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Building Prospect Relationships Through Inbound Nurturing
The document discusses the importance of inbound lead nurturing in marketing, emphasizing the need to engage and build relationships with potential customers throughout their buying journey. It outlines key steps for creating a successful nurturing campaign, including understanding buyer personas, setting goals, and measuring results. Effective nurturing strategies can lead to significantly higher conversion rates and sales efficiency.
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Similar to Building Prospect Relationships Through Inbound Nurturing
Building Prospect Relationships Through Inbound Nurturing
- 1. Building Prospect Relationships throughInbound Nurturing Ellie Mirman
- 2. When you do Inbound Marketingright, you attract potential customers early in the sales and marketing process.
- 3. That means you needto nurture those leads until they are qualified and ready to buy.
- 4. Only 25% ofleads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research
- 5. Only 33% ofB2B marketers say they have an effective lead nurturing process. Source: Executive Benchmark Assessment Survey / DemandGen Report
- 6. According to ForresterResearch, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower the cost per lead.
- 7. AGENDA Benefits of InboundNurturing1 2 3 5 Steps to Create a Successful Campaign Inbound Nurturing Beyond the Inbox
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- 9. 1 Establish contactimmediately 9 Benefits of Lead Nurturing 35-50% of sales go to the vendor that responds first. -InsideSales.com
- 10. 1 Establish contactimmediately 2 Build thought leadership 9 Benefits of Lead Nurturing
- 11. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 9 Benefits of Lead Nurturing 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider. -Genius.com/DemandGen Report
- 12. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 9 Benefits of Lead Nurturing
- 13. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 9 Benefits of Lead Nurturing Segmented emails get 50% more clicks. -MarketingSherpa
- 14. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 9 Benefits of Lead Nurturing
- 15. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 9 Benefits of Lead Nurturing
- 16. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Benefits of Lead Nurturing Nurtured leads have 9% higher average deal size and 23% shorter sales cycle. -Market2Lead
- 17. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Encourage referrals/new lead generation 9 Benefits of Lead Nurturing
- 18. 1 Establish contactimmediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Encourage referrals/new lead generation 9 Benefits of Lead Nurturing
- 19. 5 Steps toCreate a Successful Campaign2
- 20. Step 1: Understand YourBuyer Personas
- 21. TIP: Segment your nurturingby persona to tailor content to each persona’s specific challenges.
- 22. 39% 34% 28% 24% 24% 24% 21% Increased Open Rates GreaterEmail Relevance Lower Opt-Out/Unsubscribe Rates Better Deliverability Increased Sales Leads Greater Revenue Greater Customer Retention % of respondents EMAIL LIST SEGMENTATION RESULTS SOURCE: LYRIS, INC.
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- 24. TIP: Your goal maydiffer at different stages of the funnel and different personas.
- 25. POTENTIAL EMAIL GOALS: •Generate new leads: enable sharing • Follow up on offer download: kickback email • Collect audience feedback: surveys • Increase program awareness: informative copy • Nurture leads further down the funnel: resources • Facilitate sales process: CTA such as “call us” • Educate customers about new features: overview
- 26. Step 3: Map Contentto Every Stage of the Funnel 5 Free Infographic Templates Content Creation Kit for Inbound Marketing Campaigns Request a Demo of Inbound Marketing Campaign Software Case Studies, ROI reports, RFPs
- 27. TIP: Nurture leads withcontent that helps them solve their problems. This will build trust and encourage them to turn to you when they’re ready to make a purchase.
- 28. Over 75% ofemail revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized emails see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP USE PERSONALIZATION
- 29. Step 4: Set Upfor Smarketing Success
- 30. TIP: Keep an openline of communication between Sales and Marketing at all times. Get feedback, understand their day-to- day, and set up the team for success.
- 31. Step 5: Measure &Improve
- 32. TIP: Be diligent abouthaving a metric for everything you do. This ensures that every activity has a purpose.
- 33. 1 Understand yourbuyer personas 2 Determine your goal 3 Create content for each stage of the funnel 4 Setup for smarketing success 5 Measure & improve 5 Steps to Create a Successful Campaign
- 34.
- 35. 95% of onlineconsumers use email; 91% check email at least once a day. Email has longer lifespan than social media. 77% of consumers prefer email for marketing communications. Email lets you be highly personal. Email marketing has an ROI of 4300%. 1 There are more than 3.2 billion email accounts today. 6 2 3 4 5 EMAIL NURTURING IS EFFECTIVE SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)
- 36. But people consume informationin many ways.
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- 40. 1:1 Nurturing LeveragingYour Data
- 41. Leverage all ofyour channels, your content, and your people to nurture inbound prospects into inbound customers.
- 42.