While companies are getting better at attracting traffic to their website and generating leads, being able to nurture them, work their database and close leads as customers is a challenge that a lot of companies are facing. Being able to see the ROI of any marketing activities and the impact on the bottom line of your business is crucial. Therefore, understanding who is your ideal buyer, what his buying process is and aligning the effort within the different team of the company is essential. This presentation will give you best practices on lead nurturing and help you understand better what Smarketing is and how the alignment between the Marketing and the Sales team can be set up efficiently.
9. Site + Blog
Call To Action
Get guide now!
Landing page
Lead
Visitor
Home | Services | Blog | About
us
First name
Last Name
Email
Get now!
How to set up lead nurturing that will have
an impact on the bottom line of your
business
Guide selling
point:
• # 1
• # 2
• # 3
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28. List 1
Owner
6-10 employees
List 2 Marketing Manager
201-1000 employees
List 3
Marketing Director
6-10 employees
List 4 Marketing Student
Forms Lists
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31. Automated lead nurturing emails get
4 -10 times the response rate
compared to standalone emails.
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53. Customer’s journey alignment improve win
rate by 15%.
Source: 2016- Sales enablement Optimization study
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54. SLA
SERVICE LEVEL
AGREEMENT
A contract between a
service provider and
the end user that
defines the level of
service expected from
the service provider.
55. MARKETING TO
SALES
SALES TO
MARKETING
Number and quality of leads
that marketing needs to
provide to Sales to hit the
company revenue goals
Speed and depth of lead
follow-up that makes
economic sense.
56. Step
#1
Step
# 2
Step
# 4
Step
# 3
Step
# 5
Calculate
the Marketing
effort
Determine
Business
Growth
Calculate
The Sales
effort
Set up
Marketing SLA
Reporting
Set up
Sales SLA
Reporting
Build
SMARKETING
Alignment
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59. NEW
CUSTOMERS GOAL
CONVERSION RATE
MQLS TO CLIENTS
Calculate the Marketing effort
2
=
NUMBER OF
MQLS
BUILDING
SMARKETING
ALIGNMENT
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61. NEW
MQLS GOAL
CONVERSION RATE
LEADS TO MQLS
Calculate the Marketing effort
2
=
NUMBER OF
LEADS
BUILDING
SMARKETING
ALIGNMENT
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64. Calculate the Sales effort
3
35% 50%
The number of deals which
go to the vendor who responds first.
BUILDING
SMARKETING
ALIGNMENT
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66. 4
Set up Marketing SLA
Reporting
Leads
Generation
Goals
Leads
Days
Lea
ds
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BUILDING
SMARKETING
ALIGNMENT
67. 5
Set up Sales SLA Reporting
Lea
ds
Leads
SeptJuly Aug
1%
3%
3%
7%
1%
0.7%
2%
1%
5%
Sales
Commitment
0 and 5 days
6 and15 days
16 and 36 days
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BUILDING
SMARKETING
ALIGNMENT
68. Our marketing team is
sending us high quality leads
that allow us make our
number and even more!
SALES
DIR.
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69. MARKETING
DIR.
We achieve our goals and
Sales give us good feedback on
the leads quality and the type of
content they need.
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70. Where do we start ?
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71. 1. Aligning management
2. Defining Persona and lifecycle stage
3. Create SLAs
5. Gear up with efficient tools
4. Do close loop reporting
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72. 1
Know your
audience & its
buying process
2
Segment &
nurture your
leads and
database
3
Align your
sales and
Marketing
Team
4
Inbound
is about being
human
KEY TAKEAWAYS
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