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Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
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Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue

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Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue …

Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Improved lead management will create more demand for our products:
Leads get better follow-up through automated lead nurturing
Leads will better understand the benefits of our products
Our sales team can focus on selling to the highest quality leads

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  • 1. Lead Management and Marketing Automation<br />Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue <br />
  • 2. Why Lead Management? <br />The B2B Buyer has changed: need to pro-actively engage around educational topics<br />Leads need to be nurtured until they are sales-ready<br />Sales & Marketing need to be aligned more closely, creating a seamless buying process<br />There is an opportunity to turn marketing into a revenue driver rather than a cost center<br />Lead management provides a dramatic ROI: many benefits, low risk, modest investment<br />“Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”<br />
  • 3. The Changing B2B Buyer<br />Highlights from Enquiro’sBuyerSphere Project:<br />Almost 50% of B2B buyers starts their buying process with online research<br />Talking to vendors of often only the 4th step<br />Order of Things – High Consideration<br />50%<br />37.5%<br />25%<br />12.5%<br />0%<br />1st<br />2nd<br />3rd<br />4th<br />5th<br />Online Research Talk to Users Talk to Vendors<br />
  • 4. The Changing B2B Buyer<br />Buyers are seeking and finding more information on their own—they’re in control <br />Search engines and vendor Web sites are top information sources in the buying process<br />To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder<br />Vendors need to interact with prospects before the sales conversation, by providing relevant information that is relevant in the earlier stages of the buying process<br />
  • 5. Convert More Leads Into Customers<br />Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel<br />Improve the dynamics of your revenue cycle to convert more potential customers into customers<br />Current marketing focus<br />Current sales focus<br />The B2B lead<br />Development gap<br />Reach<br />Interest<br />Desire<br />Convert<br />Enrich<br />Retain<br />Lead Management Closes the Gap <br />in The Middle of the Funnel<br />Warm leads leak out<br />Issue 1: Marketing hands off<br />Leads too early. Unqualified<br />Leads waste sales’ time.<br />Issue 2: Sales cherry picks leads, letting<br />longer-time-frame leads leak out.<br />Issue 3: Marketing spends<br />More to recapture lost leads.<br />Source: October 2006, Best Practices “Improving B2B Lead Management” <br />
  • 6. Increase Productivity With Automation<br />Run more campaigns without expanding the marketing team<br />Create more consistent email follow-up<br />Example: automate Webinar campaigns, including invitations, reminders, follow-up and reporting<br />
  • 7. More Qualified Leads with Lead Nurturing<br />Companies are able to use existing staff for nurturing campaigns, increasing the number of sales-ready leads by 50% with little to no incremental investment ¹<br />Nurtured leads delivered 47% higher average order values than non-nurtured leads²<br />Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead<br />“Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.”<br />
  • 8. Increase Sales Effectiveness<br />Improved Lead Quality = Increased Sales Productivity<br />Priority #2:<br />Prioritize leads based on quality and urgency<br />Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere<br />Provide comprehensive lead activity history for sales<br />Increase Sales Effectiveness<br />
  • 9. Turn Marketing Into a Revenue Driver<br />Show that marketing is a revenue driver, not a cost center.<br />“Only 20% of companies believe they excel at measuring the performance of marketing initiatives.”<br />Optimize ROI<br />Improve marketing's accountability by proving marketing’s impact on revenue<br />Improve Revenue Performance: <br />Conversion rates <br />Time in a particular stage (velocity)<br />
  • 10. Marketing Automation + Lead Management<br />Realize the benefits of lead management with new technology and improved processes<br />Marketing Automation technology combined with Lead management processes provide the framework to: <br /><ul><li>Convert more leads into revenue
  • 11. Run more campaigns
  • 12. Nurture leads automatically
  • 13. Make sales more productive
  • 14. Measure progress and results</li></li></ul><li>The Value of Lead Nurturing<br />Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead<br />Source: actual data from software vendor<br />50% increase<br />
  • 15. The Value of Lead Scoring<br />With good info on lead prioritization, more reps meet quota and revenue goals are more likely to be achieved <br />How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?<br />
  • 16. The Value of Lead Management<br />SiriusDecision' Waterfall Model gives benchmark numbers for conversion rates between the different stages in the funnel. With improved lead management, conversion rates will be higher. <br />Example: Moving from Benchmark to Best Practice<br /><ul><li>For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase). </li></ul>MQL = Marketing Qualified Lead SAL = Sales Accepted LeadSQL = Sales Qualified Lead (i.e. sales opportunity identified)<br />
  • 17. Improving Lead Nurturing<br />In Place: <br /><ul><li>Monthly Email Newsletter
  • 18. Generic content (whitepapers, webinars, blog posts)</li></ul>To Implement:<br /><ul><li>Drip email campaigns
  • 19. Content based on buyer profile and buying stage
  • 20. Automation of marketing campaigns (including Trigger-based nurturing)
  • 21. Integration of lead nurturing with CRM data and CRM activity
  • 22. A/B Testing</li></ul>Steps to Take to Improve Lead Nurturing<br />
  • 23. Improving Sales Productivity<br />In Place: <br /><ul><li>Automatically assign new leads to sales people</li></ul>To Implement:<br /><ul><li>Lead Scoring based on profile and activity
  • 24. Prioritized lead list for sales
  • 25. Lead Activity Monitoring with real-time alerts
  • 26. Lead activity history in CRM system (email clicks, web visits, registrations)</li></ul>Steps to Take to Improve Sales Productivity<br />
  • 27. Improving Sales & Marketing Analytics<br />In Place: <br /><ul><li>Reporting on lead volume</li></ul>To Implement:<br /><ul><li>Lead conversion rates
  • 28. Pipeline velocity (how fast leads flow through the funnel)
  • 29. Percentage of the pipeline that is Marketing-sourced
  • 30. Percentage of the pipeline that is Marketing-influenced</li></ul>Steps to Take to Improve Insight into Sales and Marketing Effectiveness<br />
  • 31. Getting Started / Next Steps<br />STAGE 1<br />STAGE 2<br />STAGE 3<br />Advanced Assessment and Continued Development<br /><ul><li>Identify “hits” and “misses”
  • 32. Develop additional content resources for lead generation
  • 33. Test and optimize emails and landing pages for various segments
  • 34. Create advanced, automated, trigger-based campaigns for more segments</li></ul>Marketing Automation Strategy Development<br /><ul><li>Select and implement marketing automation solution
  • 35. Develop preliminary lead scoring strategy
  • 36. Define high-value segments in database
  • 37. Create standard set of automated, trigger-based campaigns for key segments</li></ul>Lead Nurturing/Scoring Initial Assessment<br /><ul><li>Identify current successes and areas for improvement
  • 38. Begin evaluating marketing automation software
  • 39. Begin developing list of feature requirements</li></li></ul><li>Summary<br />Solution<br /><ul><li>Institute proven Lead management processes
  • 40. Adopt Marketing automation technology</li></ul>ROI<br /><ul><li>Large potential benefits
  • 41. Little incremental investment in resources</li></ul>Benefits<br />Increase Conversion<br />Increase Marketing Productivity<br />Improve Lead Nurturing<br />Increase Sales effectiveness<br />Turn Marketing into a revenue driver<br />
  • 42. Thank You & Stay Connected!<br />Russell Dalton<br />@demandum<br />rdalton@demandum.com<br />(888) 743-7712<br />

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