Start with a lead®
Inbound Lead Nurturing (CV201)
Inbound Lead Nurturing Professor: Brian Carroll, MECLABS, InTouch
Inbound Nurturing Case Study #1 Before Lead Nurturing
Results
Generated more activity, but same result
Closing the loop on every “sales ready” lead
Marketing felt leads went into a “black hole” – No closed loop
Majority early stage leads actively nurtured - Grew from 0% to 60%
<2% lead-to-sale pipeline conversion rate
Improved lead-to-sales opportunity rate – Grew from 4% to 12%
Unable to consistently measure ROI
200% more opportunities in sales pipeline
Sales team didn’t pursue majority of leads Lack of consensus – what is a “lead” anyway?
Can better measure and prove ROI Results achieved without significant budget increase
Brian Carroll, CEO InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)
Inbound Nurturing Case Study #2 Before Lead Nurturing No early stage leads actively nurtured Only one contact engaged per company 2 touch points per contact 40% of contacts provide email addresses 21% lead to opportunity rate (sales pursuit after hand off) 4% lead to sale rate (sales converted from marketing leads
Results 88% of early stage leads actively nurtured (none before) 3+ contacts engaged per company (200% Increase) 8 touch points per contact (300% increase) 89% increase of lead-to-sales pipeline conversion rate 7% Lead to Sales Conversation Rate (75% increase) Regular marketing pipeline analysis & sales reporting developed -closed loop feedback and conversion rates by stage.
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Executing Inbound Lead Nurturing
Lead Nurturing Defined
• Requires human touch via Teleprospecting • Aided by tools that make it easy to:
Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy.
– Make it easy to continue conversation – Make appropriate offers based on behavior and engagement
• Lead nurturing automation tools must support: – Lower volume – Ad hoc delivery – Track all touch points (phone, email, online, in person)
• Measure nurturing results such as: – % depths of contacts in sphere of influence – % of contacts that “opt-in” for nurturing – % of contacts that become “sales ready” leads
Inbound Lead Generation
Qualify Your Leads/Inquiries
(4) Lead Qualification
Nurturing
(1) Search
• • • • •
Less is more Consolidate and centralize inquiry information Pick up the phone to qualify leads Clear “hand off” on every lead Measure “sales pursuit” on every lead
(5) Sales
(2) Landing Page
(3) Form Submit
Resource: “What’s a Lead? Improve ROI With a Better Lead Qualification Process” http://www.targetmarketingmag.com/story/story.bsp?sid=39121&var=story
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Step 1: Ideal Customer Profile
Define Your Ideal Customer Profile • Sweet spot – ideal fit • Most common criteria:
Step 2: Your Universal Lead Definition • Allow leads to be scored and prioritized • Defines the degree of sales readiness • Requires buy in from sales and marketing
– Industry code – Revenue – Employee size – Trigger events – Sphere of influence Resource: “How to Precisely Define a "Lead" Before Marketing Begins” http://www.startwithalead.com/article.asp?ARTICLEID=283
Step 2: Your Universal Lead Definition
Spectrum for Sales Lead Readiness
Step 3: Lead Qualification
Inquiry Form – First Step
Hand off To Sales
Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission)
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Step 3: Lead Qualification
Step 3: Lead Qualification
Inquiry Form â&#x20AC;&#x201C; Second Step
Inquiry Form â&#x20AC;&#x201C; Thank You
Step 3: Lead Qualification
Step 3: Lead Qualification
Automated Inquiry Email Response
Inquiry Email Response
Subject: Thank you for contacting InTouch
Subject: Follow Up on InTouch Services for Brooke Bower
Brooke,
Hi 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.
I received your message about needing more information on our lead nurturing services.
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.
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
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Step 3: Lead Qualification
Phone – The “Relevant Conversation” Develop Relationships • • • •
Confirm information on inquiry form Ask for missing information from form Get permission to “opt-in” for nurturing Identify qualified leads
Step 4: Understand and Capture Your Audience
Your Database is the Hub
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?
Step 5: Message Development Be Relevant • How do they work? • What is their functional role? • What are their anticipated needs? • What are their priorities and challenges?
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Step 5: Message Development
Message Map Based on Role (Relevant)
Step 6: Build Your Lead Nurturing Library • Gather and filter relevant content based on message map – Third party articles, relevant topics, research reports – Vendor agnostic podcasts, webinars, blogs and case studies to position sales team as a “trusted advisor” – Company specific white papers, success stories, webcasts
• Lesson Learned: – Reuse available content before creating new content – Filter third party content for a nurturing “library” using free sources http://www.google.com/alerts Resource: "Thought leadership for Lead Nurturing" (content strategy) http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html
Step 6: Build Your Lead Nurturing Library
Educational Marketing Tools
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)
Resource: “Content Ideas for Lead Nurturing” http://blog.startwithalead.com/weblog/2007/08/content-ideas-1.html
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Step 6: Build Your Lead Nurturing Library
Email Template Built on Third Party Content To: From: Subject:
Step 7: Develop Lead Nurturing Tracks
(Recipient) (Sender) 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. â&#x20AC;&#x153;FAQ: Detangling virtualizationâ&#x20AC;? 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 "all my eggs in one basket" concern that this article brings up. Best Regards,
Step 7: Develop Lead Nurturing Tracks
Multi-track Lead Nurturing
Step 8: Executing Lead Nurturing
Tracking and Managing Your Leads
Tip: Crawl, Walk, Run
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Thank you Brian Carroll CEO InTouch 651.255.7700 x640 Bcarroll@startwithalead.com 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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