advanced lead nurturing tactics with ardath albee

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Advanced Lead Nurturing Tactics with Ardath AlbeeJanuary 12, 2010

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Agenda

Speaker Introduction Overview Background & Statistics Using Buying Phases to Build a Nurture Process Creating Compelling Content Monitoring Progress Q & A

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Contact Information

Christopher DoranVP, Marketing

Manticore Technology

Ardath Albee B2B Strategist & CEO

Marketing Interactions

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About Manticore Technology

Founded in 2001 Driving force in Marketing Automation since 2003

Six years of development & infrastructure support our customers around the globe

Product delivers un-matched usability and robust power: Configurable UI to meet your needs Lead nurturing to develop a business process Deepest CRM integration in industry

Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process

It’s about process – not technology for technology sake People Process Technology

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Customers Around the GlobeTECHNOLOGY MEDICAL & INSURANCE

FIANANCIALBUSINESS SERVICES

MARKETING

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Importance of Content

Nearly 80% said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future.

DemandGen Report Marketing Automation Survey

Download at www.manticoretechnology.com

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Ardath Albee

Presented by Ardath AlbeeCEO & B2B Marketing Strategist

Author of :eMarketing Strategies for the Complex Sale

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79% of marketing leads never become opportunities

Marketing Sherpa/KnowledgeStorm

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54% of companies interviewed said their salespeople are able to get prospects to agree to an initial sales conversation LESS than half the time. (face –to-face or via phone)

- CSO Insights

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The Point of Contention

Marketing

Sales

Qualified Lead

Criteria

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The Buying Process

Status Quo Priority Shift Research Options Step Backs Validation Choice

Marketing Sales

Past Now

content gap Figure 5.1 from eMarketing Strategies for the Complex Sale

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Building A Lead Nurturing Process

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Monitoring Progress

Steps Back; Validation; Choice

Activity Score = 61 – 100 Customer Videos, References, Sales Calls

Options

Activity Score = 31 – 60 Analysts Reports, Comparisons, Webinars

Priority Shift; Research

Activity Score = 0 – 30 Whitepapers, Blog Posts, Case Studies

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Proof Progressive Nurturing Works

100% increase in lead qualification

171% increase in sales-accepted leads

200% higher personal connection rate

30% shorter sales cycles

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Content Types

Education

Reveal

Teach

Expertise

Thought Leadership

Coach

Evidence

Customers

Analysts & Media

Word of Mouth – Referrals, Recommendations

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Distribute a Variety of Formats

Article White Paper Blog Webinar Expertise

Micro-siteCustomer

Video

Status Quo

Priority Shift

Research

Options

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A

B

C

D

E

F

The Serial Effect Propels Progression

Problem

Solution

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Tell Me More

Call to Action

Takeaway

Cliff Hanger

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Problem-to-Solution Content Series•What the problem is and why solve it.Problem•How this problem impacts their business.Step A•Explain the rewards of solving the problem.Step B•Why solving it now gives them an advantage.Step C•Future industry trends that add risk to not solving.Step D•How customers like them have solved the problem.Step E•Simplify the complexity of solving the problem.Step F•How your expertise delivers business value.Solution

Figure 14.1 from eMarketing Strategies for the Complex Sale

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Go Wide for Pervasiveness

Sphere of Influence Drives Progression

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Mid-Course Connections

Increased recognition Perception of expertise Willing to talk Seed new ideas Opportunity to speed

progression

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CRM Sales Insight

Prioritizing Leads

Tracking Click Paths

Monitoring Marketing Activity

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Push Is OUT

Content must pull mindshare. Progression is based on:

Delivering Perceived Value Sharing Consistent Storylines Applying Prospect Intelligence

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Ardath Albee, CEO & B2B Strategist

Web: www.marketinginteractions.com Book: http://www.emarketingstrategiesbook.com

Thank You!

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Q&A

Q & A

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Contact Information

Christopher DoranVP, Marketing – Manticore Technology

Blog: http://blog.manticoretechnology.com/Email: Christopher@manticoretechnology.com

Phone: 1 (866) MANTICORE Twitter: @cdoran

Ardath Albee CEO & B2B Strategist – Marketing Interactions

Blog:http://marketinginteractions.typepad.comEmail: ardath@marketinginteractions.com

Phone: 612-865-7707Twitter: @ardath421