According to a recent DemandGen Report, B2B marketers who have successfully deployed lead nurturing programs "found dramatic improvements to key conversion stages in the sales process." And these marketers showed an "average 20% increase in sales opportunities from nurtured leads."
Learn how LeadLife client RunE2E successfully implemented a lead nurturing strategy to increase their pipeline and sales effectiveness.
3. Topics
1. LeadLife Overview
2. RunE2E Case Study
3. Audience Q & A
 Please submit your questions by typing them
into the Go-to-Webinar “Questions” box
 Webinar recording will be emailed to all
attendees and registrants
9. Case Study:
How RunE2E Increased Their Sales Pipeline
by 20% with Lead Nurturing
Alex Gramling, CMO, RunE2E
10. About RunE2E
RunE2E is an integrated IT consulting, workforce and technology solutions company. SAP
and AWS reseller/partner. Subsidiary mobile app development company at RunMobile.
Areas of focus: BI, CRM, Mobility and Cloud.
11. Business Case
 RunE2E Marketing Objectives and Goals
 Grow pipeline by 20%
 Increase quality of leads
 Reduce lead to sale time
 Improve consistency and frequency of prospect
nurturing
12. Why LeadLife?
 Were using email marketing, but
needed nurturing:
Inform
 Lead Management
Convert Educate
 List Management & Segmentation
Nurture  Triggers
 Real-time Sales Alerts
Validate Involve
 Needed to track back-end metrics
 Qualitative Reporting
 Campaign by Campaign
13. The LeadLife Process
 LeadLife assigned RunE2E a
Content Marketing Strategist
 Conducted Discovery Call & Analysis
 Created a Lead Management Plan
 Identified Target Audience & Persona’s
 Mapped content to target “need”
 Implemented “best practices”
 Trained staff on the technology
 Provide continuous support
14. ROI Example: Nurturing Campaign
 Campaign Offer: Discount on RunE2E’s SAP/AWS Cloud
Consulting Services
 List of 1800 contacts was segmented based on persona and interest
 Nurturing campaign consisted of 3 emails (1 email/week for 3 weeks)
 Each email came from the dedicated sales rep to personalize the
message
 Email content created a need to make the audience aware of the
costs of not moving to the cloud
 Content established credibility for RunE2E
 Emails were brief with link to a landing page that included:
 Sign-Up form for a Needs Assessment
 Offer Details
 Benefits of SAP/AWS and RunE2E’s Consulting Services
 Links to Case Study and Webinar
16. Campaign Plan
 Marketing-to-Sales Process
 Triggers were set for Sales Rep Alert (emails) based on
following behaviors:
 Clicks on an email
 Completion of the “Needs Assessment Sign-up Form”
 Sales was to call within 15 minutes of receiving the alert
 360 feedback loop set up between sales & marketing to
determine results and make adjustments to campaigns
17. Campaign Metrics
 Marketing-to-Sales Metrics
 Email Metrics
 Open rate: 13.63% (avg. B2B industry is 12%)
 Click-thru Rate (CTR): 2.21% (avg. B2B industry is 2%)
 Sales Conversion Rate
 33% (3 Needs Assessments scheduled)
 Campaign ROI
 Within days of execution – RunE2E closed a five figure
consulting engagement with large pharma company
18. Overall LeadLife Results
 Executed twelve nurturing campaigns since January 2012
 Increased pipeline by 20% with addition of nurturing
 Reduced avg. time to sale
 Improved quality of leads for better conversion
 Increased transparency / communications between sales
and marketing
Welcome to today’s webinar – How RunE2E Increased It’s Sales Pipeline by 20% with Lead Nurturing
LeadLife is a one-stop shop providing marketing automation technology with content marketing strategists that work with our customers to drive more qualified leads into their organization.With 60% of the buyer’s decision process occurring without the involvement of a sales rep from the vendor/supplier, its now up to us (marketers) to engage those buyers digitally. LeadLife provides the technology and services to do just that. We don’t expect our customers to have all the resources and expertise to do this themselves, that’s why we assign a content marketing strategist to each customer to get them going quickly and provide a ROI.
Our customers have told us how easy to use our product is… simple yet not simplistic, LeadLife designed its system for marketers, not technologist with a visual drag and drop campaign builder. Our system comes out of the box with campaign templates, email and landing page templates and rule templates for scoring and more. Everything you need is available out of the box to get you started.And of course, you need to distribute and track the effectiveness of content distribution through social media as well and LeadLife provides that too.
Our customers have told us how easy to use our product is… simple yet not simplistic, LeadLife designed its system for marketers, not technologist with a visual drag and drop campaign builder. Our system comes out of the box with campaign templates, email and landing page templates and rule templates for scoring and more. Everything you need is available out of the box to get you started.And of course, you need to distribute and track the effectiveness of content distribution through social media as well and LeadLife provides that too.
And as I mentioned earlier, LeadLife has a number of service packages available to purchase. From content creation packages to Marketing strategy packages such as lead nurturing strategy, LeadLife can help any organization get a jump start on their project.And now its time to learn more about how RunE2E increased their sales pipeline by 20%.