This document discusses effective lead nurturing through collaboration between marketing and sales teams. It recommends that the teams establish common goals, understand each other's processes, automate lead scoring, and implement a clear lead handover process. It also stresses the importance of closed-loop reporting to measure return on marketing investment and marketing's contribution to the revenue pipeline.

1. WORKING WITH SALES FOR EFFECTIVE
LEAD NURTURING
Martin Smith, Head of Marketing
B2B Marketing Summit - June 2012
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2. NEOLANE IN BRIEF
European Leader in Conversational
Marketing Software
Strong European & US Presence
Market Recognition
 Forrester Wave & Gartner Magic
Quadrant
 350+ customers
Profitable with 30% to 80% Year-
over-Year Growth for 5 Years
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3. NEOLANE B2B CUSTOMERS
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4. WHAT THE ANALYSTS SAY
Gartner Lead Management
Magic Quadrant -
Strengths
 Functionality
 Partners
 Innovation
 Flexibility
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5. DISPELLING THE MYTH
‘These sales guys have an easy time.
They turn up late to the office, swan
around, have a big lunch, demand that
everything is done for them
immediately, and then go home early’
‘Our marketing team just sit around
dreaming up new brochures and
datasheets, looking at promotional gifts
& designing stands’
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6. ESTABLISHING COMMON GOALS
Get ‘on board’
Speak the Language
Corporate Goals
 Pipeline/Revenue/
Profitability
 Messaging
Education
Collaboration
Feedback
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7. DEFINING THE LEAD PROCESS
Understanding the Sales
Executive Sponsorship Process
 Collaboration  BANT
 Common Objectives  Sales Methodologies –
SPIN, TAS etc.
Data & Target Markets
Call to Actions
 Vertical/Geography
 Whitepapers, Events, Webina
 Value Propositions rs etc.
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8. AUTOMATE LEAD SCORING
Position 5 Points
Corporate Email Address 10 Points
Industry Vertical 15 Points
Newsletter Registration 20 Points
6 Emails Opened 15 Points
2 Downloads 20 Points
Attended 2 Events 15 Points
___________________________
Lead Score 105 Points
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9. THE LEAD HANDOVER PROCESS
Lead Score Lead Rating Lead Routing
Exceeds 100 points Hot To sales
From 50 to 100 points Warm To inside sales
From 5 to 50 points Cold To nurturing program
Leads are sent with all collected marketing information
Lead scoring, rating, and routing rules may be tailored
to your organization (specific score, indirect sales force …)
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10. CLOSED LOOP REPORTING
Measure ROMI and Show Contribution to Revenue with
Integrated Reporting and Analytics
 Marketing contribution to sales pipeline
 Shape of marketing pipeline
 Marketing pipeline conversion rates
 Real-time view of marketing activities in progress
…
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11. THANK YOU
QUESTIONS?
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