Sales and Marketing - Shifting Lead Nurturing Into Overdrive

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Information about Sales and Marketing - Shifting Lead Nurturing Into Overdrive

Published on January 23, 2014

Author: pardot



Both sales and marketing teams are being challenged with bringing in prospects, engaging leads and bringing home the deals. Lead nurturing has historically been known as a marketing tool and has quickly become a successful part of the overall strategy that supports and drives sales deal success.

So, just how does sales leverage lead nurturing? Join Ken Krogue, President and Founder of, and Derek Grant, Director of Sales at Pardot, a company, to find out!

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

Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements. #PardotWebinar

Speakers Ken Krogue • President and Founder • Derek Grant • Director of Sales • Pardot, a company #PardotWebinar

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

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

The Goal: Sales Acceleration

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

The Problem: Interest is the counterfeit of need

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

The best strategy.

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

Nurture the whole funnel not just your leads.

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

Lead them down the path to becoming a raving fan.

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

Zig Ziglar

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

Circle of influence

Circle of influence … by topic.

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

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

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

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

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

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

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

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

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

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

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

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

How Marketing Helps Teamwork makes the dream work

Poll Do you currently use marketing automation?

Does the relationship between sales and marketing feel…

like this…

… or this?

Perhaps we should

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

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

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

The Volume is too High

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

Provide Manageable Volume #PardotWebinar

Types of Qualification #PardotWebinar

Nurture Early-Stage Leads

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

Consider the Buyer’s Journey #PardotWebinar

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

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

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

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

When you reach your goal

Empower Sales #PardotWebinar

Provide Insights #PardotWebinar

Eliminate Low-Value Work #PardotWebinar

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

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


@derekgrant | @kenkrogue |

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