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Unleash Your House Database with Lead Nurturing by Mind Map: Unleash Your House Database with Lead Nurturing
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Unleash Your House Database with Lead Nurturing

What people usually do

"feast or famine" lead gen

< 25% are sales ready

< 5% have active opportunity

Remaining get dumped into lead nurturing

semi-regular newsletter

random acts of marketing

> 25% are disqualified

How it should be: lead nurturing

Build relationships regardless of buying cycle

Not a process but a conversation

Start Nurturing from Incoming Form

0. Lead enters DB from web, tradeshow, etc

1. Fulfill Campaigns

Fulfil

Wait 11 mins

Send targeted html-text e-mail, from lead ower, customized to behavior, Is html but looks like text

2. Assign to Nurturing Path

Marketing

Sales

3. Start Nurturing

Wait 3 days

Send E-mail #1, Marketing or Sales, Gives offer to accelerate

Lead Nurturing

Why do I care?

50% of leads are not ready to buy

LN = more leads passed to sales

LN = lower cost per sales lead

LN = more from existing leads

What is LN?

Building relationships with the 50% not ready to buy, how to start conversations with them, How to listen to know what your leads want & know when they are ready

What is not LN?

Random acts of marketing

Monthly newsletter

Long emails

Too much, too soon

All about me

A better way to LN

Make it valuable to them

Make it bite-sized

Use customer examples

Use a personal touch

Creating your lead nurturing plan

Define stages

Define revenue cycle stages, Sample, Inquiry, Prospect, Pre-qualified lead, Sales-Ready Lead, Opportunities, Sales

Define buyer profiles

Example, Marketing, Sales, CMOs, Agencies

Customize content for profiles

Content

Define content by prospect stage, Early, Need: Education, What: Know they have pain. don't know whats available., Reach: online demos, white papers, ebooks, webinars, Mid, Need: Targeted info, Reach: seminars, live demos, technical white papers, What: Know the solution types, but need info about companies & solutions., Late, Need: Answers, Comparisons, Free Trials, Case Studies, Consults, Pricing, What: Narrowing the field, getting ready for bake-offs, RFPs.

Timing

When?, When someone enters your lead db

How long?, As long as they remain in db

How often?, Depends on content & audience., Error on the side of caution

Give option to Accelerate, Same content by faster

Reporting

Which emails work better than others

What

% viewed

% clicked

Lead Source

Days to close