Morgenbriefing: Lead to Revenue Management
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The document discusses lead to revenue management (LTRM) and how to implement an LTRM strategy. It recommends developing a clear LTRM vision, choosing the right tools like a CRM and marketing automation platform, personalizing marketing based on customer data, and continuously measuring and optimizing performance based on insights from analytics. Case studies demonstrate how companies have implemented LTRM to improve lead generation and ensure marketing and sales are aligned.
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Morgenbriefing: Lead to Revenue Management
- 1. Lead 2 Revenue Management Future Marketing Generates Leads Benjamin Belmudez, Insights & Analytics Consultant Jacob Hartung, Digital Business Consultant
- 2. © Creuna Today’s Program 1. L2RM, what and why? 2. How to get started? 3. Case 1 – LTRM for Businesses 4. Case 2 – Lead Identification 5. Take Aways
- 3. What & why Lead to revenue management
- 5. © Creuna
- 6. © Creuna NodataonEXISTINGcustomers: 25% Noanalysisonleadgeneration: 35% Noanalysisonmarketinginitiatives: 25% Why?Lackofresources: 40%
- 7. © Creuna a business system for marketers whose offerings mandate a long, complex, or highly considered buying process, comprising integrated goals, processes and metrics that reshape marketing practices to drive effective customer engagement across the customer life cycle – from awareness to advocacy. It is measured through the metric of revenue performance from new customer acquisition through lifetime value. “ “ Forrester Research Lead to Revenue Management - Definition:
- 8. © Creuna $ ? ? ? ? Revenue Economic value Micro conversions Macro conversions Connect both micro and macro conversions to the business orders downloads of whitepapers newsletter subscriptions completed user journey
- 9. Creuna.dk - micro conversions © Creuna
- 10. © Creuna How to get started?
- 12. Turn the brand into an Ecosystem © Creuna Attracting Acquiring Retaining Co-Creating
- 13. Customer journey © Creuna discover search investigate compare decision advocate find Purchase/ Desired action like love use get support share trust Align marketing messages to customer needs Create content to help the buyer through his decision journey Provide historical experience data about customers Collect feedback insights about product experience Solicit reviews with incentives
- 14. Turn the brand into an Ecosystem © Creuna Of connected apps And services
- 16. Tools Market Share © Creuna Eloqua Marketo Salesforce Pardot Hubspot Silverpop Unica Act-On Source: http://www.venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration Share by Companies Share by Customers Revenue
- 17. What features are actually used? © Creuna Source: http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015 17% 24% 35% 41% 48% 48% 50% 54% 57% 59% 72% 74% 76% 87% 95% Sales Intelligence PPC Advertising Website Content Optimization Content Management Web Analytics Marketing ROI Analysis Website Visitor Demographic Report Segmentation Integration with Other Systems Campaign Effectiveness Analytics Lead Management Landing Page Creation Ability Campaign Management CRM Integration Email Marketing
- 18. Technology Choice © Creuna best of suite best of breed eg. marketo or eloqua eg. mailchimp, optimizely, google analytics + tag manager, umbraco and pipelinedeals…
- 19. © Creuna Best of suite best of breed eg. marketo or eloqua eg. mailchimp, optimizely, google analytics + tag manager, umbraco and pipelinedeals… Technology Choice
- 20. © Creuna You must take ownership for architecting your own l2rm business system! © Creuna
- 21. Turn the brand into an Ecosystem © Creuna By focusing with unprecedented Consumer- centricity
- 22. © Creuna marketing – thought leadership programme sales – proof of concept Case – payment processing technology vendor
- 23. © Creuna $ ? ? ? ? Revenue Economic value Micro conversions Macro conversions Connect both micro and macro conversions to the business orders downloads of whitepapers newsletter subscriptions completed user journey
- 24. © Creuna L2RM for Businesses
- 25. © Creuna
- 26. It starts with ideation © Creuna “Is the website more than just a catalogue featuring our products?” “Can the website be used to generate leads?” “Who are our visitors ?” “Do they download information on our products?” “Can we we track behavior on an individual level?”
- 27. From ideation to business case © Creuna 2 Weak cooperation between marketing and sales on lead generation 3 Need for generating more leads from marketing communication 4 Sales required more information on leads qualification level 1 Sales mostly operated by nurturing dealers and architects
- 28. From business case to requirements © Creuna Connect to CRM Report Action in CRM CRM Integration Customer Behavior Create Alerts New Lead Entry New Task Segment Leads Customer Engagement
- 29. © Creuna Leadtorevenue management Best of Breed LTRM Platform Analytics CMS ESP CRM
- 31. Identification performance © Creuna 8% of the visits are from identified customers 10 % of all current customer identified 5-10% of micro-conversions are attributed to customers
- 32. Customer-centric analytics © Creuna site search products page products specs campaigns performance keyword analysis persona segmentation
- 33. Yearly Costs © Creuna 0 50000 100000 150000 200000 250000 300000 Year 1 Year 2 Year 3 Year 4 Year 5 YearlyCosts(DKK) Best of Breed Best of Suite
- 34. © Creuna The journey starts! Customer journey analytics anonymous behaviour tracking sales alert! contact created in crm system with conversion info personalization personalized content based on user information email customized email sent according to marketing automation rules conversion record purchase history analytics identified behavior tracking Micro-Conversions First visit Google Third Visit Direct Second visit Personalized E-mail Conversion Marketing Action
- 35. © Creuna Marketing Channel Google E-Mail Paid Search Display Referrals Social Direct Micro- Conversions Download Content Newsletter Sign-up Page Views Share content Tracking Web Analytics CRM ERP Historical Behavior Lead Scoring Macro- Conversions 1 2 3 4 5 6 7 8 9 10 No Convert Convert
- 36. © Creuna Marketing Channel Google E-Mail Paid Search Display Referrals Social Direct Micro- Conversions Download Content Newsletter Sign-up Page Views Share content Tracking Web Analytics CRM ERP Historical Behavior Lead Scoring Macro- Conversions 1 2 3 4 5 6 7 8 9 10 No Convert Convert marketing + sales
- 37. Case wrap-up © Creuna flexible solution + customer-centric system + customer journey learnings + collection of behavioral data + from classic sales to online lead generation
- 39. Business case © Creuna 2 Who is interested in our brand and our contents? 3 Keeping Sales updated via CRM about client organization’s engagement 4 Personalizing marketing content to industries and/or specific client organizations 1 Using website as a marketing tool to generate leads
- 40. Lead Forensics vs. WOW Analytics vs. A1WebStats vs. RulerAnalytics vs. Clicky 5 Lead identification contenders © Creuna
- 41. Identifying your B2B visitors © Creuna
- 42. Price (€) © Creuna 476 212 140 70 9 Lead Forensics WOW Analytics Ruler Analytics A1WebStats Clicky 50 times more expensive than the cheapest solution Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
- 43. Accuracy level © Creuna 100% 96% 46% 35% 28% Lead Forensics WOW Analytics Ruler Analytics A1WebStats Clicky half of the data is trash ! Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
- 44. Number of leads © Creuna 270 193 160 95 39 A1WebStats Lead Forensics WOW Analytics Ruler Analytics Clicky x 7 more leads than the cheapest solution Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
- 45. Do they report the same companies? © Creuna 62% 47% 41% 26% 21% 15% 11% 9% 8% 2% highest overlap between lead forensics and a1webstats Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
- 46. Features © Creuna Price Leads Generated User Interface Alerts Reports CRM Integration API Info Depth Lead Forensics High High Poor Yes Yes Yes High A1WebStats Low High Poor Yes No Yes Medium WOWAnalytics Moderate Moderate Medium Limited Yes Yes Low RulerAnalytics Low Low Good Yes No No Low Clicky Low Low Poor Yes No Yes Low Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/ a1webstats is a good trade-off between price and features
- 48. Behind the scene © Creuna Newsletter tick box unticked pre-filled personal information CRM ID = 33 -‐ Benjamin Belmudez 201 -‐ Creuna A/S
- 49. Back to your CRM system © Creuna website activity reported in the crm system customer activity timeline
- 50. Sales and marketing in sync © Creuna sales + marketing
- 51. New opportunities © Creuna Alert sent to sales contact person Automatic Lead Scoring to prioritize sales efforts Forward relevant information to personalization system Share of revenue attributed to Marketing
- 52. © Creuna Best of breed + Launch sales activities + No need for new interfaces + Stop asking the same questions ! Key advantages
- 53. + maintenances is required + with great power comes great responsibility! + sync marketing and sales – decide on what the best approach Pitfalls © Creuna
- 54. Takeaways © Creuna 2 Identify your needs and your current capabilities – do not oversize! 3 Choose your approach: best of suite vs. best of breed 4 Personalize, personalize, personalize 5 Measure, build, learn – Optimize 6 Enjoy! 1 Develop a clear vision and be ambitious
- 55. thanks! creuna.dk info@creuna.com company/creuna slideshare.net/creuna CreunaDanmark creuna_dk Benjamin Belmudez, Insights & Analytics Consultant Jacob Hartung, Digital Business Consultant