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The Secret to Lead Nurturing:The Intersection of the Human and Digital Touch,[object Object],Televerde is a business to business lead generation agency that helps,[object Object],high-tech sales and marketing execs identify new customers, accelerate ,[object Object],and convert sales opportunities, and discover fresh, actionable market ,[object Object],insight. We improve sales pipeline performance, generate net new ,[object Object],sales revenue growth, and help align sales & marketing. ,[object Object],Marketo is the revenue performance management company, transforming,[object Object],how marketing and sales teams of all sizes work — and work together — to,[object Object],accelerate predictable revenue. Marketo’s solutions are both powerful and ,[object Object],easy to use, providing explosive revenue growth throughout the revenue ,[object Object],cycle from the earliest stages of demand generation and lead management to ,[object Object],deal close and continued customer loyalty.,[object Object]
The Case for Nurture,[object Object],Generates 50% more sales-ready leads at 33% lower,[object Object],cost per lead.,[object Object],Reduces the percent of marketing-generated leads ,[object Object],that are ignored.,[object Object],Increases win rates on marketing-generated leads ,[object Object],by 7%.,[object Object],Reduces “no decisions by 6%.,[object Object],Favorable impact to top-line revenue by 24%.,[object Object],Source TBD,[object Object]
The Value of Lead Nurturing,[object Object],Marketo ROI Results,[object Object],3x!,[object Object],	Source: Actual Marketo data;  assumes $55 per prospect,[object Object],Results: 50% more marketing qualified leads from lead nurturing,[object Object],© 2011 Marketo, Inc. ,[object Object]
What is Nurturing?,[object Object],Art & Science:  Relationship-Building Powered by Relevance,[object Object],Digital + human touch drive relevance,[object Object],Combine demographics, firmographics,[object Object],	and behavior to focus the dialogue,[object Object],They are indicators for the nature of the,[object Object],	conversation ,[object Object],Nurture builds and strengthens the ,[object Object],	relationship to keep the conversation going,[object Object],Calling is a continuous process – ,[object Object],not a one-time event!,[object Object]
LeadNurturing ,[object Object],Prospect & Recycled,[object Object],All Names,[object Object],Engaged,[object Object],Lead Nurturing Defined,[object Object],Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.,[object Object],MQL,[object Object],SQL,[object Object],SAL,[object Object],SalesLead,[object Object],Opportunity,[object Object],Lead,[object Object],“The art of maintaining permission to stay in front of your buyers as they educate themselves”,[object Object],© 2011 Marketo, Inc. ,[object Object]
Lead Nurturing Relevance,[object Object],1. BUYING STAGES,[object Object],[object Object]
Mid (MQL)
Late (Opportunity)
Customer1,[object Object],2,[object Object],3,[object Object],Stages,[object Object],A,[object Object],B,[object Object],C,[object Object],D,[object Object],2. BUYING PROFILES,[object Object],[object Object]
Role: 67%
Company Size: 49%
Geography: 29%© 2011 Marketo, Inc. ,[object Object]
Stage Matters!Buyer Stage Methodology enables relevancy and acceleration.,[object Object]
Validate, Correct, Accelerate!,[object Object],Digital intelligence assists and human touch completes ,[object Object],Interactive dialogue vs. scripted  inquisition reveals nuance,[object Object],Use the nuance to Validate, Correct, Accelerate  (VCA),[object Object],Validate:  Is it what it appears to be?,[object Object],Correct:  Is it where it needs to be?,[object Object],Accelerate:  Relevant nurture creates velocity!,[object Object],Tele Reveals Ready or Not?,[object Object],Marketo: ,[object Object],7% sales-ready,[object Object],93% back into nurture,[object Object],Televerde:,[object Object],9% sales-ready,[object Object],91% back into nurture,[object Object]
A Framework for Lead Scoring,[object Object],© 2011 Marketo, Inc.   All Rights Reserved,[object Object]
Scoring is the Great Equalizer,[object Object],Scoring dictates when to call and what to talk about…,[object Object],Low Threshold Calling:  Err on the side of caution to,[object Object],validate and correct  early,[object Object],Find the Picture in the Mosaic:  Blend digital,[object Object],and tele-revealed behavior with demographics and,[object Object],firmographics,[object Object],Human touch is a score-altering event,[object Object]
Scoring is the Great Equalizer,[object Object]
When To Call?,[object Object],© 2011 Marketo, Inc. ,[object Object],Fit,[object Object],Interest,[object Object]
When to Call?,[object Object],© 2011 Marketo, Inc. ,[object Object],Latent Behaviors (Engagement),[object Object],[object Object]
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The secret to lead nurturing

Editor's Notes

  1. What I want to focus on here is two models that you can use to calculate the ROI yourself. In the first, the key is to estimate
  2. BCG – 2X2 matrix