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LeadLife and Nour Group Webinar: 5 Keys To Creating Customer Advocates - How Lead Nurturing Sets the Stage

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In an age where B2B buyers go through 60% of their buying decisions without ever contacting a vendor (Corporate Executive Board), a fundamental shift is taking place that requires companies to engage early with prospects in a digital conversation vs. just selling.

David Nour, international speaker and author of "Relationship Economics" and "Return on Impact: Leadership Strategies for the Age of Connected Relationships," provides a refreshing view on how companies can create the right environment for developing customer advocates by becoming a trusted resource from early engagement and through-out the customer life cycle.

Webinar presenters:
David Nour - CEO, The Nour Group, Inc.
Lisa Cramer - President, LeadLife Solutions

In this webinar, David and LeadLife's Lisa Cramer will discuss the 5 most important factors for creating long-term customer advocates:

Identifying buyer types.
Creating relevant content to continuously engage in a digital dialogue.
Separating yourself from the competitors by becoming a trusted resource.
Developing a nurturing strategy early in the sales cycle that employs thought-leadership.
Leveraging customer relationships.

Published in: Business
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LeadLife and Nour Group Webinar: 5 Keys To Creating Customer Advocates - How Lead Nurturing Sets the Stage

  1. 1. 5 Keys to Creating Customer AdvocatesHow Lead Nurturing Sets the Stage eavy Lifting f the H or Y e do ou W
  2. 2. Today’s SpeakersDavid Nour @davidnour #ROIBook• CEO, The Nour Group• Business Relationship Experts• Growth Strategists• Thoughts & Practice LeadershipLisa 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. Agenda1 Identifying buyer types.2 Creating relevant content to continuously engage in a digital dialogue.3 Separating yourself from the competitors by becoming a trusted resource.4 Developing a nurturing strategy early in the sales cycle that employs thought-leadership.5 Leveraging customer relationships.
  4. 4. Our Guest Speaker David Nour, CEO The Nour Group, Inc. Business Relationship Experts Growth Strategists Thoughts & Practice Leadership  Relationship Economics  ConnectAbility  The Entrepreneurs Guide to Raising Capital  Return on Impact  Social Networking Best Practices Series…
  5. 5. David NourFull Disclosure!1. Marketing is Painful to Me! Direct Correlation w/ Growth!2. Have Tried Countless Engines, Processes, People3. Know Richard Brock, LeadLife CEO, socially4. Use LeadLife Now – Happily5. We’re Partners / Refer Them to Clients
  6. 6. Sales & Marketing In 2013…How Many Emails Do You Get a Day? Where is Your BestBusiness Coming From?
  7. 7. Age of Connected Relationships100 75% $93 billion Of people who don’t Revenues missed due tomillion believe your marketing / misaligned value neededTweets each day advertising / offered
  8. 8. Ripple Effect of Disruptive Forces Members  The connected consumer  The networked workforce  The empowered citizen Organizations  Evolved business models  Optimized digital operations Industries  Connected enterprise  Value migration  Value chain redefinition  Fragmentation
  9. 9. 1Identifying Buyer Types
  10. 10. Demographics vs. Psychographics• Past Buyer (like Services)  FUD Buyer - (Fear, uncertainty  Educated Buyer - Buyer – Repurchase, comfortable and doubt) looking to get informed and with offering make a deliberate and informed  Motivated by fear / anxiety decision• Motivated by continued positive experience  Specific “precaution,” “opinion-  Motivated by facts and value• Specific “expansion” and seeking” and “product-issue- “evangelizing” taxonomy specific” taxonomy  Specific “fact finding” taxonomy• General Buying Process  General Buying Process  General Buyer Process – Organization forums - Online review search - Online product search – General service - Like-minded forums - Pain search (blogs & forums) discussions - Blogs (for validation and - Forum readership (main – Blogs (for validation contributions) source of information) and contributions)
  11. 11. Tracking Digital Behavior
  12. 12. 2Creating Relevant Content To Continuously Engage In A Digital Dialogue
  13. 13. C: You Bring?A: They Need? 1. Unique? (vs. Want) 2. Well 1. Existing - $ Positioned?2. Impending - $$ 3. Clearly 3. Created - $$$ Understood? B: They Can’t Get Elsewhere! 1. Knowledge / Talent 2. Experience 3. Influential Relationships
  14. 14. Content Objectives1. Become an Object of Interest / Create Market Pull…2. Develop Diverse, Quality, Value-Based Market Relationships3. Ensure Economic Buyer (EB)4. Provide Value, Provoke, Contrarian Perspective5. Develop a Trusting Relationship6. Conceptual Agreement on Objectives, Measures, Value7. Propose Win/Win vs. We Win8. Deliver Results
  15. 15. Align Goals with Offers & Metrics The New Way: Develop a Relationship• Goal: A Better Approach – Acquaint the target audience with our solutions and expertise by showing them we understand their challenges and objectives.• Metrics: – Clicks and page views – Time spent – Continuous interactions > next steps taken• Content Offers: – Series of articles that answer buyers questions – Education, expertise and evidence content to support our assertions based on their specific needs. – Supported by 3rd party white papers and research.
  16. 16. Understanding Content Marketing Move Your Prospects through the Buy Cycle with Relevant Content Problem Information Brand Objections/ PurchaseSegment Recognition Search Evaluation Obstacles Decision Webinars Pricing Industry Case Studies TestimonialsSegment 1 stats/reports Whitepapers Datasheets Free demos How to get Blog started Webinars Pricing Industry Whitepapers Case Studies TestimonialsSegment 2 stats/reports Blog Datasheets Free demos How to get started
  17. 17. 3 Separating Yourself FromYour Competition – Becoming A Trusted Resource
  18. 18. • Segment• Modularize• Anticipate• Reward• Transform
  19. 19. Value Alignment N: Buying Education C: Manufacturer DirectBy E: Awareness / InsideNeed, Capability, Engagement 1. UnawareOverlay Social + Mobileto Engage & Influence! 6. Expert 2. Interest 5. Members 3. Advanced Engaged N: Hands On DecisionN: Tech Expertise / Aftermarket C: Dealer Demo DaysC: Track Days / Community Groups 4. E: Right Ride for Right RiderE: Best Practices & Practitioners Informed
  20. 20. 4 Developing A Lead NurturingStrategy Early In The Sales CycleThat Employs Thought-Leadership
  21. 21. 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.
  22. 22. 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•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
  23. 23. 5Leveraging Customer Relationships
  24. 24. 10 Relationship IMPACT Moments… 4. Perspective 2. Engagement 3. Adaptability Change the Lens! Show Up! Tailor It! 5. Conviction10. Improvement Bring a POV!Up Their Game!9. Candor 6. CollaborationSay What Others Wont! Make it Stronger Together! 1. Empathy Walk in their shoes! 7. Selflessness8. Accountability Lower Self InterestOwn It!
  25. 25. Take-Away’s: 5 Keys to Creating Customer Advocates1. ID & Uniquely Engage Customer Segments2. Create Most Relevant Content to Them & Consistently Aim to Engage and Influence Their Thinking + Call to Action3. Add Value With Every Interaction4. Nurture / Drip Campaigns with Thought / Practice Leadership5. Understand and Leverage Customer Lifecycles – What Do They Need?
  26. 26. How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nurturing David Nour Lisa Cramer NourGroup.com 404-419-2115 lcramer@leadlife.com @davidnour #ROIBook

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