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Effective lead generation through lead lifecycle management

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How to plug the leaks and build a stronger pipeline.

“Over 80% of B2B organizations struggle with a lack of synergy between the sales and marketing functions. This misalignment leads to lost revenue opportunities and leaks in the pipeline.” – Aberdeen Group
Without processes to qualify, nurture and retain leads, it’s easy for revenue to slip through the pipeline. What’s more, it can cost the company hundreds of thousands of dollars in sales and marketing costs.

For successful B2B companies, effective Lead management is a key differentiator.

This presentation covers:
• How to define the customer profile
• Mapping content to the buying cycle
• Identifying the gaps in the sales process
• How to create effective nurture programs
• And more!

Publicada em: Negócios, Carreiras
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Effective lead generation through lead lifecycle management

  1. 1. 0 eDynamic, Friday, July 19, 2013 0 Effective Lead Generation through Lead Lifecycle Management How to plug the leaks and build a stronger pipeline
  2. 2. 1 eDynamic, Friday, July 19, 2013 1 Who WeAre
  3. 3. 2 eDynamic, Friday, July 19, 2013 eDynamic is global digital marketing and technology firm driving revenue for modern B2B marketers with customer life cycle solutions built upon contemporary digital marketing platforms Who WeAre
  4. 4. 3 eDynamic, Friday, July 19, 2013 At a Glance 1. GlobalTeam  United States, Canada, UK/Ireland,Australia,India and Dubai 2. Proven expertise in Legal, High technology, Manufacturing and Financial Services 3. Purpose driven user experience and design  Delivering engaging experiences that support customer objectives
  5. 5. 4 eDynamic, Friday, July 19, 2013 Our Services Service Portfolio Digital Strategy and Roadmap Strategy Digital Platform Selection Content Planning and Roadmap Campaign Planning and Roadmap Analytics and Measureme nt Digital Creative Experience Design User Experience Research Web Experience Design Social Media Experience Design Mobile Experience Design Content Manageme nt Systems Technology Implementation SharePoint Marketing and Email Automation Community and Social Media Customer Relationshi p Manageme nt Analytics and Optimizatio n Mobile Web and Native Applications Business Intelligence Consulting Services Engagement Offerings Global Delivery Model Agency Services Managed Services Staff Augmentati on
  6. 6. 5 eDynamic, Friday, July 19, 2013 eDynamic‘s Marketing Services Combination of strategy, creative, and technology to offer best-in-class, one-stop demand generation consulting for our clients Demand Generation Services Lead Management Inbound Marketing Customer Engagement Campaign planning & execution Marketing Automation CRM Content Development Creative Design SEO and PPC Sales Force Effectiveness Tools Social marketing Web Strategy User Experience and Design Vendor Selection Web Design and Execution
  7. 7. 6 eDynamic, Friday, July 19, 2013 Client Lifecycle eDynamic aligns the demand generation capabilities with the client buying cycle, optimizing how you engage with prospective clients at each step
  8. 8. 7 eDynamic, Friday, July 19, 2013 7 Why we are here
  9. 9. 8 eDynamic, Friday, July 19, 2013 Agenda • Understanding lead management • Creating a successful lead management strategy • Q&A
  10. 10. 9 eDynamic, Friday, July 19, 2013 Is your sales process a leaking faucet?
  11. 11. 1010
  12. 12. 11 eDynamic, Friday, July 19, 2013 You‘re not alone ―Only 11% of sales leads are ever pursued by sales people and over 80% of sales leads generated are never closed.‖ – Oracle | Eloqua
  13. 13. 12 eDynamic, Friday, July 19, 2013 You‘re not alone… ―Over 80% of B2B organizations struggle with a lack of synergy between the sales and marketing functions. This misalignment leads to lost revenue opportunities and leaks in the pipeline.‖ – Aberdeen Group
  14. 14. 13 eDynamic, Friday, July 19, 2013 You‘re not alone… ―16% of the total leads that are deemed ‗sales-ready opportunities‘ actually close. The difference between a successful company and a mediocre company lies in how the remaining 84% of already qualified opportunities are
  15. 15. 14 eDynamic, Friday, July 19, 2013 Things are changing… ―By 2020 customers will manage 85% of their relationships without talking to a human.‖ - Gartner Research
  16. 16. 15 eDynamic, Friday, July 19, 2013 The Connected Customer
  17. 17. 16 eDynamic, Friday, July 19, 2013 Buyers: • Are in control of their own buying process • Have access to all the information they require to make a buying decision
  18. 18. 1717 To build a stronger pipeline you must engage customers at all stages of their buying process Source: Forrester
  19. 19. 1818 LEAD MANAGEMENT is necessary in today‘s environment
  20. 20. 19 eDynamic, Friday, July 19, 2013 The Common Gap in lead management Forrester Research
  21. 21. 20 eDynamic, Friday, July 19, 2013 Marketers must: • Understand the buyer‘s digital body language to determine their interest level • Leverage and optimize technology to deliver the right message to the right person at the right time • Score leads to determine who is ready for sales, and nurture those who are not
  22. 22. 21 eDynamic, Friday, July 19, 2013 Lead Management vs Lead generation What’s the difference?
  23. 23. 22 eDynamic, Friday, July 19, 2013 20000 400 100 50 17 Looking at the Numbers Lead Management by the numbers: Without Pre- qualification Sales Stage Volumes Required Conversion Rate Prospects Qualified Leads Sales Accepted Leads Sales Opps Closed Won 2% 25% 50% 35% $1.7 Million in revenue Assumption: $100K Value of Closed Business
  24. 24. 23 eDynamic, Friday, July 19, 2013 20000 1000 250 125 44 Looking at the Numbers Lead Management by the numbers: Focus on pre- qualifying at the top Sales Stage Volumes Required Conversion Rate Prospects Qualified Leads Sales Accepted Leads Sales Opps Closed Won 5% 25% 50% 35% $4 Million in revenue Assumption: $100K Value of Closed Business
  25. 25. 24 eDynamic, Friday, July 19, 2013 20000 1000 650 325 114 Looking at the Numbers Lead Management by the numbers: Common definitions of Qualification Criteria between Marketing and Sales Sales Stage Volumes Required Conversion Rate Prospects Qualified Leads Sales Accepted Leads Sales Opps Closed Won 5% 65% 50% 35% $11 Million in revenue Assumption: $100K Value of Closed Business
  26. 26. 25 eDynamic, Friday, July 19, 2013 25 6 Steps to Creating a Successful Lead Management Strategy 1 2 3 4 5 6
  27. 27. 26 eDynamic, Friday, July 19, 2013 Shared goals Common lead definition Lead qualification and hand-off Program visibility Common revenue-focused metrics STEP 1.Align MarketingActivities with Sales Results 1 2 3 4 5 6 Align Marketing with sales
  28. 28. 27 eDynamic, Friday, July 19, 2013 While sales and marketing people have different ways of going about their business functions they need each other to be successful. STEP 1. Common goals, common strategy 1 2 3 4 5 6 Align Marketing with sales
  29. 29. 28 eDynamic, Friday, July 19, 2013 STEP 1. Lead qualification and hand-off 1 2 3 4 5 6 Align Marketing with sales
  30. 30. 29 eDynamic, Friday, July 19, 2013 STEP 1. Lead definition 1 2 3 4 5 6 Align Marketing with sales
  31. 31. 30 eDynamic, Friday, July 19, 2013 Revenue Net new deals Profit Customer expansion Market Share Margin Marketing Effectiveness and Efficiency Leads sourced or influenced by marketing MQLs and SALs Opportunities STEP 1. Common metrics 1 2 3 4 5 6 Align Marketing with sales
  32. 32. 31 eDynamic, Friday, July 19, 2013 1. Registrations, Conversions or Inquiries 2. LeadQuality by Lead Score 3. Spend (Costper Conversion, CostperQualified Lead) 4. Engagement  CTRs  Attention(Time on site, Interact with Content)  PR and Social Comments, Tweets, Likes, Shares 5. Etc. Secondary Marketing Program Metrics
  33. 33. 32 eDynamic, Friday, July 19, 2013 1. Awareness and Interest 2. Educate 3. Evaluate 4. Justify 5. Purchase 6. Advocacy and Repurchase STEP 2. Understand your customer‘s buying cycle 1 2 3 4 5 6 Understand your customer‘s buying cycle
  34. 34. 33 eDynamic, Friday, July 19, 2013 STEP 2. Understand the Buying Process Byidentifying who our customers are and how they buywill help us segment and map out the way we engage with them $$Prospect Qualified Lead Sales Accepted Lead (SAL) Suspect Sales Qualified Opportunity (SQO) Evaluate PurchaseLearn JustifyInterest Customer‘s Buying Process Sales & Marketing Process Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Sales validates BANT criteria Sales closes revenue opportunity COLD WARM HOT
  35. 35. 34 eDynamic, Friday, July 19, 2013 1. ALead Forward, Revenue back analysis will not only provide insights into a lead management process but will also tell you who your ideal customer is 2. Criteria:  Technical Buyer, Economic Buyer, User Buyer, Coach  Job Role/Function  Industry STEP 2. Understand your customer‘s buying cycle 1 2 3 4 5 6 Understand your customer‘s buying cycle
  36. 36. 35 eDynamic, Friday, July 19, 2013 STEP 2. How are they buying? 1 2 3 4 5 6 Understand your customer‘s buying cycle
  37. 37. 36 eDynamic, Friday, July 19, 2013 STEP 2. What channels are they using? 1 2 3 4 5 6 Understand your customer‘s buying cycle We need to engage people where they spend their time—where they get their information.
  38. 38. 37 eDynamic, Friday, July 19, 2013 STEP 2. Create Segments – by profile, by channel 1 2 3 4 5 6 Understand your customer‘s buying cycle Identify segmentation parameters that model your customers and how they buy.
  39. 39. 38 eDynamic, Friday, July 19, 2013 Step 2. Understand actions, pain points, motivations Evaluate PurchaseLearn JustifyInterest Active Search Begins Solutions Identified Solutions Evaluated Against Needs Validate Decision Made Actions Web Search Review or get admin to look at product on website and collateral. Ask Personal/Social Network. Compare against current Card Peer/Association endorsements Procurement Process Questions WIFM? Do I really need this card? Does it fit my business needs? Which of my suppliers are accepting the card? Can this replace my current Business or Consumer Card? What is the cost (fees)? How much can I spend? Who else like me is using this product? What type of rewards is he/she collecting? How long before I can utlizie the product? TCO? ROI? Motivation s Rewards, Service, Perks, Cachet, Fees Amex Perks – Rewards, Business Savings, Travel Insurance, Security, Service (Added Value) Relevance of Perks, Rewards etc… Confirmation of Perks e.g.. Rewards - taxes and fees covered Risk-free Trial Pain Points No Time Budget vs. Spend Expense Tracking and Management Cash Flow Barriers Merchant Acceptance Tied to an existing card Migrating from Existing card Merchant Acceptance Migrating from Existing card, Linking Bank accounts T&Cs Personal Liability Credit History Supplier Coverage Is it worth switching? Approval Process
  40. 40. 39 eDynamic, Friday, July 19, 2013 STEP2.Align Content to the buying cycle Attract Qualify Nurture Understand your customer‘s buying cycle 1 2 3 4 5 6
  41. 41. 40 eDynamic, Friday, July 19, 2013 Manual, 36% Automated Sequence, 64 % STEP 3.Automate the process 1 2 3 4 5 6 Automate the process Campaigns influencing revenue Oracle Eloqua Benchmark Study
  42. 42. 41 eDynamic, Friday, July 19, 2013 STEP 3. Build a model Automate the process 1 2 3 4 5 6
  43. 43. 42 eDynamic, Friday, July 19, 2013 STEP 3. Create a data profile Automate the process 1 2 3 4 5 6 Prospect/Customer Profile  ContactInformation  CompanyInformation  IdealCustomerattributes–revenuesize,industry Prospect/Customer Engagement  WebsiteVisits  EmailOpens,Clicks,Forwards  BlogComments  Socialactivity Lead Type Categorization  Source/Channel/Industry/JobRole
  44. 44. 43 eDynamic, Friday, July 19, 2013 STEP 3. Build a model Automate the process 1 2 3 4 5 6
  45. 45. 44 eDynamic, Friday, July 19, 2013 STEP 3. Create an automated process Automate the process 1 2 3 4 5 6
  46. 46. 45 eDynamic, Friday, July 19, 2013 STEP 4. Scoring and Routing 1 2 3 4 5 6 Scoring and routing Work with sales to determine the ―buying zone‖Low level of engagement (Low level of how much the lead wants to talk to us) High level of engagement (High level of differentiation driving purchase intent) High level of Profile Match (High level of how much we want to talk to the lead) The Buying Zone The only leads we should be feeding to the sales field Low level of Profile Match (Low level of how much we want to talk to lead)
  47. 47. 46 eDynamic, Friday, July 19, 2013 STEP 4. Scoring and Routing 1 2 3 4 5 6 Scoring and routing The Scoring Process Explicit and Implicit Scores Calculated Score RESET Rating Assigned Feed into Scoring Send to CRM Lead Qualification Lead Nurturing
  48. 48. 47 eDynamic, Friday, July 19, 2013 1. Build trust and a strong relationship with your prospect  Lead Nurturing provides the opportunity to establish a relationship that can lead to engagement and conversions  Educate your leads – Who are you? What does your organization do? How does this benefit me?  Establishcredibilityas experts  Be relevant to the issues of your differentsegments  Differentiateyourselves as an organization they want to communicate with, buy from, donate to…  Be top-of-mind STEP 5. Nurture leads throughout the buying cycle 1 2 3 4 5 6 Nurture leads
  49. 49. 48 eDynamic, Friday, July 19, 2013 STEP 5. Nurture leads throughout the buying cycle Evaluate PurchaseLearn JustifyInterest (1) New Welcome Program • 1st touch – Welcome • 2nd touch – tell us about your preferences • 3rd touch – relevant case study and let us know if we can help you. (3) Referral Auto-responders Objection Campaigns Three-touch drip email campaigns by topic: • Don‘t get it • Costs too much • Happy with point tools (2) Customer Follow-Up •1st touch – Can I answer any questions for you? From rep. Buyer‘s Kit • Dynamic hypersite by role and by product interest • ROI Determination • Case Studies • Evaluation Tools Competitive Loss Reengagement • After 6 months of close • Benchmark study • Relevant case studies Inactive Reengagement • Last Qtr. timeframe • Budget Planning Message Evaluator Education Campaign SEM Content Syndication Inside Sales Prospecting 1 2 3 4 5 6 Nurture leads
  50. 50. 49 eDynamic, Friday, July 19, 2013 1. Building relationships with top or middle of the buying cycle leads 2. Moving top of the funnel leads to middle of the buying cycle 3. Re-engaging unqualified bottom of the buying cycle leads STEP 5. Nurture leads throughout the buying cycle 1 2 3 4 5 6 Nurture leads
  51. 51. 50 eDynamic, Friday, July 19, 2013 Provide sales with insight into engaged lead activity 1. Moving top of the funnel leads to middle of the buying cycle 2. Re-engaging unqualified bottom of the buying cycle leads STEP 6. Empower Sales 1 2 3 4 5 6 Empower sales
  52. 52. 51 eDynamic, Friday, July 19, 2013 Provide sales with insight into engaged lead activity STEP 6. Empower Sales 1 2 3 4 5 6 Empower sales
  53. 53. 52 eDynamic, Friday, July 19, 2013 1. Create short-term and long-term programs and collateral for use by sales via their CRM  Eg. Personalized Follow-ups  Eg. Programs for ―Stuck‖opportunities  Eg. Lost Opportunities STEP 6. Empower Sales 1 2 3 4 5 6 Empower sales
  54. 54. 53 eDynamic, Friday, July 19, 2013 53 Questions?
  55. 55. 54 eDynamic, Friday, July 19, 2013 Shawn De Souza shawn.desouza@edynamic.net Twitter: @shawndesouza Web: demandgeneration.edynamic.net www.edynamic.net For examples of our work on lead management, please contact us
  56. 56. 55 eDynamic, Friday, July 19, 2013 55 Thank You

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