A Marketers Blueprint To Successful Lead Management

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    A Marketers Blueprint To Successful Lead Management - Presentation Transcript

    1. A Marketer’s Blueprint to Successful Lead Management Lisa Cramer President LeadLife Solutions lcramer@leadlife.com 770-670-6702
    2. Today’s Agenda
      • Process of Lead Management
      • BearingPoint’s Blueprint to Success – in 5 Steps
      • Results You Can See
    3. Is this your current process? Banner ads Generate & Qualify Leads?? Spreadsheets / CRM Database Events Website Email
    4.  
    5. Lead Process with Scoring & Nurturing Promote leads to Sales Nurture leads with e-newsletters, drip marketing
      • Capture and score all leads
      • View all leads on one dashboard
      • Track ROI for each campaign
      Events Website Email Banner ads
    6. Lets Break it Down Closed Sales Qualified Opportunities Sales Ready Leads Conversions Inquires/Suspects Nurture Sales Marketing Email, Adwords, Banners, Webinars, Offline Events
    7. The Blueprint to Success
    8. The Design Layout
      • What is the definition of a lead?
      • What are the attributes of a “sales ready” lead?
      • Lead generation – old/new
      • How do I score?
      • The need for Lead Nurturing
    9. Step 1: Defining A Lead
      • Sales and marketing need to come together to discuss and define the definition of a lead.
    10. BearingPoint’s Blueprint
      • A lead definition:
      • Company size, industry, geographic location, yearly revenue
      • Job function, title, authority level, etc.
      • Issues, problems, requirements
      • Stage in the buy cycle, timeframe, budget
    11. Step 2: Attributes of a “Sales Ready” Lead
      • “ Sales ready” lead – a prospect ready to enter the buy cycle.
      • Define what demographics/interactions determine interest:
        • Downloads
        • Webinar attendance
        • Pages visited and time spent - email campaigns
        • E-newsletter and survey responses
        • Trade show visits…..
    12. Step 2: Attributes of a “Sales Ready” Lead
      • When is the hand-off?
        • They download a whitepaper and have the right title
        • They attended a webinar and downloaded 2 other items
    13. BearingPoint’s Blueprint
      • 2 levels of qualification:
        • First level to telesales (4 conversions plus lead definition)
        • Second level telesales to sales
      • BearingPoint and prospect have had a conversation
      • Around a specific project
      • Need has been identified
      • Timeframe validated
      • Budget allocated
    14. Step 3: Lead Generation – Old/New
      • Define and track all lead activities coming in from online/offline events and also from existing lists.
    15. Step 3: Lead Generation – Old/New
      • Define campaigns and events.
    16. BearingPoint’s Blueprint
      • Outbound Phone
      • Email
      • Website
      • Direct Mail
      • Seminar & events
      • Advertising
      • Alliance Referrals
      • PR
      • Other Activities
      Types of lead generation:
    17. BearingPoint’s Blueprint
      • Solution
          • Customer Relationship Management
          • Enterprise Resource Planning
          • Risk, Compliance and Security
          • Enterprise Strategy & Transformation
          • Finance Advisory
          • Growth & Innovation
          • Human Capital
          • Information Management
          • IT Strategy & Transformation
          • Managed Services
          • Merger Integration
          • Operational Excellence
          • Performance Management
          • Supply Chain and Sourcing
          • Systems Integration
          • Technology Infrastructure
      • Industry
          • Automotive
          • Aviation & Transportation
          • Commercial Aerospace
          • Communications
          • Consumer Markets
          • Education
          • Energy & Chemicals
          • Financial Services
          • Government
          • Healthcare
          • Hospitality
          • Life Sciences
          • Manufacturing
          • Media
          • Technology
      2 way segmentation:
    18. Step 4: How Do I Score?
      • The process by which marketing can distinguish
      • (prioritize) leads that are “sales ready” versus those
      • that should be nurtured further.
      • Assign value for a lead’s behavior, demographics, etc.
      • Each item can be scored to give lead overall score
      • Score can be reduced as leads decay
    19. BearingPoint’s Blueprint
      • Look for “engagement” with the content before having
      • any further conversations.
      • How many points is that
      • engagement worth?
      • If/then statements
      • Is attending an event more important than a Webinar?
      • How many activities need to happen = engagement?
      • If nothing happens for 6 months do you reduce?
      • Keep it simple
      • Only 20% of leads from marketing are worked
      • 80% of un-worked leads buy within 24 months
      • 50% of sales organizations do a bad job of nurturing leads
      • 51% of Sales Execs are not happy with qualify of leads
      • 65% allow sales to send formerly qualified leads back to marketing for further nurturing;
      • 56% of all respondents indicated that they currently lack a formal lead nurturing program to support and nurture long-term opportunities.
      Step 5: The Need for Lead Nurturing Sources: Sirius Decisions, CSO Insights Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation
    20. Step 5: The Need for Lead Nurturing
      • Continuously engage your prospects through drip marketing and e-newsletters.
    21. Step 5: The Need for Lead Nurturing
      • Automatically send out personalized, targeted emails through the lifecycle of the lead.
    22. BearingPoint’s Blueprint
    23. Evaluating Metrics
    24. Bottom Line Results
      • Increase in qualified leads by 78%
      • Decrease in sales cycle from months to weeks
      • Decrease in cost of sales by 10%
      • Improved conversion rates up to 3x
      • Increase in quality of leads going to sales
      • Increase in transaction size
      • Increase in marketing ROI
      By implementing a lead scoring and nurturing process BearingPoint found:
    25. Questions? Humm….
      • www.leadlife.com
      • Lead Nurturing: The Secret to Successful Lead Generation
      • Other LeadLife whitepapers:
      • Lead Life Cycle Optimization Analysis
      • Real Marketing Analytics for Lead Generation
      • Lead Optimization - Are You Targeting the Right Prospects?
      • Forget the ABC’s of Lead Scoring
      • Be First In Mind
      Further Education
    26. Thank You
      • For more information contact:
      • Lisa Cramer
      • LeadLife Solutions
      • [email_address]
      • 770-670-6702
      • To request a copy of today's presentation
      • please email info@leadlife.com

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