Transcript
Page 1: Make New Friends But Keep the Old

Make New Friends But

Keep the Old…

How to Recycle Your Leads Effectively to Ensure They‟re Not Wasted.

Summer Webinar Series | Webinar 2 | July 21

Page 2: Make New Friends But Keep the Old

About “HOW TO” Series

Lead Generation Techniques… to drive more qualified leads…

that YOUR sales will be excited to act on.

• Focus on How to Get Out of the Status Quo of:

** Sources: Sirius Decisions; Aberdeen Group

Only 20% of your

leads being followed up on

Only 16% of your

total leads deemed

sales-ready, actually

closing

Losing 80% of your

„bad leads’to

competitors

within 24 month

Page 3: Make New Friends But Keep the Old

About Your Sponsors

Helps organizations of all

sizes find the best tools to fit

their needs

Provider of one of industry‟s

most popular and fastest

growing cloud-based integrated

marketing platforms

Page 4: Make New Friends But Keep the Old

Last Week:So Why Should I Call this Guy?

• Getting Critical Lead

Data to Sales

• Behavioral Lead Profile

• Lead Scoring and Alerts

• Changing “Why” to:

“Wow, Can’t Wait to Call”

Session Materials

Now Available!

Page 5: Make New Friends But Keep the Old

This Week:Make New Friends but Keep the Old

Page 6: Make New Friends But Keep the Old

Session Agenda:Make New Friends, Keep the Old

The Problem The Opportunity Tools To Get

You There

Page 7: Make New Friends But Keep the Old

The Problem:Focus on Top of the Funnel

Marketing Perspective

• Generating plenty of leads

• Leads cherry-picked

• Sales job to convert leads

• Sales job to up-sell; cross-sell

Sales Perspective

• Poor; unqualified leads

• Just throwing leads over fence

• Slamming pipeline

• Not supporting ongoing efforts

Page 8: Make New Friends But Keep the Old

What Ends Up Happening

Marketing MO

• Focus on more leads

• Leads grow stale

• Campaign planning not aligned

Sales MO

• Reaches out few times

• Shifts to low-hanging fruit

• Go rogue

Results: Wasted Cycles…Wasted Leads…Wasted $$!

Page 9: Make New Friends But Keep the Old

The Opportunity:Cultivate Leads Based on Behaviors

Page 10: Make New Friends But Keep the Old

The Opportunity:Nurture Leads into Opportunities

• Recycle leads based on

prospect buying signals

• Educate and Validate value

propositions, differentiators

and success stories

• Deliver (or „re-deliver‟) leads

to sales when ready

• Better Return on campaign

investments

Page 11: Make New Friends But Keep the Old

Nurture Do‟s & Don‟ts

Don’t Alienate Sales Team

• Agree on definition of „HOT‟ lead

• Opt-in and out capabilities

• Email persona in sales voice

• Activity visible in CRM tool

Don’t Alienate Prospects

• Email 6-9 days; 1-3 days is spam

• Give easily digestible CTAs

• Focus value-add; minimal graphics

• Automated exit on converting

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Nurture Do‟s & Don‟ts

Vary the Voice

• Different perspectives – CEO, VP…

Selective Communications

• Only send relevant top-of-funnel

campaigns

Different Content Tracks

• Based on behaviors; target

audience

Page 13: Make New Friends But Keep the Old

Nurture Do‟s & Don‟ts

Give Nurturing

Fighting Chance

• Set-up based on your process

• Monitor performance;

easily adapt

• Momentum indicators –

scoring, alerts…

Page 14: Make New Friends But Keep the Old

And Let‟s Not Forget…

Your Customers!

• Automate communications

• Keep informed and connected

• Email relevant news

• Align with sales goals

• Multiple forums to become

Advocates

Page 15: Make New Friends But Keep the Old

The Tools to Make it Happen

Time to See The Tools… And How They Can

Help Cultivate Your Leads…Introducing Wendi…!

Must Haves:

• Behavioral and attribute segmentation

• Flexible drip programs

• Lead scoring

• One platform to manage/track channels

• Tight CRM integration

• Sales view of profile behavior

Page 16: Make New Friends But Keep the Old

The Opportunity:Stop Waste and Start Recycling

• Align sales and marketing

• Meet entire pipeline needs

• Buyer ready indicators

• Meaningful lead experience

• Campaign $$ work harder

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The Tools to Make it Happen:Act-On Marketing Platform

World Class E-Mail

Marketing Core and

Deliverability

• 3rd Generation Email

• No Extra Cost for

Deliverability

Complete Set of Tools

on One Platform

• Drip, Web Analytics,

Landing Pages, Forms,

Scoring, CRM Integration,

Social Media, Reporting

and More…

• Focus Usability, Simplicity

and Manageability

Approach and Terms

that Work

• Start Simple, Automate

at Own Pace

• Affordable Pricing; Month-

to-Month Contracts

• Live Customer Support –

At No Additional Costs

Page 18: Make New Friends But Keep the Old

Next Steps:Tremendous Opportunity

Learn More About Act-OnJoin Weekly Demo: www.actonsoftware.com

Request 1x1 Demo: [email protected] or (877) 530.1555

Don’t Forget About Your Old Leads!

Turn Wasted Leads and Campaign $$ into New Opportunities and Better ROI!

Next Steps

Today‟s “How To” Guide plus:

• July 28 Session:

There‟s a Party Going On, You‟re Not There

• August 4 Session:

Why Spray & Pray Isn‟t Cutting it Anymore

• July 14 Session:

Why Should I Call This Guy? Materials Available!


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