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Inbound Lead Nurturing (CV201) Professor:  Brian Carroll ,  MECLABS ,  InTouch
Start with a lead ® Inbound Lead Nurturing Brian Carroll, CEO InTouch and author of  Lead Generation for the Complex Sale ...
Inbound Nurturing Case Study #1 Before Lead Nurturing Results <ul><li>Generated more activity, but same result </li></ul><...
Inbound Nurturing Case Study #2 Before Lead Nurturing Results <ul><li>No early stage leads actively nurtured </li></ul><ul...
Lead Nurturing Defined <ul><li>Lead nurturing is a  relevant  and  consistent  dialog with  viable  potential customers,  ...
Executing Inbound Lead Nurturing <ul><li>Requires human touch via Teleprospecting </li></ul><ul><li>Aided by tools that ma...
Inbound Lead Generation (4) Lead Qualification (5) Sales (3) Form Submit Nurturing (1) Search (2) Landing Page
Qualify Your Leads/Inquiries <ul><li>Less is more  </li></ul><ul><li>Consolidate and centralize inquiry information  </li>...
Step 1: Ideal Customer Profile Define Your Ideal Customer Profile <ul><li>Sweet spot – ideal fit  </li></ul><ul><li>Most c...
Step 2: Your Universal Lead Definition <ul><li>Allow leads to be scored and prioritized  </li></ul><ul><li>Defines the deg...
Step 2: Your Universal Lead Definition Spectrum for Sales Lead Readiness Source: SiriusDecisions Lead Spectrum 2006 Lead M...
Step 3: Lead Qualification Inquiry Form – First Step
Step 3: Lead Qualification Inquiry Form – Second Step
Step 3: Lead Qualification Inquiry Form – Thank You
Step 3: Lead Qualification Automated Inquiry Email Response Subject: Thank you for contacting InTouch Brooke, We have rece...
Step 3: Lead Qualification Inquiry Email Response Subject: Follow Up on InTouch Services for Brooke Bower Hi Brooke, I rec...
Step 3: Lead Qualification   Phone – The “Relevant Conversation” <ul><li>Develop Relationships </li></ul><ul><li>Confirm i...
Step 4: Understand and Capture Your Audience Whom Do You Nurture?  (Viable) Who’s involved in the buying process? How deep...
Step 4: Understand and Capture Your Audience Your Database is the Hub
Step 5: Message Development <ul><li>Be Relevant </li></ul><ul><li>How do they work? </li></ul><ul><li>What is their functi...
Step 5: Message Development Message Map Based on Role (Relevant)
Step 6: Build Your Lead Nurturing Library <ul><li>Gather and filter relevant content based on message map </li></ul><ul><u...
Step 6: Build Your Lead Nurturing Library Educational Marketing Tools Resource : “ Content Ideas for Lead Nurturing” http:...
Step 6: Build Your Lead Nurturing Library  Google News Alerts for Third Party Content Technorati watch lists   ( www.techn...
Step 6: Build Your Lead Nurturing Library  Email Template Built on Third Party Content To:  (Recipient) From:  (Sender) Su...
Step 7: Develop Lead Nurturing Tracks
Step 7: Develop Lead Nurturing Tracks Multi-track Lead Nurturing Tip: Crawl, Walk, Run
Step 8: Executing Lead Nurturing Tracking and Managing Your Leads
Thank you Brian Carroll CEO  InTouch 651.255.7700 x640 [email_address]   Other lead generation resources: www.startwithale...
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#8 IMU: Inbound Lead Nurturing (CV201)

Class 8 of Inbound Marketing University

Inbound Lead Nurturing (CV201)

Professor: Brian Carroll, MECLABS, InTouch

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#8 IMU: Inbound Lead Nurturing (CV201)

  1. 1. Inbound Lead Nurturing (CV201) Professor: Brian Carroll , MECLABS , InTouch
  2. 2. Start with a lead ® Inbound Lead Nurturing Brian Carroll, CEO InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)
  3. 3. Inbound Nurturing Case Study #1 Before Lead Nurturing Results <ul><li>Generated more activity, but same result </li></ul><ul><li>Marketing felt leads went into a “black hole” – No closed loop </li></ul><ul><li><2% lead-to-sale pipeline conversion rate </li></ul><ul><li>Unable to consistently measure ROI </li></ul><ul><li>Sales team didn’t pursue majority of leads </li></ul><ul><li>Lack of consensus – what is a “lead” anyway? </li></ul><ul><li>Closing the loop on every “sales ready” lead </li></ul><ul><li>Majority early stage leads actively nurtured - Grew from 0% to 60% </li></ul><ul><li>Improved lead-to-sales opportunity rate – Grew from 4% to 12% </li></ul><ul><li>200% more opportunities in sales pipeline </li></ul><ul><li>Can better measure and prove ROI </li></ul><ul><li>Results achieved without significant budget increase </li></ul>
  4. 4. Inbound Nurturing Case Study #2 Before Lead Nurturing Results <ul><li>No early stage leads actively nurtured </li></ul><ul><li>Only one contact engaged per company </li></ul><ul><li>2 touch points per contact </li></ul><ul><li>40% of contacts provide email addresses </li></ul><ul><li>21% lead to opportunity rate (sales pursuit after hand off) </li></ul><ul><li>4% lead to sale rate (sales converted from marketing leads </li></ul><ul><li>88% of early stage leads actively nurtured (none before) </li></ul><ul><li>3+ contacts engaged per company (200% Increase) </li></ul><ul><li>8 touch points per contact (300% increase) </li></ul><ul><li>89% increase of lead-to-sales pipeline conversion rate </li></ul><ul><li>7% Lead to Sales Conversation Rate (75% increase) </li></ul><ul><li>Regular marketing pipeline analysis & sales reporting developed -closed loop feedback and conversion rates by stage. </li></ul>
  5. 5. Lead Nurturing Defined <ul><li>Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. </li></ul>
  6. 6. Executing Inbound Lead Nurturing <ul><li>Requires human touch via Teleprospecting </li></ul><ul><li>Aided by tools that make it easy to: </li></ul><ul><ul><li>Make it easy to continue conversation </li></ul></ul><ul><ul><li>Make appropriate offers based on behavior and engagement </li></ul></ul><ul><li>Lead nurturing automation tools must support: </li></ul><ul><ul><li>Lower volume </li></ul></ul><ul><ul><li>Ad hoc delivery </li></ul></ul><ul><ul><li>Track all touch points (phone, email, online, in person) </li></ul></ul><ul><li>Measure nurturing results such as: </li></ul><ul><ul><li>% depths of contacts in sphere of influence </li></ul></ul><ul><ul><li>% of contacts that “opt-in” for nurturing </li></ul></ul><ul><ul><li>% of contacts that become “sales ready” leads </li></ul></ul>
  7. 7. Inbound Lead Generation (4) Lead Qualification (5) Sales (3) Form Submit Nurturing (1) Search (2) Landing Page
  8. 8. Qualify Your Leads/Inquiries <ul><li>Less is more </li></ul><ul><li>Consolidate and centralize inquiry information </li></ul><ul><li>Pick up the phone to qualify leads </li></ul><ul><li>Clear “hand off” on every lead </li></ul><ul><li>Measure “sales pursuit” on every lead </li></ul>Resource: “What’s a Lead? Improve ROI With a Better Lead Qualification Process” http://www.targetmarketingmag.com/story/story.bsp?sid=39121&var=story
  9. 9. Step 1: Ideal Customer Profile Define Your Ideal Customer Profile <ul><li>Sweet spot – ideal fit </li></ul><ul><li>Most common criteria: </li></ul><ul><ul><li>Industry code </li></ul></ul><ul><ul><li>Revenue </li></ul></ul><ul><ul><li>Employee size </li></ul></ul><ul><ul><li>Trigger events </li></ul></ul><ul><ul><li>Sphere of influence </li></ul></ul>
  10. 10. Step 2: Your Universal Lead Definition <ul><li>Allow leads to be scored and prioritized </li></ul><ul><li>Defines the degree of sales readiness </li></ul><ul><li>Requires buy in from sales and marketing </li></ul>Resource : “How to Precisely Define a &quot;Lead&quot; Before Marketing Begins” http://www.startwithalead.com/article.asp?ARTICLEID=283
  11. 11. Step 2: Your Universal Lead Definition Spectrum for Sales Lead Readiness Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission) Hand off To Sales
  12. 12. Step 3: Lead Qualification Inquiry Form – First Step
  13. 13. Step 3: Lead Qualification Inquiry Form – Second Step
  14. 14. Step 3: Lead Qualification Inquiry Form – Thank You
  15. 15. Step 3: Lead Qualification Automated Inquiry Email Response Subject: Thank you for contacting InTouch Brooke, We have received your information request. A member of my team will contact you soon. During our normal business hours we will reply to all inquiries during the same day. Until we speak, I encourage you take a look at InTouch's lead generation blog, http://blog.startwithalead.com . This provides an excellent insight into our philosophies regarding lead generation for the complex sale and is a tool we use to share best practices and latest trends in lead generation. Best regards, Brian J. Carroll CEO InTouch, Inc.
  16. 16. Step 3: Lead Qualification Inquiry Email Response Subject: Follow Up on InTouch Services for Brooke Bower Hi Brooke, I received your message about needing more information on our lead nurturing services. You have some specific needs that I want to make sure to address, so I suggest we have a brief chat over the phone. That way, we could have a quick conversation so I can learn more about your situation and address your needs specifically. Until we speak, I encourage you take a look at the award-winning InTouch lead generation blog, http://blog.startwithalead.com . This provides an excellent insight into our philosophies regarding lead generation for the complex sale and the blog is also a tool we use to share information about best practices or latest trends in lead generation. Best Regards, Mark Wicka
  17. 17. Step 3: Lead Qualification Phone – The “Relevant Conversation” <ul><li>Develop Relationships </li></ul><ul><li>Confirm information on inquiry form </li></ul><ul><li>Ask for missing information from form </li></ul><ul><li>Get permission to “opt-in” for nurturing </li></ul><ul><li>Identify qualified leads </li></ul>
  18. 18. Step 4: Understand and Capture Your Audience Whom Do You Nurture? (Viable) Who’s involved in the buying process? How deep do you want to go?
  19. 19. Step 4: Understand and Capture Your Audience Your Database is the Hub
  20. 20. Step 5: Message Development <ul><li>Be Relevant </li></ul><ul><li>How do they work? </li></ul><ul><li>What is their functional role? </li></ul><ul><li>What are their anticipated needs? </li></ul><ul><li>What are their priorities and challenges? </li></ul>
  21. 21. Step 5: Message Development Message Map Based on Role (Relevant)
  22. 22. Step 6: Build Your Lead Nurturing Library <ul><li>Gather and filter relevant content based on message map </li></ul><ul><ul><li>Third party articles, relevant topics, research reports </li></ul></ul><ul><ul><li>Vendor agnostic podcasts, webinars, blogs and case studies to position sales team as a “trusted advisor” </li></ul></ul><ul><ul><li>Company specific white papers, success stories, webcasts </li></ul></ul><ul><li>Lesson Learned: </li></ul><ul><ul><li>Reuse available content before creating new content </li></ul></ul><ul><ul><li>Filter third party content for a nurturing “library” using free sources http://www.google.com/alerts </li></ul></ul>Resource: &quot;Thought leadership for Lead Nurturing&quot; (content strategy) http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html
  23. 23. Step 6: Build Your Lead Nurturing Library Educational Marketing Tools Resource : “ Content Ideas for Lead Nurturing” http://blog.startwithalead.com/weblog/2007/08/content-ideas-1.html
  24. 24. Step 6: Build Your Lead Nurturing Library Google News Alerts for Third Party Content Technorati watch lists ( www.technorati.com ) Google news alerts ( www.google.com/alerts ) Yahoo! news alerts ( http://alerts.yahoo.com )
  25. 25. Step 6: Build Your Lead Nurturing Library Email Template Built on Third Party Content To: (Recipient) From: (Sender) Subject: Article on virtualization for executives Hi Bill,   I thought you might find this recent article on virtualization relevant. It provides a strategic overview that is written more for executives.   “ FAQ: Detangling virtualization” http://news.com.com/FAQ+Detangling+virtualization/2100-7339_3-6177447.html   We've been helping a number of companies decide when exactly to use virtualization and how to avoid the &quot;all my eggs in one basket&quot; concern that this article brings up.   Best Regards,
  26. 26. Step 7: Develop Lead Nurturing Tracks
  27. 27. Step 7: Develop Lead Nurturing Tracks Multi-track Lead Nurturing Tip: Crawl, Walk, Run
  28. 28. Step 8: Executing Lead Nurturing Tracking and Managing Your Leads
  29. 29. Thank you Brian Carroll CEO InTouch 651.255.7700 x640 [email_address] Other lead generation resources: www.startwithalead.com www.leadgenerationbook.com http://blog.startwithalead.com http://www.linkedin.com/groupRegistration?gid=1941474

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