, if desired.
When to Implement
Here are four times when you should consider an automated lead management platform.
1. When sales resources are limited
Your sales people don’t have enough time to contact every lead. You want them to
focus on the best opportunities. And you want to make sure that all leads are
accounted for and nurtured along to the point of sales in a cost-efficient way.
2. When marketing resources are limited
When you’ve tapped out your marketing resources and there is still revenue
opportunity in your funnel, this is the perfect time to automate some of those manual
marketing processes. You want every marketing action to translate into a positive
return on investment.
3. You want to improve your conversion rate in a cost-effective way
The average conversion rate is 2% and a great conversion rate is 20%. Small changes
in your conversion rate can translate into huge revenue streams. We've had cases
where creating and automating a single email doubled our client's conversion rate
and revenue. Where else are you going to find that kind of return on investment?
4. In an economic downturn
Marketing is often the first casualty in a downturn. Marketing execs need to ensure
that their budget is well-spent. This means focusing spending where it will have the
greatest impact by shifting away from traditional marketing and toward digital
marketing that is data-driven, targeted, and generates demonstrable returns.
Mamet was right: Good leads are like gold. Let Spire
“These are the new leads.
Associates show you how to turn your lead database
These are the Glengarry leads.
And to you they're gold.”
If you want to improve your conversion rate or if you
Glengarry Glen Ross
have leads that are falling through the cracks, then
by David Mamet
give us a call.
Emily Della Maggiora 310.339.1408 firstname.lastname@example.org
Wiebke Liu 415.999.8532 email@example.com
General Inquiries firstname.lastname@example.org