Скачать или смотреть Managing leads and making them sales ready

Managing leads and making them sales ready
It is quite important for you to understand that the role of marketing doesn't end by someone contacting you as a lead. You can still take the responsibility of moving your lead closer to the sales. Additionally, if the kind of information that is available with the marketing professional is provided appropriately to the sales team, it can help them to focus on the right set of leads.
There are various techniques that are used for nurturing leads. Drip email marketing is one of the techniques in which you create the lifecycle emails such that you can impact the thinking of your leads and take them closer to your sales. This is something that we would be discussing in detail in this training.
Here you can see representation of the way the role of marketing is changing. This is a marketing funnel representing various psychological levels the customer walks through in the overall buying funnel. Starting from making people aware of the products, making sure that the customers really get interested in the kind of products that business has to offer and then moving them to a stage where they start showing some consideration. In the old paradigm they use to simply hand it over the leads at this stage to the sales team. However, nowadays, due to the kind of tools, services and data available in the online space, marketers can now actually move them forward and do the handshake at an evaluation stage with the sales team.
One of the reasons that is happening is because at this point of time customers are educating themselves and ensuring that they really move forward before they can have one to one conversations with the sales people. This is where drip marketing plays a major role.
To make the concept more concrete, let me explain the same with an example. Citrix is a company that offers range of products. 'go to webinars', 'go to meeting' are some of their well known products. This organization used lifecycle emails in order to ensure that they get better value out of the sales effort that has been put up by their organization. They were using various sources for lead generation, including webinars, partnerships and various other places, which they were putting in the buying funnel. Now based on the information pf the lead that was available through various sources, they segmented the leads in 11 personas and further based on the interest of those leads, they further segmented them into 6 different products that people would be interested in. In all they actually created 11 into 6, i.e. 66 different segments.
Now for all these 66 different segments, they set up a process of sending out 3 automated emailers over duration of 3 weeks. Therefore, rather than giving one sort of communication to everyone in one go, they gave more personalized communication to all of them and then distributed the communication over the three emaills, which could help them to nurture leads in their thought process. Now as and when, people took desired action on the emails that they were sendingthey simply use to pass it over to the sales team.
After three emails, they also sent a manual email. This mail was not sent manually to everyone. They created batch of users who have shown similar behavior over emails and than depending upon the current offers that were available in the organization, they use to appropriately send them an email. As a result of using the drip email marketing, they were able to get the additional 1.5 billion dollars of revenue in 4 months.
I'm sure that this examplewill help you in getting an idea on the potential of the lifecycle emails. Further, we would also discuss a lot of case studies and do a lot of hands on stuff that will help you in designing lifecycle emails for your business.
Thank you

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