Customers are in control – which means they can find everything they like about you while avoiding telling you anything about themselves. So how do you create a dialogue with the unknown and unreachable? How can you build a useful profile of your future customers? And how can you then score those customers so that they can be directed to sales when they’re getting ready to buy? Pete will explore how you can usefully combine behavioural data with traditional BANT qualification to close more sales from potentially fewer leads. How can you use your inside sales team or telemarketing resource to open conversations with a view to helping people to buy, rather than trying to sell?

1. Conversations with the pre-customer Pete Jakob Response and Lead Nurturing Manager IBM United Kingdom Ltd [email_address]

2. The role of marketing is changing… from monologue to dialogue from push-marketing to pull-marketing social networking user-generated content from shouting to listening from marketing as selling to marketing as education relevant content right time be where they are authentic honest open less is more from demand generation to satisfying customer needs prospects/targets to guests/citizens from demand generation to response nurturing data-centric marketing

3. October 2006, Best Practices “Improving B2B Lead Management” Leaky Sales Funnel Increases Customer Acquisition Costs

4. There are 9 key steps to increasing the yield from campaigns and enhancing the pre-customer experience

9. 4. Align nurturing offers to buying cycle Learn Scope Select JOURNEY STAGES ISSUE RECOGNITION SCOPE REQUIREMENTS SUPPLIER SELECTION WHAT THEY WANT Objective, up-to-date information Information at the right level Tools to help them understand what the right level is (eg vs maturity or vertical) Guide/pointers to other information Proof of capability Objective support, no sales pitch Case studies Explanation of different solutions Ability to ask questions Clear “why me” from suppliers Endorsement from 3 rd parties Accessibility to the right people who can take issue to technical solution ASSETS and OFFERS White papers – IBM & credible others Newsletters Interactive tools Supplements PR Webinars Industry Events IT Press/Online Podcasts Case studies Q&As FAQs Solutions Self Assessment Why IBM Demo Product specifications Call me/Inbound call

11. Events registration Web Forms Outbound Tele Inbound Enquiries Attractor Triggers Standardised digital nurturing engine Added-value Response Customer’s pain Engagement measure Telemktg Development Rep Pass to Sales Nurture Further Objective: Know more about the client at the end of the journey than at the beginning 6. Automate where appropriate Comms 1 What is the issue? Why Should you care? Comms 2 What’s YOUR Pain Comms 3 Let’s Dig Deeper

12. Comms 1 What is the issue? Why Should you care? Comms 2 What’s YOUR Pain Comms 3 Let’s Dig Deeper 6. Example: Standardised video-lead framework for digital nurturing

17. Thank you! www.mikemoran.com/biznology www.mpdailyfix.com B2B Marketing – Open for Business http://b2bnurture.blogspot.com/ blog.startwithalead.com blogs.forrester.com/marketing