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The Lead Nurturing Tool of Choice. Email Marketing. Key Steps in Lead Nurturing. Turn your leads into sales and your sales into repeat customers. Great to see you (again)!. James Omdahl Digital Strategist. Agenda. Are You Failing Your Funnel? The Lead Nurturing Tool of Choice

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key steps in lead nurturing

Key Steps in Lead Nurturing

Turn your leads into sales and

your sales into repeat customers

great to see you again
Great to see you (again)!

James Omdahl

Digital Strategist

agenda
Agenda
  • Are You Failing Your Funnel?
  • The Lead Nurturing Tool of Choice
  • Understanding SPAM vs. HAM
  • The eMarketing Sales Cycle
  • How to Nurture Your Prospects Step-by-Step
are you failing your funnel
Are You Failing Your Funnel?

Where Do You Spend Your Time & Money?

  • Lead Generation:
    • SEO
    • PPC
    • Cold Calls
  • Lead Nurturing:
    • ???
  • Closing Sales:
    • Sales Calls
    • Meetings
    • Dinners at Casa Bonita
are you failing your funnel1
Are You Failing Your Funnel?

Why Lead Nurturing Matters

  • Lead Generation:
    • Expensive
    • Doesn’t sell
  • Lead Nurturing:
    • Inexpensive
    • Automated
    • Makes selling easier
  • Closing Sales:
    • Very expensive
    • Very time consuming without nurturing
the lead nurturing tool of choice1
The Lead Nurturing Tool of Choice

ROI on Email Marketing is Second Only to SEO

understanding spam vs ham
Understanding SPAM vs. HAM

SPAM

HAM

Helpful, Actionable Messages

Targeted

Timely

Solves a problem

Gives recipient an action to take

  • Unsolicited messages
  • Unhelpful
  • Not timely
  • Not targeted
  • Scams
  • Cannot be trusted
the emarketing sales cycle1
The eMarketing Sales Cycle

Step 0: Before You Get Started

  • Define your qualified prospect
  • Define the top five things your sales team needs to know about each prospect to step seamlessly into a relationship – what are they and why?

You have to know your customer before you can effectively market to them.

the emarketing sales cycle2
The eMarketing Sales Cycle

Step 1: Status Quo

Your prospect lives in a world without your product and is content with that. They may have pain points but they are unaware there is a solution for them.

Your Goal:

Make sticking with the status quo more painful than making a change.

the emarketing sales cycle3
The eMarketing Sales Cycle

Status Quo - Key Questions:

  • Why should I change?
  • What will happen if I don’t?
  • What triggers would force me to need to solve this issue?
  • How is the issue impacting the industry?
  • How are my peers and competitors addressing the issue?
the emarketing sales cycle4
The eMarketing Sales Cycle

Status Quo Amplifiers / Content Plan:

  • Answer a question
  • Relieve a doubt
  • Simplify a complexity
  • Provide a path
  • Mitigate a risk
the emarketing sales cycle5
The eMarketing Sales Cycle

Priority Shift Indications/Interactions

  • Attending a webinar
  • Call your sales team
  • Click on a specific email
  • Fill out a website form
  • Download a report
the emarketing sales cycle6
The eMarketing Sales Cycle

Step 2: Priority Shift => Research

Your prospect has come to the realization they have a problem that has a solution worth exploring.

Your Goal:

Provide the information the prospect needs to decide they are ready to weigh their options and move towards a decision.

the emarketing sales cycle7
The eMarketing Sales Cycle

Research - Key Questions:

  • What do I need to know to think strategically about solving the problem?
  • Are there best practices I can refer to?
  • Who’s got the expertise to add the most value to the project?
  • What are the periphery impacts I need to consider?
  • What options and alternatives are available?
the emarketing sales cycle8
The eMarketing Sales Cycle

Research Amplifiers / Content Plan:

  • Answer a question
  • Relieve a doubt
  • Simplify a complexity
  • Provide a path
  • Mitigate a risk
the emarketing sales cycle9
The eMarketing Sales Cycle

Options Phase Indications/Interactions

  • Interactions with your sales team
  • Signing up for a trial
  • Purchase of a front-end product
  • Download of a product pricing worksheet
the emarketing sales cycle10
The eMarketing Sales Cycle

Step 3: Weighing Options / Step Backs

Your prospect has done enough research to start making a buying decision, but may find that they don’t have all the information they need after all.

Your Goal:

Increase the prospect’s confidence in your product and provide them with reassurance when they start questioning your solution.

the emarketing sales cycle11
The eMarketing Sales Cycle

Weighing Options - Key Questions:

  • Which risk probabilities would make me falter?
  • Whose disagreement could cost me the decision to move forward?
  • Which stakeholder’s objectives might not get addresses by an option?
  • What if my end users won’t adopt the solution?
  • How will I manage realigning the business processes the solution affects?
the emarketing sales cycle12
The eMarketing Sales Cycle

Options Amplifiers / Content Plan:

  • Answer a question
  • Relieve a doubt
  • Simplify a complexity
  • Provide a path
  • Mitigate a risk
the emarketing sales cycle13
The eMarketing Sales Cycle

Validation Phase Indications/Interactions

  • Positive phone conversation with all stakeholders
  • Start discussing purchase process
  • Prospect asks for a contract to review
the emarketing sales cycle14
The eMarketing Sales Cycle

Step 4: Validation

The prospect has decided that your company is the right vendor, but now they have specific questions and concerns about how you will work together.

Your Goal:

Provide final details to the client to clearly explain your relationship, next steps and the long-term details of their purchase.

the emarketing sales cycle15
The eMarketing Sales Cycle

Validation - Key Questions:

  • Why should I trust your company to help me solve my issue?
  • Beyond the initial project budget, what’s the total cost of ownership?
  • What’s the return on investment, and how long will it take to realize?
  • What will happen when my needs scale and extend to meet new objectives?
  • How are people/companies like me/mine finding success with this choice?
  • In what ways will choosing this solution affect my professional status?
the emarketing sales cycle16
The eMarketing Sales Cycle

Validation Amplifiers / Content Plan:

  • Answer a question
  • Relieve a doubt
  • Simplify a complexity
  • Provide a path
  • Mitigate a risk
the emarketing sales cycle17
The eMarketing Sales Cycle

Choice Indications/Interactions

  • Signed contract
  • Online purchase
  • Paid invoice
contact us
Contact Us

C1 Partners

P: 303.501.1821

W: c1-partners.com

T: @c1partners

E: info@c1-partners.com