DemandCon Workshops

Workshop A

9:00 AM – 3:00 PM

Title: Lead Management: Engaging the B2B Buyer with Effective Qualification and Nurturing
Hosted by Carlos Hildago, Marketing Automation Institute & The Annuitas Group (Colorado Springs, CO)

Lead nurturing is essential to B2B marketing, but the game has changed. Gone are the days of the seller-driven sales model. Today’s B2B buyers have taken control and are now connecting with sales later in the buying process. They’re conducting research about your products and your competitors’ products, gathering information through social media, interacting with their peers, and taking full ownership of the buying process. B2B buyers want to engage with you in a dialogue on their terms, not yours.

In order to stay relevant, you must adapt to this new buying process, and develop demand generation strategies that manage the relationship with the buyer at every stage of the buying cycle. The key to managing the buyer is developing a lead management process, delivering relevant content, and qualifying them accurately so sales is getting true, “ready-to-buy” leads. These processes do not just happen and will not be delivered with the adoption of a marketing automation platform. The development of processes takes collaborative planning that is then enabled by marketing automation.

During this interactive workshop, you’ll learn:

• How to define and implement lead management processes and how lead management is more than just nurturing and scoring
• How to help sales meet their quotas
• The 3 essential steps needed to develop a lead qualification/scoring model
• How to create ideal customer profiles/personas for optimal return on demand generation and lead nurturing campaigns
• How to develop the right content to engage your buyer at every stage of the purchase cycle
• The essential steps that must be taken to ensure successful lead nurturing
• SLAs and business rules needed to manage leads effectively
• How marketing automation can help enable the lead management process