Lead Nurturing after the Sales Handoff Accelerate the Buying Process


Published on

In this webinar, marketing automation provider Manticore Technology teams up with sales 2.0 lead generation expert Sales Engine International to reveal how Marketing can help drive revenue with 3 powerful, sales-driven lead nurturing programs.

Published in: Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Lead Nurturing after the Sales Handoff Accelerate the Buying Process

  1. 1. Lead Nurturing After the Sales Handoff: Accelerate the Buying Process<br />February 15, 2011<br />2/16/2011<br />Manticore Technology, Inc. – Copyright 2011. All rights reserved.<br />
  2. 2. Sales & Marketing Love<br />Sales<br />Marketing<br />
  3. 3. Agenda<br />Manticore Technology Overview<br />Why Are We Here?<br />Guest Speaker Introduction<br />Building your Ideal Prospect Profile & Creating Buyer Personas<br />3 Types Post-Sales Handoff Nurture Programs<br />A Strategic Framework for Building Nurtures<br />Q&A<br />
  4. 4. About Manticore Technology<br />Founded in 2001<br />Trusted provider of SaaS marketing automation solutions since 2003<br />Companies of all sizes around the globe rely on Manticore to manage and measure their marketing funnel.<br /><ul><li>Simply powerful marketing automation
  5. 5. Developed for marketers
  6. 6. Ideal combination of usability and power
  7. 7. It’s about process – not technology for technology sake</li></ul>People<br />Process<br />Technology<br />
  8. 8. Customers Around the Globe<br />MEDICAL & INSURANCE<br />TECHNOLOGY<br />FIANANCIAL<br />BUSINESS SERVICES<br />
  9. 9. Market Overview<br />Then<br />Now<br />MARKETING<br />MARKETING<br />SALES<br />SALES<br />95% of Buyers chose a vendor that provided ample, relevant content during their buying process – DemandGen Report<br />
  10. 10. Market Overview<br />90% of Buyer’s Prefer to <br />Consume Information Online<br />
  11. 11. Buying Continuum vs. “Sales handoff”<br />
  12. 12. About Sales Engine International<br />Private - founded in 2006<br />Executive team of senior sales and marketing executives expert in go to market strategy, demand generation and sales-operations<br />Delivered ½ decade double digit sales growth for $1B company through productivity adding no additional headcount<br />Deliver digital marketing, demand generation and sales-operations services to companies of all sizes from start-up to Fortune 50<br />Profitable growth walking our talk<br />
  13. 13. Persona Matrix<br />
  14. 14. Map Personas | Buying Process<br />
  15. 15. Map Personas | Buying Process &Content<br />
  16. 16. Sales REP engagementChallenges<br />Establishing contact even after they’ve filled out ‘contact me’<br />Staying engaged with early stage prospects… the ‘tickler file’<br />Re-engaging prospects<br />
  17. 17. Nurture Type #1<br />Sales Challenge: Establishing contact even after they’ve filled out ‘contact me’<br />Lifecycle Nurture<br />Enroll prospects who raise hand digitally <br />Personalize the sender<br />Spoon feed content that aligns to buying process<br />Create ‘out paths’ where the prospect can consume what they want when they want it<br />
  18. 18. Nurture Type #2<br />Sales Challenge: Staying engaged with early stage prospects… the ‘tickler file’<br />Stay in Touch<br />Enroll prospects who made a connection with a sales rep and said thanks but no thanks… for now<br />Text only personal design and style<br />
  19. 19. Nurture Type #3<br />Sales Challenge: Re-engaging prospects<br />Re-engage<br />Respond to digital behavior after dormant period <br />Auto responder to prospect<br />Instant email alert to sales rep<br />Contextualize auto-responder based on web activity<br />
  20. 20. Managing Your Nurtures<br />Lead Nurturing Based On Persona & Buying Phase<br />Lead Nurture 1: CFOs<br />Lead Nurture 1: CTOs<br />Lead Nurture 1: CEOs<br />Lead Nurture 2: CEOs<br />Lead Nurture 2: CTOs<br />Lead Nurture 2: CFOs<br />Lead Nurture 3: CEOs<br />Lead Nurture 3 : CTOs<br />COMPLEX<br />Lead Nurture 3: CFOs<br />
  21. 21. Dynamic Content Reduces Complexity <br />LN #1: CTOs, CFOs, CEOs<br />LN #2: CTOs, CFOs, CEOs<br />LN # 3: CTOs, CFOs, CEOs<br />Dynamic Content Selects Appropriate Content Based on Buying Persona<br />
  22. 22. Your Marketing Automation Toolkit<br />“More than 47 percent of B2B marketers indicate they are currently using 50 percent or less of their marketing automation system’s functionality.”<br />
  23. 23. Summary<br />No such thing a “Clean Sales Handoff”<br />Sales & Marketing need to agree on their Ideal Prospect Profile<br />3 Post sales handoff nurtures<br />Life cycle<br />Staying in touch <br />Re-engaging <br />Execute nurtures using Dynamic Content<br />
  24. 24. Q&A<br />
  25. 25. Contact Information<br />Mike Vannoy<br />@MikeVannoy<br />Salesengineintl.com/Business-to-Business-Sales-Lead-Blog/<br />Emily Mayfield<br />@Manticoretech<br />manticoretechnology.com/blog<br />