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We do the Heavy Lifting for You
The 4 Keys for Turning Cold Leads
Into Sales-Ready Opportunities
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Today’s Speakers
Don Wynns
• VP, Business Development
• Responsible for strategic data integration and
redistribution relationships
Lisa Cramer
• 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)
@Zoominfo
@leadlife #leadlife
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Live Tweet the Webinar
• #Leadlife
• #zoominfo
• #hotleads
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Agenda
1
2
3
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
4
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How Did We Get Here?
?
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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…
• Remember, conversion can mean anything from registering for a
webinar, downloading a white paper, right through to making an
online purchase.
…CONVERSION IS KING!
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SEGMENTATION + NURTURE = CONVERSION
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Why you need to update your
marketing database for refining
your target audience
1
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Did you know..? B2B Data Decay
9
66% Annual Title and/or
Job Function Change
37% Annual E-mail
Change
34% Annual Company
Name Change
43% Annual Phone
Number Change
30% Annual Employee
Turnover
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Your Marketing Database
“Home grown” data sets are great, especially if they are opt in,
however…
But.. records are often incomplete
They are and labor intensive to acquire
And…after all that work, can spoil
quickly!
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To download a white paper,
“Lisa” fills out a web form
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?
Here is Lisa
You now know that “Lisa” is
in Marketing and works for
Acme Corp.
But who is Lisa?
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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
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How to apply demographic,
firmographic and psychographic
data to your content and list
segmentation
2
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Simplify the User Experience
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But can acquire this..
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And this:
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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
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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.
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Tools you can use for tracking
inbound behaviors and interest
3
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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
5 10 100 25 15
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Identify, Track, Interpret, Nurture
Nurturing Paths Lead Behavior
Industry Specific
Title Plus Behavior
Action-Based Interest
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How to define and execute a
nurturing strategy that converts
leads into sales-ready opportunities
4
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Campaigns vs. Lead Nurturing
One End-to-End Lead Nurturing Process
Awareness Consideration Purchase
Traditional
Campaigns
Theme #1
Theme #2
Theme #3 ©2011 Marketing Interactions, Inc.
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Develop A Plan Outline an effective lead nurturing process per target /campaign Example: •Day 1: Thank you email for downloading a whitepaper •Day 10: Email recommending article/whitepaper of related interest •Day 20: Send another email about area of interest – linking to landing page, lead to other content •Day 30: Send an email 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: Email a recent customer win case study Rule based on “sales ready” definition sends lead to sales
Lead Nurturing Example Lead Nurturing Example
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Delivering Relevant Content Based
on Behavior
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• 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
Inform
Educate
Involve
Validate
Convert
Keep Alive
Nurturing Tips
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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
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Visit us at www.zoominfo.com/business/leadlife for a free data consultation!
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Lisa Cramer
Wanna Learn More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
How to Get Started
Don Wynns