2. Joe Kern
Vice President of Marketing
Certified Inbound Marketer
PagePath Technologies
JKern@PagePath.com
866-770-7569
Melissa Sienicki
Vice President of Pre-Sales
Certified Inbound Marketer
PagePath Technologies
MSienicki@PagePath.com
866-770-7564
3. Webinar Reminders
• Session will be record
• Everyone is in listen only mode
• Questions can be asked
throughout the session by
using the questions panel
• We will answer questions at the
end of the presentation
6. How Many Touches?
Dr. Jeffrey Lant’s
“Rule of Seven” states that you
must contact your buyers a
minimum of seven times in an
18-month period for them to
remember you.
7. Lead Nurturing
“Lead nurturing is a relevant and
consistent dialog with viable
potential customers, regardless of
their timing to buy. It is about
creating relationships.”
- Brian Carroll MECLABS
8. Step One: Create a buyer persona
A buyer persona
is an example of
the real person
you need to
influence, crafted
from specialized
interviews that
you conduct with
actual buyers.
9. Step One: Create a buyer persona
Most common criteria
• Industry code
• Revenue
• Employee Size
• Trigger Events
• Sphere of Influence
10. Step Two: Set-up a lead definition
Problem: Sales do not pursue majority of leads due
to lack of consensus on what was a lead
11. Step Two: Set-up a lead definition
Spectrum for sales lead readiness
(most sales people to not want to interact unless they are level 3)
• Level 1-Response from an individual to a
marketing campaign or someone who has taken
proactive steps to demonstrate interest in your
message, product or service.
• Level 2- A meaningful interaction (via phone or
email) with an individual.
• Level 3-The individual demonstration of a specific
need for and interest in your product or service
• Level 4-The individual is in the process of defining
a requirement for your product or service
• Level 5-The individual has the responsibility,
budget and a defined time line for purchase.
12. Step 3: Develop a solid nurturing
system
Can be done through inquiry forms
• Do not put too much information
• To many web forms cause friction
• Asking details upfront is a balancing act
• Goal 1 is just to get them to raise a hand. May
not no much information about them
• Goal 2 is to get more information
• Goal 3 is good thank you message-automated
email response to form.
13. Step 3: Develop a solid nurturing
system
Qualify via phone
• Confirm information on
inquiry form
• Ask for missing
information
• Get permission to
opt-in for nurturing
• Identify qualified leads
14. Step 4: Understand and capture
audience
• Who is viable?
• Who is involved in the buying
process
• Who is an influencer
• Who is a buyer
• Goal is not to build biggest
database
• Goal is to build more relevant data
• Data needs to be gathered into
one database (central location)
15. Step 4: Understand and capture
audience
This is where
your Buyer
Persona
definitions come
into play
16. Step 5: Develop a message
• How do they work?
• What is their
• functional role?
• What are their
• anticipated needs?
• What are their priorities and
challenges?
• Focus on understand individual
and how you can help them
17. Step 5: Develop a message
• Map messages based on
roles
• Gather and filter relevant
content based on
message map
• Third party articles,
relevant topics, research
reports
• Vendor podcasts, webinars, blogs, case studies
to position sales team as trusted advisors
• Company specific white papers, success stories,
webcasts
• Reuse available content before creating new
content
18. Step 6: Develop a Content Library
Google Alerts: www.Google.com/alerts
19. Step 6: Develop a Content Library
Google Alerts: www.Google.com/alerts
20. Step 6: Develop a Content Library
Evernote: www.Evernote.com
21. Step 6: Develop a Content Library
Evernote Clearly
Clearly makes blog posts,
articles and webpages
clean and easy to read.
Save them to Evernote
to read them anywhere.
23. Free 30 Minute
Marketing Review
For information on scheduling your session
contact:
Joe Kern
630-689-4119
JKern@PagePath.com
Melissa Sienicki
630-689-4114
MSienicki@PagePath.com
24. Questions
Joe Kern
Vice President of Marketing
Certified Inbound Marketer
PagePath Technologies
JKern@PagePath.com
866-770-7569
Melissa Sienicki
Vice President of Pre-Sales
Certified Inbound Marketer
PagePath Technologies
MSienicki@PagePath.com
866-770-7564
