B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Lead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...Joe Glover
The pressure is real for brands to constantly be churning out fresh content and be “always on.” Research shows time and again that the brands that do always-on marketing well are often considered more recognizable and relevant. But it's not easy to implement.
In addition to always running campaigns, marketers need to ensure the content they promote is relevant throughout their prospect's buying journey. How does one be always on without having to always be working?
In this session, LinkedIn’s Senior Content Solutions Consultant Purna Virji will share how marketers can re-think their content planning approach and share frameworks and best-in-class examples for designing a scalable and sustainable always on content strategy.
How to Turn Your Webinar into a Revenue GeneratorReadyTalk
Have you ever thought about turning your webinar series into a revenue stream? What about creating a series to generate additional revenue for your company? Paid webinars are becoming more and more popular as production values increase and organizations look for additional sources of revenue.
Join our panel of experts as they talk in detail about their webinar programs and how they generate revenue using a variety of tactics. In this webinar, you will learn:
-How to create a webinar series people will want to pay for
-How to replace physical events with a paid webinar
-How to successfully promote your paid event to increase registration and attendance
-The essential tools needed for any paid for webinar program
Lead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...Joe Glover
The pressure is real for brands to constantly be churning out fresh content and be “always on.” Research shows time and again that the brands that do always-on marketing well are often considered more recognizable and relevant. But it's not easy to implement.
In addition to always running campaigns, marketers need to ensure the content they promote is relevant throughout their prospect's buying journey. How does one be always on without having to always be working?
In this session, LinkedIn’s Senior Content Solutions Consultant Purna Virji will share how marketers can re-think their content planning approach and share frameworks and best-in-class examples for designing a scalable and sustainable always on content strategy.
How to Turn Your Webinar into a Revenue GeneratorReadyTalk
Have you ever thought about turning your webinar series into a revenue stream? What about creating a series to generate additional revenue for your company? Paid webinars are becoming more and more popular as production values increase and organizations look for additional sources of revenue.
Join our panel of experts as they talk in detail about their webinar programs and how they generate revenue using a variety of tactics. In this webinar, you will learn:
-How to create a webinar series people will want to pay for
-How to replace physical events with a paid webinar
-How to successfully promote your paid event to increase registration and attendance
-The essential tools needed for any paid for webinar program
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
How to nurture good sales leads - Lead GenerationStickyeyes
Lead nurturing is the defining act that turns a lead into a prospect, and a prospect into a sale. Yet it is often the part of the process which is most neglected. Perhaps this is why an estimated 79% of leads never convert into a sale, according to MarketingSherpa.
Stickyeyes webinar, on Thursday 8th November 12.30-1.30 (BST), presented by Stickyeyes Demand Generation Director, Phil McGuin discussed the four key stages of lead nurturing that:
- raise awareness and perception of your brand;
- convince your prospects of your credentials; and
- convert those leads into a positive commercial action.
You can listen to the webinar on-demand at https://www.brighttalk.com/webcast/16065/337312
Or view more of Stickyeyes free whitepapers, webinars and blog posts at https://www.stickyeyes.com/
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
HubSpot customer ProofreadNOW has increased prospect engagement and inbound lead activity with integrated lead nurturing capabilities, letting this small company automate key activities to make a big impact.
These slides are from a webinar with HubSpot customer Conni Eversull, Director of Sales & Marketing at ProofreadNow which was moderated by HubSpot Director of Product Evangelism, Kirsten Knipp.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan DonadoJonathan Donado
Sales and marketing presentation for B2B Tech Companies. This presentation highlights the need to move away from the traditional sales process to a new process driven by continuous interaction and communication with prospect clients through a digital marketing strategy.
The world today is "digital" and companies need to adapt their strategies to target and capture clients through digital marketing. This marketing strategy is a combination of "Owned Media", "Earned Media" and "Paid Media".
Presentation by Jonathan Donado
Connect with me on:
- Twitter: @donadosays
- Linkedin: https://www.linkedin.com/in/jonathandonado/
B2B / Marketing / Strategy / Sales / Entrepreneur / Startups / Entrepreneurship
Everything Content Teams Need to Know about ABM [Webinar]Kapost
Watch the webinar on-demand: resources.kapost.com/account-based-marketing-content-teams-webinar.html
The marketing world has been abuzz about ABM for years, but what will implementing account-based marketing mean for your team? Join Engagio CMO Heidi Bullock and Kapost Marketing Manager Zoë Randolph to learn:
- The role of content creators and strategists in ABM
- Which metrics you need to track
- How to fit ABM into your existing content strategy
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
How to nurture good sales leads - Lead GenerationStickyeyes
Lead nurturing is the defining act that turns a lead into a prospect, and a prospect into a sale. Yet it is often the part of the process which is most neglected. Perhaps this is why an estimated 79% of leads never convert into a sale, according to MarketingSherpa.
Stickyeyes webinar, on Thursday 8th November 12.30-1.30 (BST), presented by Stickyeyes Demand Generation Director, Phil McGuin discussed the four key stages of lead nurturing that:
- raise awareness and perception of your brand;
- convince your prospects of your credentials; and
- convert those leads into a positive commercial action.
You can listen to the webinar on-demand at https://www.brighttalk.com/webcast/16065/337312
Or view more of Stickyeyes free whitepapers, webinars and blog posts at https://www.stickyeyes.com/
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
HubSpot customer ProofreadNOW has increased prospect engagement and inbound lead activity with integrated lead nurturing capabilities, letting this small company automate key activities to make a big impact.
These slides are from a webinar with HubSpot customer Conni Eversull, Director of Sales & Marketing at ProofreadNow which was moderated by HubSpot Director of Product Evangelism, Kirsten Knipp.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan DonadoJonathan Donado
Sales and marketing presentation for B2B Tech Companies. This presentation highlights the need to move away from the traditional sales process to a new process driven by continuous interaction and communication with prospect clients through a digital marketing strategy.
The world today is "digital" and companies need to adapt their strategies to target and capture clients through digital marketing. This marketing strategy is a combination of "Owned Media", "Earned Media" and "Paid Media".
Presentation by Jonathan Donado
Connect with me on:
- Twitter: @donadosays
- Linkedin: https://www.linkedin.com/in/jonathandonado/
B2B / Marketing / Strategy / Sales / Entrepreneur / Startups / Entrepreneurship
Everything Content Teams Need to Know about ABM [Webinar]Kapost
Watch the webinar on-demand: resources.kapost.com/account-based-marketing-content-teams-webinar.html
The marketing world has been abuzz about ABM for years, but what will implementing account-based marketing mean for your team? Join Engagio CMO Heidi Bullock and Kapost Marketing Manager Zoë Randolph to learn:
- The role of content creators and strategists in ABM
- Which metrics you need to track
- How to fit ABM into your existing content strategy
+100 EXTRA Guerilla marketing examples (part 2)Total Identity
"+ 100 EXTRA guerrilla marketing examples" was made in reaction to the success on- and offline of the first presentation (over 30k views!). These are 100 extra examples of the best guerrilla marketing examples I could find rated according to my own rating system. I invite everybody to send me their favorites! I am still working on the card game which will be published within two months.
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
A guide to technology for marketers. Marketers today have a HUGE number of technology choices. This presentation spells out strategy and tactics for making marketing technology decisions.
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife
As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie.
It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects.
With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling.
LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability.
1) How to define your perfect prospect
2) Get sales and marketing working together to define a qualified lead
3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle
4) Why tracking lead behaviors and score based on interest can make your sales team more profitable
October 20, 2010 Santa Clara University Leavey School of Business speaker slides for the Mktg 551 MBA course, presented for discussion with Professor Ravi Shanmugam's class.
Digital Marketing Case Study + Consortium DetailsBest Practices
Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function.
How to Register? Other Questions? Give us a call or simply fill in the "Get in touch" form and we will be in touch to discuss further.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
Lead Nurturing and Lead Scoring Software Accelerates Buying CycleRight On Interactive
Learn from savvy marketers how to accelerate the buying cycle with lead nurturing and lead scoring. Presented at ExactTarget Connections 10 customer conference on Sep 15, 2010 by Dave Morse of Delta Faucet, Bo Lowery of Wild Birds Unlimited, Jeremy Williams of Indiana Tourism, and Troy Burk of Right On Interactive.
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of MECLABS and Pamela Markey, MECLABS Director of Marketing & Brand Strategy will continue the conversation they began in part 1 as they reveal what has helped MECLABS, their clients and businesses that have submitted their experiences to MarketingSherpa and MarketingExperiments, the primary research organizations of MECLABS.
The Evolution of Meeting Rooms: 5 Secrets to a Dongle-Free ExistenceReadyTalk
Meeting rooms are constantly evolving. Companies are having to adjust to the competitive pressures and pace of change in the market, while employing new workers with different expectations on how they want to work.
When tasked with developing a presentation for a webinar or virtual meeting, most of us default to creating a PowerPoint deck that we’ll use as the visual element. But what if you weren’t limited to this medium? What if you could add other visual components to capture your audience?
Learn how to take your webinars to the next level and engage your audience!
If you’re in IT, you probably know about the frequent, time-consuming troubleshooting that low quality conferencing platforms demand. Poor audio quality, dropped calls and other network issues are all in a day’s work.
But beyond the amount of time your IT team spends resolving these issues, do you know about the direct impact that sub-par virtual meeting technology can actually have? Or how the widespread the effects of this software can be on the entire business?
Looking Back. Moving Forward. ReadyTalk Year in Review 2014ReadyTalk
With 2014 coming to a close and 2015 kicking off with a bang, check out the features and services ReadyTalk released in 2014.
ReadyTalk gives you all the confidence that’s been missing in online meetings and webinars. Our platform delivers serious collaboration technology, supported by expert service you didn’t think was possible. Our passion is perfect meetings and presentations.
With ReadyTalk, you can always count on simple, reliable web meetings anyone can join anywhere, anytime. But that’s just the beginning. ReadyTalk gives you an easy-to-use, high-quality solution that works how you want it to – backed by
an outstanding customer experience every time. There’s no software for users to download, and no worries that technology will ever get in the way of your meeting or presentation. You and your team can focus on having a rewarding business engagement every time.
Can you hear me now? Capturing the Attention of a Virtual AudienceReadyTalk
Presenting to a virtual audience can be intimidating even for those who are well-versed in public speaking. As a presenter on a virtual event or webinar, you are competing for your audience’s attention with distractions outside of your control – email, chat and the Internet are all available at your audience’s fingertips. How can you ensure that your message is being heard? How can you ensure you’re providing leadership and value?
Learn tips and techniques that can be used by speakers and moderators to educate, entertain and maintain the attention of your virtual audience.
-Discover how to be a better speaker in a remote environment
-Learn new moderator tactics
-Develop a visual presentation that complements your message
-Uncover the value in presenting from a thought leadership perspective
Thought Leadership--What is it and how do I become a leader?ReadyTalk
Utilizing webinars can be a valuable marketing tactic, but they can also detract potential customers. Many companies tend to make the same mistake over and over again--they advertise a webinar on a specific topic, and ultimately end up talking about their own company for most of the presentation. Unless you advertise that the webinar will focus on your products, stay focused on the specified topic and earn the trust of potential prospects through thought leadership. Learning to become a thought leader is especially vital during the early stages of a marketing campaign and demand generation. This slide deck explains the difference between thought leadership and a sales pitch. It also includes 5 ways to become a thought leader and help prospects succeed in their industry.
Marketers put a lot of time and resources into their content – especially when it comes to webinars. Webinar fatigue has slowly crept in and getting your content noticed in this format has become increasingly challenging. So how do we re-energize our events?
Since webinars are core to our business at ReadyTalk and also a part of our lead gen efforts, we had to ask ourselves the same question. This month, we are teaming up with the content marketing experts at Scripted to cover some fresh approaches to the traditional webinar format and the content that’s included. We’ll discuss:
Crafting webinar content that gets you leads vs. just views
New webinar format ideas to not only capture registrants, but attendees
How to crowdsource your next webinar topic
Webinar inception – use this tactic to get the most milage from your content
Beyond the Slide Deck: Creating & Delivering Great PresentationsReadyTalk
Presentations are critical communications events for companies, because they're always given to inform or persuade, and the result of a presentation is almost always a decision. For these reasons, the quality of the presentation content, materials and presenting skills are major factors in achieving the desired results from a presentation.
A great presentation persuades and inspires; a poor presentation damages confidence in the ideas and the organization behind them. This webinar examines the three critical success factors for presenting - content, medium and delivery - and provides practical advice on optimizing each of these dimensions in your presentations.
Streamlining the Sales Cycle with WebinarsReadyTalk
Webinars have long served as effective lead generation tools, but their value isn't limited to just lead generation. Webinars can provide value across the entire sales cycle.
This presentation will consider the typical sales cycle - Needs, Discovery, Consideration, Decision and Review - and share insight on how to produce webinars specifically designed to help move prospects through each phase faster. We’ll discuss:
- What a webinar might look like in each phase
- Mapping webinar topics based on existing customer personas
- Examples of B2B companies using these tactics successfully
ReadyTalk + HubSpots: Secrets to a Successful WebinarReadyTalk
Walk through the steps and tricks to a five-star webinar, brought to you by HubSpot and ReadyTalk
Every business should be producing webinars to generate leads. Webinars are an efficient commercialsway to present large amounts of visual information, and they can produce high-quality leads. However, knowing where to start can be confusing.
HubSpot and ReadyTalk have partnered to walk you through webinar production from start to finish to help you make your next webinar a success. We'll also reveal some pro webinar tips that only the experts are using today. Register for this webinar to learn:
Why webinars are a powerful marketing tactic
Tips on making your webinar flawless
How to repurpose webinar content to get more leads long-term
Spaces are limited so reserve your spot now
Lights, Camera, Webinar! The Anatomy of a Blockbuster WebinarReadyTalk
In many ways great webinars resemble blockbuster movies: They are much anticipated, have a great box office turnout, generate buzz and provide lots of great follow-on marketing opportunities. Not surprisingly, they are also produced using a very similar process.
Coming soon to a computer near you - Demand Metric and ReadyTalk are teaming up to talk about how exceptional webinars are formed – the anatomy of a great webinar. Demand Metric chief analyst, Jerry Rackley, will discuss the pre-production, during and post-production phases of bringing your message from the small screen to critical acclaim for both prospects and key stakeholders in your organization.
Don’t miss this special screening and learn how to:
Develop and build the structure of a successful webinar
Deliver a contagious, buzz-worthy presentation
Get people talking about your event, before and after
Execute a highly effective follow-on plan for leads
Discover how small business can make the most of limited budgets, common and costly marketing mistakes to avoid, especially with Social Media, how webinars can be a successful part of your marketing mix, specific steps for a successful social media marketing plan and 7 "must-haves" for your marketing success plan for 2013
Interested in ReadyTalk for webinars? http://www.readytalk.com/products-services/webinars
3 key considerations for IT teams at small to midsized firms.How data, security & support should influence platform decisions for tech decision makers.
Visit ReadyTalk at: http://www.readytalk.com/
Webinar Planning & Execution Best PracticesReadyTalk
In this guide, ReadyTalk and the American Marketing Association (AMA) share best practices, tools and samples for planning and executing a successful web event. Use this information-packed document as a supplemental guide to help make web events a great experience for you and your audience.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Digital Transformation and IT Strategy Toolkit and Templates
How to Qualify, Score and Nurture Leads for Optimal ROI
1. How to qualify, score and nurture
leads for optimal ROI
Sponsored by:
2. Introductions and expectations
• Jen Doyle, Senior Research Manager, MarketingSherpa
@JenLDoyle
http://www.linkedin.com/in/jenldoyle
Jen.Doyle@MECLABS.com
• Kaci Bower, Research Analyst, MarketingSherpa
@KaciBower
http://www.linkedin.com/in/kacibower
Kaci.Bower@MECLABS.com
• Chris Petko, Senior Director of Expert Services, Eloqua
@ChrisPetko
http://www.linkedin.com/in/chrispetko
Chris.P etko@eloqua.com
Join the conversation: #SherpaWebinar
3. Join the conversation on Twitter
#SherpaWebinar
Join the conversation: #SherpaWebinar
4. About:
Provider of audio and web conferencing and webinar
services, now including direct integrations with:
•Eloqua
•Salesforce
•Custom integrations with our open API
Eliminate time-consuming manual steps and streamline
your webinar process. Focus on your campaigns, demos,
and training sessions - not on the amount of effort to
move important data back and forth.
For additional information visit:
www.readytalk.com/products-services
Sponsor of 2011 B2B Marketing Advanced Practices Handbook
Join the conversation: #SherpaWebinar
5. About
Research firm and publisher of marketing know-how
• MarketingSherpa, founded in 2,000, is part of the MECLABS Sciences Group
• Content read by hundreds of thousands in the marketing community weekly
Research Newsletters Events Membership
Access to
Benchmark
Case Studies Summits Extensive
Reports
Library
Discounts on
How-to Best Practice Sherpa
Research and
Handbooks articles Training
Events
Join the conversation: #SherpaWebinar
6. How to qualify, score and nurture leads for
optimal ROI - Agenda
• Introduction & FUEL methodology for B2B marketing effectiveness
• Finding the gold with lead qualification and scoring
• Harvesting high quality leads with lead nurturing strategies
• MarketingSherpa Case Study: Lead-gen revamp with scoring,
nurturing and automation
Join the conversation: #SherpaWebinar
7. Research Background
• Over 900 B2B marketers surveyed on:
• Top challenges
• Best marketing tactics
• Lead scoring, nurturing and management
• Marketing automation
• Marketing analysis
• Marketing operations
• Key finding: The B2B marketing environment is becoming increasingly challenging
• Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness
from lead generation to sales conversion
Join the conversation: #SherpaWebinar
8. The Growing Challenges facing B2B Marketers
2009 2010
Generating high-quality leads
69% • B2B marketing challenges have
78% become more pertinent to
35%
organizations over time
Generating a high volume of leads
44%
39%
• Balancing quality and quantity of
Marketing to a lengthening sales cycle leads generated
41%
Generating perceived value in 37%
“cutting-edge” product benefits 37% • Sales cycles becoming more
complex
33%
Generating public relations “buzz”
36%
Competing in lead generation across 27%
multiple media 36%
Marketing to a growing number of 33%
people involved in the buying process 34%
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
Join the conversation: #SherpaWebinar
9. FUEL Up…….. and Drive Effectiveness
Uncover qualified Establish automated
Find and attract leads Lift results
leads marketing processes
Building a How to select
Bridging the gap
foundation for your marketing Lead generation
between Marketing
lead generation automation analysis
and Sales
programs software
Marketing
Identifying the
Mastering essential automation
Marketing-Sales Automation analysis
lead generation implementation and
funnel
upkeep
How to select your Identifying and
Metrics that matter
lead generation mix qualifying leads
Delivering marketing
Harvesting high value to the C-Suite
quality leads & marketing
leadership
Join the conversation: #SherpaWebinar
10. Finding the gold with lead qualification and
scoring
Join the conversation: #SherpaWebinar
11. Finding the Gold: Identifying and Qualifying
Leads
What is a lead?
Join the conversation: #SherpaWebinar
12. Defining a lead
“By definition, a universal Sales lead is one that has been
determined to fit the profile of the ideal customer, has been qualified
as Sales-ready, and spells out the responsibilities and
accountabilities of the participants in the program, Sales and
Marketing.”
-Brian Carroll
Executive Director of Applied Research,
MECLABS & CEO, InTouch
Join the conversation: #SherpaWebinar
13. Benefits of Lead Qualification
Lead Qualification will enable you to:
• Generate a greater volume of qualified, sales-ready leads
• Dramatically reduce any frustrations that exist among Sales
• Improve Sales and Marketing alignment
• Increase sales effectiveness
• Accelerate sales pipeline performance
• Ultimately increase overall revenues
Join the conversation: #SherpaWebinar
14. Information Required Before Passing a Lead to
Sales
Lead has entered basic
contact information in a lead 80%
• 80% of organizations require
form on our website, a mail… contact information
Lead has indicated a valid
42%
business need
• Only 42% of organizations are
Lead has identified
themselves as a decision 26% verifying a valid business need
maker
Lead has reached a certain
• All other qualifications show
lead score through expressing 25%
interest in a number of…
Lead has indicated an 26% participation or lower
acceptable time frame to 23%
purchase
Lead has indicated an
23%
• B2B sales teams need sales
acceptable purchasing budget
opportunities, not just
Lead has potential for large
16%
inquiries
deal size
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
Join the conversation: #SherpaWebinar
15. How to Get Started with Lead Qualification
Step #1 – Analyze past sales-ready leads
• Identify common characteristics among best leads and best
customers.
• Which leads closed the fastest and had the largest deal sizes?
• Which customers make the most repeat purchases and
recommend your products and services?
• Are there common job titles? Locations? Industries? Company
sizes? Etc.
Join the conversation: #SherpaWebinar
16. How to Get Started with Lead Qualification
Step #2 – Meet with Sales
• Gain support from key influencers first
• Act as a facilitator of this meeting
• Plan ahead & prepare
• Ask “What is a qualified lead for our company?” then listen
• See Page #27 for more questions to ask
Step # 3 – Confirm with Sales
• Schedule a second meeting to confirm universal lead definition
• Establish accountabilities
• Set expectations
Join the conversation: #SherpaWebinar
17. How to Get Started with Lead Qualification
Step #4 – Draft and roll out
• Draft ULD based on insights that were consistent from initial meeting
to confirmation meeting
Step #5 – Confirm again
• Once drafted, confirm with Sales to make any necessary edits and
receive final buy in
Step #6 – Publish
• Make the ULD as public as possible
Step #7 – Edit and Republish
• Over time, leads change
Join the conversation: #SherpaWebinar
18. Sample Universal Lead Definition
A sales-ready lead for our company has a need for CRM software, and 'gets it.' They
have some level of education on CRM and a clear understanding of the benefits.
They have an adequate budget set aside for their purchase and they have
downloaded one of our whitepapers on CRM software benefits. Approximately 30%
of leads generated from Marketing will be sales-ready and approximately 15% of
sales-ready leads will be closed by the sales team.
-CRM Software developer
Join the conversation: #SherpaWebinar
19. Identify Qualified Leads with Scoring Processes
• Lead scoring – the process of adding or
subtracting points as a result of various
lead attributes and behaviors that
identify sales-ready leads.
• Once a lead enters the system, an initial
score is assigned
• Points are added and / or subtracted
over time
• Methodologies evolve over time
Join the conversation: #SherpaWebinar
20. Lead Scoring Processes and Calculation
Lead has responded to a marketing
campaign by providing basic contact
information
80%
• 25% of organizations
Lead has indicated a valid business
following best practice for
42%
need lead scoring
Lead has identified themselves as a
26%
decision maker
• Behavior-based scoring
Lead has reached a certain lead score
through expressing interest in a 25% criteria both popular and
number of categories
effective
Lead has indicated an acceptable
23%
time frame to purchase
• Marketing automation
Lead has indicated an acceptable
purchasing budget
23%
enables automated behavior-
based scoring
Lead has potential for large deal size 16%
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
Join the conversation: #SherpaWebinar
21. Components of a Successful Lead Scoring
Campaign
CRITERIA EXECUTION ASSUMPTIONS FLEXIBILITY FEEDBACK
Launch with a best
Manual execution
Demographics & guess for qualified Continual process Check in with Sales
for a small number
attributes lead threshold of trial and error regularly
of criteria or leads
score
Automated Test and adjust Gather qualitative
Identify problems
Behaviors execution to threshold over feedback and
early on
ensure consistency time quantitative data
Join the conversation: #SherpaWebinar
22. Attributes and Behaviors for Lead Scoring
Lead Scoring Attributes Lead Scoring Behaviors
Industry Website visit
Company size (number of High-value website page visit
employees)
Annual revenue Email open
Location Email clickthrough
Budget Whitepaper download
Job title Webinar registration
Key problem / pain point Phone call
Current solution Email sent
Education Visited booth at tradeshow
Join the conversation: #SherpaWebinar
23. Sample Lead Score Calculation
Lead scoring criteria Addition / Subtraction of points
Lead works for a company with more than 100 employees +3
Lead has indicated an acceptable budget of US $5,000 for +5
purchase
Lead has indicated a timeframe to purchase of three months +5
Lead has a job title that includes the word Manager or Director +3
Lead indicated that they wanted to be contacted by a +8
consultant or salesperson
Lead visited the website +1
Lead visited the pricing page of our website +2
Lead opened a company email +1
Lead clicked through on a company email +2
Lead unsubscribed from the email list -5
Lead has not shown any activity for 14 days -3
Join the conversation: #SherpaWebinar
24. Harvesting high quality leads with lead nurturing
strategies
Join the conversation: #SherpaWebinar
25. Harvesting High-Quality Leads with Nurturing
Programs
• What is lead nurturing?
• Ongoing nurturing
-Consistent communications intended to
keep brands on prospects minds
• Outreach nurturing
- Captures new leads, permissions,
additional data, etc.
• Engagement nurturing
- Targets early stage prospects to build
stronger relationships and increase interest
• Conversion nurturing
- Targets later stage prospects to convert
• New customer nurturing…
Join the conversation: #SherpaWebinar
26. Six Steps for Establishing Lead Nurturing Campaigns
Step #1 – Define segments
• Deliver highly relevant content by segmenting based on multiple
factors, and developing unique lead nurturing tracks for segments
• Buyer personas identify traits, interests and needs
• Balance buyer personas with buying cycle stage – ongoing, outreach,
engagement, conversion and new customer nurturing
Step #2 – Collect and develop content
• Audit your library of existing content
• Develop content that meets the interests and needs of various buyer
personas in specific buying cycle stages
Join the conversation: #SherpaWebinar
27. Six Steps for Establishing Lead Nurturing Campaigns
Step #3 – Add a human touch with teleprospecting
• Collect prospect information - Outreach nurturing
• Teleprospecting VS telemarketing
Step #4 – Further expand the types of lead nurturing touch points
• Deliver content in the preferred formats of your segments
• Consider original lead generation campaigns
Step #5 – Perfect your timing
• Deliver content to various segments when they need it the most
• Timing & frequency of delivery
• Scheduled & triggered nurturing messages
• Make an educated guess for launch
Step #6 – Test, test and test again
Join the conversation: #SherpaWebinar
28. Frequency of Lead Nurturing Touches
Multiple times a day 9%
• Achieving the right timing
Once per day 5%
and frequency of lead
nurturing touches is of
A few times a week 20% paramount importance
Once a week 18%
• Majority have a frequency
Once every other week 17% of a few times a week,
Once every three
once a week, or once every
8%
weeks
other week
Once a month 12%
More than once a • Start with an educated
11%
month
guess, then test and tweak
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
over time
Join the conversation: #SherpaWebinar
29. Drafting Lead Nurturing Content
Stage of the buying cycle
Ongoing Outreach Engagement Conversion New customer
Buyer persona 1
Buyer
personas
Buyer persona 2
Buyer persona 3
Buyer persona 4
Join the conversation: #SherpaWebinar
31. Case Study: Lead-Gen Revamp with Automation
and Scoring
• Software provider Jaspersoft used
automated lead scoring and
nurturing campaigns to increase
Sales conversion rates
• Segmented in-house database of
open-source subscribers, paying
customers, and subscribers
interested in making a purchase
• Steps to success
Join the conversation: #SherpaWebinar
32. Campaign Goals
• Communicate effectively to all
“We’ve got this huge funnel. Plenty of people segments to improve sales
know us and use our software. My challenge conversion rates
is not to increase the number of leads, but to
get improved conversion rates throughout the
funnel.” • Profile audience and segment
their database
-Nick Halsey
VP Marketing
• Establish automated processes
Jaspersoft
for lead scoring and nurturing
Join the conversation: #SherpaWebinar
33. Campaign Tactic: Centralize and segment
database
• The team had a lack of integration
between Marketing and Sales
databases
• CRM for commercial sales
leads, separate database for
open-source community,
email tool, web analytics,
accounting platform for
ecommerce transactions
• Created a centralized database by:
• Implementing a marketing
automation platform
• Integrated existing databases
Join the conversation: #SherpaWebinar
34. Campaign Tactic: Centralize and segment
database
• Segmented database according to
demographics and behaviors
• Prospects who registered on
“Over time, we get a pretty good matrix of
the community site were
information about each contact.”
considered non-commercial
-Nick Halsey prospects until further actions
VP Marketing or demographic information
Jaspersoft indicated otherwise
• Allowed visitors to self-
segment by specifying
interests
Join the conversation: #SherpaWebinar
35. Campaign Tactic: Customize Communications
• The team applied segmentation to
a series of scheduled outbound
email communications
• Four editions of their quarterly
newsletter
• Customer
• Community member
• Corporate Europe Edition
• Corporate North America
Edition
• Announcements for events and
new products
Join the conversation: #SherpaWebinar
36. Campaign Tactic: Triggered Lead Nurturing
• The team set up triggered communications
• 30-day trial download triggered a series
• Thank you / welcome
• Links to tools
• Links to online documentation and forums
• Request for permission to engage with
Sales
• Behaviors triggered automated sub-
campaigns
• Indications of readiness to buy triggered
hand-off to Sales
• Purchasing documentation
• Signing up for a training course
Join the conversation: #SherpaWebinar
37. Campaign Tactic: Dynamic Registration Forms
• Automation application enabled
the team to develop dynamic
registration forms
• Asked prospects for information
depending on the action they were
taking, or information already
collected
• Entry level actions only required
name and email
• Subsequent actions triggered
additional questions
Join the conversation: #SherpaWebinar
38. Campaign Tactic: Lead Qualification, Scoring,
and Hand-off
• Lead scores were developed
based on demographics and
behaviors over time
“We have hundreds of thousands of names of
• Once a community member
people just simmering in the background.
reached the qualified lead
Scoring helps to make you aware when their
behavior shows signs of life.” threshold, they were handed off
to Sales
-Nick Halsey • They routed leads to the
VP Marketing appropriate sales person based
Jaspersoft on sales team expertise and
specialties
Join the conversation: #SherpaWebinar
39. Campaign Results
• Since implementation, the team
has achieved a 190% increase in
sales conversion rate from
“Marketing automation is a must-have for
qualified leads to closed deals
us, it’s not a nice-to-have.”
• Top closing prospects asked to be
-Nick Halsey contacted
VP Marketing • 2nd greatest closing rates from 30
Jaspersoft day trial drip
• 3rd greatest closing rates from e-
commerce campaigns
Join the conversation: #SherpaWebinar
40. Lead Scoring – great practices!
Chris Petko
Senior Director, Expert Services
41. Poll Question
What stage of Lead Scoring are you currently in?
1. Don’t understand it yet
2. Understand, but haven’t implemented it yet
3. Currently using Lead Scoring, but am looking to optimize it
4. Have been using lead scoring for years and have made many enhancements
5. Not relevant for my business.
Join the conversation: #SherpaWebinar
42. Focus on the core scenario
Define a lead
Capture their DBL,
Qualify,
Hand off to sales,
Measure, Optimize …
Join the conversation: #SherpaWebinar
43. Focus on the core scenario
Define a lead
Capture their DBL,
Qualify,
Hand off to sales,
Measure, Optimize … Repeat
Join the conversation: #SherpaWebinar
44. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
45. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
46. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
47. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
48. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
49. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
50. Define a lead
Stage Owner Definition Action SLA Pass Fail
Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit
database.
Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising
to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website
program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit
to an event. visit.
MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high
certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough
2 hours
of fit and engagement from objects created
lead scoring.
SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify
need, authority and timing to
8 hours
move forward (pain, role,
buying stage).
SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not
by Field rep to potential to warrant further uncover real need.
establish/validate the 48 hours investment to develop the
Buyers Stage, Pain and opportunity
Authority.
Join the conversation: #SherpaWebinar
51. Define a lead - Explicit
Title – Normalized Score
Marketing Title (VP, Director, Manager, Professional)
50
C-Level
Non Sales Directors and VPs
20
“Vice President of Sales”
Sales titles
10
Exclude: Vice President of Sales
Industry Score
Business Services, Banking, Insurance, Technology,
20
Computer Hardware, Software
CRM Score
Salesforce.com, Siebel (on Demand), Microsoft CRM 30
Other
10
Exclude: blank or “None”
Join the conversation: #SherpaWebinar
52. Define a lead - Explicit
Title – Normalized Score
Marketing Title (VP, Director, Manager, Professional)
50
C-Level
Non Sales Directors and VPs
20
Sales titles
Accelerator:
“Vice President of Sales”
10
Exclude: Vice President of Sales
Industry
Opportunity that was Score
disqualified, lost or stalled within
Business Services, Banking, Insurance, Technology,
20
Computer Hardware, Software
CRM
the last 12 months. Score
Salesforce.com, Siebel (on Demand), Microsoft CRM 30
Other
10
Exclude: blank or “None”
Join the conversation: #SherpaWebinar
53. Define a lead - Implicit
HVWC Score
Services pages 25
Product Pages 25
Platform Pages 10
About Us 5
Customer Success, Case Studies, Videos, Whitepapers 5
Frequency Score
Website visits in last 7 days > 1 20
Inquiry Score
# of Inquiries in last 30 days > 1 10
Join the conversation: #SherpaWebinar
54. Define a lead - Implicit
HVWC Score
Services pages 25
Product Pages 25
Platform Pages 10
About Us
Accelerator: 5
Contact Us Form Submission
Customer Success, Case Studies, Videos, Whitepapers 5
Frequency Viewed Demo on eloqua.com Score
Website visits in last 7 days > 1 20
Inquiry Score
# of Inquiries in last 30 days > 1 10
Join the conversation: #SherpaWebinar
55. Qualify
Website
Join the conversation: #SherpaWebinar
56. Qualify
Website Campaign Inquiry
Join the conversation: #SherpaWebinar
57. Qualify
Website Campaign Inquiry
Think in terms of production
Join the conversation: #SherpaWebinar
58. Implicit Score
40
Qualify Add/Subtract
Joe Blow,
VP Marketing, (50)
Technology Inc. (20)
SFDC (30)
A
A2
0 1 2 3 4 5 6 7 14
Website Visit = 40
Product page (25 pts)
About (5 pts)
Platform page (10 pts)
Join the conversation: #SherpaWebinar
59. Implicit Score
47
Qualify Add/Subtract
Joe Blow,
VP Marketing, (50)
Technology Inc. (20)
SFDC (30)
A
-3
+20
+10
-7
-4 (1 per day)
(1 per day)
A1
A2
0 1 2 3 4 5 6 7 14
Campaign Inquiry = 10
Join the conversation: #SherpaWebinar
60. Qualify – tips for the first time
Join the conversation: #SherpaWebinar
61. Qualify – tips for the first time
Join the conversation: #SherpaWebinar
62. The hand off to Sales
Join the conversation: #SherpaWebinar
63. The hand off to Sales
Join the conversation: #SherpaWebinar
64. The hand off to Sales
Join the conversation: #SherpaWebinar
65. The hand off to Sales
Join the conversation: #SherpaWebinar
66. The hand off to Sales
Join the conversation: #SherpaWebinar
77. Measure, Optimize … Repeat
Some sources of names Lead Source
provide more
opportunities than
others
Join the conversation: #SherpaWebinar
78. Measure, Optimize … Repeat
Lead Source
Some sources produce
faster wins. (later
buyers stage)
Join the conversation: #SherpaWebinar
79. Measure, Optimize … Repeat
Lead Source
Some sources give
higher Win Rates
Join the conversation: #SherpaWebinar
80. Poll Question
What is your biggest challenge to Lead Scoring?
1. Don’t have the knowledge to implement or optimize
2. Don’t have the bandwidth/not a priority.
3. Don’t know how to optimize it.
4. Internal adoption/don’t see the value
5. Hand off to sales/lack of support from Sales to follow up
6. Lead scoring is not relevant for my business.
Join the conversation: #SherpaWebinar
81. In conclusion…
Define a lead
Capture their DBL,
Qualify,
Hand off to sales,
Measure, Optimize … Repeat
Join the conversation: #SherpaWebinar
82. Connect with Chris Petko
chris.petko@eloqua.com
Join the conversation: #SherpaWebinar
83. Top Takeaways
• Marketers must qualify, score and nurture
leads for optimal revenues and lead
generation ROI
• Gain agreement from Sales on criteria for
qualified leads
• Score leads based on demographics and
behaviors
• Consider personas and stage of the buying
cycle for optimal lead nurturing content
• Precise management of hand-off is critical
Join the conversation: #SherpaWebinar
86. Questions, Comments
Send us your feedback:
Jen.Doyle@MECLABS.com
Kaci.Bower@MECLABS.com
Webinars@MarketingSherpa.com
Chris.petko@eloqua.com
Join the conversation: #SherpaWebinar