Learn how to nurture your leads through qualification, segmentation, and automation in this Build Your Agency webinar presentation.

2. Qualify, segment, and automate to nurture leads and provide value

3. BERNARD SAN JUAN III
General Manager
In 20 years, Bernard has started 4
companies, taken 3 web-based companies to
multi-million dollar status, launched and
managed over 500 websites, and has run
thousands of marketing campaigns.
WILLIAM KRAMER
Business Development Manager
William has dedicated his 8 years as a web
professional to growing online businesses. As
lead of Business Development, he’s helped
24 of our top partners reach 6-digit monthly
revenues.

4. Establishing a connection with
your website and how to display
proof of your expertise
Passively and actively driving leads
to your agency and how we help
you do it better.
Nurturing, providing value, and
closing through lead qualification,
segmentation, and automation.
bit.ly/build-your-agency

5. Turn your initial handshake into a sale, and use
this to fuel your lead generation efforts.
• Passive Lead Generation
• Active Lead Generation
• Communicating to Your Leads
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6. Only a small percentage of your immediate leads turn into a sale, leaving the rest on the
table. You have to nurture your leads and develop a relationship through every stage of the
buyer’s journey.
• Qualifying Your Leads
• Segmenting Your Leads
• Nurturing with Targeted Communication
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Passive Lead
Generation
Efforts
Active Lead
Generation
Efforts
SEO Content
Marketing
PPC Social
Media
Cold
Emails
Newsletters Lead
Generation
Tool
LEADS
GENERATED

8. Models you can use:
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BANT/NABT
Budget, Authority, Need,
Timeframe
GPCTBA
Goals, Plans, Challenges,
Timeline, Budget, Authority
CHAMP
Challenges, Authority, Money,
Priority

9. Know which leads to pay attention to. Qualify based
on:
1. CLOSABILITY - How far along are they in the
sales funnel?
2. ACCESS TO THE DECISION-MAKER - Do they
have access to the decision-maker/are they
involved in the decision-making?
3. NEED - Do they have a genuine need for your
service?
4. TIMEFRAME TO PURCHASE - How long will it
take them to make a purchase from you?
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AWARENESS
EDUCATION
INTEREST
DESIRE
ACTION

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QUALIFYING QUESTION
POSITIVE
RESPONSE
NEGATIVE
RESPONSE
Why do you feel your brand is digital ready today? 2 -1
Do you have reports that you can share with us from your previous
provider? (If no, how does your brand currently acquire leads?)
3 -1
How much of your marketing budget are you planning to allocate to digital? 2 -1
What would define success for you with a campaign like this? 1 -1
Will you be managing the project yourself, or will you be assigning a Point of
Contact to us for approvals and communications?
2 -1

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DOWNLOAD the LEAD
NURTURING KIT
Outside of
your market
No access to
Authority
(decision-maker)
No budget
No need for
your services
Unreachable-
Lack of responsiveness
after numerous
attempts

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CRITERIA SCORE
Hot Yes to Need, Closability, Timeframe, Access to Decision-Maker 10
Warm
Yes to Need, Closability, Access to Decision-Maker
OR
Yes to Need, Timeframe, Access to Decision-Maker
7
Nurture Yes to Need, Access to Decision-Maker 6
Disqualify Only 1 factor is true Below 6

13. Downgrade a lead’s hotness
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• No Budget - They may not have the budget
to spend now, but have the financial capacity
to allocate a budget in the future.
• Timing is not right - Nurture until they’re
ready to buy.
• They have latent needs - Uncover and
build desire.
Use our CRM tool to sunset your leads

14. How to segment your leads into Cold, Warm, and Hot
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Product/Need
- What commodity are they interested in?
Quality
- What is their quality score?

15. The purpose of segmentation is to align your messages to the needs of your leads and their stage
in the buyer’s journey for a more effective, targeted communication.
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Need/Service Temperature Leads
Cold Warm Hot
Local SEO 14 12 15 41
Web Design 7 9 7 23
SEO 24 6 3 33
Social Media 6 9 3 18
Paid Advertisement 8 3 1 12
Content Marketing 12 7 2 21
Brand Design 7 2 1 10

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AWARENESS
EDUCATION
INTEREST
DESIRE
ACTION

17. Keep your relationships warm by making sure you’re in constant communication with your
leads.
• The right content for the right stage in the customer journey
• The right message at the right time
• Automate
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AWARENESS
EDUCATION
INTEREST
DESIRE
ACTION
Type of content to
provide at their point in
the buyer’s journey
HUB CONTENT
Product Guides
Process Flow
Methodology Explainers
HERO CONTENT
White Papers
Case Studies
Audits
Demos
HYGIENE CONTENT
Testimonials
Promos/Discounts
Monthly Newsletters
DOWNLOAD
our WHITE LABEL
CONTENT MATERIALS

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Initial Email
Introducing your business
Follow-up
Email
Educating
your leads
Follow-up
Email
Building
desire
Follow-up
Email
Keeping leads
engaged
Follow-up
Email
Offering an
incentive to
convert them
What to send:
Product Guide
What to send:
Methodology
Explainer
What to send:
Audit
What to send:
Case Study
What to send:
Discounts

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Need/Service Temperature
Goal
Example:
Product
Engagement
Cold Warm Hot
Email 1 Industry Tips Audit Demo Video
Email 2
Methodology
Explainers
White Paper Guides
Email 3 How-to-Posts Case Study Cheat Sheets
Email 4 Product Details Product Demo Bonus/Promo
Email sequences:
• Frequency of sending emails: 2 or 3 times a month.
• Assign a sequence until a particular goal is reached.
• Nothing happens in Hot without a phone call.

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Hi John,
I hope your business is doing well. I know you still have lots of questions about digital marketing – believe
me, I did too when I was starting out.
My team has created this Digital Marketing Methodology Explainer to help you understand more about digital
marketing. If you have questions, or you have feedback about the content, feel free to write back.
Looking forward to hearing from you!
Jimmy

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Hi John,
I wanted to follow up on the site audit I sent last week. I think you will find that your website has a lot of
potential.
I’ve attached a white paper to help you understand more about our service and how it works for your
business. I would love to hear what you think.
Feel free to ring me up in case you have questions.
Jimmy

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Hi John,
I just want to say that I enjoyed our last conversation. If you have questions related to anything digital, just
ask away!
Also, I want to share with you this demo video on [Insert Your Product] to give you a sneak peek on what it
would be like to work with us.
Looking forward to our next conversation!
Jimmy

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Hi John,
I took the liberty of attaching testimonials from our clients, just in case you’re wondering how we take care of
them. I also have a client who’s been doing business with us copied in this email, and he’s very excited to share
his experience.
Let us know when you’re free to talk, so I can schedule a call among the three of us.
Looking forward to our next conversation!
Jimmy

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Simulate the care – use our Marketing Automation Tool.

26. Find leads easier Qualify them better Close them faster
Find, qualify, and nurture leads the easy way
Build your agency’s expertise through our Master Class and How-to sessions
Showcase your authority with premium marketing materials
Give your agency the upper hand with
EXCLUSIVE
LAUNCH
DECEMBER
14, 2017

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• Qualify your Leads – Use our qualification checklist.
• Segment your leads according to their lead temperature – cold, warm, hot.
• Use targeted emails – Send emails that correspond to the needs of your leads.
• Automate communication – Set email sequences.

28. See the different features available in the Agency Advantage program, what they do, and how they
help your agency get started today!
bit.ly/premium-waitlist

29. Feel free to call us at any time for questions.
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info@seoreseller.com