Lead Nurturing 101 Webinar


Published on

Does your sales team need more leads, but your marketing resources are already stretched to the limit?

Marqui's Lead Nurturing 101 presentation covers:

* Defining lead nurturing
* Understanding if lead nurturing will work for your audience
* Tips for designing and executing nurturing campaigns
* Calculating the ROI for lead nurturing

Published in: Technology
  • Be the first to comment

  • Be the first to like this

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

No notes for slide

Lead Nurturing 101 Webinar

  1. 1. 3/30/2010<br />www.marqui.com<br />Webinar: Lead Nurturing 101<br />March 30, 2010<br />
  2. 2. Go-To-Webinar Controls<br />Click the button with the arrows to minimize your GoToWebinar controls<br /><ul><li>Type your questions for us into the box at the bottom and press Send</li></li></ul><li>Agenda<br />Lead nurturing defined<br />Trends for buyer communication<br />Is lead nurturing right for your audience?<br />Anatomy of a lead-nurturing campaign<br />The business case for lead nurturing<br />Q + A<br />
  3. 3. What is lead nurturing?<br />“A relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are sales-ready.”<br />-Marketingprofs<br />(Often used interchangeably with Drip Marketing / Drip Email)<br />3/30/2010<br />www.marqui.com<br />4<br />
  4. 4. Evolution of buyer engagement with vendor<br />1990<br />2000<br />2010<br />
  5. 5. Why should you care?<br />95%<br />…of your website visitors don’t want to talk to sales, but…<br />70%<br />of them will eventually buy from you (or your competitors)<br />Source: @brianjcarroll<br />
  6. 6. How much nurturing is enough?<br />On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?<br />3/30/2010<br />www.marqui.com<br />7<br />Source: Survey of 125 North American technology companies by The Bridge Group<br />
  7. 7. Importance of timing & relevance<br />What do you perceive are the biggest weaknesses in emails about product and service offerings?<br />3/30/2010<br />www.marqui.com<br />8<br />Source: IDG Connect and MarketingSherpa 2010<br />
  8. 8. Is lead nurturing right for your audience?<br />Educational sales process<br />Complex sale – many factors to weigh<br />Long sales cycle - not transactional<br />High value problem solved<br />They want to hear from experts<br />The information they seek varies by role, buying stage, industry<br />3/30/2010<br />www.marqui.com<br />9<br />
  9. 9. Elements of Lead Nurturing Campaigns<br />Lead nurturing campaigns are built out of two key building blocks – triggers and actions<br />Trigger – defines when and for whom a particular action should take place.<br />E.g. If the lead downloads a case study on the benefits of content based marketing and has a lead score less than 50<br />Action – defines what should happen to the lead<br />E.g. Email the lead a link to the “Using Content Based Marketing to Drive SEO” whitepaper<br />
  10. 10. Example Lead Nurturing Campaign<br /><ul><li>SEO consultancy knows from historical sales analysis that prospects that are investigating SEO ROI are ready to buy
  11. 11. The following simple lead nurturing flow encourages prospects to investigate SEO ROI
  12. 12. Prospects that review ROI info are sent to sales
  13. 13. Those that don’t are further nurtured</li></li></ul><li>Automated Lead Nurturing Campaigns<br />Simple multi-step lead nurturing campaign in Marqui<br />
  14. 14. 7 Lead Nurturing Tips<br />Start simple – before getting into complicated branching scenarios just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay<br />Don’t wear out your welcome. Be careful about sending too many messages<br />Just like with regular email campaigns the offer is critical<br />Just like with regular segmentation is your friend. Build tailored lead nurturing campaigns for each of your key sub-segments <br />Test thoroughly and carefully before deploying. Especially critical if you’re using automated tools<br />
  15. 15. Lead Nurturing Tips<br />Work out the hand off between sales and marketing<br />How does sales add leads to nurturing programs?<br />How does sales ensure a prospect doesn’t get nurtured?<br />Measure and tweak overtime to improve results<br />
  16. 16. The business case for Lead Nurturing<br /> Before After Change<br />
  17. 17. Conclusion<br />Lead Nurturing is the process of building relationships with prospects overtime by sending relevant messages and creating meaningful conversations<br />Lead nurturing can help you stay in contact with customers who don’t want to talk to sales right away but who will buy eventually<br />It takes on average 5 to 8 touches to convert a suspect to a prospect<br />Lead nurturing may not be right for your audience, but if it is, a good strategy can help you increase your wins significantly without increasing your lead generation budget <br />
  18. 18. Q + A<br />Richard Sharp, VP Marketing<br />richard.sharp@marqui.com<br />@richardmsharp<br />604.484.8543<br />Ryan Stocker, VP Product Management<br />ryan.stocker@marqui.com<br />604.484.8538<br />Feedback or questions? Connect directly or @Marqui_CMS<br />