Join SalesFUSION for this in-depth review of the state of lead nurturing in a b2b environment. Includes research and best practices from leading b2b research firm, Gleanster and Principle Analyst, Ian Michiels.

1. The 2011 b2b lead nurture roadmap Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Ian Michiels – Principle Analyst - Gleanster Session Audio Starts at 2PM EST

3. Introduction to b2b lead nurturing

4. The State of Lead Nurturing

5. Justifying Investments with Tangible Metrics

6. 7 Types of Lead Nurturing Campaigns

7. Lead Nurturing Roadmap

9. Support B2B and retail customers

10. Platform for driving all lead/demand generation

11. HQ – Atlanta GA – Offices in PA/CA

12. Focus on integrating marketing/sales

13. Embedded demand generation for CRM

15. Segmenting prospects into near-term and long-term buying potential groups and communicating with them appropriately

16. Delivering relevant content to leads over a period of time to entice continued interaction and evaluation

18. 6 Use of Lead Nurturing

19. Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in: Increase revenue Increase sales rep productivity Educated prospects Trust and credibility 7 What is nurture marketing?

20. 8 How does Lead Nurturing Work? Customer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point. Leads Prospects Customers

22. Interest

23. Desire

24. ActionCustomer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point. Leads Prospects Customers

26. Interest

27. Desire

28. ActionCustomer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point. Leads Prospects Customers 80% of Lead Nurturing Campaigns 20% of Lead Nurturing Campaigns

29. 11 How do Top Performers Justify Investments?

30. 12 How do Top Performers Justify Investments?

31. 13 Justifying Investments with Tangible Metris

32. 14 Justifying Investments with Tangible Metris

33. 15 Justifying Investments with Tangible Metris

34. Lead Nurturing Tactics 16

35. Drip Marketing Campaigns Send campaigns based on pre-determined time intervals Trigger Marketing Campaigns Campaign delivery is “triggered by specific events or behaviors. 17 Lead Nurturing Tactics

36. 18 Use of Lead Nurturing Tactics

37. 19 7 Types of Lead Nurturing Campaigns 7 Different Lead Nurturing Campaigns

38. 20 7 Types of Lead Nurturing Campaigns 1. 2. 3.

39. 21 7 Types of Lead Nurturing Campaigns Cont’d 4. 5. 6. 7.

40. 22 Pick and Choose Based on Need

41. 23 2011 Lead Nurturing Roadmap

42. Lead Nurturing Requires Content Exercise: Map Content to Buying Cycle Lead Nurturing is a Journey The journey of a thousand miles begins with one step A single conversation across the table with a wise man is worth a month's study of books Lead Nurturing is a necessity for future success 24 Things to Consider

43. 25 What's holding you back? You don’t have a marketing and sales problem… you have a revenue problem It’s going to take Marketing AND Sales to fix it!

45. Automated alerts to sales

47. Increased personalization

49. One or two nurturing campaigns

51. Lead Scoring and Prioritization

53. Content not mapped to buying cycle

55. Use Triggers

57. No understanding of buying cycle

58. Lack of content

60. Commitment from Sales and Marketing

61. Content Alignment

62. Drip Campaign

65. Implicit – Web visitor tracking

66. Explicit – Demographic

67. Explicit – Forms data

68. Explicit – Email Response Data

69. Grouping and ranking of leads

70. Automated notification process

72. Nurture campaigns – Trigger the beginning of a series of emails

73. Personalized communications

75. Auto-enroll – trigger a series of emails based on a form question response

76. Enroll in high-value series of emails based on lead score

78. Auto-enrolls in campaigns based on implicit behavior

79. Alerts inside sales/outside sales when high-value activity occurs

81. Behavioral data, combined with demographic is most powerful

82. 2 Types of behavioral data

83. Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc

84. Explicit behavior – register for webinar, download document, fill out form

85. Implicit behavioral data – similar to RF Models used in retail

86. Recency/Frequency

87. Data cannot be “fudged”

88. Most larger online retailers use this type of dataLead Analyzer – Web behavior profiler

89. Industrializing the process Inbound /Outbound Campaigns enabled by SalesFUSION 360 Web Activity Lead to sales process is an industrialization of Marketing To Sales Blog/RSS SEO/PPC Lead Scoring Lead Management Marketing to Sales Integration Engine Sold Deals = Trackable ROI Campaign Management Online Ads inbound Sold Landing Pages outbound PR Continuous Marketing To Leads Decision Analytics Engine Email FUSION 360 CRM Sales Automation Events Lead Nurturing Social Media

90. Thank You! Question & Answer Copy of today’s materials PDF of today’s PPT Questions - Email to kevin.miller@salesfusion.com Thank you and good marketing! The SalesFUSION Team Learn about SalesFUSION Enterprise b2b marketing platform that you can afford! http://www.salesfusion.com