Lead Lifecycle Management

Lead Lifecycle Management:
7 Steps from Prospect to Revenue

Sylvia Jensen
Director of EMEA Marketing

28th November 2012

1 © 2012 Eloqua, Inc. Confidential

Agenda

• What’s Changed: Why Lead Lifecycle Management is
Important
• Ground Zero: Sales and Marketing Alignment
• The ‘7 Steps from Prospect to Revenue’
• Continuous Optimisation: Why You’ll Never be ‘Done’


What’s Changed: Why Lead Lifecycle
Management is Important


What’s Changed: Buying Evolution

“…customers’ buying
processes have
evolved. How we
market and how we sell,
has to evolve too”
“…power is now with
the customer …
marketing and sales
have to align”

Ground Zero: Sales and Marketing
Alignment


Ground Zero: Sales and Marketing Alignment
What needs to happen before lead lifecycle management

Marketing
Responses
Clicks/Visits
Volume of leads Sales

Costs of Opportunities
programmes Win Rate
Quota Attainment


It is real alignment or friendliness?


Map and define the processes and definitions

Customer Buying Interest Learn Evaluate Justify Purchase
Process

Sales
Sales
Qualified Accepted Qualified
Suspect Inquiry Opportu Closed
Lead Lead Won
nity
(SAL)
(SQO)

Sales Sales
Marketing Marketing validates Sales closes
validates validates revenue
Sales Process nurtures to and BANT
quality of sales ready accepts opportunity
interest criteria
ownership


7 Steps from Prospect to Revenue


The 7 Steps to Lead Management
Overview

Improve
Targeting &
Segmentation

Improve Marketing
Efficiencies

Measure Marketing Improve Lead
Effectiveness Quality

Do Effective
Nurturing

Enable Sales


Step 1: Understand your Buyer
The customer’s journey

Any Has anybody Oh no! I’ve
I’m trying suggestions checked just …
to figure on where I out…?
out …? can find …?

Interest Evaluate Justify Purchase


Step 1: Understand your Buyer
Market reach is growing from social channels

Interestingly, Facebook is the largest
contributor for both B2B and B2C. And,
while the traffic from social networks is still
small portion, it appears to be a promising
channel.
Suspect

Inquiry

SAL

SQO

Closed
Won

Source: Eloqua’s April 2011 Benchmark Report, pg 13


Sportingbet’s Customer Journey

• Improved User Experience by delivering the right message at the
right time
• Currently running in 14 European countries
• Multi touch campaign and integration of SMS
• Real time alerts and notifications 24/7 environment

Since the Customer
Journey Programs
launched, there are
now 9.7 million per
month (was 2.8 MM in
May 2010) contacts
going through
automation, compared
to 650,000 at the
same time last year!


Step 2: Segment your Database
Deliver the right message at right time
Improve Targeting &
Segmentation

Suspect
Geographic
Inquiry
Demographic
SAL
Psychographic SQO

Behavioural Closed
Won

Occasion

Precisely, targeted marketing
Improve Targeting &
Segmentation
Less is more. Smaller segmented
batches perform better than larger
presumably non-segmented batches.
Suspect

Inquiry

SAL

SQO

Closed
Won



Improve your data
Improve Marketing
Efficiencies
Best-in-Class companies combine
Data Cleansing & Lead Scoring
which helped identify up to 11 times
more leads per month. Suspect

Inquiry

SAL

SQO

Closed
Won


Data Quality Management

Challenge:
• Disconnect between CRM and Marketing platform to segment and build mailing lists
• Difficulty in managing subscriptions from marketing platform to CRM system
• Integration would have to undergo scrutiny from risk assessment team at Schroders

Solution
• A hybrid between Eloqua’s one and two-way SFDC integrations
• Eloqua manages subscription status while providing sales with visibility in SFDC
• Initiated a changed email address process as well as a deleted contacts process to maintain a
clean database in both installs

Results
• 3,544 changed email addresses
• 1,739 Deleted email addresses from SFDC
• 28,247 Deleted Contacts from SFDC

Step 3: Improve Marketing Efficiency
Automate repetitive steps
Improve Marketing
Efficiencies
By offloading marketing staff of
manual tasks associated with lead
generation, scoring, nurturing, event
management, and other tasks, each
person can be more productive. Interest


Step 4: Score your Leads
Get the right leads to sales - fast
Improve Lead
Quality
Lead scoring is a method of assigning
points to each prospect you come
across. Suspect

Score determines action.
Qualified
Lead
Inquiry
(MQL)

Sales
Accepted
Lead (SAL)
SQO

Closed
Won

Will improve win rates, revenue and helps cement sales and
marketing alignment.

Lead Scoring

Problem:
• No process placed around in-bound leads - Unable to gauge interest of 4 core
EMEA markets
• Poor quality leads sent to sales for follow-up – frustrating sales team

Solution:
• Develop automated Lead Scoring Program to better qualify and control leads
passed to SFDC and EU Call Centre

Result:
• Prior to automated Lead Scoring conversion of MQLs to SQLs was 2%
• After running 9,943 records through the scoring program, conversion of
MQL’s to SQL’s increased 3X to 6%


Step 5: Nurture your Contacts
Nurturing keeps your brand top-of-mind
Do Effective
Best-in-class companies employing Nurturing
automated nurturing, plugging a
leaky funnel, realising growth, whilst
laggards not using nurturing are seeing
a decline in leads. Suspect

Qualified
Lead
Inquiry
(MQL)

Sales
Accepted
Lead (SAL)
SQO

Closed
Won



Lead Nurturing

Problem:
• Too many leads getting to sales (‘rubbish leads’)
• No lead nuturing programme in place to keep prospects ‘warm’

Solution:
• Set up a lead scoring programme based on ‘fit’ and ‘behaviour’
• Developed a lead nurturing program to help prospects along their buying journey

Results:
• Reduced lead volume by 35% - a very GOOD thing
• Improved lead to opportunity conversion rate by 4x


Step 6: Enable Sales
Marketing intelligence for sales action
Enable Sales

Suspect

Inquiry

MQL

Prioritized view of SAL
most engaged Sales
prospects Qualified
Opportunity
SQO
(SQO)

Closed
Closed
Won

Won


Step 6: Enable Sales
Marketing intelligence for sales action
Enable Sales

Suspect
Easily track buying
signals of interesting
Inquiry
accounts
MQL

SAL
Sales
Qualified
Opportunity
SQO
(SQO)

Closed
Closed
Won

Won


Step 7: Measure Marketing Effectiveness
What’s working or NOT working?

Improve
Targeting &
Segmentation

Improve Marketing
Efficiencies

Measure Marketing Improve Lead
Effectiveness Quality

Do Effective
Nurturing

Enable Sales


Continuous Optimisation: Why You Will
Never be ‘Done’


Optimising Results: Lead Management

Conversion Rates Volume Required Sales Stage

20,000 Inquiries
5%
1,000 Qualified Leads
25%
250 Sales Accepted Leads
50%
125 Sales Qualified Opps
20%
25 Closed-Won Leads

£5M Revenue

ASP = £200K SaaS Company, 20% Win Rate


Optimising Results: Lead Management

Conversion Rates Volume Required Sales Stage

20,000 Inquiries
5%
1,000 Qualified Leads
65%
650 Sales Accepted Leads
50%
325 Sales Qualified Opps
20%
65 Closed-Won Leads

£13M Revenue
ASP = £200K SaaS Company, 20% Win Rate


Conclusion


Summary

Three things to remember

• Lead management is key for any B2B
marketing program
• Learn the steps in lead management
and adopt them as you evolve
• Continuously improve your lead
management processes to grow revenue


Useful Resources for You:
The Eloqua blog:
The Eloqua Grande Guide series: http://blog.eloqua.com/
- Lead scoring
- Lead nurturing
- Enabling sales
- Social media
http://www.eloqua.com/grande/


Thank You

• sylvia.jensen@eloqua.com
• http://uk.linkedin.com/in/sylviajensen
• @smajensen

It’s all About Revenue: http://blog.eloqua.com
Follow us: http://www.twitter.com/eloqua @eloqua


Lead Lifecycle Management

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