Live from LeadsCon: Lead Nurturing – Learn How to Double Your Return on Marketing and Sales Investments

By Janet Driscoll Miller | Aug 14, 2014
More Articles by Janet


B2B sales cycles can be lengthy, which is just one reason why lead nurturing is key to almost all B2B companies. Dan McDade of PointClear, Chad Burmeister of ConnectAndSell, and Lori Richardson of ScoreMoreSales were the speakers on this panel.

Dan started the discussion by sharing this framework:

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Why nurture? Dan shared several statistics:

  • Companies that excel at lead nurturing generate 50% more sales at 33% lower cost according to Forrester Research.
  • Nurtured leads make 47% larger purchases than non-nurtured leads according to CSO Insights.
  • 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads or they don’t even know this metric according to Forrester.

What are some sources to look to nurture?

  • Lead qualification
  • Trial conversion
  • Reheats from sales execs
  • Tier two prospects from sales
  • Progressively profiled inbound responses
  • Land and expand opportunities
  • Dormant accounts

Dan shared his “Seven Habits of Highly Effective Nurturers”:

  • Build a quality database
  • Track, report and compare
  • Offer value
  • Listen closely
  • Stay in touch
  • Ask for the business
  • Learn from your mistakes

Chad shared his “6 Pillars for the Perfect Pitch”. Rate the effectiveness of each to determine where work needs to be done:

  1. Attention Grabber
  2. The Shocking Value Statement
  3. Listen Up and Learn
  4. Motivate to Act
  5. Objection Handling
  6. Qualify

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