|
|
Like this article? PLEASE +1 it! |  |
|
The importance of story-telling in lead nurturing
| Guest post by: Jeff Ogden |
Article Overview: Lead nurturing is the process of sharing valuable content (valuable to the recipient, not you) till the prospect is ready to buy. But sharing random content does not work. Use a story - as it engages the mind.
 |
Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden |
The importance of story-telling in lead nurturing
by Jeff Ogden, President of Find New Customers, whom many consider to be a top expert in lead nurturing.
If you listened to the VP of Marketing at Marketo, Jon Miller, discuss lead nurturing my recent podcast, (to subscribe to these podcasts for free, go to the iTunes store and search"demand generation.") you heard why it is so important.
The fact is that many businesses are potential customers that are not ready to buy today, but may buy in the future. Unless you find a way to connect and build trust over time until they are ready to buy, these prospective customers can be lost forever.
From Marketo, here are the benefits of lead nurturing:
- Fewer marketing-generated leads ignored by sales (from 80% to as low as 25%)
- 150% increase in contact-to-lead conversion rate
- 2-3x lift in conversion rates on raw leads to qualified opportunities
- 20% more sales opportunities
- 225% increase in volume of prospects that convert to sales opportunities
- 7% points higher win rates on marketing-generated leads
- 6% points lower rate of "no decisions"
- 2x increase in bid-win ration
- 47% higher average order values
In this article, I explore how businesses should talk to prospective customers, especially highlighting the importance of good stories.
Look at the girl reading a book. Could she be engrossed in product specs and speeds and feeds? How about our world-class whatchamacallit? No, she's reading a story that captures her imagination. That's what your marketing team needs to do.
The first rule every marketing must embrace when they look at lead nurturing programs is this:
Companies don't buy. People do.
Since we're speaking to people rather than companies, one must engage on an emotional level. You need to build trust and confidence in your company and the very best way to connect in this manner is through the use of stories. People react to stories on an emotional level and t
rust the companies they connect with.
Think of some companies you respect today: perhaps Apple, BMW, Southwest Airline, and Singapore Air. In each case, do you think of the technicalies of the products? Or do you think of innovative designs, a driver's car, friendly service and pure elegance? Those are companies that built a brand by telling stories.
There are no hard and fast rules for story-telling. Don't take yourself too seriously. Be patient and gentle. Don't overdo it. Think outside the box. Don't be afraid.
I cannot tell you what to write in your story. But here's a link to a great e-book by my client/partner on Telling Your Brand Story to Grow Sales. In fact, maybe you need to recruit differently or outsource it -- check out my partner. But think of how you can engage your prospective buyers with stories and you'll prosper.
3 Reasons You Should Outsource Lead Nurturing and Scoring
How to avoid the 7 deadly sins of business storytelling
50% More Sales-Ready Leads at 33% Lower Cost Per Lead - the Power of Lead Nurturing
What is Lead Nurturing?
QA with a Story Guru Jon Hansen A Storied Career Interview
Lead Nurturing Overview
The Art of Storytelling
2011 in Review for Mad Marketing TV
Story-telling in lead nurturing - the power to engage
Its 6 AM and I Cant Stop Reading
Align Sales & Marketing with Lead Nurturing
Best Storytelling Tips for Marketing Presentations
How to Improve Lead Nurturing using the LSL Model
Lead Generation Best Practices: Dedicate Qualifying Resources
Medium Sized companies struggle with B2B demand generation too
The Power Of Telling Your Story
Could You Be The World's Best Visual Storyteller?
Filling the Gap Between Generation and Conversion
4 Great “Cheat Sheets” on B2B demand generation from Find New Customers – no registration needed
How Execs Gain Competitive Advantage With Storytelling
Article Tags: b2b demand generation, b2b lead generation, b2b lead generation strategies, btob lead generation, find new customers, lead generating, lead generation, lead generation companies, sales lead generation
|
About the Author: Jeff Ogden RSS for Jeff's articles - Visit Jeff's website With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help. We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today. Click here to visit Jeff's website   How to Find New Customers Definitive Guide Making Quota 7 Keys to B2B Marketing Succes 7 Keys to Lead Nurturing |
Related Forum Posts
Re: What is your EVE Ratio?
- Hi GT,
Thank you for posting this. Like Michelle, the hard part is applying everything.
I admit that mine is balanced, with entertainment on the lead, but with a very small lead. I was on a lecture last week, and one of the teachers said: it not the amount of knowledge you have, it's how you use it every day.
So true.
Re: Kevin's Case Study #6 - Marketing an information resource?
- Hey Sebastian,
Congrats are starting to think beyond whats currently being done. My question is why do you want to get away from lead generation if that is where you make your money. What if you just because THE SOURCE for lead generation and high value content/information? Then you'd get more business because franchisors would HAVE to be listed with you....
J
My success this week
- Congrats Jen, a New house is exciting - I know how you feel. I waited 3 years for my place to get built and now living in it is amazing.
Success this week...
I sent out three birthday cards to business owners last week and I received calls of Thanks which lead to a conversation of what I do and then lead to 9 new referrals for me to followup with.
Re: Seven Marketing Strategies To Attract The Affluent Buyer
- I might run an ad through some sort of magazine catering to this demographic THEN turn the people to web.
For example, I would do some type of lead generating activity, using specific domain, website (so I can track it) then load the leads into auto responder series. If I generate a lead, I'd know it came from that source because I traced it.
It'd also depend on my goal - what would I do with it? Would I want to build opt-in list? Would I want to sell something immediately?
Re: Kevin's Case Study #6 - Marketing an information resource?
- [quote="Evan":3ndb7usp]Hi Sebastien,
I'm wondering about two things:
1) What is your current revenue model?
2) Why would franchise owners choose to sign up with you over the lead generation companies? Is there some kind of quality control certification that you could award them to say that they are a World Franchising certified franchise? I'm not clear on what benefits a company seeking to franchise would really get from your site beyond the lead generation component.[/quote:3ndb7usp]
Hello Evan,
1. We currently make money from what you may call lead generation. Franchisors pay us a fee to be on our websites and in our top seller franchise guides. We also generate money from other avenue; mostly by selling hard-to-get information about franchising (UFOCs, etc...)
2. That's exactly what I'm trying to answer.... I want to get away from the lead generation perception. I want to be seen as a good information resource, which we are. I have started to take the association angle and I am now looking to provide great benefits to our Members (used to be called clients). I think I'm on the right way. I made a lot of progress the last couple days.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Featured Article
Franchise Clique, Industry Leader, is Signing New Business Every Day
by: Sarah Snyder, Franchise Opportunities
by: Sarah Snyder, Franchise Opportunities
How To Use Carbon Copy Pro As A Strategic Tool For Your Business
Best Automated Forex Trading Strategy
Build Your List with Joint Venture Giveaway Events
May 2012 Top 100 Social Media Experts to Follow on Twitter
What to measure to be phenomenally successful in business
Newsletter
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Popular Articles
The Death of the Sales Magazine
Ready for a Fresh Image?
Emotional Intelligence in Business
The Death of the Sales Magazine
Ready for a Fresh Image?
Emotional Intelligence in Business
Suggestions
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.