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Lead Nurturing: What Is It? And Why Should I Care?

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This short preview walks you through the ins-and-outs of lead nurturing and gives some pointers on how best to leverage it.

Published in: Technology
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Lead Nurturing: What Is It? And Why Should I Care?

  1. 1. What is Lead Nurturing? And, Why Should I Care?
  2. 2. Brian Carroll says, It’s “relevant and consistent dialogue with viable potential customers regardless of their timing” It’s also a relationship building approach utilizing different media to provide value until a lead is “sales-ready”
  3. 3. So, why should you nurture leads?
  4. 4. ...b/c 50% of new leads are NOT ready to buy
  5. 5. Because, nurturing leads turn a “not-ready” prospect into a sales-ready prospect faster...
  6. 6. ...you’ll get more from the leads you already have
  7. 7. ...you could raise win rates on marketing-generated leads by 7%
  8. 8. Plus, it decreases open-to-close rates...
  9. 9. and, it decreases the % of marketing generated leads that are ignored
  10. 10. In complex sales, most of the selling happens when the sales person isn’t around
  11. 11. So what will you need before you start?
  12. 12. #1Define: “sales-ready” lead Work with your sales team to determine a universal- lead definition to ensure successful “hand-off ” to sales http://www.flickr.com/photos/archisculpture/355341144/sizes/l/
  13. 13. #2 Identify buyer personas For Example: 1. Name & Age 2. Organization & Size 3. Job Title & Daily Tasks 4. Business Problems 5. Online Behavior 6. What Part of Decision Process are They In? 7. What Questions Do they Ask?
  14. 14. #3 Gather content To save time & resources, conduct a content-audit to determine what’s usable and what’s not. Be critical. What content really provides value?
  15. 15. #4 Determine what you will need You’ll need people to define and structure your nurturing strategy, you’ll need pre-planned and created content, and ideally, you will need a marketing automation solution to make the sending process based on behavior, automated
  16. 16. So, what does the process look like? http://www.flickr.com/photos/samsparks/440471953/sizes/l/
  17. 17. First, develop a content map
  18. 18. Since you’ve identified buyer personas, you’ll want to use the content you have to answer questions that personas might ask at a given stage of the sales-cycle
  19. 19. Then, create content to fill in the holes
  20. 20. Once you’ve mapped the content you have, create new content that’s buyer-specific, educational, and that adds the value to help prospects navigate down the path toward a sale.
  21. 21. Always be consistent across channels
  22. 22. Consider the “rule of 5” by creating versatile content that can be used and consumed in a variety of formates
  23. 23. Then, plan for multi-channel distribution
  24. 24. Don’t rely on the “push” mentality * Leverage your website a hub, use social media as a distribution channel & be where your prospects are
  25. 25. Finally, use a marketing automation system This technology will help you organize & automate your content-flow to ensure relevant messages to prospects based on their behavior
  26. 26. Thank you! Author e: bgago@genius.com t: @BarbraGago Genius.com http://www.genius.com t: @genius_com

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