Steer your Business to Profitability- So you've been doing all the right things for active lead generation from creating exciting content and intuitive designs, to a solid database with C-level contacts. And yet, the leads are not pouring in. Chances are you've not mapped your Lead Nurturing programs to individual stages in the sales cycle. When your leads are not rushed through the buying process, and receive content that is relevant to their level of interest, they are more likely to turn into customers. Key Takeaways: -Lead Nurturing necessities -DROP: Organizing and setting up your campaign -Creating and launching a Lead Nurturing workflow -Best practices of building a Lead Nurturing program About the Speaker: Eric Albertson is the Founder and President of Albertson Performance Group Inc. (APG) and co-author of the book, “The Leader’s Guide to Marketing Automation” and “Marketing by the Numbers”. Eric has been a marketing and sales executive mentor for companies for over 30 years. He has consulted with companies like Dell, Microsoft, EMC, Compaq, HP, Intel, Toshiba and American Express. His company has also helped many small companies to achieve significant growth and profitability in both the short and long term.

1. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
• Option 0.2
Put Your Lead Nurturing on Steroids
Hashtag: #LeadNurturing
1

2. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Housekeeping
Unmute computer speakers
Slides and recording distributed via email afterwards
Submit questions via the Q&A panel through Go-to-Webinar
Hashtag: #LeadNurturing
2

3. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
About the Presenter
Founder & President of Albertson Performance Group Inc.
(APG)
Co-authored the book “The Leader’s Guide to Marketing
Automation” and “Marketing by the Numbers”
Marketing and Sales mentor for over 30 years
Breakthrough: Buying Process & Easy
Eric Albertson
Author & President, APG
Buying Process Consultants
3

4. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
About Regalix
 An award-winning Global Co - Innovation company that
leverages technology and marketing to help companies grow.
 Forefront of Innovation
o Digital Marketing Services
o Technology Enabled Services
o Regalix Labs
 Multi-disciplinary Leadership Team & Strong Advisory Board,
175+ Team
 Fortune 500 and Venture Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 2 Offices
 Industry Recognition
4

5. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Free Downloads
Eric Albertson
Author & President, APG Buying Process Consultants
http://www.buyingprocess.com/resources/
5

6. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Lead Nurture Necessities
Organizing Your Campaign
Nurture Workflow
Best Practices
6

7. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Overview
7

8. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Overview
8

9. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Overview
9

10. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
10

11. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Necessity #1
11

12. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Necessity #2
12

13. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Rank Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
1
2
3
4
5
6
Necessity #3
13

14. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Necessity #4
14

15. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Necessity #5
15

16. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Organizing Your Campaign
• Content
• Messages
• Landing Pages
16

17. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Organizing Your Campaign
• Hi cost
• High risk
• Slow payback and ROI
• Complex
• Many decision makers
• Mission critical
• Impacts standards
• Significant change
• Multiple vendors
• No proof
• Complexity
17

18. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Buying Process:
• Content Sequence
• Resource Center
• Blog
Organizing Your Campaign
18

19. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Outbound Email
PPC
Organizing Your Campaign
19

20. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
AutomatedNurturingSequenced
Awareness Offer
Consideration Offer
Consideration Offer
Day 11
No
Email
Opened
within
3 days
YES:
Send After 3 Days
Action
Taken
Within
10 Days
Email
Opened
within
3 days
YES:
Send On Action
Email
Opened
within 3
days
YES:
Send After 3 Days
Consideration Offer
No
Action
Taken
Within
10 Days
YES:
Send On Action
No Transaction Offer
Email
Opened
within 3
days
YES:
Send After 3 Days
No
Action
Taken
Within
10 Days
No
No
YES:
Send On Action
No
Transaction Offer
Day 31
Email
Opened
within 3 days
Consideration Offer
Day 21
No
Second Offer will require Click
through rather than just open to
remain in the automated track
Third offer will require Clicking
Through to a Landing Page
Fourth offer will require form
submission to include Name, Email,
Job Role, Job Level
Creating a Nurture
Workflow
20

21. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Name
Email
CLICK
CLICK
Name
Email
CLICK
Name
Email
Name
Email
State
Company
Cur. Method
Gal/Min Flush
#Flush/day
Products
CLICK
Name
Email
NO
NO
NO
NO
Creating a Nurture
Workflow
21

22. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Reduce
Product
Waste? CLICK
CLICK
NO FILL FORMLP10
NO FILL FORMLP10
NO FILL FORMLP10
Name
Email
State
Company
Cur. Method
Gal/Min Flush
#Flush/day
Products
22

23. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
How to
Reduce
CIP
Expense
CLICK
CLICK
NO FILL FORMLP10
CLICK
NO FILL FORMLP10
NO FILL FORMLP10
Name
Email
State
Company
Cur. Method
Gal/Min Flush
#Flush/day
Products
23

24. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
How to
Minimize
Waste
Water
Expense
CLICK
CLICK
NO FILL FORMLP10
CLICK
NO FILL FORMLP10
NO FILL FORMLP10
Name
Email
State
Company
Cur. Method
Gal/Min Flush
#Flush/day
Products
24

25. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Is theITM-3 Right
for Me? CLICK
CLICK
CLICK
Name
Email
State
Company
Cur. Method
Gal/Min Flush
#Flush/day
Products
25

26. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
26

27. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Best Practice: Voice of Customer
27

28. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Rank Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
1
2
3
4
5
6
Best Practice: Value Proposition
28

29. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
• Content
• Messages
• Landing Pages
Best Practice: Buying Process Content/Messaging
29

30. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
QUESTIONS?
WWW.BUYINGPROCESS.COM | ERIC@BUYINGPROCESS.COM |503-635-2319
30

31. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
APPENDIX
31

32. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Lead Nurture Necessities
• Traffic from Ideal Prospects
– Inbound
– Outbound
• Right Content – Buying Process Questions
• Enough Content – Scrutiny Level
• Alignment
– Speed of Customer (what they want when)
– Sales
• Easy
– Remove every roadblock possible
32

33. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Organizing Your Campaign
• Buying Process
– Content
• Messages
– Website
• Sequence & Resource Center
– Blog
– Outbound Offers & Messages
• Gradual Ramp - Testing
33

34. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Creating a Nurture Workflow
• Prospect’s Buying Process Perspective
• Scrutiny Level
• Decision Making Team’s Perspective
• Speed
• Easy
34

35. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Best Practices
• Research
• Value Proposition
• Buying Process
35

36. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
Get in Touch
 If you have any questions about this webinar please feel free to get in touch with
us at marketing@regalix-inc.com
 For more information on Regalix visit: www.regalix.com
 For more information on Eric Albertson visit: www.buyingprocess.com
36

37. © 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
 Do join us for our next webinar titled, “Marketing Analytics: How, Why and When”
on Tuesday, July 29, 2014, 1:00PM ET/10:00AM PT
 Speaker
Stephan Sorger, Vice-President – On Demand Advisors, Author & Speaker
 Visit our page http://bit.ly/1fFhmeb to read more on Marketing Automation
37