Lead Nurturing

Lead nurturing v0.21 – Presentation Transcript

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