From Ripe to Ready: Lead Nurturing is the Silver Bullet in B2B Marketing

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1 From Ripe to Ready: Lead Nurturing is the Silver Bullet in B2B Marketing Presented by Tyler Garns Director of Marketing, Typical Customer Lifecycle Generate Interest Sell, Sell, Sell Get New Customers Sigh Of Relief Go Do It Again Problem: 3 Holes In Your

2 Holes In Your Funnel Hole #1: Lost Traffic Ask yourself: How much traffic came to my site today and left without me capturing their info? How will I ever follow up with them Holes In Your Funnel Hole #2: Lost Leads Usually 10% of leads are HOT - we convert those What about the rest? What about the people who aren t ready to buy

3 Did You Know? How many leads each month are labeled as bad and dumped into hole At Infusionsoft... 30% of sales each month come from leads that are older than 3 months 20% of sales each month come from leads that are older than 12

4 Holes In Your Funnel Hole #3: Lost Customers You lose 68% of customers because of INDIFFERENCE* Are your customers buying more? Are they *According to a study conducted by the Technical Assistance Research Project in Washington D.C What s Does This Look Like?

5 Tools + Tactics (without strategy) = Build the Strategy First Then Find Tactics & Tools That Accomplish The

6 Framework for Strategy: The Perfect

7 Lead Nurturing is Not Just for Leads Every contact, whether prospect or customer, is a lead. What are you leading them to? If you stop leading your leads, you ve already Remember: Build your lead nurturing strategy first - then find the tools to implement the tactics you need Avoid getting caught up in the latest tactics if they don t fit into your strategy Everyone is a lead (customers too) Never stop leading your leads Lead your leads to value and your company to

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18 Lead Nurturing the Minutes Matter Way

19 Who are we? Mother, daughter-in-law team 1 employee 5 sub-contractors Products ~ graphic design software Company is 12 years old Target market: Interior Designers Majority of customers are female Ages between Lead nurturing increases... Trust in your company and you Awareness of all services and products your company offers Efficiency in office procedures Interaction between you and your customer Trust, awareness, efficiency = SALES

20 In our past life... Had three additional team members downloads per month 15% of our leads converted to customers within 60 days Nurturing consisted of three s all sales orientated One phone call from team member All purchases were processed manually Nurturing today... Send 14 nurturing s 2 3 follow-up calls from team members 5% convert on the 20% off 20% of our prospects convert to customers within 60 days

21 Customer lifecycle... Scoreboard... Automation is key Sales are up 30% from last year more downloads per month 70% prospects keep us on their radar

22 Where do we get our leads? Industry trade shows Speaking engagements Offer giveaways to association events Free trial on website Weekly ezine Facebook LinkedIn Blog New Lead Campaign Day 1 ~ Fast Track Plan & Lounge Day 3 ~ Welcome Day 6 ~ Meet success coach Day 14 ~ Series of how to use Studio tips Day 20 ~ 4 day special 20% off Day 30 ~ Last day of trial Day 45 ~ We haven t heard from you

23 Maintaining ~ Double opt in Give them helpful tips...

24 Higher level of support... Free monthly webinars Automatically registered for our online forum Free tech support Free telephone tech support Free recorded tutorials Create staff automation Day 1 ~ Register for our online forum Day 3 ~ Call to confirm download success Day 20 ~ Phone call if they did not schedule coaching session

25 Create purchase automation Receipt automatically sent Customer is tagged for each purchase Task sent to staff when appropriate Video purchases sent automatically Physical products automatically sent to fulfillment house Video purchase automation

26 Adding value... What campaigns work...

27 More campaigns that worked... Build customer loyalty...

28 Connect with me

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