Lead-Nurture Audit & Roadmap
Boost the effectiveness of your B2B lead-nurture campaigns by discovering what you’re doing right, what you’re doing wrong, and what you need to start doing immediately.
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost
(Forrester Research)
Seventy-nine percent of marketing leads never convert into sales (MarketingSherpa). The culprit in most cases? Inadequate lead nurturing.
If you want to boost your volume of sales-ready leads, generate more sales opportunities and hit quota sooner, you must discover just how effective your lead-nurturing program is today. And then create a roadmap for optimizing your program tomorrow.
This is the service I deliver.
Hi, I’m Alan Sharpe
B2B lead-nurture copywriter
I write lead-nurture campaigns for B2B technology firms.
I’m talking helpful, educational, differentiated content that educates buyers and adds value. In other words, lead-nurturing content that moves them to the next step in your pipeline.
I also conduct audits of existing lead-nurturing campaigns, giving firms a clear picture of what they are doing right that they should continue doing, what they are doing wrong that they should stop doing, and what they are not doing that they should start doing.
My audits include a detailed analysis of your:
- email follow-up sequences
- follow-up call scripts
- sales content assets (case studies, buying guides and so on)
- offers
- calls to action
- follow-up timing
- and plenty more
My audit includes a written report of my findings, quick-win recommendations, and a roadmap for rolling out an improved lead-nurture campaign.
Nurture your leads. Watch what happens.
%
more sales-ready leads to have sales conversations with.
(Forrester Research)
%
more sales opportunities than non-nurtured leads.
(DemandGen Report)
%
more of your sales reps making quota.
(CSO Insights)
%
lower cost of generating sales-ready leads.
(Forrester Research)
How my lead-nurturing audit service works
We start with your buyer
You and I hop on a video conference call and I ask you all manner of intelligent questions about your buyers. Their industry, job title, roles, top priorities, goals, pain points, challenges, drivers, success factors, perceived benefits, perceived barriers and objections, decision criteria, common questions and more. If you have all this information distilled already in the form of buyer personas, bonus.
We look at the buyer journey
We discuss the typical stages that your ideal buyer goes through when looking for a software solution like yours. We start at the awareness stage, move through the consideration stage and end up at the decision stage. Textbook stuff.
We discuss your pipeline
We talk about how leads enter your marketing funnel. We examine when and how the folks in marketing typically hand off leads to your sales team. We look at the lead score or other criteria that leads must reach to be considered sales-qualified. Most importantly, you and I discuss what typically must happen for a lead to move from one stage in your pipeline to the next.
I look at what you're doing now
I review the follow-up email sequences, content offers, calls to action and other things that constitute your current lead-nurturing efforts. We discuss KPIs, what’s working, what’s not working, where you have gaps and so on.
I deliver my findings & recommendations
I prepare a written report that gives you a clear picture of what you are doing right that you should continue doing, what you’re doing wrong that you should stop doing, and what you’re not doing that you should start doing.
I create your roadmap
I give you a written roadmap for getting from where you are today to where you want to be tomorrow. This roadmap includes recommendations on the mix of emails and calls you should include in your lead-nurturing campaigns. It recommends the types of content assets you need to deploy to make your lead-nurturing messages educational, valuable and differentiated. And it includes a schedule that maps out when you should email, when you should call, what you should write, what you should say, what you should offer and the call to action you should make at each step of the lead-nurturing sequence.
The Deliverables
At the end of our engagement, you’ll have a clear picture of where you are today, and what you need to change to improve the results of your lead-nurturing campaign tomorrow.
Report
Written report documenting the findings from my audit. Includes what you’re doing right, and points out gaps in your lead-nurturing campaign strategy and tactics.
Recommendations
Detailed recomendations on how to improve your email sequences, which assets you need to create, the types of changes you need to make to your emailing and calling cadence, and more.
Roadmap
A detailed schedule showing you what your lead-nurturing campaign should look like, including number of touches, type of touches, length of the campaign, offers and calls to action.
Let's Start a Conversation
Are you a sales-driven, B2B technology firm that needs sales content that leads to contracts? Let's talk.