Buliding a Case for Lead Nurturing
Transcript of Buliding a Case for Lead Nurturing
Webinar Participants
Adam Blitzer COO,Pardot
Micky Long VP, Arketi Group
Laurie Douglas Director of Marketing, A.D.A.M. Inc.
Ted McDermott VP of Business Development, Datasync
Automated lead nurturing – why it matters
Average sales cycle has become
22%
longer
decision makers
3more
Automated lead nurturing – why it matters
Lead nurturing is in place in only
10% - 20%
of B2B firms.
Automated lead nurturing – why it matters
Leading reason for not using lead management
is difficulty building a business case.
Automated lead nurturing – Why we’re here
80%of users would better prepare by building proper processes and content
Automated lead nurturing – Why we’re here
of Best in Class
worked collaboratively
between Marketing and
Sales
78%
Automated Lead Nurturing Drivers - Marketing
Long sales cycles – 6-18 mos.
Better management of leads
Small marketing department – department of 1
Lean sales team
How business case was built
No brainer once Sales saw the tool
Automated emails
Web activity tracking
Lead scoring
Much more visibility into our leads
Post-implementation thoughts/suggestions
Clean up your database as much as possible upfront
Make sure you have content
Do the upfront work of setting up the scoring
Automated Lead Nurturing – Sales Perspective
Quality Leads
Creates Sales Efficiency
Lead Knowledge
Lead flow on your website
What email messages work