How to Design Lead-Nurturing Programs

A Marketing Expert Reveals Secrets to
Help Salespeople Sell More Now

Often, B2B salespeople become involved only after their prospects have made a long and frustrating journey:

• Those prospects may have endured branding campaigns, trade shows, and advertising that didn’t answer their questions or solve their problems.
• Assuming they found your company’s website in the first place, they likely didn’t see what they were looking for, and looked elsewhere.
• Opting-in or calling your company may have been unrewarding (perhaps that’s why so many are never heard from again?)
• Once connected with a salesperson, they knew they were in for a sales pitch, especially if they were not ready to buy …

You may have had this experience too, whether buying insurance, a car, siding for your house, or something else. Everyone knows how wasteful and frustrating it is.

Yet few people working for B2B companies have a clue how to make their own prospect’s buying experience more enjoyable.

Typically, companies continue selling the way they always have.

Even the Internet, which was somehow supposed to make everything more efficient and measurable, hasn’t improved things much.

Instead, it is now harder to get a prospect’s attention as they search the overwhelming amount of information available online.

Yet, you can get your prospect’s attention and improve their experience by following one simple principle:

Match Your Selling to How Your Customers Buy

Delivering the right content to the right prospect at the right time establishes a relationship, builds interest, and can even create loyalty. Most importantly, it increases the quality of prospects fed to the salespeople, which increases their performance dramatically.

Savvy salespeople know that building relationships with people before they are ready to buy increases their success.

Marketers can generate this advantage across an entire sales force, if they know how.

On October 8, 2009, Michael Webb and Ardath Albee, the famous B2B Marketing blogger and author of “eMarketing Strategies for the Complex Sale” (see bio below),  will present a fascinating webinar on this exact topic:

How to Design Nurturing Programs

A Marketing Expert Reveals Secrets to
Help Salespeople Sell More Now

Many marketers already know the potential lead nurturing has for increasing the quality of sales leads. Yet, building the level of engagement necessary is easier said than done.

This webinar will answer questions such as:

• How can we create enough content with limited resources?
• How do we structure a nurturing program that builds pipeline momentum?
• What can we learn from the content leads read?
• How do we determine a lead’s engagement level?
• What measurements will help us consistently create the best outcomes?

The webinar will be a spirited discussion between two seasoned executives turned consultants with experience in hundreds of companies and dozens of industries. Don’t miss the valuable and unique insights you’ll hear about in this webinar.

Here’s what other attendees have said about SPIF! Webinars:

“It provided me with more robust tools to begin to shape out a project I have been working on in improving our sales approach overall.”
Ruthann, Corporate Executive, Missouri

“You get beyond the conceptual and get to REAL documents and steps that you use. I have designed a couple of sales processes and am currently tweaking my own process for finding, winning, and keeping customers for my consulting biz.”
Mike, Consultant, Iowa

“As usual, Michael, you got right to the heart of the matter and the difficulties that the sales function is faced with. Excellent.”
Andrew Wilcock, Cranfield University

“Your webinar gave me a strategy for testing out a nurturing campaign in my organization.
I liked the dialogue format – kept me engaged the entire hour.”
Mary Lou Joseph, Verint

You’ll receive immediately actionable information that will change the way you manage your organization. Registered participants who complete the workshop evaluation will receive a pdf file of the presentation slides and a recording of the event, in addition to special offers on information products that can improve the productivity of your sales and marketing organization.

The content in these calls is also excellent for anyone who is analyzing their sales process/organization to determine what kind of outside help might be needed.

Ardath Albee has a brilliant reputation as a marketer who “gets” B2B selling in the age of the Internet. Her new book, "eMarketing Strategies for the Complex Sale" is being published by McGraw Hill this month. Before founding her consulting firm, Marketing Interactions (www.marketinginteractions.com), Arath raced Arabian Quarter horses, owned a bookkeeping company, purchased cloth for a men’s clothing manufacturer, ran two hotels and a country club in Rancho Mirage, California, as well as leading an Internet technology startup in Minnesota. She has a B.A., in English literature from San Francisco State University, and is an avid romance writer."

I’m Michael Webb, and I'm the author of "Sales and Marketing the Six Sigma Way" (Kaplan, 2006). My team and I have helped dozens of companies in North America sell more of the right customers at higher margins and lower costs by applying the concepts of lean and six sigma to their sales and marketing departments: large companies, like Thermo Fischer Scientific, medium-sized companies, like MAQUET, and a variety of smaller companies as well.