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How to Turn your Lead
Nurturing Program into a
Customer Converting Machine
Presented by: Lincoln Murphy
July 10, 2014
About Runaware
• TestDrive™: Online, on-demand software demo
platform
• Live demos
• Walkthrough Guides
• Full-service engineering team installs your
software in the cloud
• Use URL in all your marketing properties
• Actionable reporting data
Lincoln Murphy - Sixteen Ventures
Over the past 7 years, Lincoln Murphy, Managing Director of
Sixteen Ventures, has helped 300+ SaaS companies - as well as
thousands more through his writing, workshops, and speaking -
accelerate their growth by optimizing the Customer Lifecycle,
from customer acquisition to retention. He’s been featured in Fast
Company, Inc., VentureBeat, and GrowthHacker.tv.
@lincolnmurphy
Today’s Agenda
1. Attract the Right Customer
2. Know where they are on the Awareness Ladder
3. What are you Displacing in their World
4. Why are you Engaged with Them?
5. What’s the Most Logical Next Step
6. Expose Value Potential
7. Ask For The Sale
8. Q&A
Attract the Right Customer
Attract the Right Customer
Ready
Willing
Able
Successful
Profitable
Expansion Potential
Virality
Where are They on the Awareness Ladder?
Where are They on the Awareness Ladder?
Where are They on the Awareness Ladder?
What are you Displacing in their World?
What are you Displacing in their World?
• Are you an OR or an AND?
• How are they solving the
problem today?
• What product are they
using / most familiar with?
• How does your product
differ from that?
Why are You engaged with Them?
Why are You THEY engaged with
Them YOU?
Why are You THEY engaged with
Them YOU?
• What was the catalyst that
compelled them to engage
with you?
• What is their buying cycle /
procurement process like?
• Who found you vs. who are
the buyers?
What’s the Most Logical Next Step
What’s the Most Logical Next Step
• Don’t try to solve everything
at once
• What is the very next action
they need to take to move in
the right direction?
• For Runaware, what’s the
logical next step for today’s
webinar attendees?
Expose Value Potential
Expose Value Potential
• Value Perception gets them
to sign-up, reach out, or
otherwise connect
• Value Realization is when
they get actual value from
your product
• Value Potential is what you
sell along the way
• Job to Be Done vs. Desired
Outcome
Ask For The Sale!!!
Ask For The Sale!!!
• Compel to Convinced!
• Right Time, Right Offer
• Biggest mistake most
companies make in the
“nurturing” process is not
asking for the sale
Questions?
Additional Resources at:
http://sixteenventures.com/runaware
http://runaware.com
Lincoln Murphy,
Sixteen Ventures
@lincolnmurphy

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How to Turn Your Lead Nurturing Program into a Customer Converting Machine

  • 1. How to Turn your Lead Nurturing Program into a Customer Converting Machine Presented by: Lincoln Murphy July 10, 2014
  • 2. About Runaware • TestDrive™: Online, on-demand software demo platform • Live demos • Walkthrough Guides • Full-service engineering team installs your software in the cloud • Use URL in all your marketing properties • Actionable reporting data
  • 3. Lincoln Murphy - Sixteen Ventures Over the past 7 years, Lincoln Murphy, Managing Director of Sixteen Ventures, has helped 300+ SaaS companies - as well as thousands more through his writing, workshops, and speaking - accelerate their growth by optimizing the Customer Lifecycle, from customer acquisition to retention. He’s been featured in Fast Company, Inc., VentureBeat, and GrowthHacker.tv. @lincolnmurphy
  • 4. Today’s Agenda 1. Attract the Right Customer 2. Know where they are on the Awareness Ladder 3. What are you Displacing in their World 4. Why are you Engaged with Them? 5. What’s the Most Logical Next Step 6. Expose Value Potential 7. Ask For The Sale 8. Q&A
  • 5. Attract the Right Customer
  • 6. Attract the Right Customer Ready Willing Able Successful Profitable Expansion Potential Virality
  • 7. Where are They on the Awareness Ladder?
  • 8. Where are They on the Awareness Ladder?
  • 9. Where are They on the Awareness Ladder?
  • 10. What are you Displacing in their World?
  • 11. What are you Displacing in their World? • Are you an OR or an AND? • How are they solving the problem today? • What product are they using / most familiar with? • How does your product differ from that?
  • 12. Why are You engaged with Them?
  • 13. Why are You THEY engaged with Them YOU?
  • 14. Why are You THEY engaged with Them YOU? • What was the catalyst that compelled them to engage with you? • What is their buying cycle / procurement process like? • Who found you vs. who are the buyers?
  • 15. What’s the Most Logical Next Step
  • 16. What’s the Most Logical Next Step • Don’t try to solve everything at once • What is the very next action they need to take to move in the right direction? • For Runaware, what’s the logical next step for today’s webinar attendees?
  • 18. Expose Value Potential • Value Perception gets them to sign-up, reach out, or otherwise connect • Value Realization is when they get actual value from your product • Value Potential is what you sell along the way • Job to Be Done vs. Desired Outcome
  • 19. Ask For The Sale!!!
  • 20. Ask For The Sale!!! • Compel to Convinced! • Right Time, Right Offer • Biggest mistake most companies make in the “nurturing” process is not asking for the sale