According to a recent DemandGen Report, B2B marketers who have successfully deployed lead nurturing programs "found dramatic improvements to key conversion stages in the sales process." And these marketers showed an "average 20% increase in sales opportunities from nurtured leads."
Learn how LeadLife client RunE2E successfully implemented a lead nurturing strategy to increase their pipeline and sales effectiveness.
3. Topics
1. LeadLife Overview
2. RunE2E Case Study
3. Audience Q & A
Please submit your questions by typing them
into the Go-to-Webinar “Questions” box
Webinar recording will be emailed to all
attendees and registrants
9. Case Study:
How RunE2E Increased Their Sales Pipeline
by 20% with Lead Nurturing
Alex Gramling, CMO, RunE2E
10. About RunE2E
RunE2E is an integrated IT consulting, workforce and technology solutions company. SAP
and AWS reseller/partner. Subsidiary mobile app development company at RunMobile.
Areas of focus: BI, CRM, Mobility and Cloud.
11. Business Case
RunE2E Marketing Objectives and Goals
Grow pipeline by 20%
Increase quality of leads
Reduce lead to sale time
Improve consistency and frequency of prospect
nurturing
12. Why LeadLife?
Were using email marketing, but
needed nurturing:
Inform
Lead Management
Convert Educate
List Management & Segmentation
Nurture Triggers
Real-time Sales Alerts
Validate Involve
Needed to track back-end metrics
Qualitative Reporting
Campaign by Campaign
13. The LeadLife Process
LeadLife assigned RunE2E a
Content Marketing Strategist
Conducted Discovery Call & Analysis
Created a Lead Management Plan
Identified Target Audience & Persona’s
Mapped content to target “need”
Implemented “best practices”
Trained staff on the technology
Provide continuous support
14. ROI Example: Nurturing Campaign
Campaign Offer: Discount on RunE2E’s SAP/AWS Cloud
Consulting Services
List of 1800 contacts was segmented based on persona and interest
Nurturing campaign consisted of 3 emails (1 email/week for 3 weeks)
Each email came from the dedicated sales rep to personalize the
message
Email content created a need to make the audience aware of the
costs of not moving to the cloud
Content established credibility for RunE2E
Emails were brief with link to a landing page that included:
Sign-Up form for a Needs Assessment
Offer Details
Benefits of SAP/AWS and RunE2E’s Consulting Services
Links to Case Study and Webinar
16. Campaign Plan
Marketing-to-Sales Process
Triggers were set for Sales Rep Alert (emails) based on
following behaviors:
Clicks on an email
Completion of the “Needs Assessment Sign-up Form”
Sales was to call within 15 minutes of receiving the alert
360 feedback loop set up between sales & marketing to
determine results and make adjustments to campaigns
17. Campaign Metrics
Marketing-to-Sales Metrics
Email Metrics
Open rate: 13.63% (avg. B2B industry is 12%)
Click-thru Rate (CTR): 2.21% (avg. B2B industry is 2%)
Sales Conversion Rate
33% (3 Needs Assessments scheduled)
Campaign ROI
Within days of execution – RunE2E closed a five figure
consulting engagement with large pharma company
18. Overall LeadLife Results
Executed twelve nurturing campaigns since January 2012
Increased pipeline by 20% with addition of nurturing
Reduced avg. time to sale
Improved quality of leads for better conversion
Increased transparency / communications between sales
and marketing
Welcome to today’s webinar – How RunE2E Increased It’s Sales Pipeline by 20% with Lead Nurturing
LeadLife is a one-stop shop providing marketing automation technology with content marketing strategists that work with our customers to drive more qualified leads into their organization.With 60% of the buyer’s decision process occurring without the involvement of a sales rep from the vendor/supplier, its now up to us (marketers) to engage those buyers digitally. LeadLife provides the technology and services to do just that. We don’t expect our customers to have all the resources and expertise to do this themselves, that’s why we assign a content marketing strategist to each customer to get them going quickly and provide a ROI.
Our customers have told us how easy to use our product is… simple yet not simplistic, LeadLife designed its system for marketers, not technologist with a visual drag and drop campaign builder. Our system comes out of the box with campaign templates, email and landing page templates and rule templates for scoring and more. Everything you need is available out of the box to get you started.And of course, you need to distribute and track the effectiveness of content distribution through social media as well and LeadLife provides that too.
Our customers have told us how easy to use our product is… simple yet not simplistic, LeadLife designed its system for marketers, not technologist with a visual drag and drop campaign builder. Our system comes out of the box with campaign templates, email and landing page templates and rule templates for scoring and more. Everything you need is available out of the box to get you started.And of course, you need to distribute and track the effectiveness of content distribution through social media as well and LeadLife provides that too.
And as I mentioned earlier, LeadLife has a number of service packages available to purchase. From content creation packages to Marketing strategy packages such as lead nurturing strategy, LeadLife can help any organization get a jump start on their project.And now its time to learn more about how RunE2E increased their sales pipeline by 20%.