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Lead Nurturing That Works - 7 New Ideas for Increasing Lead Scores, Conversion, and Pipeline
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Lead Nurturing That Works - 7 New Ideas for Increasing Lead Scores, Conversion, and Pipeline

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Falconry Group founder and 16 year B2B marketing and sales veteran Tom Scearce shares 7 strategies to help companies maximize revenue from their leads and pipeline. ...

Falconry Group founder and 16 year B2B marketing and sales veteran Tom Scearce shares 7 strategies to help companies maximize revenue from their leads and pipeline.

The Falconry Group helps companies drive predictable profitable revenue. We work with owners and executives to improve marketing and sales methods, measurement practices, and the customer buying process.

Our Approach

Like marketing when it’s done well, falconry is beautiful to observe.

Like sales when it’s done well, falconry is a smarter way to hunt.

Like business when it’s done well, falconry is about collaboration and great results.

Training a bird of prey — or allowing oneself to be trained by one — is experiential. Falconry can be taught, and learned, through experience. This requires a certain amount of time, patience, and commitment.

The business world demands quick results. And it demands that those results improve. Quickly.

But the connection and trust between a falcon and a falconer proceeds at its own pace. In most cases, it can’t quickly be reduced to an equation, automated, packaged, or securitized. Any seasoned salesperson knows that valuable business relationships develop in a similar way.

Yes, advanced tools and methods that can make marketing easier and faster to execute, analyze, and improve. We rely on many of them to do our work! But we are always mindful that marketing, like falconry, is about facilitating relationships for the exchange of value.

We build systems to help our clients do this. And we help them measure and improve those systems until they achieve predictable, profitable, revenue.

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Lead Nurturing That Works - 7 New Ideas for Increasing Lead Scores, Conversion, and Pipeline Presentation Transcript

  • 1. Nurturing that works7 New Ideas for Increasing Lead Scores, Conversion, and PipelineTom Scearce, FounderFalconry Group, LLC
  • 2. Promises, Promises We promise not to We promise toUse Kool-Aid words like “cloud,” “2.0,” Explain concepts in common Englishor “as a Service”Promote any specific technology Describe use cases where certainvendor or solution technologies can help you succeedPreach at you or tell you how to do Share relevant experience that mayyour job save you time / reduce trial-and-errorPretend that we’re not selling anything Keep the sales pitch at low volume © 2012 Falconry Group, LLC. All rights reserved. Page 2
  • 3. Presenter: Tom Scearce • 16+ years in sales and marketing roles  Employers/clients: Concur, Good Technology, Speakeasy (now Megapath), Focus.com, Portent.com, others  Markets: Technology, Telecom, Media, Medical Devices, Health/Fitness, others • Engaged with 150+ marketing and sales executives at leading and emerging B2B firms over past 3 years • Advise and/or collaborate with clients on:  Integrated marketing strategies  Sales lead nurturing programs Twitter: @TLOTL © 2012 Falconry Group, LLC. All rights reserved. Page 3
  • 4. The Falconry Group: Our Services Agency Consulting We do it for you. We help you get it done. Social Sales Interim Strategy Content Lead Marketing Development Marketing Nurturing Executive © 2012 Falconry Group, LLC. All rights reserved. Page 4
  • 5. 7 New Ideas forLead Nurturing © 2012 Falconry Group, LLC. All rights reserved. Page 5
  • 6. Lead Nurturing: Not as easy as it soundsHow hard can it be? Well….• Lead scoring model• Complexity of backend admin tools• Securing support from IT• Lead handoff business rules• Content creation for the not-yet-ready-to-buy crowd © 2012 Falconry Group, LLC. All rights reserved. Page 6
  • 7. IDEA #1: Build a roadmap(and support) for yournurturing project © 2012 Falconry Group, LLC. All rights reserved. Page 7
  • 8. Myth: Marketing automation can be done as a“marketing project.”Reality: To get out of first gear, you will need the help of others. You will need help …when the time comes to: from… • De-dupe your CRM database so your data is clean I.T. / • Put tracking code on your high value web pages Operations • Integrate with 3rd party data append services • Deploy an Outlook plug-in to your sales team • Develop a useful lead scoring model that maps to your business Sales • Define business rules for lead qualification and handoff • Develop messaging topics your nurturing content • Build the business case for investing in lead nurturing Finance • Develop exclusive offers to promote to your house lead database • Measure Return on Investment 3rd Party • Create educational content that moves prospects “down-funnel” Experts • Validate your product so prospects will talk to your sales people © 2012 Falconry Group, LLC. All rights reserved. Page 8
  • 9. Build a roadmap and build support Period P1 P2 P3 P4 Theme Readiness Lead Volume Lead Intelligence Lead PerformanceDepartment & Deliverables Reg. form optimization SEO / SEM Closed loop analysis Flow model Social media Marketing Lead segmentation Email copy Webinars (Campaigns) Closed loop analysis Talking points Lead gen vendors Lead segmentation Content syndication Email list rental Expert articles/blogs Marketing Lead source optimization Research (Content) Segment-specific content Infographics Lead scoring model Win/loss analysis on Sales team specialization Sales Lead handoff rules nurturing leads Custom lead routing Data de-dupe Real-time data append IT Tracking code Reporting / analytics Outlook plug-in Finance Nurturing-exclusive Segment-specific exclusive (Offers) promotions offers © 2012 Falconry Group, LLC. All rights reserved. Page 9
  • 10. IDEA #2: Design acomplete lead nurturingprogram before you buyany software © 2012 Falconry Group, LLC. All rights reserved. Page 10
  • 11. Myth: “Anyone can cook.” (or nurture leads)Reality: “Yeah. Anyone can. That doesn’t mean anyone should.” - Remy the Rat in “Ratatouille”4 benefits of writing it all down first:1. Discover who on your team can “grok” lead nurturing2. Make sure sales is on board3. “ “ I.T. “ “ “4. Simplify (and accelerate) implementation © 2012 Falconry Group, LLC. All rights reserved. Page 11
  • 12. Writing it down: the essentials1. Campaign flow chart2. Lead scoring model3. Lead handoff business rules4. Creative brief for, or drafts of, nurturing content / talking points Suggestion: ask an outsider to review your specs to confirm basic comprehension. © 2012 Falconry Group, LLC. All rights reserved. Page 12
  • 13. IDEA #3: Expand youruniverse of leads © 2012 Falconry Group, LLC. All rights reserved. Page 13
  • 14. Myth: Lead Nurturing makes buyers buyfaster.Reality: Buyers buy on their schedule, not yours. Nurturing can help you identifyreal buyers faster, but if you need more revenue, you may need more leads.Getting more leads:1. Increase budget for SEO/SEM2. Content syndication3. Webinars4. Pay per lead vendors5. Multi-step lead development – what’s that?? © 2012 Falconry Group, LLC. All rights reserved. Page 14
  • 15. Step 1: Skinny registration form - “less is more” Leads400 Benefits:300200 1. Increase form100 completions (2.5X+) 0 Reg Form 1 Reg Form 2 2. Reduce “junk data” incentive 3. Induce anonymous buying signals © 2012 Falconry Group, LLC. All rights reserved. Page 15
  • 16. IDEA #4: Use opt-informs and 3 rd party dataservices to make yourleads more “nurture-able” © 2012 Falconry Group, LLC. All rights reserved. Page 16
  • 17. Step 2: Enhance prospect data Benefits / Opportunities: 3rd Party Data Append 1. Improved lead scoring Service 2. Enriched prospect data for sales Opt-in 3. Segment-driven sales offer form follow up 4. Segment-driven nurture messaging Lead Scoring 5. Pre-sales credit check © 2012 Falconry Group, LLC. All rights reserved. Page 17
  • 18. IDEA #5: Use multi-channel nurturing toreveal commercial intent © 2012 Falconry Group, LLC. All rights reserved. Page 18
  • 19. Step 3: multi-channel nurturing(email, phone, web) 3rd Party Data Append Service Opt-in offer form Multi-channel nurturing Lead Scoring © 2012 Falconry Group, LLC. All rights reserved. Page 19
  • 20. IDEA #6: Deliver timely,remarkable content from3rd party experts to helpyour prospects learn © 2012 Falconry Group, LLC. All rights reserved. Page 20
  • 21. Mapping content and offers to buyer stages Buyer Stage 3rd Party Content and OffersCollecting -Opinion briefs, peer-sourced reviews / online discussion threadsInformation - Advice from analysts, consultants and resident experts -Buyers guides: “The 2010 Guide to Business Intelligence Products”GatheringRequirements - Third party webcasts, e.g., “Forecasting and predictive modeling for CRM: 3 real-world analytics success stories” - Vendor Comparison Guide for Business Intelligence SolutionsComparingVendors -Webcast: The 5 key factors to BI deployment success - BI Solutions: Requirements Prioritization WorksheetShort-listingVendors - Pre-Deployment Readiness Checklist © 2012 Falconry Group, LLC. All rights reserved. Page 21
  • 22. IDEA #7: Score, segment,and align your leads © 2012 Falconry Group, LLC. All rights reserved. Page 22
  • 23. Myth: Your sales team will call every leadthey receive, so lead scoring isn’t important.Reality: Sales is hired to sell, and will work only as many leads as required to hitthe sales target. LEAD SCORE DISTRIBUTION 160 140 120 100 Lead Score 80 60 40 20 0 Route to Route to Pre- Additional Convert to Next step : Sales Sales Nurturing Followers / Fans © 2012 Falconry Group, LLC. All rights reserved. Page 23
  • 24. Fly With Us Email us your comments, questions, or protests Add a term to the Marketer Dictionary (free backlink!) Watch a free 2 minute Flight Plan (tutorial video) Follow us (image links below): © 2012 Falconry Group, LLC. All rights reserved. Page 24
  • 25. THANK YOU!