Sales and Marketing Shifting Lead Nurturing Into Overdrive Never cold call again with lead nurturing, social strategies and selling skills

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Speakers Ken Krogue • President and Founder • InsideSales.com

Derek Grant • Director of Sales • Pardot, a salesforce.com company

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Poll:

How does your inside sales team interact with your leads?

Definition: Lead Nurturing

A marketing strategy using recurring interactions to educate prospects from interest to need.

The Goal: Sales Acceleration

Marketing’s job is to educate interest into need. Sales’ job is to validate need into closure.

The Problem: Interest is the counterfeit of need

Interest will waste more time than anything else because it looks like need … but isn’t.

Image

The best strategy.

Can you apply the same strategy before lead nurturing by using social media and PR to generate awareness and interest?

And using selling skills after lead nurturing to move from need to closure.

Nurture the whole funnel not just your leads.

How? Give to get. Show some Luv. Do something nice. Teach something. Give relevant content.

Lead them down the path to becoming a raving fan.

Golden rule: … done unto you Platinum rule: … done unto them.

Zig Ziglar

… and then continually personalize to meet more of their needs.

Circle of influence

Circle of influence … by topic.

Awareness “Who are you?”

PR Social connections Broad topics Have you heard? Did you know? Were you aware? Broad coverage media

Using Social Media “You are your network.”

Profile Prioritize Stalk Connect Mention Converse Promote

Innovation: “Apply principles proven elsewhere to your problem.”

Aaron Ross Top down Title clout Executive introduction LinkedIn Sales Navigator

Curiosity “What do you do?” Intriguing Research How to Reviews Applicable Comparisons Social messaging Seen the latest research? Compelling headlines

Interest “Why is what you do important?” Topic specific Keyword based Common interest Social conversations Mention cool Features Drive home key benefits Clear and specific research Bridge industry to company Broad case studies & proof

Understanding “How does it work?” Teach Solutions Apply to needs Product specific Apply to target titles Bridge social to email Feature-Benefit summary Bridge company to product Specific case study

Relevance “Does what you do matter to me?” Tailor Personal Proof metrics Platform specific Lot’s of case stories Bridge email to phone Ask about growth/trouble Tailor to decision maker Bridge product to benefits

Need “Would what you do work for me/us?” Ask Restate Summarize Specific solution Decision process Circle of influence Industry specific case studies Address growth/troubles Social: Your circle of influence Apply feature-benefits to problems

Validation “Can you prove that it will really work?” Endorse Credibility Accelerate pace Social: connect VP Logos and references Direct competitor validation

Urgency “When can we get it going?” Speed Deadlines Set milestones Remember immediacy Overcome content obstacles Social: connect to ops SE/VP

Closure “Moving ahead, what does this look like?” Assumption Skip forward Clear planning More validation Strategic questions Benefits of ownership Tactical/situational plans Implementation templates Social: connect client services

Sales and Marketing “Never cold call again with lead nurturing, social strategies and selling skills” Pardot = Marketing InsideSales.com = Sales Acceleration Nurture the entire pipeline

How Marketing Helps Teamwork makes the dream work

Poll

Do you currently use marketing automation?

Does the relationship between sales and marketing feel…

like this…

… or this?

Perhaps we should

3 ways marketing can help Drive lead gen and revenue for sales

Self-Fulfilling Prophecy

You will give your sales team more leads in 2014

More isn’t necessarily more

Lower Quality Leads • Still take cycles to generate • Have low conversion rates • Die on the vine

75%

5%

11%

20%

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The Volume is too High

More quality is definitely more

Objective Qualification • Agree on the definition of MQL • Send fewer, more qualified leads

• Have an SLA with sales • Hold each other accountable

4%

58%

49%

23%

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Provide Manageable Volume

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Types of Qualification

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Nurture Early-Stage Leads

Nurtured leads have 47% higher order values than their non-nurtured peers

-Aberdeen Research

Consider the Buyer’s Journey

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Tailor the message to the buyer’s stage

HTML Message: • Corporate look and feel • From: marketing@xyz.com Great for: • Early Stage Content

– Event Announcements • Post Sales Content

– Newsletters

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Tailor the message to the buyer’s stage

“Lite” HTML Message: • Looks Outlook-ey • From their sales rep Great for: • Warming up non-responsive leads: – Case Studies – Whitepapers – Webinar Invites

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What will move people?

Start with a goal: • What does success look like? • Develop / deploy content to move people to toward the goal

Define your subscriber list: • Who is in the stage prior to the goal? Execute the campaign

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Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost

-Forrester Research

When you reach your goal

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Empower Sales

Provide Insights

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Eliminate Low-Value Work

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It takes an average of 7 touches to turn a “suspect” into prospect, which grows to 8 for enterprise level accounts.

-Bridge Group

Eliminate Low-Value Work

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Let Sales Recycle to Nurturing

Questions?

@kenkrogue | www.kenkrogue.com @derekgrant | dgrant@salesforce.com