The Lead Nurturing Tool of Choice

1. The Lead Nurturing Tool of Choice Email Marketing

2. Key Steps in Lead Nurturing Turn your leads into sales and your sales into repeat customers

4. Great to see you (again)! James Omdahl Digital Strategist

5. Agenda • Are You Failing Your Funnel? • The Lead Nurturing Tool of Choice • Understanding SPAM vs. HAM • The eMarketing Sales Cycle • How to Nurture Your Prospects Step-by-Step

6. Are You Failing Your Funnel? Where Do You Spend Your Time & Money? • Lead Generation: • SEO • PPC • Cold Calls • Lead Nurturing: • ??? • Closing Sales: • Sales Calls • Meetings • Dinners at Casa Bonita

7. Are You Failing Your Funnel? Why Lead Nurturing Matters • Lead Generation: • Expensive • Doesn’t sell • Lead Nurturing: • Inexpensive • Automated • Makes selling easier • Closing Sales: • Very expensive • Very time consuming without nurturing

8. The Lead Nurturing Tool of Choice ROI on Email Marketing is Second Only to SEO

9. Understanding SPAM vs. HAM SPAM HAM Helpful, Actionable Messages Targeted Timely Solves a problem Gives recipient an action to take • Unsolicited messages • Unhelpful • Not timely • Not targeted • Scams • Cannot be trusted

10. Let’s Make Some HAM

11. The eMarketing Sales Cycle

12. The eMarketing Sales Cycle Step 0: Before You Get Started • Define your qualified prospect • Define the top five things your sales team needs to know about each prospect to step seamlessly into a relationship – what are they and why? You have to know your customer before you can effectively market to them.

13. The eMarketing Sales Cycle Step 1: Status Quo Your prospect lives in a world without your product and is content with that. They may have pain points but they are unaware there is a solution for them. Your Goal: Make sticking with the status quo more painful than making a change.

14. The eMarketing Sales Cycle Status Quo - Key Questions: • Why should I change? • What will happen if I don’t? • What triggers would force me to need to solve this issue? • How is the issue impacting the industry? • How are my peers and competitors addressing the issue?

15. The eMarketing Sales Cycle Status Quo Amplifiers / Content Plan: • Answer a question • Relieve a doubt • Simplify a complexity • Provide a path • Mitigate a risk

16. The eMarketing Sales Cycle Priority Shift Indications/Interactions • Attending a webinar • Call your sales team • Click on a specific email • Fill out a website form • Download a report

17. The eMarketing Sales Cycle Step 2: Priority Shift => Research Your prospect has come to the realization they have a problem that has a solution worth exploring. Your Goal: Provide the information the prospect needs to decide they are ready to weigh their options and move towards a decision.

18. The eMarketing Sales Cycle Research - Key Questions: • What do I need to know to think strategically about solving the problem? • Are there best practices I can refer to? • Who’s got the expertise to add the most value to the project? • What are the periphery impacts I need to consider? • What options and alternatives are available?

19. The eMarketing Sales Cycle Research Amplifiers / Content Plan: • Answer a question • Relieve a doubt • Simplify a complexity • Provide a path • Mitigate a risk

20. The eMarketing Sales Cycle Options Phase Indications/Interactions • Interactions with your sales team • Signing up for a trial • Purchase of a front-end product • Download of a product pricing worksheet

21. The eMarketing Sales Cycle Step 3: Weighing Options / Step Backs Your prospect has done enough research to start making a buying decision, but may find that they don’t have all the information they need after all. Your Goal: Increase the prospect’s confidence in your product and provide them with reassurance when they start questioning your solution.

22. The eMarketing Sales Cycle Weighing Options - Key Questions: • Which risk probabilities would make me falter? • Whose disagreement could cost me the decision to move forward? • Which stakeholder’s objectives might not get addresses by an option? • What if my end users won’t adopt the solution? • How will I manage realigning the business processes the solution affects?

23. The eMarketing Sales Cycle Options Amplifiers / Content Plan: • Answer a question • Relieve a doubt • Simplify a complexity • Provide a path • Mitigate a risk

24. The eMarketing Sales Cycle Validation Phase Indications/Interactions • Positive phone conversation with all stakeholders • Start discussing purchase process • Prospect asks for a contract to review

25. The eMarketing Sales Cycle Step 4: Validation The prospect has decided that your company is the right vendor, but now they have specific questions and concerns about how you will work together. Your Goal: Provide final details to the client to clearly explain your relationship, next steps and the long-term details of their purchase.

26. The eMarketing Sales Cycle Validation - Key Questions: • Why should I trust your company to help me solve my issue? • Beyond the initial project budget, what’s the total cost of ownership? • What’s the return on investment, and how long will it take to realize? • What will happen when my needs scale and extend to meet new objectives? • How are people/companies like me/mine finding success with this choice? • In what ways will choosing this solution affect my professional status?

27. The eMarketing Sales Cycle Validation Amplifiers / Content Plan: • Answer a question • Relieve a doubt • Simplify a complexity • Provide a path • Mitigate a risk

28. The eMarketing Sales Cycle Choice Indications/Interactions • Signed contract • Online purchase • Paid invoice

29. The eMarketing Sales Cycle

30. Read:eMarketing Strategies for the Complex Sale by Ardath Albee

31. Questions?

32. Contact Us C1 Partners P: 303.501.1821 W: c1-partners.com T: @c1partners E: info@c1-partners.com