Both sales and marketing teams are being challenged with bringing in prospects, engaging leads and bringing home the deals. Lead nurturing has historically been known as a marketing tool and has quickly become a successful part of the overall strategy that supports and drives sales deal success.
So, just how does sales leverage lead nurturing? Join Ken Krogue, President and Founder of InsideSales.com, and Derek Grant, Director of Sales at Pardot, a salesforce.com company, to find out!
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Sales and Marketing - Shifting Lead Nurturing Into Overdrive
1. Sales and Marketing
Shifting Lead Nurturing Into Overdrive
Never cold call again with lead nurturing, social strategies and selling skills
2. Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service
availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future
operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use
of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible
mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our
employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com
products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of
salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most
recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information
section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be
delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
#PardotWebinar
3. Speakers
Ken Krogue
• President and Founder
• InsideSales.com
Derek Grant
• Director of Sales
• Pardot, a salesforce.com company
#PardotWebinar
11. Can you apply the same strategy before lead nurturing by
using social media and PR to generate awareness and
interest?
And using selling skills after lead nurturing to move from
need to closure.
23. Curiosity
“What do you do?”
Intriguing
Research
How to
Reviews
Applicable
Comparisons
Social messaging
Seen the latest research?
Compelling headlines
24. Interest
“Why is what you do
important?”
Topic specific
Keyword based
Common interest
Social conversations
Mention cool Features
Drive home key benefits
Clear and specific research
Bridge industry to company
Broad case studies & proof
25. Understanding
“How does it work?”
Teach
Solutions
Apply to needs
Product specific
Apply to target titles
Bridge social to email
Feature-Benefit summary
Bridge company to product
Specific case study
26. Relevance
“Does what you do matter to
me?”
Tailor
Personal
Proof metrics
Platform specific
Lot’s of case stories
Bridge email to phone
Ask about growth/trouble
Tailor to decision maker
Bridge product to benefits
27. Need
“Would what you do work for me/us?”
Ask
Restate
Summarize
Specific solution
Decision process
Circle of influence
Industry specific case studies
Address growth/troubles
Social: Your circle of influence
Apply feature-benefits to problems
28. Validation
“Can you prove that it will
really work?”
Endorse
Credibility
Accelerate pace
Social: connect VP
Logos and references
Direct competitor
validation
29. Urgency
“When can we get it going?”
Speed
Deadlines
Set milestones
Remember immediacy
Overcome content obstacles
Social: connect to ops SE/VP
30. Closure
“Moving ahead, what does
this look like?”
Assumption
Skip forward
Clear planning
More validation
Strategic questions
Benefits of ownership
Tactical/situational plans
Implementation templates
Social: connect client
services
31. Sales and Marketing
“Never cold call again with
lead nurturing, social
strategies and selling skills”
Pardot = Marketing
InsideSales.com = Sales
Acceleration
Nurture the entire pipeline
39. You will give your sales
team more leads in 2014
Self-Fulfilling Prophecy
40. More isn’t necessarily more
75%
5%
11%
20%
#PardotWebinar
Lower Quality Leads
• Still take cycles to generate
• Have low conversion rates
• Die on the vine
42. More quality is definitely more
4%
58%
49%
23%
#PardotWebinar
Objective Qualification
• Agree on the definition of MQL
• Send fewer, more qualified
leads
• Have an SLA with sales
• Hold each other accountable
48. Tailor the message to the buyer’s stage
HTML Message:
• Corporate look and feel
• From: marketing@xyz.com
Great for:
• Early Stage Content
– Event Announcements
• Post Sales Content
– Newsletters
#PardotWebinar
49. Tailor the message to the buyer’s stage
“Lite” HTML Message:
• Looks Outlook-ey
• From their sales rep
Great for:
• Warming up non-responsive
leads:
– Case Studies
– Whitepapers
– Webinar Invites
#PardotWebinar
50. What will move people?
Start with a goal:
• What does success look like?
• Develop / deploy content to move people to
toward the goal
Define your subscriber list:
• Who is in the stage prior to the goal?
Execute the campaign
#PardotWebinar
51. Companies that excel at
lead nurturing generate
50% more sales ready leads
at 33% lower cost
-Forrester Research