Lead nurturing is a relationship building approach using different media to provide value to potential customers who are not yet ready to purchase. It turns "not ready" prospects into "sales ready" prospects faster, which can raise win rates on marketing leads by 7% and decrease open-to-close rates. To start nurturing leads, companies should define what a "sales ready" lead is, identify buyer personas, gather relevant content, and determine the resources needed, including a marketing automation solution to send personalized messages. An effective nurturing process includes mapping content to answers buyer personas' questions, creating new content, consistently distributing across channels, and automating the content flow.

1. What is Lead Nurturing? And,
Why Should I Care?

2. Brian Carroll says,
It’s “relevant and
consistent dialogue
with viable potential
customers regardless
of their timing”
It’s also a relationship building approach
utilizing different media to provide value
until a lead is “sales-ready”

3. So, why should
you nurture leads?

4. ...b/c 50% of new leads
are NOT ready to buy

5. Because, nurturing leads turn
a “not-ready” prospect into a
sales-ready prospect faster...

6. ...you’ll get more
from the leads
you already have

7. ...you could raise win rates on
marketing-generated leads by 7%

8. Plus, it
decreases
open-to-close
rates...

9. and, it decreases the %
of marketing generated
leads that are ignored

10. In complex sales, most of the
selling happens when the sales
person isn’t around

11. So what will
you need before
you start?

12. #1Define: “sales-ready” lead
Work with your sales team
to determine a universal-
lead definition to ensure
successful “hand-off ” to sales
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13. #2 Identify buyer personas
For Example:
1. Name & Age
2. Organization & Size
3. Job Title & Daily Tasks
4. Business Problems
5. Online Behavior
6. What Part of Decision
Process are They In?
7. What Questions Do
they Ask?

14. #3 Gather content
To save time &
resources, conduct a
content-audit to
determine what’s
usable and what’s not.
Be critical.
What content really
provides value?

15. #4 Determine what
you will need
You’ll need people to
define and structure
your nurturing strategy,
you’ll need pre-planned
and created content,
and ideally, you will need
a marketing automation
solution to make the
sending process based
on behavior, automated

16. So, what does the
process look like?
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17. First, develop a content map

18. Since you’ve identified
buyer personas, you’ll
want to use the content
you have to answer
questions that personas
might ask at a given stage
of the sales-cycle

19. Then, create content
to fill in the holes

20. Once you’ve mapped the content
you have, create new content
that’s buyer-specific, educational,
and that adds the value to help
prospects navigate down the path
toward a sale.

21. Always be consistent
across channels

22. Consider the “rule of
5” by creating versatile
content that can be
used and consumed in
a variety of formates

23. Then, plan for
multi-channel
distribution

24. Don’t rely on the
“push” mentality
* Leverage your website a
hub, use social media as a
distribution channel & be
where your prospects are

25. Finally, use a marketing
automation system
This technology will help
you organize & automate
your content-flow to
ensure relevant messages
to prospects based on
their behavior

26. Thank you!
Author
e: bgago@genius.com
t: @BarbraGago
Genius.com
http://www.genius.com
t: @genius_com