Do you ever wonder how much hidden potential is buried in your lead nurturing pile? The truth is, many businesses have leads that slip through the cracks. Maybe on the surface it didn’t appear to be a good lead, maybe the timing was off because they weren’t quite ready to buy, or maybe your inside sales team was just spread too thin at the time the lead came in. Over the last year, who knows how many good opportunities you’ve been sitting on. We’ve all been in those situations when your sales team logs a couple calls before giving up and sending a prospect to nurture so they can move on to fresh leads. It languishes there for months before all of the sudden, your top competitor wins the prospect from right under your nose. This happens because once a lead is put into nurture, most reps forget about it. Let’s face it, there’s a sales recency bias. Reps would rather ask marketing for more leads than spend time prospecting “old” leads. This begs the question: Is there a way for sales to cut down on missed opportunities without zapping productivity? The answer is not as daunting as you think. This PPT will help you in making your own automated marketing solutions.

1. “Nothing”
To
“Customer”

2. Defining: Prospects, Leads,
Opportunities and Clients
It is most important that everyone has a shared understanding
of these definitions.

3. Suspects
A suspect is anyone who is in your database. He might or might
not be interested your product. He need not even be a buyer
but someone who can influence potential buyers.
Characteristics of a suspect could be:
• Has visited your website at least once.
• Has commented on one of your blogposts
RMA current and old customers.

4. Prospects
Prospect looks for information to solve a problem. They will part
with their personal details, fill a form to download one of your
whitepapers. A prospect may very well be a researcher.
Characteristics of a prospect could be:
• Clicked on your PPC ad and the ensuing landing page
• Has downloaded a whitepaper/research report or subscribed
to our blog.
• Called customer care to enquire about the services.
Prospect fills his details on Adwords website.

5. Leads
A lead is a prospect that has responded positively in some way to
show their interest in what we have to offer.
Whether or not they are a high- quality lead isn’t the point- if
they have responded positively for something, they are a lead.
Characteristics of a prospect could be:
• Has opened and clicked on at least one of your emails.
• Has responded to any of the emails.
• Has registered and attended one or more of our webinars.
A lead requests to email proposal.

6. Opportunity
An opportunity is a warm lead. The opportunity is interested in
your product and has the required budget and authority.
These people are handled by sales team.
Characteristics of a prospect could be:
• Has discussed in detail about the product, pricing services etc.
• Has requested for an expert consultation with our in house
team.
• Has agreed for a trail run.
Sales people negotiating about prices and services.

7. Clients
They have given us money.

8. Why is this Important?
Don’t mix suspects, prospects, leads and opportunities up and
miff them.
Know who they are. Tell them apart. Give each one targeted
messages and mediums.
Treat Them Differently!

9. 5 Tips for Effective Lead Nurturing:
1. Make it valuable to them, not just you.
2. Make it smart phone sized.
3. Match content to buyer profiles.
4. Match content to buying stages.
5. Get the timing right.

10. “Nothing” to “Customers”

11. Automated Nurturing Campaigns
1. New Prospect and Lead Campaigns
2. “Stay in Touch” Campaigns

12. New Prospect and Lead Campaigns
 10-15 minutes after the details have been shared, a targeted
email will be automatically sent.
- This email is also cc ed to a “Response Rep”.
 One representative(slight research oriented) reviews the
information received to determine which ones look like viable
prospects.
After which we begin our 21- day follow up campaign.

13. 21- day Follow- Up Campaign
Day 1: Study about the company
- Decide on sales pitch angle.
Day 2: Make phone call and send first email
- Never talk to strangers( Know your leads well)
- Send customized emails specific to their industry.
Day 5: ContentOffer Email(Invitation to receive more content)
Day 9: Follow up phone call
Day 16: Email
Day 21: Recycle
If prospect responds positively- “Repeat as a lead”

14. What happens after 21 Day Campaign
Three Possible Outcomes:
1. Disqualified: A small fraction of leads that will never be a
good fit.
2. Converted to opportunity: Sales people can follow up or run
campaigns for opportunities.
3. Recycled: Start “Stay- in touch campaigns”.
- Sales reps can also take initiative to reach out to the past
leads/ prospects.
- Or wait until a prospect responds positively.

15. “Stay In Touch” Campaigns
 These campaigns build relationships with leads needing time
to “ripen,” who aren’t yet ready to actively engage with sales.
- We will send relevant and useful small pieces of content over
time.
- This builds trust and helps them move along in their buying
cycle.
- Reminds them to contact us FIRST when the buying cycle
becomes active.
Also known as “Drip Campaign”

16. Communication Map
Type of Customer Aim Questions to address
( Customer’s View)
Suspect Impress 1. Who are you?
2. What do you do?
Prospect Educate 1. Why is important what
you do?
2. How does it work?
3. Does what you do
matter to me?
Lead Engage 1.Would what you do work
for us?
And how? Benefits of
working with you?
Opportunity Persuade 1.Can you prove that it will
really work?
2. When can we get it
going?
3. Moving ahead, what
does it look like?

17. Thanks!
Anup Ostwal
Business Development Head
anup@releaseMyAd.com