This document discusses strategies for lead nurturing after prospects have been handed off from marketing to sales. It recommends defining ideal prospect personas and buyer profiles jointly between sales and marketing. Then it describes three types of post-sales handoff nurture programs: 1) lifecycle nurtures for new prospects, 2) stay-in-touch nurtures for those not ready to buy, and 3) re-engagement nurtures for dormant prospects. The document advocates mapping nurture content to prospects' buying phases and roles using dynamic content to reduce complexity. It also stresses the importance of leveraging more than just the basic functionality of marketing automation systems.

1. Lead Nurturing After the Sales Handoff: Accelerate the Buying Process February 15, 2011 2/16/2011 Manticore Technology, Inc. – Copyright 2011. All rights reserved.

2. Sales & Marketing Love Sales Marketing

3. Agenda Manticore Technology Overview Why Are We Here? Guest Speaker Introduction Building your Ideal Prospect Profile & Creating Buyer Personas 3 Types Post-Sales Handoff Nurture Programs A Strategic Framework for Building Nurtures Q&A

5. Developed for marketers

6. Ideal combination of usability and power

7. It’s about process – not technology for technology sakePeople Process Technology

8. Customers Around the Globe MEDICAL & INSURANCE TECHNOLOGY FIANANCIAL BUSINESS SERVICES

9. Market Overview Then Now MARKETING MARKETING SALES SALES 95% of Buyers chose a vendor that provided ample, relevant content during their buying process – DemandGen Report

10. Market Overview 90% of Buyer’s Prefer to Consume Information Online

11. Buying Continuum vs. “Sales handoff”

12. About Sales Engine International Private - founded in 2006 Executive team of senior sales and marketing executives expert in go to market strategy, demand generation and sales-operations Delivered ½ decade double digit sales growth for $1B company through productivity adding no additional headcount Deliver digital marketing, demand generation and sales-operations services to companies of all sizes from start-up to Fortune 50 Profitable growth walking our talk

13. Persona Matrix

14. Map Personas | Buying Process

15. Map Personas | Buying Process &Content

16. Sales REP engagementChallenges Establishing contact even after they’ve filled out ‘contact me’ Staying engaged with early stage prospects… the ‘tickler file’ Re-engaging prospects

17. Nurture Type #1 Sales Challenge: Establishing contact even after they’ve filled out ‘contact me’ Lifecycle Nurture Enroll prospects who raise hand digitally Personalize the sender Spoon feed content that aligns to buying process Create ‘out paths’ where the prospect can consume what they want when they want it

18. Nurture Type #2 Sales Challenge: Staying engaged with early stage prospects… the ‘tickler file’ Stay in Touch Enroll prospects who made a connection with a sales rep and said thanks but no thanks… for now Text only personal design and style

19. Nurture Type #3 Sales Challenge: Re-engaging prospects Re-engage Respond to digital behavior after dormant period Auto responder to prospect Instant email alert to sales rep Contextualize auto-responder based on web activity

20. Managing Your Nurtures Lead Nurturing Based On Persona & Buying Phase Lead Nurture 1: CFOs Lead Nurture 1: CTOs Lead Nurture 1: CEOs Lead Nurture 2: CEOs Lead Nurture 2: CTOs Lead Nurture 2: CFOs Lead Nurture 3: CEOs Lead Nurture 3 : CTOs COMPLEX Lead Nurture 3: CFOs

21. Dynamic Content Reduces Complexity LN #1: CTOs, CFOs, CEOs LN #2: CTOs, CFOs, CEOs LN # 3: CTOs, CFOs, CEOs Dynamic Content Selects Appropriate Content Based on Buying Persona

22. Your Marketing Automation Toolkit “More than 47 percent of B2B marketers indicate they are currently using 50 percent or less of their marketing automation system’s functionality.”

23. Summary No such thing a “Clean Sales Handoff” Sales & Marketing need to agree on their Ideal Prospect Profile 3 Post sales handoff nurtures Life cycle Staying in touch Re-engaging Execute nurtures using Dynamic Content

24. Q&A

25. Contact Information Mike Vannoy @MikeVannoy Salesengineintl.com/Business-to-Business-Sales-Lead-Blog/ Emily Mayfield @Manticoretech manticoretechnology.com/blog