In an age where B2B buyers go through 60% of their buying decisions without ever contacting a vendor (Corporate Executive Board), a fundamental shift is taking place that requires companies to engage early with prospects in a digital conversation vs. just selling. David Nour, international speaker and author of "Relationship Economics" and "Return on Impact: Leadership Strategies for the Age of Connected Relationships," provides a refreshing view on how companies can create the right environment for developing customer advocates by becoming a trusted resource from early engagement and through-out the customer life cycle. Webinar presenters: David Nour - CEO, The Nour Group, Inc. Lisa Cramer - President, LeadLife Solutions In this webinar, David and LeadLife's Lisa Cramer will discuss the 5 most important factors for creating long-term customer advocates: Identifying buyer types. Creating relevant content to continuously engage in a digital dialogue. Separating yourself from the competitors by becoming a trusted resource. Developing a nurturing strategy early in the sales cycle that employs thought-leadership. Leveraging customer relationships.
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1.5 Keys to CreatingCustomer AdvocatesHow Lead Nurturing Sets
the Stageeavy Lifting f the Hor Ye doou W
2. Todays SpeakersDavid Nour @davidnour#ROIBook CEO, The Nour
Group Business Relationship Experts Growth Strategists Thoughts
& Practice LeadershipLisa Cramer @leadlife#leadlife President
& Co-founder, LeadLife Solutions Recognized in the top ten of
SLMAs 50 MostInfluential Sales Lead Management Professionals&
Top 20 Women in Sales & Lead Management(2009 and 2010, 2011,
2012) 3. Agenda1 Identifying buyer types.2 Creating relevant
content to continuouslyengage in a digital dialogue.3 Separating
yourself from the competitors bybecoming a trusted resource.4
Developing a nurturing strategy early in thesales cycle that
employs thought-leadership.5 Leveraging customer relationships. 4.
Our Guest Speaker David Nour, CEO The Nour Group, Inc. Business
Relationship Experts Growth Strategists Thoughts & Practice
Leadership Relationship Economics ConnectAbility The Entrepreneurs
Guide to Raising Capital Return on Impact Social Networking Best
Practices Series 5. David NourFull Disclosure!1. Marketing is
Painful to Me! Direct Correlation w/ Growth!2. Have Tried Countless
Engines, Processes, People3. Know Richard Brock, LeadLife CEO,
socially4. Use LeadLife Now Happily5. Were Partners / Refer Them to
Clients 6. Sales & Marketing In 2013How Many Emails Do You Get
a Day?Where is Your BestBusiness Coming From? 7. Age of Connected
Relationships100 75%$93 billionOf people who dontRevenues missed
due tomillion believe your marketing / misaligned value
neededTweets each day advertising/ offered 8. Ripple Effect of
Disruptive Forces Members The connected consumer The networked
workforce The empowered citizenOrganizations Evolved business
models Optimized digital operations Industries Connected enterprise
Value migration Value chain redefinition Fragmentation 9.
1Identifying Buyer Types 10. Demographics vs. Psychographics Past
Buyer (like Services) FUD Buyer - (Fear, uncertainty Educated Buyer
- Buyer Repurchase, comfortableand doubt) looking to get informed
andwith offering make a deliberate and informed Motivated by fear /
anxietydecision Motivated by continuedpositive experience Specific
precaution, opinion- Motivated by facts and value Specific
expansion and seeking and product-issue-evangelizing
taxonomyspecific taxonomy Specific fact finding taxonomy General
Buying Process General Buying Process General Buyer Process
Organization forums- Online review search - Online product search
General service- Like-minded forums - Pain search (blogs &
forums) discussions - Blogs (for validation and- Forum readership
(main Blogs (for validation contributions) source of information)
and contributions) 11. Tracking Digital Behavior 12. 2Creating
Relevant Content To Continuously Engage In A Digital Dialogue 13.
C: You Bring?A: They Need? 1. Unique?(vs. Want)2. Well1. Existing -
$Positioned?2. Impending - $$3. Clearly 3. Created - $$$
Understood?B: They Cant Get Elsewhere! 1. Knowledge / Talent 2.
Experience3. Influential Relationships 14. Content Objectives1.
Become an Object of Interest / Create Market Pull2. Develop
Diverse, Quality, Value-Based Market Relationships3. Ensure
Economic Buyer (EB)4. Provide Value, Provoke, Contrarian
Perspective5. Develop a Trusting Relationship6. Conceptual
Agreement on Objectives, Measures, Value7. Propose Win/Win vs. We
Win8. Deliver Results 15. Align Goals with Offers & Metrics The
New Way: Develop a Relationship Goal:A Better Approach Acquaint the
target audience with our solutions and expertise by showing them we
understand their challenges and objectives. Metrics: Clicks and
page views Time spent Continuous interactions > next steps taken
Content Offers: Series of articles that answer buyers questions
Education, expertise and evidence content to support our assertions
based on their specific needs. Supported by 3rd party white papers
and research. 16. Understanding Content MarketingMove Your
Prospects through the Buy Cycle with Relevant Content Problem
InformationBrandObjections/ PurchaseSegment Recognition
SearchEvaluation Obstacles Decision Webinars Pricing Industry Case
StudiesTestimonialsSegment 1stats/reportsWhitepapers Datasheets
Free demos How to get Blog started WebinarsPricing Industry
Whitepapers Case StudiesTestimonialsSegment 2stats/reports
BlogDatasheets Free demos How to getstarted 17. 3Separating
Yourself FromYour Competition Becoming ATrusted Resource 18.
Segment Modularize Anticipate Reward Transform 19. Value
AlignmentN: Buying Education C: Manufacturer DirectBy E: Awareness
/ InsideNeed, Capability, Engagement 1.UnawareOverlay Social +
Mobileto Engage & Influence! 6. Expert2. Interest 5.Members
3.AdvancedEngaged N: Hands On DecisionN: Tech Expertise /
Aftermarket C: Dealer Demo DaysC: Track Days / Community Groups4.E:
Right Ride for Right RiderE: Best Practices & Practitioners
Informed 20. 4Developing A Lead NurturingStrategy Early In The
Sales CycleThat Employs Thought-Leadership 21. Campaigns vs. Lead
Nurturing One End-to-End Lead Nurturing Process Awareness
Consideration PurchaseTheme #1 TraditionalTheme #2 CampaignsTheme
#3 2011 Marketing Interactions, Inc. 22. Lead Nurturing ExampleLead
Nurturing ExampleDevelop A PlanOutline an effective lead nurturing
process per target /campaignExample:Day 1: Thank you email for
downloading a whitepaperDay 10: Email recommending
article/whitepaper ofrelated interestDay 20: Send another email
about area of interest linking to landing pageDay 30: Send an email
invite to webinar Next series of touches - Dependent on
registration and attendance of webinarDay 40: If attended webinar,
phone call follow upDay 50: Email a recent customer win case
studyRule based on sales ready definition sends lead to sales 23.
5Leveraging Customer Relationships 24. 10 Relationship IMPACT
Moments 4. Perspective 2. Engagement3. AdaptabilityChange the Lens!
Show Up! Tailor It!5. Conviction10. Improvement Bring a POV!Up
Their Game!9. Candor 6. CollaborationSay What Others Wont! Make it
StrongerTogether!1. EmpathyWalk in their shoes! 7. Selflessness8.
AccountabilityLower Self InterestOwn It! 25. Take-Aways: 5 Keys to
Creating Customer Advocates1. ID & Uniquely Engage Customer
Segments2. Create Most Relevant Content to Them & Consistently
Aim to Engage and Influence Their Thinking + Call to Action3. Add
Value With Every Interaction4. Nurture / Drip Campaigns with
Thought / Practice Leadership5. Understand and Leverage Customer
Lifecycles What Do They Need? 26. How to Get StartedWanna
LearnMore? Get the LeadLife White Paper: The Cost of Not Nurturing
Leadswww.leadlife.com/nurturingDavid Nour Lisa Cramer
[email protected] @davidnour
#ROIBook
