Advanced Lead Nurturing Tactics with Ardath Albee


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79% of Marketing Leads Never Become Qualified Leads. How can you Improve your Results?

Join us for an exclusive webinar with Business Strategist and eMarketing Strategies for the Complex Sale author Ardath Albee. One key component for a successful nurturing program is the ability to enable leads to make faster progress through their buying process.

In this webinar, Albee will offer insight on how you can create nurturing programs that generate more sales-ready leads. You will learn:

Why pipeline momentum is the key to sales readiness.

How buying stages apply to lead progression.

What role marketing automation plays in building momentum.

Components necessary to create content that drives next steps.

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  • Emily SlideHi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for Advanced Lead Nurturing with Ardath Albee. In today’s webinar, Marketing Strategist and author of eMarketing Strategies for the Complex Sale, Ardath Albee will expand on concepts from her book and share insight on what you can do to make your lead nurturing more effective. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on…so you can download them there. We certainly welcome your questions and will be answering them at the end of the presentation during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. Please do so, and we’ll try and get to most of them at the end.
  • Emily SlideSo before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and we’ll do a brief Market Overview and tell you a little bit about Manticore. Next, we’ll offer some background and statistics on why building an effective lead nurturing program has become so critical . We will then discuss the buying phases and how to incorporate them into your lead nurturing process. We’ll talk about how to create compelling content for your audience, and how to use marketing automation to monitor your prospects progress. And then we’ll finish with a Q & A.
  • Emily SlideSo, I’ll go ahead and introduce our speakers…Today you will hear from: Christopher Doran: VP of Marketing for Manticore Technology. Christopher is a longtime thought leader in marketing automation. He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.And our Key Note Speaker is:Ardath Albee, author of eMarketing Strategies for the Complex Sale, is CEO and B2B marketing strategist for her consulting firm Marketing Interactions, Inc.. She taps over 20 years of business management and marketing experience to help her clients create customer-focused eMarketing strategies. Writing the noted Marketing Interactions blog involves her in substantial industry and customer conversations, deepening her knowledge of what companies can achieve while verifying many of her principles.So now I’ll hand it over to Christopher to start the presentation…
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  • Advanced Lead Nurturing Tactics with Ardath Albee

    1. 1. Advanced Lead Nurturing Tactics with Ardath Albee<br />January 12, 2010<br />
    2. 2. Agenda<br />Speaker Introduction<br />Overview <br />Background & Statistics<br />Using Buying Phases to Build a Nurture Process<br />Creating Compelling Content<br />Monitoring Progress<br />Q & A<br />
    3. 3. Contact Information<br />Christopher Doran<br />VP, Marketing <br />Manticore Technology<br />Ardath Albee B2B Strategist & CEO<br />Marketing Interactions<br />
    4. 4. About Manticore Technology<br />Founded in 2001<br />Driving force in Marketing Automation since 2003<br />Six years of development & infrastructure support our customers around the globe<br />Product delivers un-matched usability and robust power:<br />Configurable UI to meet your needs<br />Lead nurturing to develop a business process<br />Deepest CRM integration in industry<br />Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process<br />It’s about process – not technology for technology sake<br />People<br />Process<br />Technology<br />
    5. 5. Customers Around the Globe<br />TECHNOLOGY<br />MEDICAL & INSURANCE<br />MARKETING<br />FIANANCIAL<br />BUSINESS SERVICES<br />
    6. 6. Importance of Content<br />Nearly 80% said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future.<br />DemandGen Report Marketing Automation Survey<br />Download at<br />
    7. 7. Ardath Albee<br />Presented by Ardath AlbeeCEO & B2B Marketing Strategist<br />Author of :<br />eMarketing Strategies for the Complex Sale<br />
    8. 8. 79%of marketing leads never<br />become opportunities<br />Marketing Sherpa/KnowledgeStorm<br />
    9. 9. 54%of companies interviewed said their salespeople are able to get prospects to agree to an initial sales conversation LESS than half the time. (face –to-face or via phone)<br />- CSO Insights<br />
    10. 10. The Point of Contention<br />Marketing<br />Sales<br />Qualified Lead Criteria<br />
    11. 11. The Buying Process<br />Past<br />Now<br />Marketing<br />Sales<br />content gap<br />Figure 5.1 from eMarketing Strategies for the Complex Sale<br />
    12. 12. Building A Lead Nurturing Process<br />
    13. 13. Monitoring Progress<br />
    14. 14. Proof Progressive Nurturing Works<br />100% increase in lead qualification<br />171% increase in sales-accepted leads<br />200% higher personal connection rate<br />30% shorter sales cycles<br />
    15. 15. Content Types<br />Word of Mouth – Referrals, Recommendations<br />
    16. 16. Distribute a Variety of Formats<br />Status Quo<br />Research<br />Priority Shift<br />Options<br />
    17. 17. The Serial Effect Propels Progression<br />Solution<br />C<br />B<br />E<br />A<br />F<br />D<br />Problem<br />
    18. 18. Tell Me More<br />Takeaway<br />Call to Action<br />Cliff Hanger<br />
    19. 19. Problem-to-Solution Content Series<br />Figure 14.1 from eMarketing Strategies for the Complex Sale<br />
    20. 20. Go Wide for Pervasiveness<br />Sphere of Influence Drives Progression<br />
    21. 21. Mid-Course Connections<br />Increased recognition<br />Perception of expertise<br />Willing to talk<br />Seed new ideas<br />Opportunity to speed progression<br />
    22. 22. CRM Sales Insight<br />Monitoring Marketing Activity<br />Prioritizing Leads<br />Tracking Click Paths<br />
    23. 23. Push Is OUT<br />Content must pullmindshare. <br />Progression is based on:<br />Delivering Perceived Value<br />Sharing Consistent Storylines<br />Applying Prospect Intelligence<br />
    24. 24. Thank You!<br />Ardath Albee, CEO & B2B Strategist<br />Web:<br />Book:<br />
    25. 25. Q&A<br />Q & A<br />
    26. 26. Contact Information<br />Ardath Albee CEO & B2B Strategist – Marketing Interactions<br />Christopher Doran<br />VP, Marketing – Manticore Technology<br />Blog:<br />Email:<br />Phone: 1 (866) MANTICORE <br />Twitter: @cdoran<br />Blog:<br />Email:<br />Phone: 612-865-7707<br />Twitter: @ardath421<br />