Lead Nurturing for the Complex Sale Brian Carroll, CEO InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)

Transcription

1 Lead Nurturing for the Complex Sale Brian Carroll, CEO InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill 2006) Start with a lead

2 Build Relationships Identify the right people and companies Initiate a memorable conversation Nurture them, regardless of timing to buy Bonus Tip: 90% of B2B customers want their sales person to be more of a resource. - Cahners Study

3 Sales Coverage Highly unlikely 19% Unlikely 51% Likely 24% Very Likely 6% 0% 20% 40% 60% Just 30% of buyers have recently talked to a sales representative when a need arises! Source: Cahners Research Report #554

4 Consequences of Hunting Hot Leads Viable opportunities are not captured $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $

5 Six Lead Nurturing Fundamentals 1. Mindset: conversation, not campaigns 2. Sales and Marketing act as one team 3. Clearly defined Ideal Customer Profile 4. Universal Lead Definition 5. Effective lead management process 6. Database treated as a valued asset

6 1. Mindset: Conversations vs. Campaigns Strategy: be a trusted advisor They know you and had a consistent dialog You are credible They believe you can help them They like you and want to work with you How you sell me is how you will serve me

7 2. Marketing and Sales One Team Our Culture leads are a valued asset Shared vision why are we here? What gets measured gets done Tie the measurements together What s your job?

8 3. Clearly Defined Ideal Customer Profile Sweet spot ideal fit Whom do we serve? What problem do they face? What do we enable them to do? What does that mean to them?

9 4. Your Universal Lead Definition Allow leads to be scored and prioritized Defines the degree of sales readiness Requires buy in from sales and marketing

10 5. Effective Lead Management , Direct Mail, Print Media, Website, Outbound Calls, Webinars, Trade Shows Marketing Pipeline Inquiries Nurturing Not a Fit Leads Returned Prospects CRM Closed Loop Feedback Sales Pipeline Handoff Sales Ready Leads Sales Generated Leads Existing Clients Customers Measure ROI

11 6. Your Database is a Valued Asset Target Company Identify Firmographics & Compile Notes Best Buy Company Lead Classification Industry Employees Sales Assigned Rep Company Notes Company Web URL Identify Headquarters & Sites Minneapolis Site Type Site Address Site Qualification Site Web URL New York Site Type Site Address Site Qualification Site Web URL Dallas Site Type Site Address Site Qualification Site Web URL Las Vegas Site Type Site Address Site Qualification Site Web URL Identify & Qualify Contacts Brian Carroll CIO Lead Classification Contact Info Conversation Notes Qualification Responses Qualification Comments Contact History Michelle Passe Dir. ebusiness Lead Classification Contact Info Conversation Notes Qualification Responses Qualification Comments Contact History Pat Lorch VP, Supply Chain Lead Classification Contact Info Conversation Notes Qualification Responses Qualification Comments Contact History

12 The Case for Lead Nurturing Sales people who become trusted advisors and understand the needs of prospects are 69% more likely to come away with a sale 73% of companies have no process for requalifying and revisiting business leads 80% of sales close after the 5 th contact After disqualifying leads 40% to 68% became qualified opportunities within 12-months Sources: Wendover, Reed Elsevier Study, CMO Council, InTouch and CARR

13 Lead nurturing defined Relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Bonus Tip: 90% of B2B customers want their sales person to be more of a resource. - Cahners Study

14 Developing A Lead Nurturing Program 1. Understand your audience 2. Develop your strategy 3. Execute and Track

15 Step 1: Understand Your Audience Interview your best clients and prospects What are their priorities and challenges? What difference did you make? What s your value proposition?

16 Step 2: Develop Your Strategy Your one-year plan Whom do you want to nurture? (viable) Message Map (relevant) Organize content (meaningful) What frequency? (consistent)

17 Whom Do You Nurture? (Viable) Champions for your solution In a complex sale - 70% of brand perception comes from direct contact with sales person. Influencers for your solution

18 Message Map

19 Message Map Based on Role (Relevant)

20 Filter and Organize Relevant Content Third-party articles By-lined articles White papers Research reports Newsletter / E-Newsletter Events: webinars, seminars, teleseminars Archived media (recorded events) Podcasts Blog posts E-books Case studies / Success stories

21 Step 3: Execute & Track Define tactics for execution Use a multi-modal approach Develop your timelines (regardless of timing to buy)

22 Execution Multi-modal Lead Nurturing

23 Demand Types and Tactics Demand Type Established Demand New Paradigm New Concept Demand Creation Tactics Reputation-backed; search; webinars; trials; surveying/selfselection Teleprospecting, webinars, , direct mail, remarketing efforts based on behavior White papers, webinars (thirdparty sponsored), , teleprospecting Sirius Decisions Research

24 Lead Lifecycle 3 stages of customer lifecycle Suspect Prospect Customer Lead nurturing in each stage Raise issue awareness w/ Suspects Make Prospects aware of the solution Share best practices w/ Customers

25 Blogs and Podcasts High-value content with educational intent Leverage thoughtleader and partner relationships for content RSS is hot

26 Teleprospecting Develop Relationships Identify qualified leads Confirm contacts & get internal referrals Centralizing leads for profiling and scoring Give personal invitations to events Get permission & opt-in addresses Reconnecting with past customers and leads

27 Webinars / Webcasts Content is King Reach People Earlier in Buying Process

28 Why Web Seminars? Meet your lead goal within your budget Convert more leads to actual sales Better leverage your team to meet program demands Reach prospects, customers and partners faster, more often and with more impact

29 Best Practices - Web Seminars Goal Content Registration Promotion Interaction

30 Nurturing Invite to an event Send an article of interest Integrate with CRM Personalize from Rep

31 Lead Nurturing Timeline (Consistent) Plan A Initial contact Introductory phone call and follow-up . Month 1 E-newsletter with voice mail alert to check. Month 2 Recent customer success story via . Month 3 Personal direct mail invitation from salesperson to forthcoming seminar with follow-up call. Month 4 Case study and personalized transmittal letter. Month 5 Recent Internet article of interest via with follow up call. Month 6 Just touching base note via . Month 7 Free report via direct mail with follow-up letter and call. Month 8 Prospect calls you to become a qualified lead.

32 Tracking ROI from Lead Nurturing Regular pipeline analysis # Of inquiries? (Weak) # Of leads? (Okay) # Of leads in sales process? (Better) # Of closed deals? (Best) Sales reporting Conversion rates by sales stage Closed loop feedback Calculate investment per sale

33 Questions? Read my blog: Website: Questions: Book:

34 Thanks for your time and participation today! To replay this webcast (available 10/04/06): go to For copies of today s presentation: your request to webexevents@webex.com To contact today s speaker: Brian Carroll Bcarroll@startwithalead.com Rajiv Saxena Rajiv.Saxena@webex.com Questions for AMA: Andy Grieser agrieser@ama.org