The art of keeping in touch

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Michael Trow

What we are talking about
“Marketing is every bit of contact your company
has with anyone in the outside world”

-Jay Conrad Levinson

Raising Awareness

Generating Demand

Marketing is an ART

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

What we are talking about
What it is – Lead Nurturing & Management

Why it is important

Where it fits in strategically

How to create a plan

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

Lead Nurturing & Management
Lead Management -
The process and system for managing a prospective/existing customer through each
stage of the sales cycle

Lead Nurturing -

The process of nurturing leads (developing relationships) until they are ready to buy

A systematic process that is not a sales conversation

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

Why are we talking about it?
We live in an information society riddled with
competitor attack

Most businesses either:
1. Bombard targets with too much information
2. Make too many sales offers
3. Rarely/never make contact at all

Be Different!

Nurtured leads produce, on average, a 20%
increase in sales opportunities versus
non-nurtured leads. (Source: DemandGen
Report)

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

The Strategy
New York Times Best Selling author of 4 books

Empowers people to think bigger about who
they are and what they offer the world

Philosophical principals

Practical approach to marketing

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

The Strategy
“Keeping In Touch is arguably the most important aspect of your
marketing strategy” – Michael Port

Direct Outreach

Core Networking

Elements Referrals

Keeping In Touch

Supporting Everything Else To…

Activity Help You Reach Your Goals

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

The Context
Who

What

How

When

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

Let’s Make It Happen!
1. Choose Your Content - Think about being R.I.T.E

Build Relationships & Establish Yourself As An Expert

2. Choose Your Format

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

Continued
3. Choose Your Frequency

22% of B2B organizations touch leads with lead nurturing on
a weekly basis. (Source: MarketingSherpa)

Your striving to be front of mind and anticipated

Be consistent

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

Visit – www.michaeltrow.com/kit.html

info@michaeltrow.com

(850) 391 1489

Twitter - @mike_trow

www.michaeltrow.com

Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

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The art of keeping in touch

1. Presented By Michael Trow Michael Trow Enterprises LLC www.michaeltrow.com Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

2. What we are talking about “Marketing is every bit of contact your company has with anyone in the outside world” -Jay Conrad Levinson Raising Awareness Generating Demand Marketing is an ART Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

3. What we are talking about What it is – Lead Nurturing & Management Why it is important Where it fits in strategically How to create a plan Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

4. Lead Nurturing & Management Lead Management - The process and system for managing a prospective/existing customer through each stage of the sales cycle Lead Nurturing - The process of nurturing leads (developing relationships) until they are ready to buy A systematic process that is not a sales conversation Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

5. Why are we talking about it? We live in an information society riddled with competitor attack Most businesses either: 1. Bombard targets with too much information 2. Make too many sales offers 3. Rarely/never make contact at all Be Different! Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

6. The Strategy New York Times Best Selling author of 4 books Empowers people to think bigger about who they are and what they offer the world Philosophical principals Practical approach to marketing Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

7. The Strategy “Keeping In Touch is arguably the most important aspect of your marketing strategy” – Michael Port Direct Outreach Core Networking Elements Referrals Keeping In Touch Supporting Everything Else To… Activity Help You Reach Your Goals Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

8. The Context Who What How When Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

9. Let’s Make It Happen! 1. Choose Your Content - Think about being R.I.T.E Build Relationships & Establish Yourself As An Expert 2. Choose Your Format Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

10. Continued 3. Choose Your Frequency 22% of B2B organizations touch leads with lead nurturing on a weekly basis. (Source: MarketingSherpa) Your striving to be front of mind and anticipated Be consistent Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

11. Visit – www.michaeltrow.com/kit.html info@michaeltrow.com (850) 391 1489 Twitter - @mike_trow www.michaeltrow.com Copyright @ 2012 Michael Trow Enterprises LLC - info@michaeltrow.com +1 (850) 391 1489 www.michaeltrow.com

The art of keeping in touch

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