Steer your Business to Profitability- So you've been doing all the right things for active lead generation from creating exciting content and intuitive designs, to a solid database with C-level contacts. And yet, the leads are not pouring in. Chances are you've not mapped your Lead Nurturing programs to individual stages in the sales cycle. When your leads are not rushed through the buying process, and receive content that is relevant to their level of interest, they are more likely to turn into customers. Key Takeaways: -Lead Nurturing necessities -DROP: Organizing and setting up your campaign -Creating and launching a Lead Nurturing workflow -Best practices of building a Lead Nurturing program About the Speaker: Eric Albertson is the Founder and President of Albertson Performance Group Inc. (APG) and co-author of the book, “The Leader’s Guide to Marketing Automation” and “Marketing by the Numbers”. Eric has been a marketing and sales executive mentor for companies for over 30 years. He has consulted with companies like Dell, Microsoft, EMC, Compaq, HP, Intel, Toshiba and American Express. His company has also helped many small companies to achieve significant growth and profitability in both the short and long term.
Citation preview
1. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Option 0.2 Put
Your Lead Nurturing on Steroids Hashtag: #LeadNurturing 1
2. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Housekeeping
Unmute computer speakers Slides and recording distributed via email
afterwards Submit questions via the Q&A panel through
Go-to-Webinar Hashtag: #LeadNurturing 2 3. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL About the Presenter Founder &
President of Albertson Performance Group Inc. (APG) Co-authored the
book The Leaders Guide to Marketing Automation and Marketing by the
Numbers Marketing and Sales mentor for over 30 years Breakthrough:
Buying Process & Easy Eric Albertson Author & President,
APG Buying Process Consultants 3 4. 2014 REGALIX | WWW.REGALIX.COM
| CONFIDENTIAL About Regalix An award-winning Global Co -
Innovation company that leverages technology and marketing to help
companies grow. Forefront of Innovation o Digital Marketing
Services o Technology Enabled Services o Regalix Labs
Multi-disciplinary Leadership Team & Strong Advisory Board,
175+ Team Fortune 500 and Venture Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 2 Offices Industry
Recognition 4 5. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Free
Downloads Eric Albertson Author & President, APG Buying Process
Consultants http://www.buyingprocess.com/resources/ 5 6. 2014
REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Lead Nurture Necessities
Organizing Your Campaign Nurture Workflow Best Practices 6 7. 2014
REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Overview 7 8. 2014 REGALIX
| WWW.REGALIX.COM | CONFIDENTIAL Overview 8 9. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Overview 9 10. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL 10 11. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Necessity #1 11 12. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Necessity #2 12 13. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Rank Potential Claims of Value
Appeal (1-5) Exclusivity (1-5) 1 2 3 4 5 6 Necessity #3 13 14. 2014
REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Necessity #4 14 15. 2014
REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Necessity #5 15 16. 2014
REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Organizing Your Campaign
Content Messages Landing Pages 16 17. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Organizing Your Campaign Hi cost
High risk Slow payback and ROI Complex Many decision makers Mission
critical Impacts standards Significant change Multiple vendors No
proof Complexity 17 18. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL Buying Process: Content Sequence Resource Center Blog
Organizing Your Campaign 18 19. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL Outbound Email PPC Organizing Your Campaign 19 20.
2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
AutomatedNurturingSequenced Awareness Offer Consideration Offer
Consideration Offer Day 11 No Email Opened within 3 days YES: Send
After 3 Days Action Taken Within 10 Days Email Opened within 3 days
YES: Send On Action Email Opened within 3 days YES: Send After 3
Days Consideration Offer No Action Taken Within 10 Days YES: Send
On Action No Transaction Offer Email Opened within 3 days YES: Send
After 3 Days No Action Taken Within 10 Days No No YES: Send On
Action No Transaction Offer Day 31 Email Opened within 3 days
Consideration Offer Day 21 No Second Offer will require Click
through rather than just open to remain in the automated track
Third offer will require Clicking Through to a Landing Page Fourth
offer will require form submission to include Name, Email, Job
Role, Job Level Creating a Nurture Workflow 20 21. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Name Email CLICK CLICK Name Email
CLICK Name Email Name Email State Company Cur. Method Gal/Min Flush
#Flush/day Products CLICK Name Email NO NO NO NO Creating a Nurture
Workflow 21 22. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Reduce Product Waste? CLICK CLICK NO FILL FORMLP10 NO FILL FORMLP10
NO FILL FORMLP10 Name Email State Company Cur. Method Gal/Min Flush
#Flush/day Products 22 23. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL How to Reduce CIP Expense CLICK CLICK NO FILL FORMLP10
CLICK NO FILL FORMLP10 NO FILL FORMLP10 Name Email State Company
Cur. Method Gal/Min Flush #Flush/day Products 23 24. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL How to Minimize Waste Water Expense
CLICK CLICK NO FILL FORMLP10 CLICK NO FILL FORMLP10 NO FILL
FORMLP10 Name Email State Company Cur. Method Gal/Min Flush
#Flush/day Products 24 25. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL Is theITM-3 Right for Me? CLICK CLICK CLICK Name Email
State Company Cur. Method Gal/Min Flush #Flush/day Products 25 26.
2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL 26 27. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Best Practice: Voice of Customer 27
28. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Rank Potential
Claims of Value Appeal (1-5) Exclusivity (1-5) 1 2 3 4 5 6 Best
Practice: Value Proposition 28 29. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL Content Messages Landing Pages Best Practice: Buying
Process Content/Messaging 29 30. 2014 REGALIX | WWW.REGALIX.COM |
CONFIDENTIAL QUESTIONS? WWW.BUYINGPROCESS.COM |
[email protected] |503-635-2319 30 31. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL APPENDIX 31 32. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Lead Nurture Necessities Traffic
from Ideal Prospects Inbound Outbound Right Content Buying Process
Questions Enough Content Scrutiny Level Alignment Speed of Customer
(what they want when) Sales Easy Remove every roadblock possible 32
33. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Organizing Your
Campaign Buying Process Content Messages Website Sequence &
Resource Center Blog Outbound Offers & Messages Gradual Ramp -
Testing 33 34. 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Creating a Nurture Workflow Prospects Buying Process Perspective
Scrutiny Level Decision Making Teams Perspective Speed Easy 34 35.
2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL Best Practices
Research Value Proposition Buying Process 35 36. 2014 REGALIX |
WWW.REGALIX.COM | CONFIDENTIAL Get in Touch If you have any
questions about this webinar please feel free to get in touch with
us at [email protected] For more information on Regalix
visit: www.regalix.com For more information on Eric Albertson
visit: www.buyingprocess.com 36 37. 2014 REGALIX | WWW.REGALIX.COM
| CONFIDENTIAL Do join us for our next webinar titled, Marketing
Analytics: How, Why and When on Tuesday, July 29, 2014, 1:00PM
ET/10:00AM PT Speaker Stephan Sorger, Vice-President On Demand
Advisors, Author & Speaker Visit our page http://bit.ly/1fFhmeb
to read more on Marketing Automation 37
