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LeadLife Webinar: How Lead Nurturing Generates Demand (And Why Sales Loves It)

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79% of leads delivered to sales from marketing never convert to a sale (MarketingSherpa).

The biggest reason for this disconnect is lack of lead nurturing. Marketers need to create a digital conversation where prospects are delivered the right information, at the right time, to make an educated and strategic buying decision.

Sales enablement expert, founder of the ROI Selling Program, and CEO of ROI4Sales, Michael Nick and Lisa Cramer share the 3 ways a proper nurturing strategy provides Sales with insights into a prospects digital behavior (emails opened, links executed, web content reviewed, etc.), and how that data creates better quality leads and a faster sales cycle.

Watch the on-demand webinar: www.leadlife.com/saleslove
The 3 Ways Lead Nurturing Generates Demand (And Why Sales Loves It)

Webinar presenters:
Michael Nick - CEO, ROI4Sales
Lisa Cramer - President, LeadLife Solutions

Hosted by the Outsourcing Institute

Published in: Business
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LeadLife Webinar: How Lead Nurturing Generates Demand (And Why Sales Loves It)

  1. 1. The 3 Ways Lead Nurturing Creates Demand (And Why Sales Loves It)
  2. 2. The Outsourcing Institute• Located at outsourcing.com – Over 70,000 Executive Members Globally• Trends, Best Practices, Case Studies• Training Through OI University• Specialize in Low Cost Alternatives for Outsourcing Buyers Needing Assistance with RFP Development and/or Vendor Selection: – Outsourcing RFP Builder Software – Matchmaker Service• Qualified Demand Generation Programs• Outsourcing Jobs Opportunities and Recruiting Services Through CMS Inc.• Local, Intimate and Interactive Outsourcing Road Show• Sponsorship and New Business Development Opportunities & Programs For more information contact us at: info@outsourcing.com or 516-279-6850 ext. 712
  3. 3. Wall Street Tech Conference March 13, 2013 in NYC CIOs, CTOs and Tech Sourcing Execs in Banking, Financial Services & Insurance to Explore "T-5": Sourcing, Cloud Computing, Big Data, Mobility, Security & Compliance - also known as "T-5", or the five critical technology-related trends creating both opportunities and risk for banking, financial services and insurance organizations - will be explored at the Wall Street Tech Conference & Exhibition.To learn more and register for events visit www.outsourcing.com/events
  4. 4. Panelists & Moderator • Lisa Cramer – 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) • Michael Nick – Sales Enablement Guru – CEO of ROI4Sales – Author of “The Key to the C Suite” & “ROI Selling” • Moderator - Daniel Goodstein – VP, Outsourcing Institute
  5. 5. Agenda1. Aligning sales and marketing on the lead process2. Applying Lead Nurturing – Providing priority and intelligence into lead behavior for making warmer calls3. Ensuring every lead is nurtured and not lost or ignored
  6. 6. 1Aligning sales and marketing on the lead process
  7. 7. The PastMarketing
  8. 8. What It’s Costing You• Revenue Impact – 70% of leads are not followed up on• Cost of Sales – Marketing • Wasted lead generation dollars • Resources constrained – Sales • For every 100 raw leads, 4 – 7 are ready to buy – who do you call? • Call attempts per lead 7- 12 Marketing Sherpa, Demand Gen Report, Forrester
  9. 9. The Buyers Process Has Changed60% of a typical (B2B) purchasingdecision—researching solutions, rankingoptions, setting requirements, benchmarkingpricing, and so on—occur before evenhaving a conversation with a supplier. Corporate Executive Board
  10. 10. The Present (and Future) Marketing
  11. 11. 2Applying Lead Nurturing
  12. 12. Campaigns vs. Lead Nurturing One End-to-End Lead Nurturing Process Awareness Consideration Purchase Theme #1 Traditional Theme #2 Campaigns©2011 Marketing Interactions, Inc. Theme #3
  13. 13. Lead Nurturing Example Lead Nurturing StrategyDevelop 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•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
  14. 14. 3Ensuring every lead is nurtured and not lost or ignored
  15. 15. Apply Scoring Based on Activity & Response50 35 100 63 85
  16. 16. Notify Sales in Real-Time Send real-time notifications to your salesAlert Reason: Lead visited Pricing Page on your website teamFirst Name JohnLast name Doe Integrate seamlessly withCompany Technology Solution Providers your CRM systemEmail jdoe@tsp.comPhone 123.456.7890 *Contact rate decreasesMost Recent 100x when response Lead Nurturing Whitepaper time goes from 5 min toForm FillMost Recent 30 min www.leadlife.com/pricingPageviewScore 100 * Kellogg/MIT Study
  17. 17. $Benefits of Lead Nurturing
  18. 18. Bottom Line ResultsWith Lead Nurturing, Companies Have:– Increased revenue by 150%– Increase in qualified leads by 78%– Decrease in sales cycle from months to weeks– Increase first call contact success rate by 85%– Decrease in cost of sales by 10%– Improved conversion rates up to 3x– ROI in 60 days
  19. 19. ?How do you want your sales professionals to spend their time?
  20. 20. How Sales Spends Their Time Today Professional Sales Rep Time Breakdown
  21. 21. How Sales Spends Their Time with Lead Nurturing Professional Sales Rep Time Breakdown – With Lead Nurturing
  22. 22. How to Get StartedWanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leads www.leadlife.com/nurturing Watch this recorded on-demand Webinar at www.leadlife.com/SalesLove Lisa Cramer Michael Nicklcramer@leadlife.com mnick@roi4sales.com

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