Transcription
Adding the Human Touch into yourLead NurturingTele-Prospecting Rules that Produce Leads 2011 Marketo, Inc.
Adding the Human Touch into yourLead NurturingBrian Carroll / @brianjcarrollExecutive Director, MECLABSJon Miller / @jonmiller2VP Marketing, Marketo#Marketo
MECLABS: A sales and marketingg R&D lab #MarketoMore than 10 years of researchOver 1 billion emails1,300 major experiments10,0000 000 sales‐pathslh testeddHundreds of publications and conferences5 million phone calls500,000 conversations#MarketoPage 3
Lead nurturing definedLead Nurturing is a relevant and consistentdi l withdialogith viablei bl potentialt ti l customers,tregardless of their timing to buy.#Marketo#MarketoPage 4
Lead generation is about relationshipsIdentify the right people and companiesInitiate a memorable conversationNurture them, regardless of timing to buy!90% of B2B customers want their sales person to be more of a resource.5#Marketo#MarketoPage 5
Optimizing sales revenue productivityEnsures sales professionals make the most of their sellingtime by:Improving performance above the sales funnelOptimizing lead generationGenerating more, better quality leads!This ultimately increases ROI and Revenue PerformanceManagement (RPM)#Marketo#MarketoPage 6
Optimize your marketing and sales funnelConnecting the funnels is the key to RPM#Marketo#MarketoPage 7
The human touch helps scale alesresourcesAllocatedpercent ofsalesresourcesAs much as ppossible,, replacepthese sales resources with lower‐cost methods of marketing &teleprospecting contactThese reallocatedsales resourcesresult inincreasedrevenuecapacity/highersales productivity0%ProspectingNurturingSellingBuying cycle stages#Marketo#MarketoPage 8
Generate and nurture leads human touchAvoid email only for lead nurturing40%House EmailMajor ContributioMon to Lead r Contribution to Lead Generation#Marketo30%35%40%Page 9
Producing leads with the human touchSustain callsMake every call countNo scriptsBe relevantGain opt‐in email addressesF llFollow‐upwithi h nurturingi#Marketo#MarketoPage 10
Step one: Sustain the callingBe in it for the long haulWorks best if long‐term and consistentDevelopment relationships!It can take between 8‐19 calls to reach a prospect.Many people give up on the third attemptSource: http://www.telenetmarketing.com/news release/pdf/16/How Do You Compare TeleNet Marketing Survey Results.pdf#Marketo#MarketoPage 11
Step two: Make every call countUse a top‐down approachConfirm contacts and get internal referralsVoicemail? “Zero out”Be in the moment when making callsDevelop a fall‐back strategy#Marketo#MarketoPage 12
Step two: Make every call countTarget your callsChampions foryour solutionInfluencers foryour solutionI a complexInl sale,l 70% off brandb d perceptionti isi fromfdirectdi t contactt t withith a salesl person.#Marketo#MarketoPage 13
Step three: Throw away the scriptsCreate call guidesLeverage strong outlinesthat create conversationsI l d suggestedIncludet d areas offdiscussions/questionsBe flexibleflexible, assumemultiple outcomes#Marketo#MarketoPage 14
Step three: Throw away the scriptsQuestions to build your call guideWhat is the goal of your call?What is your value proposition?Wh t businessWhatb ineeds/issuesd /id solve?dol ?What are three reasons yourcompany stands out?What are the importantquestions you want answered?#Marketo#MarketoPage 15
Step four: Always be relevant“I wanted tocatch up ”up ”“I’m calling totouch base ”base ”“Are you readyto buy yet ?yet ?This isn’t being relevant#Marketo#MarketoPage 16
Step four: Always be relevantHow do they work?What is their functional role?What are their anticipated needs?What are their priorities and challenges?“92% of B2B buyers are open to cold calls if the sales person is relevant.”#Marketo#MarketoPage 17
Step four: Always be relevantTrack results and measure engagementPhone – inquiries, conversations, sales leadsEmail interactions – opens, clicks, repliesWebsite visits – pproduct or service ppagesgCollateral downloads – registrations or clicksEvent attendance – webinars, tradeshowsInformation requests – contact‐us form, email responses!What you need to understand: Lead engagement doesn’t equal salesreadiness! Use lead engagement to prioritize human‐touch follow up.#Marketo#MarketoPage 18
Stepp five: Gain opt-inpRequest permission to email on monthly basisAdd opt‐in on contact us or web inquiry formCoach your sales team to always ask to opt‐in emails! This provides a building block for staying in touch#Marketo#MarketoPage 19
Stepp five: Gain opt-inpFirst Step#MarketoSecond Step#MarketoPage 20
Stepp six: Alwaysy follow upp with nurturinggBuild a lead‐nurturing libraryTo:From:Subject:RecipientSenderArticle on virtualization for executivesBill,I thought you might find this recent article on virtualization relevant. It provides astrategic overview that is written more for executives.“FAQ: Detangling virtualization”http://news.com.com/FAQ Detangling virtualization/2100-7339 3-6177447.htmlWe've been helping a number of companies decide when exactly to use virtualizationand how to avoid the "all my eggs in one basket" concern that this article brings up.Best Regards,!Use voice‐mail and e‐mail combo to follow‐up#Marketo#MarketoPage 21
Putting the rules into action04/30/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM04/20/2010 ‐ Called ‐ Rory Smith ‐ Got voice mail04/17/2010 ‐ Email Link Clicked ‐ Rory Smith ‐ Campaign 2010‐04‐1704/17/2010 ‐ Email Sent ‐ Rory Smith ‐ Message: How to optimize your outsourced teleprosp04/17/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: How to optimize your outsourced teleprosp04/17/2010 ‐ Email Sent ‐ Joel Koppelman ‐ Message: How to optimize your outsourced teleprosp04/08/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM03/26/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM03/20/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM03/20/2010 ‐ Called ‐ Rory Smith ‐ Got voice mail03/19/2010 ‐ Touchpoint ‐ Rory Smith ‐ Inquiry ‐ Web03/13/2010 ‐ Email Link Clicked ‐ Sylvie Jones ‐ Campaign 2010‐03‐1303/13/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: Why cost‐per‐lead budgets fail03/13/2010 ‐ EmailE il SentS t ‐ JoelJ l KoppelmanKl‐ Message:MWhWhy cost‐per‐leadtl d budgetsb d t failf il02/14/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: Using the phone in your lead generation s02/14/2010 ‐ Email Sent ‐ Joel Koppelman ‐ Message: Using the phone in your lead generation s02/07/2010 ‐ Called ‐ Mitchell Codkind ‐ Got voice mail02/04/2010 ‐ Called ‐ Kelly Henry ‐ Got voice mail01/31/2010/ /‐ Calledll d ‐ Sylviel Jones ‐ Got voice maill01/29/2010 ‐ Called ‐ Sylvie Jones ‐ Got voice mail01/24/2010 ‐ Touchpoint ‐ Sylvie Jones ‐ Blog Subscription ‐ B2B Lead Generation#Marketo#MarketoPage 22
Before you pick up the phoneWho and why are you calling?What do you know about this company?Do they fit your ideal customer profile?Do you have a fall‐backfall back strategy?How will success be measured?Do you know what you are going to say?hf lld?Do you havea follow‐upemaill prepared?Is your educational content ready?#Marketo#MarketoPage 23
Key takeawaysThe human touch helps optimize the marketingand sales funnel.funnelThe human touch scales sales and qualifies leads.Follow prospecting rules that produce leads:1.2.3.44.5.6.Sustain calling.Make every call countDon’t use scripts.Be relevant.relevantGain opt‐in email addresses.Alwaysy follow‐upp with nurturingg#Marketo#MarketoPage 24
Adding the Human Touch intoyour LeadL d NurturingNi&TWITTER AFTER-PARTY!Send us a question on Twitter and we’ll have a look, giving youfeedback in 140 or less characters.characters Include #Marketo in your tweet.tweet#Marketo@BrianJCarroll / @JonMiller2
Thank YouBrian Carroll, Executive Director, MECLABS651‐255‐7640651255 7640, brian.carroll@meclabs.combrian carroll@meclabs comJon Miller, VP Marketing, Marketo1 877 260 6586 www.marketo.com1.877.260.6586,www marketo com
Management (RPM)! #Marketo #Marketo Page 6. Optimize your marketing and sales funnel Connecting the funnels is the key to RPM #Marketo #Marketo Page 7. The human touch helps scale sales 100% These reallocated . Use lead engagement to prioritize human .
