Silverpop B2B Engage® Lead Nurturing

Background  

Demand generation is defined as the set of integrated activities of sales and marketing that produce quality leads at the top of the funnel PLUS the integrated activities of sales and marketing that then pull opportunities through the sales funnel more quickly.  The key outcomes for any effective Demand Generation program include:                     

• Higher quality leads
• Improved lead-to-opportunity conversion ratio
• Improved opportunity-to-close conversion ratio
• Opportunities moved through the sales funnel faster and more efficiently
• Higher revenue
• More revenue per deal
• More sales process predictability
• Net new business created
• Up-sells existing clients

Approach  

To accomplish these ambitious goals, demand generation marketers understand that they need to put in place Lead Nurturing programs that work 24 hours a day to engage prospects.  These programs help to virtually connect with prospects and bring them closer to making the decision to buy your solution.  The Pedowitz Group offers this one-day workshop, which covers:  

• Learning whom to target with Lead Nurturing programs

• Learning about various approaches that can be used, and some of the more popular types of Lead Nurturing programs

• Leveraging segmentation, personalization and relevancy concepts to optimize your Lead Nurturing efforts

• Identifying areas to automate Lead Nurturing

• Learning how to map nurturing content to buyer segments (based on persona and/or activity)

• Exploring examples of multi-channel and e-mail marketing Lead Nurturing programs