The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities

Transcription

1 The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities We do the Heavy Lifting for You

2 Today s Speakers Don VP, Business Development Responsible for strategic data integration and redistribution relationships Lisa #leadlife 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)

3 Live Tweet the Webinar #Leadlife #zoominfo #hotleads

4 Agenda Why you need to update your marketing database for refining your target audience How to apply demographic, firmographic and psychographic data to your content and list segmentation Tools you can use for tracking inbound behaviors and interest How to define and execute a nurturing strategy that converts leads into sales-ready opportunities

5 ? How Did We Get Here?

6 It s All About Conversion! The Issue Time, money and energy is spent on inbound and outbound marketing initiatives in order to grow site traffic. Defining Success While site traffic, time on site, page view and other metrics are interesting CONVERSION IS KING! Remember, conversion can mean anything from registering for a webinar, downloading a white paper, right through to making an online purchase.

7 SEGMENTATION + NURTURE = CONVERSION

8 1 Why you need to update your marketing database for refining your target audience

9 Did you know..? B2B Data Decay 66% Annual Title and/or Job Function Change 43% Annual Phone Number Change 37% Annual Change 34% Annual Company Name Change 30% Annual Employee Turnover 9

10 Your Marketing Database Home grown data sets are great, especially if they are opt in, however They are and labor intensive to acquire But.. records are often incomplete And after all that work, can spoil quickly!

11 Here is Lisa To download a white paper, Lisa fills out a web form You now know that Lisa is in Marketing and works for Acme Corp. But who is Lisa? Is she an executive? Is she likely to own budget? Who is Acme Corp.? Where are they? What industry are they in? How many employees do they have? What is their revenue range? Does Acme Corp. align with your buyer profile?

12 Affecting The Entire Funnel Collection rights Based on relationship with inquiry Relationship building Title, Industry Behavior Prioritizing Hot, warm or cold? Messaging/calling CMO, mid-size company, services, whitepaper, viewed XYZ product page, ROI calculator

13 2 How to apply demographic, firmographic and psychographic data to your content and list segmentation

14 Simplify the User Experience

15 But can acquire this..

16 And this:

17 How can you get here? Partner with a credible, service-oriented and proven company ALWAYS test match rates and data quality before making an investment in the product Data Services engagements with reputable data providers that can provide a high percentage of match rates and additional data Typical data exchange is via flat file with periodic updates

18 Segmenting & Targeting Demographics/Firmographics : o Prospect role, company size, etc. Digital Footprint : o Monitoring the prospects behavior o Ex: Website visits, whitepaper and/or case study downloads, etc. o Helps identify psychographics o Buyer motivation Demographics + Behavior = o The complete picture of your lead.

19 3 Tools you can use for tracking inbound behaviors and interest

20 Anonymous To Known Anonymous lands on website and views some product pages Company activity is tracked White paper is downloaded Lead Behavior and activity is tracked and saved in lead record Demographic, firmographic and psychographic data collected Score is Applied based on activity, interest, demographics Lead sent to nurture path Sales Rep Alerts sent; data sent to CRM Complete lifecycle is collected

21 Identify, Track, Interpret, Nurture Lead Behavior Nurturing Paths Action-Based Interest Industry Specific Title Plus Behavior

22 4 How to define and execute a nurturing strategy that converts leads into sales-ready opportunities

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

24 Lead Nurturing Example Lead Nurturing Example Develop A Plan Outline an effective lead nurturing process per target /campaign Example: Day 1: Thank you for downloading a whitepaper Day 10: recommending article/whitepaper of related interest Day 20: Send another about area of interest linking to landing page, lead to other content Day 30: Send an 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: a recent customer win case study Rule based on sales ready definition sends lead to sales

25 Delivering Relevant Content Based on Behavior

26 Nurturing Tips Online and offline Continual nurturing Specific interest Lead Scoring Gives Visibility Continuously Engage Prospects Evaluate All Responses Deliver Real Value Thought leadership Personalization Develop a plan Keep Alive Convert Inform Validate Educate Involve

27 Take-Away s: The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities 1. Segment your target audience/prospects 2. Keep data fresh and update constantly 3. Collect and track prospect and lead behaviors 4. Deliver relevant content via digital conversation 5. Nurture and convert; measure results

28 Visit us at for a free data consultation!

29 How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leads Lisa Cramer Don Wynns