Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.
6. 9 Benefits of Lead Nurturing
1. Establish contact immediately
7. 35-50% of sales go to the
vendor that responds first.
Source: InsideSales.com
8.
9. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
10. 66% of buyers indicate
“consistent and relevant
communication provided
by both sales and
marketing organizations”
is a key influence in choosing
a solution provider.
Source: Genius.com / DemandGen Report
11. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities
25. Visitors
Leads
Step 3:
Map Content to Every Stage of the
Sales Funnel
Customers
26. Visitors
12 Quick Tips to
Search Google
Like an Expert
Leads Think Like a Publisher:
3 Tips to Generate
More Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Customers
28. Tips for Content Creation
• Invest in content creation (people, time)
• Create content for each stage of the sales funnel
• Make content creation a routine
• Reuse content when possible
• Recruit others (other departments, guests,
interviews)
40. 5 Steps to a Successful Campaign
1. Determine your goal
2. Select persona & business problem
3. Create content for each stage of the
funnel
4. Setup for smarketing success
5. Measure and improve
42. Knowledge Management Associates
Retained contact with
20-30% more event
leads that were typically
lost with prior event
registration platform
43. ProofreadNOW
“More prospects are „closing‟
themselves – sending a document
for review or emailing a question
directly … turning into a real
inbound inquiry after having been
nurtured.”
-Conni Eversull,
Director Sales & Marketing