In an age where B2B buyers go through 60% of their buying decisions without ever contacting a vendor (Corporate Executive Board), a fundamental shift is taking place that requires companies to engage early with prospects in a digital conversation vs. just selling. David Nour, international speaker and author of "Relationship Economics" and "Return on Impact: Leadership Strategies for the Age of Connected Relationships," provides a refreshing view on how companies can create the right environment for developing customer advocates by becoming a trusted resource from early engagement and through-out the customer life cycle. Webinar presenters: David Nour - CEO, The Nour Group, Inc. Lisa Cramer - President, LeadLife Solutions In this webinar, David and LeadLife's Lisa Cramer will discuss the 5 most important factors for creating long-term customer advocates: Identifying buyer types. Creating relevant content to continuously engage in a digital dialogue. Separating yourself from the competitors by becoming a trusted resource. Developing a nurturing strategy early in the sales cycle that employs thought-leadership. Leveraging customer relationships.

1. 5 Keys to Creating
Customer Advocates
How Lead Nurturing Sets the Stage
eavy Lifting f
the H or Y
e do ou
W

2. Today’s Speakers
David Nour @davidnour #ROIBook
• CEO, The Nour Group
• Business Relationship Experts
• Growth Strategists
• Thoughts & Practice Leadership
Lisa Cramer @leadlife #leadlife
• President & Co-founder, LeadLife Solutions
• Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals
& Top 20 Women in Sales & Lead Management
(2009 and 2010, 2011, 2012)

3. Agenda
1 Identifying buyer types.
2 Creating relevant content to continuously
engage in a digital dialogue.
3 Separating yourself from the competitors by
becoming a trusted resource.
4 Developing a nurturing strategy early in the
sales cycle that employs thought-leadership.
5 Leveraging customer relationships.

4. Our Guest Speaker
David Nour, CEO
The Nour Group, Inc.
 Business Relationship Experts
 Growth Strategists
 Thoughts & Practice Leadership
 Relationship Economics
 ConnectAbility
 The Entrepreneur's Guide to Raising
Capital
 Return on Impact
 Social Networking Best Practices
Series…

5. David Nour
Full Disclosure!
1. Marketing is Painful to Me! Direct Correlation
w/ Growth!
2. Have Tried Countless Engines, Processes, People
3. Know Richard Brock, LeadLife CEO, socially
4. Use LeadLife Now – Happily
5. We’re Partners / Refer Them to Clients

6. Sales & Marketing
In 2013…
How Many Emails Do You
Get a Day?
Where is Your Best
Business Coming From?

7. Age of Connected Relationships
100 75% $93 billion
Of people who don’t Revenues missed due to
million believe your marketing / misaligned value needed
Tweets each day advertising / offered

8. Ripple Effect of Disruptive Forces
Members
 The connected consumer
 The networked workforce
 The empowered citizen
Organizations
 Evolved business models
 Optimized digital operations
Industries  Connected enterprise
 Value migration
 Value chain redefinition
 Fragmentation

11. 1
Identifying Buyer Types

12. Demographics vs. Psychographics
• Past Buyer (like Services)  FUD Buyer - (Fear, uncertainty  Educated Buyer - Buyer
– Repurchase, comfortable and doubt) looking to get informed and
with offering make a deliberate and informed
 Motivated by fear / anxiety decision
• Motivated by continued
positive experience  Specific “precaution,” “opinion-  Motivated by facts and value
• Specific “expansion” and seeking” and “product-issue-
“evangelizing” taxonomy specific” taxonomy  Specific “fact finding” taxonomy
• General Buying Process  General Buying Process  General Buyer Process
– Organization forums - Online review search - Online product search
– General service - Like-minded forums - Pain search (blogs & forums)
discussions
- Blogs (for validation and - Forum readership (main
– Blogs (for validation
contributions) source of information)
and contributions)

13. Tracking Digital Behavior

14. 2
Creating Relevant Content To
Continuously Engage In A
Digital Dialogue

15. C: You Bring?
A: They Need? 1. Unique?
(vs. Want) 2. Well
1. Existing - $ Positioned?
2. Impending - $$ 3. Clearly
3. Created - $$$ Understood?
B: They Can’t
Get Elsewhere!
1. Knowledge /
Talent
2. Experience
3. Influential
Relationships

16. Content Objectives
1. Become an Object of Interest / Create Market Pull…
2. Develop Diverse, Quality, Value-Based Market
Relationships
3. Ensure Economic Buyer (EB)
4. Provide Value, Provoke, Contrarian Perspective
5. Develop a Trusting Relationship
6. Conceptual Agreement on Objectives, Measures,
Value
7. Propose Win/Win vs. We Win
8. Deliver Results

17. Align Goals with Offers & Metrics
The New Way: Develop a Relationship
• Goal: A Better Approach
– Acquaint the target audience with our solutions and expertise by
showing them we understand their challenges and objectives.
• Metrics:
– Clicks and page views
– Time spent
– Continuous interactions > next steps taken
• Content Offers:
– Series of articles that answer buyers questions
– Education, expertise and evidence content to support our
assertions based on their specific needs.
– Supported by 3rd party white papers and research.

18. Understanding Content Marketing
Move Your Prospects through the Buy Cycle with Relevant Content
Problem Information Brand Objections/ Purchase
Segment Recognition Search Evaluation Obstacles Decision
Webinars Pricing
Industry Case Studies Testimonials
Segment 1 stats/reports
Whitepapers
Datasheets Free demos
How to get
Blog started
Webinars
Pricing
Industry Whitepapers Case Studies Testimonials
Segment 2 stats/reports Blog Datasheets Free demos
How to get
started

19. 3
Separating Yourself From
Your Competition – Becoming A
Trusted Resource

20. • Segment
• Modularize
• Anticipate
• Reward
• Transform

21. Value Alignment N: Buying Education
C: Manufacturer Direct
By E: Awareness / Inside
Need, Capability, Engage
ment
1.
Unaware
Overlay Social + Mobile
to Engage & Influence!
6. Expert 2. Interest
5. Members 3.
Advanced Engaged N: Hands On Decision
N: Tech Expertise / Aftermarket C: Dealer Demo Days
C: Track Days / Community Groups 4. E: Right Ride for Right Rider
E: Best Practices & Practitioners Informed

22. 4
Developing A Lead Nurturing
Strategy Early In The Sales Cycle
That Employs Thought-Leadership

23. Campaigns vs. Lead Nurturing
One End-to-End Lead Nurturing Process
Awareness Consideration Purchase
Theme #1
Traditional Theme #2
Campaigns
Theme #3
©2011 Marketing Interactions, Inc.

24. Lead Nurturing Example
Lead Nurturing Example
Develop A Plan
Outline an effective lead nurturing process per target /campaign
Example:
•Day 1: Thank you email for downloading a whitepaper
•Day 10: Email recommending article/whitepaper of
related interest
•Day 20: Send another email about area of interest –
linking to landing page
•Day 30: Send an email invite to webinar
• Next series of touches - Dependent on registration and
attendance of webinar
•Day 40: If attended webinar, phone call follow up
•Day 50: Email a recent customer win case study
Rule based on “sales ready” definition sends lead to sales

25. 5
Leveraging Customer
Relationships

26. 10 Relationship IMPACT Moments…
4. Perspective
2. Engagement 3. Adaptability Change the Lens!
Show Up! Tailor It!
5. Conviction
10. Improvement Bring a POV!
Up Their Game!
9. Candor 6. Collaboration
Say What Others Wont! Make it Stronger
Together!
1. Empathy
Walk in their shoes!
7. Selflessness
8. Accountability Lower Self Interest
Own It!

27. Take-Away’s:
5 Keys to Creating Customer Advocates
1. ID & Uniquely Engage Customer Segments
2. Create Most Relevant Content to Them &
Consistently Aim to Engage and Influence Their
Thinking + Call to Action
3. Add Value With Every Interaction
4. Nurture / Drip Campaigns with Thought / Practice
Leadership
5. Understand and Leverage Customer Lifecycles –
What Do They Need?

28. How to Get Started
Wanna Learn
More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
David Nour
Lisa Cramer NourGroup.com
404-419-2115
lcramer@leadlife.com
@davidnour #ROIBook