Published on January 23, 2014
Sales and Marketing Shifting Lead Nurturing Into Overdrive Never cold call again with lead nurturing, social strategies and selling skills
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Speakers Ken Krogue • President and Founder • InsideSales.com Derek Grant • Director of Sales • Pardot, a salesforce.com 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.
… 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 InsideSales.com = 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…
… 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: email@example.com 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 | firstname.lastname@example.org @kenkrogue | www.kenkrogue.com
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