buliding a case for lead nurturing
TRANSCRIPT
Building the case for automated lead nurturing
A joint Arketi/Pardot webinar
Webinar Participants
Adam Blitzer COO,Pardot
Micky Long VP, Arketi Group
Laurie Douglas Director of Marketing, A.D.A.M. Inc.
Ted McDermott VP of Business Development, Datasync
Automated lead nurturing – why it matters
intended to buy
67%23%
bought the product
Automated lead nurturing – why it matters
Average sales cycle has become
22%
longer
decision makers
3more
Automated lead nurturing – why it matters
Lead nurturing is in place in only
10% - 20%
of B2B firms.
Automated lead nurturing – why it matters
Leading reason for not using lead management
is difficulty building a business case.
Automated lead nurturing – What to expect
50% more sales-ready
leads
33%lower cost per lead
Automated lead nurturing – What to expect
Nurtured leads produce a20%increase
Automated lead nurturing – What to expect
Best in Class improved lead to sales conversion of
23%
Automated lead nurturing – Why we’re here
80%of users would better prepare by building proper processes and content
Automated lead nurturing – Why we’re here
of Best in Class
worked collaboratively
between Marketing and
Sales
78%
Marketing PerspectiveLaurie DouglasDirector of Marketing
A.D.A.M. Inc.
Automated Lead Nurturing Drivers - Marketing
Long sales cycles – 6-18 mos.
Better management of leads
Small marketing department – department of 1
Lean sales team
How business case was built
No brainer once Sales saw the tool
Automated emails
Web activity tracking
Lead scoring
Much more visibility into our leads
Selection considerations
Matched Functionality
Ease of use
Cost
Post-implementation thoughts/suggestions
Clean up your database as much as possible upfront
Make sure you have content
Do the upfront work of setting up the scoring
Sales PerspectiveTed McDermottVP of Business Development
Datasync
Automated Lead Nurturing – Sales Perspective
Quality Leads
Creates Sales Efficiency
Lead Knowledge
Lead flow on your website
What email messages work
