79% of leads delivered to sales from marketing never convert to a sale (MarketingSherpa). The biggest reason for this disconnect is lack of lead nurturing. Marketers need to create a digital conversation where prospects are delivered the right information, at the right time, to make an educated and strategic buying decision. Sales enablement expert, founder of the ROI Selling Program, and CEO of ROI4Sales, Michael Nick and Lisa Cramer share the 3 ways a proper nurturing strategy provides Sales with insights into a prospects digital behavior (emails opened, links executed, web content reviewed, etc.), and how that data creates better quality leads and a faster sales cycle. Watch the on-demand webinar: www.leadlife.com/saleslove The 3 Ways Lead Nurturing Generates Demand (And Why Sales Loves It) Webinar presenters: Michael Nick - CEO, ROI4Sales Lisa Cramer - President, LeadLife Solutions Hosted by the Outsourcing Institute

1. The 3 Ways Lead Nurturing
Creates Demand
(And Why Sales Loves It)

2. The Outsourcing Institute
• Located at outsourcing.com – Over 70,000 Executive Members Globally
• Trends, Best Practices, Case Studies
• Training Through OI University
• Specialize in Low Cost Alternatives for Outsourcing Buyers Needing Assistance
with RFP Development and/or Vendor Selection:
– Outsourcing RFP Builder Software
– Matchmaker Service
• Qualified Demand Generation Programs
• Outsourcing Jobs Opportunities and Recruiting Services Through CMS Inc.
• Local, Intimate and Interactive Outsourcing Road Show
• Sponsorship and New Business Development Opportunities & Programs
For more information contact us at:
info@outsourcing.com or 516-279-6850 ext. 712

3. Wall Street Tech Conference
March 13, 2013 in NYC
CIOs, CTOs and Tech Sourcing Execs in Banking, Financial
Services & Insurance to Explore "T-5": Sourcing, Cloud
Computing, Big Data, Mobility, Security & Compliance - also
known as "T-5", or the five critical technology-related trends
creating both opportunities and risk for banking, financial services
and insurance organizations - will be explored at the Wall Street
Tech Conference & Exhibition.
To learn more and register for events visit www.outsourcing.com/events

4. Panelists & Moderator
• Lisa Cramer
– President & Co-founder, LeadLife Solutions
– Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals &
Top 20 Women in Sales & Lead Management
(2009 and 2010, 2011, 2012)
• Michael Nick
– Sales Enablement Guru
– CEO of ROI4Sales
– Author of “The Key to the C Suite” & “ROI Selling”
• Moderator - Daniel Goodstein
– VP, Outsourcing Institute

5. Agenda
1. Aligning sales and marketing on the lead
process
2. Applying Lead Nurturing
– Providing priority and intelligence into lead
behavior for making warmer calls
3. Ensuring every lead is nurtured and not
lost or ignored

6. 1
Aligning sales and marketing on
the lead process

7. The Past
Marketing

8. What It’s Costing You
• Revenue Impact
– 70% of leads are not followed up on
• Cost of Sales
– Marketing
• Wasted lead generation dollars
• Resources constrained
– Sales
• For every 100 raw leads, 4 – 7 are ready to buy –
who do you call?
• Call attempts per lead 7- 12
Marketing Sherpa, Demand Gen Report, Forrester

9. The Buyers Process
Has Changed
60% of a typical (B2B) purchasing
decision—researching solutions, ranking
options, setting requirements, benchmarking
pricing, and so on—occur before even
having a conversation with a supplier.
Corporate Executive Board

10. The Present (and Future)
Marketing

11. 2
Applying Lead Nurturing

12. Campaigns vs. Lead Nurturing
One End-to-End Lead Nurturing Process
Awareness Consideration Purchase
Theme #1
Traditional Theme #2
Campaigns
©2011 Marketing Interactions, Inc. Theme #3

13. Lead Nurturing Example
Lead Nurturing Strategy
Develop A Plan
Outline an effective lead nurturing process per target /campaign
Example:
•Day 1: Thank you email for downloading a whitepaper
•Day 10: Email recommending article/whitepaper of
related interest
•Day 20: Send another email about area of interest –
linking to landing page
•Day 30: Send an email invite to webinar
• Next series of touches - Dependent on registration and
attendance of webinar
•Day 40: If attended webinar, phone call follow up
•Day 50: Email a recent customer win case study
Rule based on “sales ready” definition sends lead to sales

14. 3
Ensuring every lead is nurtured
and not lost or ignored

15. Apply Scoring Based on
Activity & Response
50 35 100 63 85

16. Notify Sales in Real-Time
Send real-time
notifications to your sales
Alert Reason: Lead visited Pricing Page on your website team
First Name John
Last name Doe Integrate seamlessly with
Company Technology Solution Providers your CRM system
Email jdoe@tsp.com
Phone 123.456.7890 *Contact rate decreases
Most Recent
100x when response
Lead Nurturing Whitepaper time goes from 5 min to
Form Fill
Most Recent 30 min
www.leadlife.com/pricing
Pageview
Score 100
* Kellogg/MIT Study

17. $
Benefits of Lead Nurturing

18. Bottom Line Results
With Lead Nurturing, Companies Have:
– Increased revenue by 150%
– Increase in qualified leads by 78%
– Decrease in sales cycle from months
to weeks
– Increase first call contact success rate
by 85%
– Decrease in cost of sales by 10%
– Improved conversion rates up to 3x
– ROI in 60 days

19. ?
How do you want your sales
professionals to spend
their time?

20. How Sales Spends Their
Time Today
Professional Sales Rep Time Breakdown

21. How Sales Spends Their Time
with Lead Nurturing
Professional Sales Rep Time Breakdown – With Lead Nurturing

22. How to Get Started
Wanna Learn
More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
Watch this recorded on-demand Webinar at
www.leadlife.com/SalesLove
Lisa Cramer Michael Nick
lcramer@leadlife.com mnick@roi4sales.com