Making Lead Scoring & Nurturing Work


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See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.

By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI

If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!

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  • Making Lead Scoring & Nurturing Work

    1. 1. Making Lead Scoring & Nurturing Work Moderator: Andrew Gaffney Editor Demand Gen Report Presenter: Paul Dunay Global Director of Integrated Marketing BearingPoint
    2. 3. Today’s Guest Speakers <ul><li>Moderator: </li></ul><ul><li>Andrew Gaffney </li></ul><ul><li>Editor </li></ul><ul><li>Demand Gen Report </li></ul>Presenter: Paul Dunay Global Director of Integrated Marketing BearingPoint
    3. 4. The Need for Lead Scoring & Nurturing <ul><li>Andrew Gaffney </li></ul><ul><li>Editor </li></ul><ul><li>Demand Gen Report </li></ul>
    4. 5. <ul><li>Marketers missing out on opportunities that are not “sales </li></ul><ul><li>ready”. </li></ul><ul><ul><li>Only 20% of leads are followed up on </li></ul></ul><ul><ul><li>Sales typically disqualifies 70% of leads based on lack of budget, </li></ul></ul><ul><ul><li> timing, etc. </li></ul></ul><ul><ul><li>80% of those “bad leads” do go onto buy within 24 months </li></ul></ul><ul><ul><li>Source: Sirius Decisions </li></ul></ul>The Need For Lead Nurturing
    5. 6. <ul><li>“ Sales Nurturing” has emerged as an integral part of the overall </li></ul><ul><li>demand generation process. </li></ul><ul><li>Some industry stats/benchmarks to consider: </li></ul><ul><ul><li>73% of companies have no process for requalifying leads; </li></ul></ul><ul><ul><li>80% of sales close after the 5 th contact </li></ul></ul><ul><ul><li>In some complex industries, it typically takes between 9 and 11 touches before a deal closes </li></ul></ul>Framing The Opportunity For Nurturing
    6. 7. <ul><li>Buyers look for different kinds of information at various points </li></ul><ul><li>in the buying cycle. Just because they didn’t buy today </li></ul><ul><li>doesn’t mean they won’t be interested tomorrow. </li></ul><ul><ul><li>Recent study from Knowledge Storm/Marketing Sherpa found 61% of technology buyers want content that directly addresses the issues they face at each point in the decision process. </li></ul></ul><ul><ul><li>Frequency is also important: 85% of tech buyers said they need to encounter at least three pieces of content. </li></ul></ul>Targeting The Different Phases of The Buying Cycle
    7. 8. <ul><li>As organizations are realizing that the quality of leads is often </li></ul><ul><li>more important than the quantity, lead scoring is becoming a </li></ul><ul><li>more common practice. </li></ul><ul><li>By targeting and profiling specific buyers during the lead </li></ul><ul><li>generation process and then scoring leads, marketers are </li></ul><ul><li>seeing payoffs in: </li></ul><ul><ul><li>Increased lead conversion rates </li></ul></ul><ul><ul><li>Shorter sales cycles </li></ul></ul><ul><ul><li>Improved win rates </li></ul></ul>Marketing Putting More Emphasis on Lead Management
    8. 9. <ul><li>Sales reps are getting less “face time” with prospects and </li></ul><ul><li>are relying more on the marketing department to open </li></ul><ul><li>doors and provide intelligence on new accounts. </li></ul><ul><ul><li>According to ABM’s 2007 Digital Transformation study, 78% of business decision makers said the amount of time they spend with sales reps has “ decreased or stayed the same during the past 12 months.” </li></ul></ul>Planning Lead Generation For 2008 The New Role of Lead Generation in Pipeline Optimization
    9. 10. Making Lead Nurturing Work <ul><li>Paul Dunay </li></ul><ul><li>Global Director of Integrated Marketing </li></ul><ul><li>BearingPoint </li></ul>
    10. 11. Making Lead Nurturing Work
    11. 12. 2 Factors Driving Lead Nurturing
    12. 13. Benefits of Lead Nurturing Are Enormous <ul><ul><li>Increase in Qualified Leads (78%) </li></ul></ul><ul><ul><li>Decrease in Sales Cycle (from months to weeks) </li></ul></ul><ul><ul><li>Decrease in Cost of Sales (10% decrease) </li></ul></ul><ul><ul><li>Improved Conversion Rates of those leads (1.5 - 3.0x) </li></ul></ul><ul><ul><li>Increase in Quality of leads going to sales </li></ul></ul><ul><ul><li>Increase in Transaction Size </li></ul></ul><ul><ul><li>Increase in Marketing ROI </li></ul></ul>
    13. 14. How Do You Implement Lead Nurturing?
    14. 15. Setting Up For Lead Nurturing <ul><li>5 setup considerations: </li></ul><ul><ul><li>What is the definition of a lead? </li></ul></ul><ul><ul><li>What are the attributes of a sales ready lead? </li></ul></ul><ul><ul><li>How should I segment my database? </li></ul></ul><ul><ul><li>How I score activities? </li></ul></ul><ul><ul><li>Finding the right technology </li></ul></ul>
    15. 16. Step 1: Define A Qualified Sales Lead <ul><li>A qualified sales lead is when… </li></ul><ul><ul><li>BearingPoint & prospect have had a conversation </li></ul></ul><ul><ul><li>Around a specific project </li></ul></ul><ul><ul><li>Need has been identified </li></ul></ul><ul><ul><li>Time frame validated </li></ul></ul><ul><ul><li>Budget allocated </li></ul></ul>
    16. 17. Step 2: Define Your Target Profile <ul><li>Attributes: </li></ul><ul><ul><li>Company size, Company type, Geographic location, Size of Revenues </li></ul></ul><ul><li>Position: </li></ul><ul><ul><li>Job Function, Title, Authority level, etc. </li></ul></ul><ul><li>Needs: </li></ul><ul><ul><li>Issues, problems, requirements </li></ul></ul><ul><li>Readiness: </li></ul><ul><ul><li>Stage in the Buy Cycle, Timeframe, Budget </li></ul></ul>
    17. 18. Step 3: Segmentation Of Your Database We have what I like to call 2 way segmentation in our verticals: <ul><ul><li>Solution </li></ul></ul><ul><ul><ul><li>Customer Relationship Management </li></ul></ul></ul><ul><ul><ul><li>Enterprise Resource Planning </li></ul></ul></ul><ul><ul><ul><li>Risk, Compliance and Security </li></ul></ul></ul><ul><ul><ul><li>Enterprise Strategy & Transformation </li></ul></ul></ul><ul><ul><ul><li>Finance Advisory </li></ul></ul></ul><ul><ul><ul><li>Growth & Innovation </li></ul></ul></ul><ul><ul><ul><li>Human Capital </li></ul></ul></ul><ul><ul><ul><li>Information Management </li></ul></ul></ul><ul><ul><ul><li>IT Strategy & Transformation </li></ul></ul></ul><ul><ul><ul><li>Managed Services </li></ul></ul></ul><ul><ul><ul><li>Merger Integration </li></ul></ul></ul><ul><ul><ul><li>Operational Excellence </li></ul></ul></ul><ul><ul><ul><li>Performance Management </li></ul></ul></ul><ul><ul><ul><li>Supply Chain and Sourcing </li></ul></ul></ul><ul><ul><ul><li>Systems Integration </li></ul></ul></ul><ul><ul><ul><li>Technology Infrastructure </li></ul></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><ul><li>Automotive </li></ul></ul></ul><ul><ul><ul><li>Aviation & Transportation </li></ul></ul></ul><ul><ul><ul><li>Commercial Aerospace </li></ul></ul></ul><ul><ul><ul><li>Communications </li></ul></ul></ul><ul><ul><ul><li>Consumer Markets </li></ul></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Energy & Chemicals </li></ul></ul></ul><ul><ul><ul><li>Financial Services </li></ul></ul></ul><ul><ul><ul><li>Government </li></ul></ul></ul><ul><ul><ul><li>Healthcare </li></ul></ul></ul><ul><ul><ul><li>Hospitality </li></ul></ul></ul><ul><ul><ul><li>Life Sciences </li></ul></ul></ul><ul><ul><ul><li>Manufacturing </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Technology </li></ul></ul></ul>
    18. 19. Step 4: Scoring Activities <ul><li>Look for “engagement” with the content – before having any </li></ul><ul><li>further conversations. </li></ul><ul><li>How many points is that engagement worth? </li></ul><ul><ul><li>If / then statements </li></ul></ul><ul><ul><li>Is attending an event more important than a Webinar? </li></ul></ul><ul><ul><li>How many activities need to happen = engagement? </li></ul></ul><ul><ul><li>If nothing happens for 6 months do you reduce? </li></ul></ul><ul><ul><li>My advice –> Keep it simple </li></ul></ul>
    19. 20. Step 5: Finding The Right Technology? <ul><li>3 important things to consider: </li></ul><ul><ul><li>Your vision will change </li></ul></ul><ul><ul><li>Long term decision </li></ul></ul><ul><ul><li>Pilot vs. Big Bang </li></ul></ul>
    20. 21. Let Me Show You An Example…
    21. 22. Lead Nurturing Email Campaigns Events Website Downloads <ul><li>Capture and score all leads </li></ul><ul><li>View all leads on one dashboard </li></ul><ul><li>Track ROI for each campaign </li></ul>Promote leads above set score to Sales Nurture leads with drip marketing Adwords Banner Ads
    22. 23. Overview Of The Process Source: InTouch Marketing Pipeline Sales Pipeline Inquiries Nurturing Leads Customers Returned Prospects Email, Direct Mail, Website Downloads, Inbound Calls, Webinars, Roundtables Sales Ready Leads Not a Fit Sales Generated Leads Existing Clients Measure ROI Inside Sales Closed Loop Feedback
    23. 24. A Look At Some Illustrative D ata
    24. 25. Drill Down On One Illustrative Lead
    25. 26. Calculating ROI Source: InTouch
    26. 27. 5 Key Takeaways <ul><li>1. STOP throwing the baby out with the bath water. </li></ul><ul><li>2. Take the time upfront to define the right attributes. </li></ul><ul><li>3. Set up a Marketing Funnel call and invite sales. </li></ul><ul><li>4. Sit on the Sales Funnel calls to hear feedback on your leads. </li></ul><ul><li>5. Don’t attempt this in isolation. </li></ul>
    27. 28. Questions
    28. 29. Thank you! If you would like to request a copy of today’s presentation, please email For more information please contact Lisa Cramer at or 678-672-3102.