An in-depth look at the process involved in nurturing a prospect into a sales-ready lead – with or without the help of marketing automation platforms. You'll learn: -What lead nurturing really means -How lead nurturing can be used throughout the customer lifecycle -How to tell if you need a marketing automation platform -The most effective lead nurturing tactics from email marketing, social media and webinars to in-person events -The top 10 tips to get your lead nurturing program off the groun

1. Lead Nurturing – Beyond the Toolset
March, 2012
Hosted By:

2. Why Lead Nurturing?
“Multiply your company’s
“The future of marketing
revenue by five. That’s the
lies in engaging your
sum of what lead nurturing
customers...”
could produce…”
- Andrew Baird, Chief Freedom Officer
- Brian Carroll in “Lead Generation for at Amazing Business
the Complex Sale”
“Lead Generation for the Complex Sale” – Brian Carroll
http://www.business2community.com/marketing/the-future-of-marketing-46-experts-share-their-predictions-for-2012-088529
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3. Companies That Excel at Lead Nurturing…
Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
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4. Companies That Excel at Lead Nurturing…
Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
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5. Companies That Excel at Lead Nurturing…
Source: http://www.marketo.com/b2b-marketing-resources/best-practices/lead-nurturing/the-definitive-guide-to-lead-nurturing.php
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6. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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7. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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8. Lead Nurturing: process
Example A:
Logo
Lorem ipsum, First
lorem ipsum, Last
Lorem ipsum, Email
lorem ipsum, Company
Lorem ipsum, Phone
PPC Search lorem ipsum, Address
Lorem ipsum,
Interests
SQL?
Landing Registration
Page
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9. Lead Nurturing: process
Example B:
Logo
Lorem ipsum,
lorem ipsum,
First
Lorem
Last
PPC Search ipsum,,
Lorem ipsum, Email
Nurturing
Landing Page
Registration
SQL!
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10. Lead Nurturing: process
A Potential Nurture Flow:
Start
Email 1 Page 1 Primary Offer Email 2 Page 2 Primary Offer Sales
14
days
Secondary
Secondary Offer
Offer 21
days
Sales
Email 3
Secondary
Primary Offer Offer Mid
Sales Page 3
Flow
3
Months
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11. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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12. Lead Nurturing: communicating
Tradeshows,
Events
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13. Lead Nurturing: communicating
Goal is DIALOGUE
Tradeshows,
Events
2
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14. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
v
relationships and, eventually, deliver sales
v
qualified leads.”
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15. Lead Nurturing: predictive
Time of Day
Time of Week
Time Between Where
Number of Times
Time in Sales Cycle
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16. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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17. Lead Nurturing: meaningful
Case Studies X X X X X X
Contact X X
Online Calculators X X X
Brochure X X X X
White Papers X X X X
Tips Emails X X X X X
Webinar X X X X X
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18. Lead Nurturing: meaningful
Questions to Ask:
• What specific pain point is your target audience facing?
• Is what you’re offering going to actually help the prospect, or is it to suit your
needs?
• Do they prefer content in short snippets, or long, descriptive paragraphs?
• Does your prospect require detailed, technical, information, or prefer the high-
level synopsis?
• Does the offer of your title match up to the true value?
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19. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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20. Lead Nurturing: purchase interest
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21. Lead Nurturing: purchase interest
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22. Lead Nurturing: purchase interest
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23. Lead Nurturing: purchase interest
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24. Lead Nurturing: purchase interest
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25. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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26. Lead Nurturing: relationships
TRUSTED
PARTNER
True Passion Do you believe in OUR “why”?
Are you committed to us and have you
Commitment proven that - even when times were
tough?
Understand the Do you know what we do? Do you
understand our industry? Do you
Business speak our language?
Add Value Are you adding value to our
organization?
Meet Are your results meeting the
expectations we presented at the
Expectations beginning of the program?
Deliver Are you successful with the investment
Results we have given you?
Fair Is your pricing fair? Will we get what
we pay for?
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27. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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28. Lead Nurturing: sales qualified leads
“Anyone we can get on “Someone who has
the phone.” selected Ready to Buy.”
The Close Continuum
Less Likely More Likely
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29. Lead Nurturing: sales qualified leads
Developing Your Definition:
1. Create a Sales & Marketing Attack Team (“smarketing” team)
2. Sit in on sales pitches to develop an understanding of what the ideal profile
looks like - Ask lots of questions
3. Ask Sales to identify the top 4 characteristics of a sales-ready lead – there will be
many, but start with 4
4. Develop definitions of other, non-SQL lead types
5. Utilize a constant feedback loop to continually evolve your definition of an SQL
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30. Lead Nurturing Defined
“The process of communicating in a
predictive and meaningful manner to
prospects with various levels of purchase
interest, in an effort to build and grow
relationships and, eventually, deliver sales
qualified leads.”
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31. Top 10 Things to Get Started
1. Start small
2. Make Sales and Marketing alignment a priority
3. Identify your ideal customers
4. Identify what a lead is, and when it becomes a SQL
5. Identify how you will be relevant to your ideal customers
6. Identify the questions to ask along the way
7. Identify how “deep” you want your nurture program to go
8. Identify the sales process for follow-up on SQL’s and how that will be measured
back to marketing activities
9. Don’t forget to say thank you
10. Optimize, optimize, optimize
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32. Key Takeaway
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33. For More Information
1. http://www.90octane.com
2. (720) 904-8169, x 211
1. kellyhall@90octane.com
2. https://www.facebook.com/90octane
3. @90octane, #90leadnurturing
4. http://www.marketing.org/files/public/BMA_EIDSON.pdf
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