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
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
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
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!
This Week:Make New Friends but Keep the Old
Session Agenda:Make New Friends, Keep the Old
The Problem The Opportunity Tools To Get
You There
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
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 $$!
The Opportunity:Cultivate Leads Based on Behaviors
The Opportunity:Nurture Leads into Opportunities
• Recycle leads based on
prospect buying signals
• Educate and Validate value
propositions, differentiators
and success stories
• Deliver (or „re-deliver‟) leads
to sales when ready
• Better Return on campaign
investments
Nurture Do‟s & Don‟ts
Don’t Alienate Sales Team
• Agree on definition of „HOT‟ lead
• Opt-in and out capabilities
• Email persona in sales voice
• Activity visible in CRM tool
Don’t Alienate Prospects
• Email 6-9 days; 1-3 days is spam
• Give easily digestible CTAs
• Focus value-add; minimal graphics
• Automated exit on converting
Nurture Do‟s & Don‟ts
Vary the Voice
• Different perspectives – CEO, VP…
Selective Communications
• Only send relevant top-of-funnel
campaigns
Different Content Tracks
• Based on behaviors; target
audience
Nurture Do‟s & Don‟ts
Give Nurturing
Fighting Chance
• Set-up based on your process
• Monitor performance;
easily adapt
• Momentum indicators –
scoring, alerts…
And Let‟s Not Forget…
Your Customers!
• Automate communications
• Keep informed and connected
• Email relevant news
• Align with sales goals
• Multiple forums to become
Advocates
The Tools to Make it Happen
Time to See The Tools… And How They Can
Help Cultivate Your Leads…Introducing Wendi…!
Must Haves:
• Behavioral and attribute segmentation
• Flexible drip programs
• Lead scoring
• One platform to manage/track channels
• Tight CRM integration
• Sales view of profile behavior
The Opportunity:Stop Waste and Start Recycling
• Align sales and marketing
• Meet entire pipeline needs
• Buyer ready indicators
• Meaningful lead experience
• Campaign $$ work harder
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
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!