Make New Friends But Keep the Old
-
Upload
act-on-software -
Category
Technology
-
view
208 -
download
1
Transcript of Make New Friends But Keep the Old
![Page 1: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/1.jpg)
Make New Friends But
Keep the Old…
How to Recycle Your Leads Effectively to Ensure They‟re Not Wasted.
Summer Webinar Series | Webinar 2 | July 21
![Page 2: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/2.jpg)
About “HOW TO” Series
Lead Generation Techniques… to drive more qualified leads…
that YOUR sales will be excited to act on.
• Focus on How to Get Out of the Status Quo of:
** Sources: Sirius Decisions; Aberdeen Group
Only 20% of your
leads being followed up on
Only 16% of your
total leads deemed
sales-ready, actually
closing
Losing 80% of your
„bad leads’to
competitors
within 24 month
![Page 3: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/3.jpg)
About Your Sponsors
Helps organizations of all
sizes find the best tools to fit
their needs
Provider of one of industry‟s
most popular and fastest
growing cloud-based integrated
marketing platforms
![Page 4: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/4.jpg)
Last Week:So Why Should I Call this Guy?
• Getting Critical Lead
Data to Sales
• Behavioral Lead Profile
• Lead Scoring and Alerts
• Changing “Why” to:
“Wow, Can’t Wait to Call”
Session Materials
Now Available!
![Page 5: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/5.jpg)
This Week:Make New Friends but Keep the Old
![Page 6: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/6.jpg)
Session Agenda:Make New Friends, Keep the Old
The Problem The Opportunity Tools To Get
You There
![Page 7: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/7.jpg)
The Problem:Focus on Top of the Funnel
Marketing Perspective
• Generating plenty of leads
• Leads cherry-picked
• Sales job to convert leads
• Sales job to up-sell; cross-sell
Sales Perspective
• Poor; unqualified leads
• Just throwing leads over fence
• Slamming pipeline
• Not supporting ongoing efforts
![Page 8: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/8.jpg)
What Ends Up Happening
Marketing MO
• Focus on more leads
• Leads grow stale
• Campaign planning not aligned
Sales MO
• Reaches out few times
• Shifts to low-hanging fruit
• Go rogue
Results: Wasted Cycles…Wasted Leads…Wasted $$!
![Page 9: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/9.jpg)
The Opportunity:Cultivate Leads Based on Behaviors
![Page 10: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/10.jpg)
The Opportunity:Nurture Leads into Opportunities
• Recycle leads based on
prospect buying signals
• Educate and Validate value
propositions, differentiators
and success stories
• Deliver (or „re-deliver‟) leads
to sales when ready
• Better Return on campaign
investments
![Page 11: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/11.jpg)
Nurture Do‟s & Don‟ts
Don’t Alienate Sales Team
• Agree on definition of „HOT‟ lead
• Opt-in and out capabilities
• Email persona in sales voice
• Activity visible in CRM tool
Don’t Alienate Prospects
• Email 6-9 days; 1-3 days is spam
• Give easily digestible CTAs
• Focus value-add; minimal graphics
• Automated exit on converting
![Page 12: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/12.jpg)
Nurture Do‟s & Don‟ts
Vary the Voice
• Different perspectives – CEO, VP…
Selective Communications
• Only send relevant top-of-funnel
campaigns
Different Content Tracks
• Based on behaviors; target
audience
![Page 13: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/13.jpg)
Nurture Do‟s & Don‟ts
Give Nurturing
Fighting Chance
• Set-up based on your process
• Monitor performance;
easily adapt
• Momentum indicators –
scoring, alerts…
![Page 14: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/14.jpg)
And Let‟s Not Forget…
Your Customers!
• Automate communications
• Keep informed and connected
• Email relevant news
• Align with sales goals
• Multiple forums to become
Advocates
![Page 15: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/15.jpg)
The Tools to Make it Happen
Time to See The Tools… And How They Can
Help Cultivate Your Leads…Introducing Wendi…!
Must Haves:
• Behavioral and attribute segmentation
• Flexible drip programs
• Lead scoring
• One platform to manage/track channels
• Tight CRM integration
• Sales view of profile behavior
![Page 16: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/16.jpg)
The Opportunity:Stop Waste and Start Recycling
• Align sales and marketing
• Meet entire pipeline needs
• Buyer ready indicators
• Meaningful lead experience
• Campaign $$ work harder
![Page 17: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/17.jpg)
The Tools to Make it Happen:Act-On Marketing Platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
![Page 18: Make New Friends But Keep the Old](https://reader033.fdocuments.in/reader033/viewer/2022060202/559bea1a1a28ab4a708b45b1/html5/thumbnails/18.jpg)
Next Steps:Tremendous Opportunity
Learn More About Act-OnJoin Weekly Demo: www.actonsoftware.com
Request 1x1 Demo: [email protected] or (877) 530.1555
Don’t Forget About Your Old Leads!
Turn Wasted Leads and Campaign $$ into New Opportunities and Better ROI!
Next Steps
Today‟s “How To” Guide plus:
• July 28 Session:
There‟s a Party Going On, You‟re Not There
• August 4 Session:
Why Spray & Pray Isn‟t Cutting it Anymore
• July 14 Session:
Why Should I Call This Guy? Materials Available!