[slideshare id=7733914&doc=leadnurturingv0-21-110425233930-phpapp01]

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