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[Music] hello and welcome to today's webinar on prospect engagement lead nurturing and CRM today we'll talk about what exactly lead nurturing and prospect engagement means we'll talk about why you want to do these activities we'll talk some about the how to's and how serum can help i am brian dunn director of marketing at qantas erm and with me is Miriam Florio senior consultant I'd like to thank everyone for taking the time to attend what is lead nurturing let's start with what is a lead instead a lead that someone who has raised their hand perhaps by attending a webinar or by downloading a white paper or filling out a form online there you've provided contact information and in doing so they've indicated that they are a potential sales opportunity for you so that's what a lead is now on to lead nurturing for an academic definition of leader train I turn to forrester research who defines lead nurturing as a sustained relationship with influencers and decision-makers in a potential customer through which relevant valuable insight is delivered through integrated channels in a coordinator process and exchange for increasing intimacy and influence so what does all that mean in English it just means that lead nurturing is about education it's about providing information relevant to the appropriate stage of the buyers buying cycle until they convert to a prospect until demand is built up sufficiently to pass them over to a sales person to handle a demo or proposal or to close the sale so to sum up the lead as someone who has indicated some sort of interest in your product or service and lead nurture is simply providing relevant information to them to aid them in their buying decision so then what does prospect engagement again let's break it down and start with the definition of a prospect a prospect is a lead to express interest in your product or services by indicating in some manner that they're preparing to make a purchase decision there they're qualified individual that means that they fit your profile of a potential customer they've expressed interest and they've expressed that they're in the buying process so prospect engagement like leaner train is also about education it's about providing information relevant to the appropriate stage the buyers buying cycle begin until demand is built up sufficiently to pass it over to salesperson for a demo or proposal or to close a sale so then what really is the difference between prospect engagement leader train the difference between prospect gagement lead no train is where your buyer is in the buying cycle which determines what information you're providing them so leads are top of the funnel to middle of the funnel this is the sales funnel here on your screen so the information you provide is going to be different 24 leads than four prospects who are farther along in their buying process or lower in the sales funnel and they're closer to a purchase decision so again prospects just require different information than leads so in addition but leads it's predominantly one-way communication where it's you communicating with them and it's done primarily through mass communications like email blasts or webinars maybe some social media now prospect engagement on the other hand is more of a two-way one-to-one communication so that's where you might be providing relevant materials on an individual basis now the people that are again moving through the buying process to make a purchasing decision so why do why do you need to do all this work to nurture leads engage prospects the reason you should be doing prospect engagement leader training is really simple it's because these activities result in more sales at a lower cost as sales funnels lengthen the buyers become more independent and their attention span shrinks so the case for strategic effective lead nurturing continues to grow if you aren't nurturing a buyer your competitors probably are and you're going to lose sales and market share to you know you're more attentive competitors in a 2014 study forrester research found that companies nurturing generate fifty percent more sales at a thirty-three percent lower cost than those who don't this is because these companies are staying at the top of mind of the leads and prospects their constant communication and because more expensive high value sales people are brought into the process until the point at which a prospect is ready to close or needs more personal one-on-one attention a market to lead study found that nurtured leads have a 23-percent shorter sales cycle because buyers had the information they needed to make a decision the same study found that sales were nine percent higher for nurtured leads due to cross selling uncovered during the nurture process so that means as you're communicating you know with your prospects and your leads you're uncovering more things that they need an Inside Sales calm study found 35 to 50 percent of sales go to the vendor who responds first to any query so besides need to have reasons for prospects to contact you like compelling white papers and other information you also have to respond quickly when they request that information and then a genius calm study found that sixty-six percent of buyers so that cut that consistent and relevant communication is a key influence and choosing a solution provider another reason for prospect engagement leaner train is that you build thought leadership through providing relevant information and because people do business with companies they know and trust as you're providing this information you're building that that knowledge and trust so if your leads and prospects see you as an expert in your field they're going to be more likely to do business with you in addition through engagement in through the engagement nurture process you learn what challenges your leads are facing and what pains that are experiencing so that you set yourself up to have a warmer sales conversation as your prospects begin to make their final purchase decision so skipping ahead a little bit to the CRM side of things you know as you recorded you know all these materials that the that the prospect and lead has as downloaded as reviewed has visited on your website when the sales person gets involved they have more of a feel for the type of things you know that are going to be of interest and a couple other things a prospect engagement lead nurturing is a great way to maintain contact and remind the lead about your business after they stopped visiting your website and also you can generate new leads through the nurture process if you get it providing links to share your content so providing the ability to share your content enables people in your nurture process the ability to forward your materials onto others who might have similar interests or needs so to sum up prospect engagement and leader training are valuable because when done properly they generate more sales at a lower cost faster and can result in new leads to that's a lot of reasons to do this but what information should you be providing to effectively use content throughout the buying process you have to first understand the stages that your buyers go through when making a purchase decision these purchase categories can be broken down into three basic levels first is the awareness stage this is when the prospect realizes that they have an issue that needs to be resolved so they start researching to better understand and frame their problem second is the consideration stage this is where the prospect is a clearly defined idea of the problem and they also have researched all the potentials solutions to the problem that they're facing and then finally come to the decision stage where the buyer is evaluated all the different solutions are now is to choose a vendor to help them solve a problem so understanding these high-level stages of awareness consideration in the decision stage so understanding these stages your buyers go through allows you to better map content to each of these you know different places they are on the buying process so one of the things to remember though is you know individuals that are working through a purchase decision will be looking for different types of content depending on where they are in that research process so to kind of give you some ideas here the materials that you provide leads at the awareness stage should be focused on describing the problem in introducing your solution at this point the prospect is looking for educational content to help and frame the issue so it's essential for you produced content that will help the prospect better understand their problem content that helps advance a buyer schools at the stage are things like ebooks white papers research report this content helps to educate the prospect and brings context to the issue at hand this higher level content will be important for things like top of the funnel lead generation and elevating the organization search engine rank and increasing credibility within the industry so once the prospect has a clearly articulated idea of the problem they're facing then they've moved from the awareness stage to the consideration stage this point they're looking for content related to solutions prospect wants to stand understand all of their options as it pertains to their issue like what are the different ways that they can go about handling their problem do they need to purchase software to find a resolution do they need to hire someone and how certain the outsource to fix the problem so as marketers we have to be producing content that speaks to issue resolution content like webinars case studies and podcasts and by producing this middle of the funnel content we help further educate prospects on potential solutions then finally the last stage of the buyers journey is the decision stage at this point in the buying cycle the prospect clear will clearly understand all all aspects of the problems excuse me so they'll understand all aspects of the problems and potential solutions for helping them resolve their problem it's the decision stage where the prospect makes a determination on the right vendor to help them solve their problem in this phase we need to be producing content that speaks to the differentiating factors that make their organization unique so what makes your organization unique those are the kinds of materials that they need your that you need her so that's content like vendor comparison guides feature differentiator sheets and kind of more granular product literature with a lot of details on exact functionality this is the content of all posterior product or service against competitors and should also include materials that are focused on hands-on proof like free trials or demos or incentives to purchase so that was old so that was a lot of talking about you know everything that is involved with prospect nurture and lead nurturing prospect but how can CRM help so now we're going to turn to our expert Miriam for the answers so I'll pass control over to her thanks Brian there you go perfect so like I said we've done a lot of talking about what all this stuff is so now how can see are in help there's a few ways that serum can help with lead nurturing prospect engagement one of the things we're Sierra can help is through better targeting of customers or prospects so Miriam can you kind of show us how you know CRM can help help us target customers and prospects yeah so serum can help in several different ways there are short ways to get in touch with our part leads and prospects there are also longer ways that we can accomplish that and let's just take a look at something this idea called quick campaigns which we can perform inside of the system and you can do create these quick campaigns generally using advanced fine so I find that this is the easiest way to perform a quick campaign and its really how do i create my target Lists create this target list and then contact the folks in the list and so let's say I just want to contact my active accounts or the leads in the system then I would create that target list directly from here we'll just create a quick list of active accounts and then I can perform an action against the list so now that I have this list of all these accounts here 27 of them I can then collaborate and contact those folks using a quick campaign if you look here it says create a quick campaign to perform an activity on the selected records and the quick campaign creates a single activity such as an email blast for distribution and so this is really what you'd use in this situation where you know you don't want to set up on entire marketing campaign with lots of steps in it you just want to simply target this audience send them a quick email message let them know perhaps about product that you're launching or you know once you've uploaded a list of leads to the system you might want to contact the folks that were in that list and start your efforts like that and so this is a really easy way to accomplish that kind of contact so once you of course you can blast out directly from here and then those messages are recorded in the system you can also go the longer out so you could also just go to the marketing section of the system and create a more robust campaign to target folks with and you can see there's a lot of sample data in here for example charity event or event campaign direct marketing etc then lastly let's just go to take a look at our once a sales opportunities so things that you're working on in the system these potential sales that you're hoping to close you can also send direct mail from list so you're looking at the list of open opportunity I have selected certain opportunities here and you can see I have an option at the top to send direct mail so there are different ways to accomplish the contact that you're making with you know whatever it is a lead or an account in the system that could be that warmer prospect that you were talking about in that funnel throughout different ways and really it just depends on what you're trying to accomplish and how quickly you're trying to accomplish that task cool so I don't one of the challenges of marketing is that there's a lot of repetitive tasks that need to be done and these are usually you know tacit important but not necessarily they don't necessarily have a high ROI like creating new content how can serum kind of help take the repetitive tasks out of a marketers hands so you can use processes in the system which are automated workflows and so it will just go to that section real quick under the process center you can set up processes that take care of repetitive tasks so let's say you send an email out every time you add lead to the system or perhaps it is information that gets automatically create a task is automatically created for particular item so let's say we take an account we make them a prospect maybe there's a task that gets created where the sales person needs to follow up with that prospect within X number of days and so you can have the system automate those processes for you in order to make the system more efficient and effective for you without creating or repetitively putting those those things in or performing those actions that actually occur right on right on schedule you can see here I have got automatic email for price but prospects it's a welcome email workflow that's set up in here it uses a template it sends the email out to the prospect do your first name and then the content of the email and then the signature at the bottom coming from the sales manager or the owner of that record in the system and so all that it's nicely fleshed out here and though so those things can automatically happen in the background without thinking about it yeah that automatic email would that would really enhance the customer experience too so you know they they buy something they become a customer for the first time they get this nice welcome email it's just a nice touch pad as well I like that exactly so you know what with a lot of campaigns we do we might do a direct mail piece we might do an email piece it might be followed up with a phone call it might be multiple emails can you show me a little bit like how serum can help me with that yeah so you could set up a full-blown campaign effort and so in the system you can go into let's just go into one of these campaigns here you can set up a blown campaign that has multiple steps within it and you can see there's a lot of information about the campaign's you can put a estimated revenue you can put your budget in when it starts when it ends and the different items that are in that campaign so you might have an email go out on you know the first of the month and then another step of the campaign is five days later sent the following a sec you know secondary email that goes out after that and so there can be a lot of steps inside of the campaign and so I would use a full complaint campaign for something like that where there's a quick marketing effort we want to use those quick campaigns when it's multiple steps or a lot of actions being performed you want to use a full campaign in the system cool cool very good so you know I know the boss is always trying to figure out what marketing is doing how can serum help improve the visibility just across you know the entire enterprise entire company so with performing all these actions inside of CRM and not going to an outside or external system we're recording all these activities against the records inside of CRM and so what I mean by that is if we send an email out to somebody that emails then recorded against that contact or the account record inside the system and so that provides full visibility for let's say management like you're asking about where if I pull up an account or contact or any kind of record anything associated with that record is invisible to me of course provided the user has security to see those records I can also take all the information in the system and create let's say a special dashboard for management or just go down to dashboards here and so the idea of dashboards is to put information that really maybe belongs on a rapport or inside of various parts of the system on a single page so that users don't need to click around or look for the information or find you know search for the information that they want to see you can put that all that information on let's say a management dashboard where we have here our marketing efforts these are the blasts that just went out if you'd see the list of the recipients and another set another part of the dashboard you might want to have all the prospects that are currently being worked on in the system etc and so you have all the information in a single place and of course you can set up reports as well that are specifically great to to cater to management where they see information what the users are actually doing in the system to promote sales and work from prospect to account and then also the actual activities being performed inside of marketing campaign so there are a lot of possibilities there cool so we've had some some questions come in all we've been talking so I'm going to go ahead and take back control oh okay go back to the my screen here there we go so like I said we've already had some questions come in but if you have any questions now go ahead and please type them into the question box and the GoToWebinar control panel and we will just answer those as they come in one that came in earlier while you're presenting their set up I have a question related to lead management is there security around leads of course so just like their security on other entities in the system like accounts or contacts or opportunities leads also have security associated with them and so you want to make sure that you set up a security profile that properly sets the access to leads that you want for your company let's say sales people should only be able to see or work on their own leads you would then set up that security profile appropriately to fit that security model but i would actually map it out first before setting up the security profile and make sure it's what you want perhaps even assign it to yourself or to a user and login as them and make sure that it's performing as behaving as you expected to yeah and just edit that we did do a recent webinar about security and you can find that on qantas erm comms / events it's in the past events section so there's a whole webinar just on security and I think that's gonna answer all the questions another question that came in I'm concerned about being blacklisted from email campaigns I think he meant I'm concerned about being blacklisted because of his email campaigns this dynamic serum integrate with any third party email solutions it does so it actually integrates with a lot of a lot of solutions and if you look out on the web you'll find that there are a lot of integrations out there and notably the larger ones that you might have heard of like MailChimp or constant contact are also integrated so you can use those third-party applications of course you're going to pay the service fees for those are the subscription models for those but that would then immigrated and make more of a seamless integration with the system and of course that goes out from their servers technically so you should really not have to worry about being blacklisted if you're using third-party integrations okay thanks another question can we prevent our salespeople from sending out unauthorized emails to our entire database that is a really good question and the answer is yes you can turn off in the security profiles the ability to send out bulk messages so you just want to make sure that you turn off that feature under the security profile and then the users would not be able to send out let's say a blast to hundreds of recipients they could still send out a single email but they would be blocked or essentially stopped from sending an email out to a large group or group of individuals or accounts catch on and that oh no there's another question we do a lot of trade shows is there a way to import lead lists from trade shows yes absolutely you can actually check out our past lunch and learn on this same topic which is importing data just go to ford / events and you'll find that there but yes you can certainly import lead a tree to list or lead lists from a spreadsheet and make sure that you clean up that spreadsheet beforehand or make sure there isn't any information you don't want uploaded and then you're going to go through the import process in either map the columns or use the download the import template that you can download and fill that data in like that but of course you can pull a large listen spreadsheets great and can you be had one more let me pull it up sorry okay when looking at a lead is there a way to see which mailers were Center which emails were sent and when they were sent how do we track this so when you pull up a lead just like when you pull up an opportunity and account a contact in the system you have that activity section and inside the activity section you're going to see like emails or other activities associated with that particular so you'll see that information there whatever was sent to them or whatever kind of records are associated with the lead would then be listed there and for for the visibility of the users so that's going to show up just like you have a salesperson log to call it's just going to show up in the same place exactly okay great all right i canna wait for a second i don't see any more questions right now so i'm gonna go ahead and wrap up just in interest of time if any questions come in after the webinar of course we'll get back to you personally so feel free to type although I don't think anyone's typing anything right now so we'll go ahead wrap up all right I'd like to thank everyone for attending today it's been really fun webinar I know your time is valuable so if you found this information we presented today valuable as well oh you hope you did if you have any questions that come up after we enter into the presentation please feel free to reach out to us at eight for 42 44 6310 we would love to hear from you begin today's presentation was recorded and will be posted to qantas crm calm / events later today so if you missed some details or if you know someone you think might benefit from the presentation you can find the recorded webinar there and don't forget for attending today's webinar you qualify for our special offer if you are a current on track subscriber and you act by December 30th then you can receive a three-step marketing campaign setup and configuration session for seven hundred fifty dollars that's a three hundred dollar savings offer normal 1050 price and again to receive the 300 ollar savings all you have to do is mention this webinar and use the promo code three steps to success when you're scheduling again like thank everyone for attending and wish you all a fantastic day [Music]