A Marketer’s Blueprint to Successful Lead Management Lisa Cramer President LeadLife Solutions lcramer@leadlife.com 770-670-6702

Today’s Agenda Process of Lead Management BearingPoint’s Blueprint to Success – in 5 Steps Results You Can See

Process of Lead Management

BearingPoint’s Blueprint to Success – in 5 Steps

Results You Can See

Is this your current process? Banner ads Generate & Qualify Leads?? Spreadsheets / CRM Database Events Website Email

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

Capture and score all leads

View all leads on one dashboard

Track ROI for each campaign

Lets Break it Down Closed Sales Qualified Opportunities Sales Ready Leads Conversions Inquires/Suspects Nurture Sales Marketing Email, Adwords, Banners, Webinars, Offline Events

The Blueprint to Success

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

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

Step 1: Defining A Lead Sales and marketing need to come together to discuss and define the definition of a lead.

Sales and marketing need to come together to discuss and define the definition of a lead.

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

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

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…..

“ 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…..

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

When is the hand-off?

They download a whitepaper and have the right title

They attended a webinar and downloaded 2 other items

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

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

Step 3: Lead Generation – Old/New Define and track all lead activities coming in from online/offline events and also from existing lists.

Define and track all lead activities coming in from online/offline events and also from existing lists.

Step 3: Lead Generation – Old/New Define campaigns and events.

Define campaigns and events.

BearingPoint’s Blueprint Outbound Phone Email Website Direct Mail Seminar & events Advertising Alliance Referrals PR Other Activities Types of lead generation:

Outbound Phone

Email

Website

Direct Mail

Seminar & events

Advertising

Alliance Referrals

PR

Other Activities

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:

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

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

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

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

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

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 Continuously engage your prospects through drip marketing and e-newsletters.

Continuously engage your prospects through drip marketing and e-newsletters.

Step 5: The Need for Lead Nurturing Automatically send out personalized, targeted emails through the lifecycle of the lead.

Automatically send out personalized, targeted emails through the lifecycle of the lead.

BearingPoint’s Blueprint

Evaluating Metrics

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:

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

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

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

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

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