LeadLife Webinar: How Lead Nurturing Generates Demand (And Why Sales Loves It)
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The 3 Ways Lead Nurturing Creates Demand (And Why Sales Loves It)
description
79% of leads delivered to sales from marketing never convert to a sale (MarketingSherpa). The biggest reason for this disconnect is lack of lead nurturing. Marketers need to create a digital conversation where prospects are delivered the right information, at the right time, to make an educated and strategic buying decision. Sales enablement expert, founder of the ROI Selling Program, and CEO of ROI4Sales, Michael Nick and Lisa Cramer share the 3 ways a proper nurturing strategy provides Sales with insights into a prospects digital behavior (emails opened, links executed, web content reviewed, etc.), and how that data creates better quality leads and a faster sales cycle. Watch the on-demand webinar: www.leadlife.com/saleslove The 3 Ways Lead Nurturing Generates Demand (And Why Sales Loves It) Webinar presenters: Michael Nick - CEO, ROI4Sales Lisa Cramer - President, LeadLife Solutions Hosted by the Outsourcing Institute
Transcript of LeadLife Webinar: How Lead Nurturing Generates Demand (And Why Sales Loves It)
The 3 Ways Lead Nurturing Creates Demand
(And Why Sales Loves It)
The Outsourcing Institute
• Located at outsourcing.com – Over 70,000 Executive Members Globally
• Trends, Best Practices, Case Studies
• Training Through OI University
• Specialize in Low Cost Alternatives for Outsourcing Buyers Needing Assistance with RFP Development and/or Vendor Selection:– Outsourcing RFP Builder Software – Matchmaker Service
• Qualified Demand Generation Programs
• Outsourcing Jobs Opportunities and Recruiting Services Through CMS Inc.
• Local, Intimate and Interactive Outsourcing Road Show
• Sponsorship and New Business Development Opportunities & Programs
For more information contact us at: [email protected] or 516-279-6850 ext. 712
CIOs, CTOs and Tech Sourcing Execs in Banking, Financial Services & Insurance to Explore "T-5": Sourcing, Cloud Computing, Big Data, Mobility, Security & Compliance - also known as "T-5", or the five critical technology-related trends creating both opportunities and risk for banking, financial services and insurance organizations - will be explored at the Wall Street Tech Conference & Exhibition.
Wall Street Tech ConferenceMarch 13, 2013 in NYC
To learn more and register for events visit www.outsourcing.com/events
Panelists & Moderator• Lisa Cramer
– President & Co-founder, LeadLife Solutions– Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals & Top 20 Women in Sales & Lead Management(2009 and 2010, 2011, 2012)
• Michael Nick– Sales Enablement Guru– CEO of ROI4Sales– Author of “The Key to the C Suite” & “ROI Selling”
• Moderator - Daniel Goodstein– VP, Outsourcing Institute
Agenda
1. Aligning sales and marketing on the lead process
2. Applying Lead Nurturing– Providing priority and intelligence into lead
behavior for making warmer calls
3. Ensuring every lead is nurtured and not lost or ignored
Aligning sales and marketing on the lead process
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The Past
Marketing
What It’s Costing You
• Revenue Impact– 70% of leads are not followed up on
• Cost of Sales– Marketing
• Wasted lead generation dollars• Resources constrained
– Sales• For every 100 raw leads, 4 – 7 are ready to buy –
who do you call?• Call attempts per lead 7- 12
Marketing Sherpa, Demand Gen Report, Forrester
The Buyers Process Has Changed
60% of a typical (B2B) purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—occur before even having a conversation with a supplier.
Corporate Executive Board
The Present (and Future)
Marketing
Applying Lead Nurturing
2
Campaigns vs. Lead Nurturing
One End-to-End Lead Nurturing Process
Awareness Consideration Purchase
Traditional Campaigns
Theme #1
Theme #2
Theme #3©2011 Marketing Interactions, Inc.
Develop A PlanOutline an effective lead nurturing process per target /campaignExample: • Day 1: Thank you email for downloading a whitepaper• Day 10: Email recommending article/whitepaper of
related interest• Day 20: Send another email about area of interest –
linking to landing page• Day 30: Send an email invite to webinar
• Next series of touches - Dependent on registration and attendance of webinar
• Day 40: If attended webinar, phone call follow up• Day 50: Email a recent customer win case study
Rule based on “sales ready” definition sends lead to sales
Lead Nurturing ExampleLead Nurturing Strategy
Ensuring every lead is nurtured and not lost or ignored
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50 35 100 63 85
Apply Scoring Based on Activity & Response
Alert Reason: Lead visited Pricing Page on your website
First Name John
Last name Doe
Company Technology Solution Providers
Email [email protected]
Phone 123.456.7890
Most Recent Form Fill Lead Nurturing Whitepaper
Most Recent Pageview www.leadlife.com/pricing
Score 100
Send real-time notifications to your sales team
Integrate seamlessly with your CRM system
*Contact rate decreases 100x when response time goes from 5 min to 30 min
* Kellogg/MIT Study
Notify Sales in Real-Time
Benefits of Lead Nurturing
$
Bottom Line ResultsWith Lead Nurturing, Companies Have:– Increased revenue by 150%– Increase in qualified leads by 78%– Decrease in sales cycle from months
to weeks– Increase first call contact success rate
by 85%– Decrease in cost of sales by 10% – Improved conversion rates up to 3x– ROI in 60 days
How do you want your sales professionals to spend
their time?
?
How Sales Spends Their Time Today
Professional Sales Rep Time Breakdown
How Sales Spends Their Time with Lead Nurturing
Professional Sales Rep Time Breakdown – With Lead Nurturing
Lisa Cramer Michael Nick [email protected] [email protected]
Wanna Learn More?
Get the LeadLife White Paper: The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
Watch this recorded on-demand Webinar at www.leadlife.com/SalesLove
How to Get Started
