content prospecting - enabling sales reps with lead nurture best practices

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Content Prospecting Enabling Sales Reps with Lead Nurture Best Practices

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Janelle Johnson Director, DemandGen Marketing

Act-On Software

Bret Smith

Founder & Managing Principal

High-Impact-Prospecting

Welcome! Thanks for Joining us today.


Agenda

• Finding the Right Leads for the Sales Team

• Content Prospecting Methodology

• TouchPoint Engagements

• Q&A


Setting the Stage:

Finding the Right Leads for the Sales Team

• Uncover Opportunities

• Drive Engagement

• Deliver Meaningful Leads

• Nurturing Leads


Uncover Opportunities

• Promote and engage

• Online Marketing

• Join the Social Media party


• Understand Prospect Behavior

• Automated Follow-up

• Score Engagement

Uncover Opportunities

Key Takeaways


Drive Engagement

• Email Nurturing

• Multiple Touches

• Content is King


• Create a marketing ecosystem

• Track behaviors and metrics

• Get prospect interacting

Drive Engagement

Key Takeaways


• Give visibility into actions

lead has taken

• Identify “Hot Prospects”

Deliver Meaningful Leads


• Pass high-quality leads to sales

• Provide lead activity history

• Shorten sales-cycle & increase

revenue per lead

Deliver Meaningful Leads

Key Takeaways


Nurturing Leads

• Most “bad leads” buy

in 24 months

• 80% of sales occur

after 5th touch


• Stay in touch & deliver relevant content

• Nurture from their perspective

• Move leads effectively through funnel

Nurturing Leads

Key Takeaways


• Differentiate yourself from the rest of the sales pack by becoming your prospect’s trusted expert

• Learn how to easily source content and deliver to your prospect meaningfully

• Easily repeatable content messaging techniques to move your sales cycle along without trying your prospect’s patience

• Step-by-step system with full examples of both email and voice content, and more

KEY TAKEWAWAYS


KEY ASPECTS OF

CONTENT PROSPECTING METHODOLOGY

• Uses personalized email as a prospecting tool integrated with voice prospecting to inform and educate sales prospects.

• Uses voice as a means to “cement” the process and close for next level of interest, and to increase overall outcomes.

• Uses informed peer-level appeals targeted towards prospects’ areas of responsibility/interest.

• Meaningful messaging in email and voice

• Persistent yet respectful follow-up and engagement with the prospect, i.e. sales nurturing


ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total

#responses from this

1st touchpoint.

- Objective:

Education (detailed).

- 80% don’t read this

email

- 40% of total

#responses comes

here

- (email - closing) “__

do you have time

later next week?” -

Introduce the Sales

Rep. (Start the

process of Pass Off)

- Reference

emails I & II.

- Mention will be

sending

collateral that

“will be sure will

get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative

Selling Kicks in –

Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?

Creates lead with intel report attached to

notes tab on lead, assigned to sales rep.

Turnaround within 1 business day.

Update Do Not

Contact ListNo

Yes

ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

6+ “touchpoints” ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

Sale

s

Rep

Pro

spect

CRM

Sale

s

Rep

THE CONTENT PROSPECTING PROCESS MAP


• Initial touchpoint consists of an email personalized to the specific recipient. Then, at a timing of 3 business days apart, subsequent email messages are delivered. If Touchpoint One goes out on Tuesday, then Touchpoint Two heads out on Friday morning, and so on.

• Touchpoint Three is actually two fold…it consists of an initial attempt by phone to reach the prospect live. Of course, 80% of the time, an outbound call results in leaving a voice mail. The second half of Touchpoint Three is a follow-on email referring to the voice mail left, usually with additional collateral attached, or via hyperlink.

LET’S EXPAND ON THE PROCESS


• Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements:

• Respectful tone

• Subject line MATTERS

• Opening & Closing Thank you

• A “presumptive” statement about Autotask

• Mention of companies in their space who we currently work with/serve (optional)

• A fairly descriptive, bulleted list of BENEFITS, not features

• Initial call to action

TOUCHPOINT ONE: AN EMAIL


Copyright © 1996-2010, High-Impact-Prospecting, LLC

• This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint.

• The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”.

• It also contains a more succinct set of bullets … again stating BENEFITS, not features …

TOUCHPOINT TWO: AN EMAIL


SAMPLE FOLLOW-UP EMAIL TOUCHPOINT


• If contact is engaged via voice mail, then:

• Leave a recording that is engaging, professional and consultative in tone

• Leave a message that is meaningful, and within 30-60 seconds…not just contact information

• Be value proposition specific

• Send collateral.

TOUCHPPOINT THREE AND FOUR:

A PHONE CALL & AN EMAIL


“Good afternoon, Ken.” “My name is John Johnson with Autotask Corporation.” “Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably. “If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.” “The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at [email protected] .” “Thanks for your time, and I look forward to hearing from you, Ken.”

TOUCHPOINT THREE:

THE INITIAL VOICE MAIL

mailto:[email protected]


SUGGESTED SUBJECT LINE: Ken, here’s the Autotask three-pager in PDF Greetings again, Ken! Left you a voice mail a few days ago and thought you may be interested in receiving this … For your convenience, I've included the link to Autotask’s three-pager in PDF. It explains how our fully-hosted application helps you sell technology products or services more efficiently and more profitably, and includes service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen. Just click on the following hyperlink and "save as" to a directory on your hard drive: http://www.autotask.com/docs/Autotask_Brochure.pdf . And before you read how such a small investment can generate such a huge impact to your bottom line, hear what our customers have to say about what Autotask means to their businesses: “Because of Autotask, we are capturing more billable time - at least two hours per week, per engineer. That’s over 1,000 hours a year. That alone easily pays for Autotask.” - Jamie Kustak Business Manager, NGEN “We’ve had a great experience with Autotask, and I can honestly recommend the product to companies looking for an all-in-one system to handle everything from inputting a ticket, to billing, to financial reporting. Autotask has made our lives much easier!” - Gina De La Cerda, Operations Manager, Advanced Microcomputing Concepts, Inc. Ken, please drop me a line back, or call me directly at xxx.xxx.xxxx, so we can make arrangements to speak. Again, thanks for your time and interest, and in advance for your response, John

TOUCHPOINT FOUR:

EMAIL FOLLOW-UP TO INITIAL VOICE MAIL:

http://www.autotask.com/docs/Autotask_Brochure.pdf

http://www.autotask.com/docs/Autotask_Brochure.pdf


Q&A

• Janelle Johnson

• Director, DemandGen Marketing

• Act-On Software

• [email protected]

• Bret Smith

• Founder & Managing Principal

• High-Impact-Prospecting

• [email protected]









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