Putting Process First: A Roadmap For Successful Lead Management & Marketing Automation
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Putting Process First: A Roadmap For Successful Lead Management & Marketing Automation

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DemandGen Report discusses and outlines the specific steps to building a lead management process.

DemandGen Report discusses and outlines the specific steps to building a lead management process.

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Putting Process First: A Roadmap For Successful Lead Management & Marketing Automation Putting Process First: A Roadmap For Successful Lead Management & Marketing Automation Presentation Transcript

  • Pu#ng  Process  First   A  Roadmap  For  Successful   Lead  Management  &   Marke<ng  Automa<on    
  • About  DemandGen  Report     Launched in April 2007 to track best practices in lead generation, lead management   Newsletter has grown to more than 24,000 readers   We also offer a menu of research and best practices reports
  • Welcome  Webinar  AAendees   Your  GoToWebinar  A/endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  quesAon  here  
  • Panelists   Jay  Hidalgo   CEO   The  Annuitas  Group     Chris  Koch   Director  of  Research  and  Thought  Lead   ITSMA   Andrew  Gaffney   Editor   DemandGen  Report    
  • DemandGen Report Webinar Putting Process First: A Roadmap for Successful Lead Management & Marketing Automation Chris Koch Associate VP Research and Thought Leadership ITSMA PN4902
  • 2010 is the year of Marketing Transformation DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 6
  • Marcom spending has been shifting to relationship building activities Mean % Marcom Budget 1999–2010 Collateral (brochures, datasheets, etc.) 14 11 11 Traditional Marketing 18 Advertising 28 6 6 34 Public trade shows 10 11 14 12 Tactics Direct marketing/database marketing 5 16 10 11 Sponsorships of sports/cultural events 8 10 11 1 2 Other (hospitality, community/civic activities, 11 10 7 demo centers, etc.) 12 8 9 Interactive/online/digital marketing New & Relationship 1 3 Based Marketing 7 2 15 7 8 13 Private events, seminars, 2 11 and conferences Activities 5 12 Public/press/media/ 14 community relations 13 14 12 12 Industry analyst relations/events 11 13 12 12 9 11 12 6 9 10 11 11 5 3 6 1999 2000 … 2003 … 2008 2009 2010 (est.) (N=25) (N=17) (N=25) (N=20) (N=16) (N=16) Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2000, 2001, 2004, 2009, 2010 DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 7
  • Search is more important and social media adoption continues to build Search is becoming dominant in the buying process   79% of executives perform at least three web searches per day   Buyers proactively seek information about providers themselves 63% of the time Death of traditional media   B2B ad revenues down more than 50% since 2001 Customers are adopting social media   At least 50% of executives under 40 maintain a work-related blog, Twitter their thoughts, and visit online social networks   5% of executives over 50 share their thoughts via social media   55% of US IT buyers—75% across all regions sampled—use social media in the buying process Sources: ITSMA and PAC: How Customers Choose Solution Providers, 2009; Forbes and Google: The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information; American Business Media: Business Information Network Reports. DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 8
  • Search and social media are removing salespeople from the earliest stages of the buying process Relationship Stages Buying Processes DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 9
  • Create a publishing process with an editorial calendar Editorial calendar aligned with buying process and target audience Archetype Month Epiphany Awareness Interest Confidence Loyalty JAN Green concepts Green ROI Green in Action Green checklist Extending green How to Migrate Data How to Integrate Functional How Many Mips = Which Server is Your Green Data Centers to the Green Next-Gen Green Heads Green? Greenest? Center Checklist Model Technologies Channel Webinar Blog Case studies Video Community forum Business The Executive’s How to Sell Green to Creating a Green What’s the Total Green Tech Advisory Strategists Guide to Green the CEO Agenda for Partners Return from Green? Council Channel Podcast Whitepaper Video ROI calculator Archetype 3 Channel Source: ITSMA, 2010 DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 10
  • Tracking customer behavior in the earliest stages of the buying process is now critically important DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 11
  • Few companies have formal lead management programs Do Not Do, % of Respondents (N~30) In Place For Implemented Under Way/ In the No Plans More Than Within the Partially Planning at This One Year Last Year Implemented Stages Time We have a common definition of and taxonomy for lead tracking, adopted 40 13 23 13 11 globally by all BUs, sales, and marketing. There is a formal system in place to track marketing’s influence on lead generation 20 7 23 37 13 and closed deals. When prospects are not yet ready to buy, we maintain a relationship with them 17 7 37 27 12 through a formal lead nurturing program. We track and evaluate all “impressions” (e.g., touch points, meetings, and 10 3 37 30 20 marketing assets) against the specific prospect. We map where the prospect is in the buying process and customize marketing 7 3 20 47 23 programs and activities to that specific prospect in that specific phase. Source: ITSMA Survey: Sales Enablement, August 2009 DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 12
  • There is a correlation between the degree of lead management automation and success How would you rate your organization’s overall capabilities in each of these areas? Mean Rating (N~20) Email marketing Web analytics and optimization Content management and delivery Customer/contact management Monitoring brand awareness and opinions Campaign management Lead management List management Degree of Automation: High Segmentation and predictive analysis Moderate Mktg. performance management/planning Low DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 13
  • Marketing would benefit from more automation in lead management Rate the current or expected ROI of automating the following marketing processes: Mean Rating (N~20) Lead management Customer/contact management Campaign management List management Web analytics and optimization Segmentation and predictive analysis Content management and delivery Email marketing Degree of Automation: High Monitoring brand awareness and opinions Moderate Low Marketing performance management/planning Note: Mean ratings based on a 5-point scale where 1=no ROI and 5=very high ROI. Source: ITSMA, Online Survey: Marketing Automation, August 2008 DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 14
  • Marketers must link content and behavior through a closed-loop lead management process Five steps in developing an automated lead management process: Create a shared Determine the Integrate and Score lead Collaborate with IT definition of a attributes of a segment your nurturing activities to pick a technology lead with sales sales-ready lead database (Keep it simple!) to support the Example: process •  We have had a conversation with the person. •  The conversation was around a topic area that we can deliver on. •  A need has been identified in the topic area we discussed. •  A budget has been allocated. •  A timeframe has been set. DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 15
  • Thank You! Chris Koch Associate Vice President Research and Thought Leadership ITSMA ckoch@itsma.com +1-781-862-8500, Ext. 145 DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 16
  • DemandGen Report Webinar Putting Process First: A Roadmap for Successful Lead Management & Marketing Automation Jay Hidalgo, CEO – The Annuitas Group
  • So HOW do you implement Lead Management? •  So how does an organization make the change and bridge the gap to effective Lead Management? •  What needs to be done to ensure a buyer centric approach? •  What processes need to be developed?
  • Lead Management is a PROCESS
  • Lead Management – A Holistic Approach Data   Lead   Metrics   Planning   Lead   Management   Lead   Nurturing   Lead  Rou<ng   Lead   Qualifica<on   Source: Sirius Decisions; Forrester
  • Putting the Lead Management Process in Place
  • Building the Process – Where to Start? •  Conduct an Audit – Know What You Don’t Know •  This is not a marketing only exercise It is cross-functional •  Marketing •  Sales •  Operations •  Finance •  IT •  Process before Technology
  • Data •  Determine the validity of your database – How old are the records? •  Determine your approach to data hygiene and what team will own it •  Where will you store the customer & prospect data? •  Define and control who will have access to that data •  Segment the data to optimal success based on ideal target and customer profiles
  • Lead Planning 3,000 Responses 80% 2,400 Conversion Valid Mktg Nurture Campaign Responses 10% 240 Conversion Mktg Qualified Mktg Nurture Campaign (MQL) (MQL) 50% 120 Conversion Sales Accepted Sales Nurture Campaign Lead  Nurture   (SAL) Leads Campaigns   72 60% Sales Conversion Qualified SQL Leads(SQL) Post-Sales Nurture Sales Close Campaign Rate 33% 24 closed deals Additional Monthly Revenue @ $2.4M per $100k ASP month
  • Lead Qualification •  Determine between sales and marketing the definition of a lead •  Define the qualification criteria •  Set-up a lead scoring model that allows for quality leads to flow to sales •  What happens to non-qualified leads? •  Focus on quality not quantity
  • Lead Nurturing •  Building a relationship with your prospect. Not all responses are ready to buy now •  Collaborate with sales on the content •  Map it out – use a diagram to determine how the flow of your campaigns will work •  Automate your lead nurturing. Not doing so will decrease your chances for success •  Sales that were nurtured provide a 47% higher order value than non-nurtured sales. Source:    Aberdeen  
  • Lead Routing •  Determine how marketing will pass qualified leads to sales •  Avoid the black hole, know how the leads will be tracked •  Provide sales the ability to pass back for further nurturing •  Develop SLA’s and Business Rules to ensure proper follow-up and eliminate fall out
  • Metrics •  Why are we running a campaign or marketing program? •  What benchmarks and KPI’s do we have, and how often do we measure against them (monthly, quarterly, etc.) •  What do we actually do with the metrics? •  Pull both marketing and sales metrics for a complete 360o view of your organization
  • Automate the Process •  Automation to Support the Process •  Process based automation will allow you to improve the bottom line and improve value •  Automation is well beyond feature & function, it enables the relationship process with the dialogue
  • Key Takeaways •  View Lead Management as a PROCESS •  To get started, conduct an audit •  Lead Management is not a “marketing only” exercise. Sales is key and must be involved in the process •  Automate the process, not the other way around
  • Contact Information Jay Hidalgo The Annuitas Group www.annuitasgroup.com jhidalgo@annuitasgroup.com Phone : (888) 299-9889 Twitter: @jayhidalgo
  • Ques<ons?   Your  GoToWebinar  A/endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  quesAon  here  
  • You  can  download  The  Annuitas  Group  White  Paper  here: