Buliding a Case for Lead Nurturing

Building the case for automated lead nurturing

A joint Arketi/Pardot webinar

Webinar Participants

Adam Blitzer COO,Pardot

Micky Long VP, Arketi Group

Laurie Douglas Director of Marketing, A.D.A.M. Inc.

Ted McDermott VP of Business Development, Datasync

Automated lead nurturing – why it matters

intended to buy

67%23%

bought the product


Average sales cycle has become

22%

longer

decision makers

3more


Lead nurturing is in place in only

10% - 20%

of B2B firms.


Leading reason for not using lead management

is difficulty building a business case.

Automated lead nurturing – What to expect

50% more sales-ready

leads

33%lower cost per lead


Nurtured leads produce a20%increase


Best in Class improved lead to sales conversion of

23%

Automated lead nurturing – Why we’re here

80%of users would better prepare by building proper processes and content

Automated lead nurturing – Why we’re here

of Best in Class

worked collaboratively

between Marketing and

Sales

78%

Marketing PerspectiveLaurie DouglasDirector of Marketing

A.D.A.M. Inc.

Automated Lead Nurturing Drivers - Marketing

Long sales cycles – 6-18 mos.

Better management of leads

Small marketing department – department of 1

Lean sales team

How business case was built

No brainer once Sales saw the tool

Automated emails

Web activity tracking

Lead scoring

Much more visibility into our leads

Selection considerations

Matched Functionality

Ease of use

Cost

Post-implementation thoughts/suggestions

Clean up your database as much as possible upfront

Make sure you have content

Do the upfront work of setting up the scoring

Sales PerspectiveTed McDermottVP of Business Development

Datasync

Automated Lead Nurturing – Sales Perspective

Quality Leads

Creates Sales Efficiency

Lead Knowledge

Lead flow on your website

What email messages work

Questions?

Micky [email protected]

Contact Information:

Adam [email protected]