Lead Nurturing

Lead nurturing v0.21 – Presentation Transcript

  1. lead nurturing – why – how – who – e.g.
  2. lead nurturing – why
  3. more leads < good leads
  4. good leads > few leads
  5. conflict! – maximize number of leads v/s maximize quality of leads
  6. resolving the conflict!
  7. more leads -> lead nurturing funnel -> good leads -> sales funnel
  8. lead nurturing – how
  9. process
  10. lead nurturing funnel = unknown individuals -> identified leads -> qualified leads
  11. activity
  12. content marketing -> unknown individuals + conversation management -> identified leads + engagement tracking -> qualified leads
  13. tools & analytics
    1. content marketing = web site + blog (cms), public content sites, search engine marketing, online events
    2. conversation management = social networking, email campaigns, blog comments, online registrations
    3. engagement tracking = web site analytics, social analytics, crm, lead management
  14. loop
  15. lead nurturing funnel -> qualified leads -> sales funnel ->  lost leads + won sales -> lead nurturing funnel
  16. lead nurturing – who
    1. lead nurturing team = content team + tech team + design team => qualified leads + tracking reports
    2. sales team = business managers + product experts + sales persons => product info + won sales + lost leads
  17. lead nurturing – e.g.
  18. Image Consulting Business Institute – new industry segment- high value product (9 month course @ 225,000)- complex sales pitch- wide market spread
  19. content marketing  – cms based web site – articles and blog – facebook, linkedin pages – youtube channel – google adwords
  20. conversation management – facebook –> likes, comments- twitter –> tweets, re-tweets- blog –> comments, registrations- via sales => leads from other sources
  21. engagement tracking – facebook => connections- twitter => followers- blog => registered users- via sales => signed up customers
  22. loop = lead nurturing funnel -> registered users -> sales funnel -> not signed up + signed up customers -> lead nurturing funnel
  23. results
  24. web site metrics – overview
  25. web site metrics – visitors
  26. web site metrics – traffic sources
  27. web site metrics – content overview
  28. facebook metrics – users
  29. facebook metrics – interactions
  30. facebook metrics – activity
  31. registration details
  32. lead nurturing funnel = 3,500 unidentified visitors -> 1,000 identified leads -> 250 registrations (all average monthly figures)
  33. sales funnel = 500 registrations -> 350 presentations -> 70 sign-ups (all average monthly figures)
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