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Lead Nuturing

Learn how to cultivate and filter leads through the process of lead nurturing. Create educational and entertaining content with CTAs and share it on social media platforms like LinkedIn, Twitter, and Facebook. Monitor the metrics, create new content, and share it with people who have clicked on the CTAs. Repeat the lead nurturing process through email and inside sales.

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Lead Nuturing

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  1. Lead Nuturing • Definition: the process of cultivating filtering leads

  2. Lead Nuturing • Create educational and entertaining content that includes CTA “call(s)-to-action” • Blog, Video.. • Share the content • Linkedin, Twitter, Facebook… • Monitor the metrics • Create new content • Share the content to people who have clicked on the CTA • Repeat

  3. Lead Nuturing through e-mail and inside sales6 Step Call Process (Inbound Lead)* • Day 1 Call - v-mail and e-mail • Day 2 Email with valuable information and CTA (call to action) • Day 4 Call - v-mail and e-mail • Day 7 Email with valuable information and CTA (call to action) • Day 12 Email with valuable information and CTA (call to action) • Day 14 Call- v-mail and e-mail * If a demo is requested it should be followed up within 5 minutes whenever possible.

  4. Read Orchestra Case • www.genefay.wordpress.com • What could they do differently or better

  5. Go to • www.verdasys.com • www.unitrends.com • Show Google results

  6. FVF Methodology for Inside Sales and Social Media

  7. Clients

  8. Sales Velocity Recruit + Training = Sales

  9. Recruiting Entry level inside sales people are getting harder to recruit in Boston • Recruiters – Treeline and others • Bonus current employees to refer a friend • College job fairs • Social Media

  10. KPI Dashboard (Display in Office) • By Rep • Calls • Connects • Demos • New forecasted deals • # and $ • Bookings

  11. Weekly Schedule • Monday – sales kickoff • Sales and marketing combined meeting • Tuesday - sales training • Wednesday- 15 minute hump day meeting • Thursday –Thirsty Thursday • Friday - Pipeline Review

  12. Training Books • AE • SE • BDR

  13. Pentagon Team Structure SE Team Name (Let the team come up with this) BDR AE Senior BDR BDR

  14. Sales Manager and SE Manager SE SE SE SE Team Name Team Name Team Name Team Name BDR BDR BDR BDR AE AE AE AE Senior BDR Senior BDR Senior BDR Senior BDR BDR BDR BDR BDR

  15. BDR Goals • Schedule one demo a day • 100-150 dials (depends on if you have them entering stuff into SF.com • 10 Connects • 4 minutes of talk time • 1 demo scheduled

  16. Comp Plans In MA inside sales people must be paid Hourly

  17. 6 Step Call Process (Inbound Lead)* • Day 1 Call - v-mail and e-mail • Day 2 Email with valuable information and CTA (call to action) • Day 4 Call - v-mail and e-mail • Day 7 Email with valuable information and CTA (call to action) • Day 12 Email with valuable information and CTA (call to action) • Day 14 Call- v-mail and e-mail * If a demo is requested it should be followed up within 5 minutes whenever possible.

  18. 5 Step Call Process (Outbound Lead) • Source lead (LinkedIn, School Directory… and enter into excel or SF.com) • Day 1 Call -v-mail and e-mail • Day 3 Call -Leave v-mail and auto e-mail • Day 5 Call- Leave v-mail and auto e-mail • Repeat 30 days later

  19. Contests (Individual and Company) • Incent all employees to help sell and have some be individual, team and company • Ways to incent • Bike • Money • Dinner • Amex Gift Card • Apple Gift Card

  20. Cold Call Pitch Hello PROSPECT NAME. This is SALES REP NAME with Akiban. Did I catch you at a bad time or how are you today? I know you were not expecting my call so I promise to be brief and quickly tell you about Akiban. Akiban (add value prop). Can you tell me a little bit about your process?

  21. Sample v-mail (From Matchbox) • Hi PROSPECTS NAME, this is SALES Rep’s NAME calling from Matchbox.net. I am a client service rep and I know that we can help you increase application review process by 25% and in turn shorten the time it take to get out early admissions. Schools like MIT, UCLA and University of New Haven (customize based on school) have seen these exact benefits by automating their application review process with Matchbox.net I would like to talk in more detail about your current initiatives and determine if we can help you achieve similar success. Call me back when you have a few minutes to chat, xxx-xxx-xxx, I look forward to your call.

  22. Social Media Game Plan

  23. Social Media Methodology • Pregame • Execute • Measure

  24. Pregame • Define goals and objectives of social media adoption. • Set up Twitter, Facebook accounts and join LinkedIN groups that pertain to defined market • Create 20 blog ideas • Have 5 blogs ready to publish before launch • Create 10 video ideas • Have 2 videos ready to publish before launch • Create 5 webinar ideas If you just leap into the fray, you’ll get burnt out from information overload or establish poor habits quickly and the campaign will end badly. You have to have a strategy for moving into this area, and you have to be disciplined about staying with it, even when the stats aren’t going your way.

  25. B2B Social Media Methodology • New Blogs: 1-2 a week • New Videos: 1 a month • New Webinars: 1 a month • Twitter feed: 2+ times a day • LinkedIN update: 2 times a day • LinkedIN groups: 1 time a week • Facebook: 3 times a week • Youtube: 1 a month

  26. Measure • The great thing about marketing today is it can and should be measured and metric-driven. • We have been successful with Google Analytics and Hubspot.

  27. It all comes down to content • Social media is not about spamming your feature lists to any followers you gain. • Social media is about making your message entertaining, educational and valuable to the person who reads/watches it. • Define industry problems and trends • Make them laugh • Don’t be afraid to get away from your products

  28. Make your content: • Valuable • Easy • Prominent • Action-Oriented

  29. Company blog • Podcasting • Video Series • Webinars • eBooks • White Papers • Press Release • Apps Find places to distribute it

  30. Some different content we created at Nine Technology

  31. Blogging Best Practices • Create compelling content • Educate and or entertain • The title is as important as the blog • Find a voice • Should sound like it was written by a person not a committee • Be consistent • Once a week

  32. Blogging Best Practices (con’t) • Take risks • 250-500 words is plenty • Use pictures • Including a picture of the writer • Make you site social • Add Share button to all content

  33. Marketing is now about metrics

  34. Marketing is now about metrics (con’t)

  35. Point people Although social media needs to be a systemic and philosophical idea, consider finding someone who can manage content creation. This person should have some flexibility in asking for contributed content and being allowed to edit for style, length, and clarity. This person also needs to have an internet instinct.

  36. Characteristics of the point person • Digital Native • Analytical • Reach • Content Creator

  37. Conclusion • Implementing a process oriented sales and marketing approach will give you the best chance at success

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