The secret to lead nurturingPresentation Transcript
The Secret to Lead Nurturing:The Intersection of the Human and Digital Touch Televerde is a business to business lead generation agency that helps high-tech sales and marketing execs identify new customers, accelerate and convert sales opportunities, and discover fresh, actionable market insight. We improve sales pipeline performance, generate net new sales revenue growth, and help align sales & marketing. Marketo is the revenue performance management company, transforming how marketing and sales teams of all sizes work — and work together — to accelerate predictable revenue. Marketo’s solutions are both powerful and easy to use, providing explosive revenue growth throughout the revenue cycle from the earliest stages of demand generation and lead management to deal close and continued customer loyalty.
The Case for Nurture Generates 50% more sales-ready leads at 33% lower cost per lead. Reduces the percent of marketing-generated leads that are ignored. Increases win rates on marketing-generated leads by 7%. Reduces “no decisions by 6%. Favorable impact to top-line revenue by 24%. Source TBD
What is Nurturing? Art & Science: Relationship-Building Powered by Relevance Digital + human touch drive relevance Combine demographics, firmographics and behavior to focus the dialogue They are indicators for the nature of the conversation Nurture builds and strengthens the relationship to keep the conversation going Calling is a continuous process – not a one-time event!
Stage Matters!Buyer Stage Methodology enables relevancy and acceleration.
Validate, Correct, Accelerate! Digital intelligence assists and human touch completes Interactive dialogue vs. scripted inquisition reveals nuance Use the nuance to Validate, Correct, Accelerate (VCA) Validate: Is it what it appears to be? Correct: Is it where it needs to be? Accelerate: Relevant nurture creates velocity! Tele Reveals Ready or Not? Marketo: 7% sales-ready 93% back into nurture Televerde: 9% sales-ready 91% back into nurture
Scoring is the Great Equalizer Scoring dictates when to call and what to talk about… Low Threshold Calling: Err on the side of caution to validate and correct early Find the Picture in the Mosaic: Blend digital and tele-revealed behavior with demographics and firmographics Human touch is a score-altering event
Timing is Everything! Lead Response Management Study/ insidesales.com… A lead can be qualified 21 times faster if followed-up on within 5 minutes vs. those pursued in 30 minutes. Even from 5 minutes to just 10 minutes there’s a 4x increase. Consider the impact of these conversion rates further down the pipeline on your closed-won business ratio. Create a process that moves opportunities to the calling team efficiently.
Dedicated Resources Best place for dramatic improvements in business performance are handoffs between functions Benefits of dedicated resources: Faster, more consistent, & better quality follow-up Better economics Better data and more metrics Source: Insidesales.com
Dedicated Resources People can make or break a sales opportunity Get it right and deals progress, get it wrong and deals regress or fall away Dedicated, trained, skilled resources are a nurture requirement Dedicated: Enables immediate follow-up (you snooze you lose) Trained: New best practices still surfacing (stay on top of them) Skilled: Tele-nurture is a unique skill set (not traditional “tele”)
Insource or Outsource? Considerations: Competencies, Process, Investment, Control Insource: How important is control vs. outcomes? Caution: Don’t rob “Peter to pay Paul” – re-hiring and re-training reduces productivity Mind the budget – TCO of competencies is expensive Be prepared to build and sustain training, process and management Outsource: Control is still possible with checks and balances Outsource to complement not replace Benefits = fast ramp, scale, established skills, economics Training and process is repeatable, sustainable, predictable Tele-nurture is a specialty (use examples of medical specialists) Outcomes should outweigh control!
Agency Considerations Selecting, Hiring, Managing What competencies do you need them to complement? Does the agency have these competencies? Inquire about other clients and peer referrals Inquire about best practices and see work samples (scoring models, emails, reports, metrics, etc.) Discuss process integration Compare costs and value (ROI is more than $$$)
Contact Bryan or Jon… Bryan Ehrenfreund VP Digital Strategies Televerde firstname.lastname@example.org Direct: +1 480.303.7078 Twitter: @ehrenfreund www.televerde.com blog.televerde.com Jon Miller VP Marketing Marketo email@example.com Direct: +1.650.376.2310 Twitter: @jonmiller2 www.marketo.com blog.marketo.com