Most services firms want short-term leads and focus on leads that want to buy now. What scant attention they usually give long-term leads is blast after blast of generic emails, with little effect.
The best service firms focus on long-term opportunities—75% of all opportunities—and use meaningful, thoughtful, and enjoyable communication to educate and "romance" prospects. The successful marketers at those firms know that their long-term prospect database is a group of individuals with unique characteristics, emotions, and motivations (and not a bunch of clones) and they effectively nurture their leads with multi-touch, multi-media, and multi-cycle campaigns that speak to each individual and deliver results.
Join this webinar with Dan McDade, president of PointClear, to learn the best practices for building lead nurturing programs. You'll also learn 10 actions that will work to immediately impact short- and long-term sales and that will generate predictable increases in revenue.
At this webinar, you will learn:
- How to determine the frequency, mix, order, and timing of touches to optimize results
- The messaging your prospects want to hear most
- How to properly segment your leads to produce better results
- Three reasons why 90% of leads are wasted and what to do about it
- The six secrets of effective multi-touch programs
About the Presenter
Dan McDade founded PointClear in 1997 with the mission to be the first and best company providing prospect development services to business-to-business companies with complex sales processes. He has been instrumental in developing the innovative strategies that drive revenue for PointClear clients nationwide.
Clients include: Microsoft, D&B, CenterBeam, SGI, Ultimate Software, LXE, Ingenix, and other professional service, technology, and healthcare companies.
Dan is a member of the Technology Association of Georgia (TAG), and serves on the boards of the Atlanta chapter of the AeA; the Business and Technology Alliance, a TAG society; and TAG Marketing.
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Presenter: Dan McDade
This webinar was broadcast on February 26, 2009.
Duration: 90 minutes, including a 30 minute question and answer session.
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Members can click here to download a PDF of the webinar slides and to view the other webinar resources.