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The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities                               eavy Lifting f             ...
Today’s SpeakersDon Wynns      @Zoominfo• VP, Business Development• Responsible for strategic data integration and  redist...
Live Tweet the Webinar• #Leadlife• #zoominfo• #hotleads
Agenda1   Why you need to update your marketing    database for refining your target audience2   How to apply demographic,...
?How Did We Get Here?
It’s All About Conversion!The Issue• Time, money and energy is spent on inbound and outbound  marketing initiatives in ord...
SEGMENTATION + NURTURE = CONVERSION
1Why you need to update yourmarketing database for refining    your target audience
Did you know..?   B2B Data Decay                    66% Annual Title and/or                     Job Function Change       ...
Your Marketing Database “Home grown” data sets are great, especially if they are opt in,                        however…Th...
Here is LisaTo download a white paper, “Lisa” fills out a web formYou now know that “Lisa” isin Marketing and works for   ...
Affecting The Entire Funnel• Collection rights   • Based on relationship with     inquiry• Relationship building   • Title...
2   How to apply demographic,firmographic and psychographic   data to your content and list          segmentation
Simplify the User Experience
But can acquire this..
And this:
How can you get here?• Partner with a credible, service-oriented and  proven company• ALWAYS test match rates and  data qu...
Segmenting & Targeting• Demographics/Firmographics :   o Prospect role, company size, etc.• Digital Footprint :   o Monito...
3 Tools you can use for trackinginbound behaviors and interest
Anonymous To Known                                                                    5   10 100 25 15                    ...
Identify, Track, Interpret, Nurture                                               Nurturing Paths    Lead Behavior        ...
4   How to define and execute a  nurturing strategy that convertsleads into sales-ready opportunities
Campaigns vs. Lead Nurturing One End-to-End Lead Nurturing Process Awareness                     Consideration            ...
Lead Nurturing Example             Lead Nurturing ExampleDevelop A PlanOutline an effective lead nurturing process per tar...
Delivering Relevant Content Based            on Behavior
Nurturing Tips•   Online and offline•   Continual nurturing                       Inform•   Specific interest             ...
Take-Away’s:The 4 Keys for Turning Cold Leads IntoSales-Ready Opportunities 1. Segment your target audience/prospects 2. K...
Visit us at www.zoominfo.com/business/leadlife for a free data consultation!
How to Get Started  Wanna Learn    More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nur...
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LeadLife -The 4 Keys for Turning Cold Leads into Sales-Ready Opportunities

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Watch the Webinar Recording: http://pages.leadlife.com/LeadLife/ZoomInfo-Webinar-4-10-13-Recording-and-Slides

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LeadLife -The 4 Keys for Turning Cold Leads into Sales-Ready Opportunities

  1. 1. The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities eavy Lifting f the H or Y e do ou W
  2. 2. Today’s SpeakersDon Wynns @Zoominfo• VP, Business Development• Responsible for strategic data integration and redistribution relationshipsLisa Cramer @leadlife #leadlife• President & Co-founder, LeadLife Solutions• Recognized in the top ten of SLMA’s 50 Most Influential Sales Lead Management Professionals & Top 20 Women in Sales & Lead Management (2009 and 2010, 2011, 2012)
  3. 3. Live Tweet the Webinar• #Leadlife• #zoominfo• #hotleads
  4. 4. Agenda1 Why you need to update your marketing database for refining your target audience2 How to apply demographic, firmographic and psychographic data to your content and list segmentation3 Tools you can use for tracking inbound behaviors and interest How to define and execute a nurturing4 strategy that converts leads into sales-ready opportunities
  5. 5. ?How Did We Get Here?
  6. 6. It’s All About Conversion!The Issue• Time, money and energy is spent on inbound and outbound marketing initiatives in order to grow site traffic.Defining Success• While site traffic, time on site, page view…and other metrics are interesting… …CONVERSION IS KING!• Remember, conversion can mean anything from registering for a webinar, downloading a white paper, right through to making an online purchase.
  7. 7. SEGMENTATION + NURTURE = CONVERSION
  8. 8. 1Why you need to update yourmarketing database for refining your target audience
  9. 9. Did you know..? B2B Data Decay 66% Annual Title and/or Job Function Change 43% Annual Phone Number Change 37% Annual E-mail Change 34% Annual Company Name Change 30% Annual Employee Turnover 9
  10. 10. Your Marketing Database “Home grown” data sets are great, especially if they are opt in, however…They are and labor intensive to acquire But.. records are often incomplete And…after all that work, can spoil quickly!
  11. 11. Here is LisaTo download a white paper, “Lisa” fills out a web formYou now know that “Lisa” isin Marketing and works for Acme Corp. But who is Lisa? Is she an executive? Is she likely to own budget? Who is Acme Corp.? Where are they? What industry are they in? How many employees do they have? What is their revenue range? Does Acme Corp. align with your buyer profile?
  12. 12. Affecting The Entire Funnel• Collection rights • Based on relationship with inquiry• Relationship building • Title, Industry • Behavior• Prioritizing • Hot, warm or cold?• Messaging/calling • CMO, mid-size company, services, whitepaper, viewed XYZ product page, ROI calculator
  13. 13. 2 How to apply demographic,firmographic and psychographic data to your content and list segmentation
  14. 14. Simplify the User Experience
  15. 15. But can acquire this..
  16. 16. And this:
  17. 17. How can you get here?• Partner with a credible, service-oriented and proven company• ALWAYS test match rates and data quality before making an investment in the product• Data Services engagements with reputable data providers that can provide a high percentage of match rates and additional data• Typical data exchange is via flat file with periodic updates
  18. 18. Segmenting & Targeting• Demographics/Firmographics : o Prospect role, company size, etc.• Digital Footprint : o Monitoring the prospects behavior o Ex: Website visits, whitepaper and/or case study downloads, etc. o Helps identify psychographics o Buyer motivation• Demographics + Behavior = o The complete picture of your lead.
  19. 19. 3 Tools you can use for trackinginbound behaviors and interest
  20. 20. Anonymous To Known 5 10 100 25 15 White paper is downloaded Score is Applied based onAnonymous lands on activity, interest, Lead Behavior and activity is demographicswebsite and views some tracked and saved in leadproduct pages record Lead sent to nurture pathCompany activity is tracked Demographic, firmographic Sales Rep Alerts sent; data and psychographic data sent to CRM collected Complete lifecycle is collected
  21. 21. Identify, Track, Interpret, Nurture Nurturing Paths Lead Behavior Action-Based Interest Industry Specific Title Plus Behavior
  22. 22. 4 How to define and execute a nurturing strategy that convertsleads into sales-ready opportunities
  23. 23. Campaigns vs. Lead Nurturing One End-to-End Lead Nurturing Process Awareness Consideration Purchase Theme #1 Traditional Theme #2 Campaigns Theme #3 ©2011 Marketing Interactions, Inc.
  24. 24. Lead Nurturing Example Lead Nurturing ExampleDevelop A PlanOutline an effective lead nurturing process per target /campaignExample:•Day 1: Thank you email for downloading a whitepaper•Day 10: Email recommending article/whitepaper ofrelated interest•Day 20: Send another email about area of interest –linking to landing page, lead to other content•Day 30: Send an email invite to webinar • Next series of touches - Dependent on registration and attendance of webinar•Day 40: If attended webinar, phone call follow up•Day 50: Email a recent customer win case studyRule based on “sales ready” definition sends lead to sales
  25. 25. Delivering Relevant Content Based on Behavior
  26. 26. Nurturing Tips• Online and offline• Continual nurturing Inform• Specific interest Keep Educate• Lead Scoring Gives Visibility Alive• Continuously Engage Prospects• Evaluate All Responses• Deliver Real Value Convert Involve• Thought leadership• Personalization Validate• Develop a plan
  27. 27. Take-Away’s:The 4 Keys for Turning Cold Leads IntoSales-Ready Opportunities 1. Segment your target audience/prospects 2. Keep data fresh and update constantly 3. Collect and track prospect and lead behaviors 4. Deliver relevant content via digital conversation 5. Nurture and convert; measure results
  28. 28. Visit us at www.zoominfo.com/business/leadlife for a free data consultation!
  29. 29. How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nurturing Lisa Cramer Don Wynns lcramer@leadlife.com Don.wynns@zoominfo.com

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