Both sales and marketing teams are being challenged with bringing in prospects, engaging leads and bringing home the deals. Lead nurturing has historically been known as a marketing tool and has quickly become a successful part of the overall strategy that supports and drives sales deal success. So, just how does sales leverage lead nurturing? Join Ken Krogue, President and Founder of InsideSales.com, and Derek Grant, Director of Sales at Pardot, a salesforce.com company, to find out!

1. Sales and Marketing
Shifting Lead Nurturing Into Overdrive
Never cold call again with lead nurturing, social strategies and selling skills

2. Safe Harbour
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#PardotWebinar

3. Speakers
Ken Krogue
• President and Founder
• InsideSales.com
Derek Grant
• Director of Sales
• Pardot, a salesforce.com company
#PardotWebinar

4. Poll:
How does your inside sales
team interact with your leads?

5. Definition: Lead Nurturing
A marketing strategy using
recurring interactions to educate
prospects from interest to need.

6. The Goal: Sales Acceleration

7. Marketing’s job is to educate interest into need.
Sales’ job is to validate need into closure.

8. The Problem: Interest is the
counterfeit of need

9. Interest will waste
more time than
anything else
because it looks
like need …
but isn’t.
Image

10. The best strategy.

11. Can you apply the same strategy before lead nurturing by
using social media and PR to generate awareness and
interest?
And using selling skills after lead nurturing to move from
need to closure.

12. Nurture the whole funnel not just your leads.

13. How?
Give to get.
Show some Luv.
Do something nice.
Teach something.
Give relevant
content.

14. Lead them down
the path to
becoming a
raving fan.

15. Golden rule:
… done unto you
Platinum rule:
… done unto
them.

16. Zig Ziglar

17. … and then
continually
personalize to
meet more of their
needs.

18. Circle of influence

19. Circle of influence
… by topic.

20. Awareness
“Who are you?”
PR
Social connections
Broad topics
Have you heard?
Did you know?
Were you aware?
Broad coverage
media

21. Using Social Media
“You are your network.”
Profile
Prioritize
Stalk
Connect
Mention
Converse
Promote

22. Innovation:
“Apply principles proven
elsewhere to your problem.”
Aaron Ross
Top down
Title clout
Executive introduction
LinkedIn Sales
Navigator

23. Curiosity
“What do you do?”
Intriguing
Research
How to
Reviews
Applicable
Comparisons
Social messaging
Seen the latest research?
Compelling headlines

24. Interest
“Why is what you do
important?”
Topic specific
Keyword based
Common interest
Social conversations
Mention cool Features
Drive home key benefits
Clear and specific research
Bridge industry to company
Broad case studies & proof

25. Understanding
“How does it work?”
Teach
Solutions
Apply to needs
Product specific
Apply to target titles
Bridge social to email
Feature-Benefit summary
Bridge company to product
Specific case study

26. Relevance
“Does what you do matter to
me?”
Tailor
Personal
Proof metrics
Platform specific
Lot’s of case stories
Bridge email to phone
Ask about growth/trouble
Tailor to decision maker
Bridge product to benefits

27. Need
“Would what you do work for me/us?”
Ask
Restate
Summarize
Specific solution
Decision process
Circle of influence
Industry specific case studies
Address growth/troubles
Social: Your circle of influence
Apply feature-benefits to problems

28. Validation
“Can you prove that it will
really work?”
Endorse
Credibility
Accelerate pace
Social: connect VP
Logos and references
Direct competitor
validation

29. Urgency
“When can we get it going?”
Speed
Deadlines
Set milestones
Remember immediacy
Overcome content obstacles
Social: connect to ops SE/VP

30. Closure
“Moving ahead, what does
this look like?”
Assumption
Skip forward
Clear planning
More validation
Strategic questions
Benefits of ownership
Tactical/situational plans
Implementation templates
Social: connect client
services

31. Sales and Marketing
“Never cold call again with
lead nurturing, social
strategies and selling skills”
Pardot = Marketing
InsideSales.com = Sales
Acceleration
Nurture the entire pipeline

32. How Marketing Helps
Teamwork makes the dream work

33. Poll
Do you currently use
marketing automation?

34. Does the relationship
between sales and
marketing feel…

35. like this…

36. … or this?

37. Perhaps we should

38. 3 ways marketing can help
Drive lead gen and revenue for sales

39. You will give your sales
team more leads in 2014
Self-Fulfilling Prophecy

40. More isn’t necessarily more
75%
5%
11%
20%
#PardotWebinar
Lower Quality Leads
• Still take cycles to generate
• Have low conversion rates
• Die on the vine

41. The Volume is too High

42. More quality is definitely more
4%
58%
49%
23%
#PardotWebinar
Objective Qualification
• Agree on the definition of MQL
• Send fewer, more qualified
leads
• Have an SLA with sales
• Hold each other accountable

43. Provide Manageable Volume
#PardotWebinar

44. Types of Qualification
#PardotWebinar

45. Nurture Early-Stage Leads

46. Nurtured leads have 47%
higher order values than
their non-nurtured peers
-Aberdeen Research

47. Consider the Buyer’s Journey
#PardotWebinar

48. Tailor the message to the buyer’s stage
HTML Message:
• Corporate look and feel
• From: marketing@xyz.com
Great for:
• Early Stage Content
– Event Announcements
• Post Sales Content
– Newsletters
#PardotWebinar

49. Tailor the message to the buyer’s stage
“Lite” HTML Message:
• Looks Outlook-ey
• From their sales rep
Great for:
• Warming up non-responsive
leads:
– Case Studies
– Whitepapers
– Webinar Invites
#PardotWebinar

50. What will move people?
Start with a goal:
• What does success look like?
• Develop / deploy content to move people to
toward the goal
Define your subscriber list:
• Who is in the stage prior to the goal?
Execute the campaign
#PardotWebinar

51. Companies that excel at
lead nurturing generate
50% more sales ready leads
at 33% lower cost
-Forrester Research

52. When you reach your goal

53. Empower Sales
#PardotWebinar

54. Provide Insights
#PardotWebinar

55. Eliminate Low-Value Work
#PardotWebinar

56. It takes an average of 7 touches
to turn a “suspect” into
prospect, which grows to 8 for
enterprise level accounts.
-Bridge Group

57. Eliminate Low-Value Work
Let Sales Recycle
to Nurturing
#PardotWebinar

58. Questions?

59. @derekgrant | dgrant@salesforce.com
@kenkrogue | www.kenkrogue.com