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5 Keys to Maximizing Lead Conversion

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Once a lead comes in the door, whose job is it to convert that lead to a sales opportunity: marketing or sales? The lead conversion black hole has long been cause for dispute between marketing and …

Once a lead comes in the door, whose job is it to convert that lead to a sales opportunity: marketing or sales? The lead conversion black hole has long been cause for dispute between marketing and sales teams. Marketing will argue it has generated leads and tossed them over the fence to sales. Sales will complain that leads aren’t qualified.
 
If this sounds like your organization, it’s time to break down artificial departmental walls and work together on lead processing, qualification, follow-up, and nurturing so you can convert more leads into customers. The challenge is to achieve what everyone wants: improved sales revenues through qualified leads.

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  • 1. 5 Keys to Maximizing B2B Lead Conversion to Win More Deals
    Angie Hirata
    Worldwide Director, Marketing & Business Development
  • 2. Is this familiar?
    Black Hole of LEADS!
    Sales:
    • Build relationships
    • 3. Close deals
    Marketing:
    • Get the message out
    • 4. Generate leads
  • Key 1: Break Down the Great Wall Between Sales & Marketing
  • 5. Key 1: Break Down the Great Wall Between Sales & Marketing
    Involve sales in campaign planning:
    Target audience, list
    Message
    Agree on definition of qualified lead (BANT)
    Budget
    Authority
    Need
    Timeframe
    Other
    Communicate, communicate!
    Feedback: fix processes, refine next campaign
  • 6. Key 2: Fill the Gap with a Dedicated Leads Team
    Skills: lead qualification vs. sales closing
    Focus sales on closing qualified opportunities
    Remove “distraction” of cold leads
    Ensure all leads are followed up – no matter what time of month or quarter!
    Organize by territory/region, lead type
    Generate leads – Qualify leads – Close deals
  • 7. Key 2: Fill the Gap with a Dedicated Leads Team
    Typical Way
    New Way
  • 8. Key 2: Fill the Gap with a Dedicated Leads Team
    Model best practices in CRM system:
    Automate lead assignment
    Pre-populate qualification info from web/event forms
    Timeframe for follow-up
    BANT criteria
    Lead qualification questions
    Lead and opportunity assignment
    Standardize lead status and rating
  • 9. Key 2: Fill the Gap with a Dedicated Leads Team
    Maximizer CRM:
    Lead notification (Hotlist)
    Lead profiling & qualification (User-defined fields)
    Opportunity assignment
  • 10. Key 2: Fill the Gap with a Dedicated Leads Team
    Notification of new leads
    All prospect/customer history and details
    Lead profile & qualification questions
    Assignment/Notification to Sales
  • 11. Key 3: Define a Lead Nurturing Process
    From: Reed Business Blue Chip Study III
  • 12. Key 3: Define a Lead Nurturing Process
    Create timely communications
    Awareness
    Education
    Consideration
    Preference
    Segment & personalize
    Automate email marketing, schedule calls
    Foster leads to take action to self-identify
    White papers (business & technical), articles
    Webinars/webcasts, podcasts
    ROI Calculator, case studies
  • 13. Key 4: Monitor Lead Team Activities
    Management by exception
    Allows for changing & improving processes
    Monitor throughout the lead follow-up funnel
    Lead assignment
    Lead follow-up: 1st attempt (2nd, 3rd…)
    Phone notes
    BANT criteria met for qualified leads
    Opportunities created: pipeline, forecast
    CRM system: dashboards, exception alerts, reports
  • 14. Key 5: Key an Eye on the Bottom Line
    Set metrics to measure success
    # leads
    # qualified leads, # opportunities
    # won/lost/abandoned deals
    Pipeline contribution
    5 – 10x campaign ROI
    Always look for improvements
    Ask why: what’s working, what’s not
    Model what works, fine tune processes
  • 15. Next Steps
    Talk to sales, talk to marketing
    Identify biggest gap or challenge
    Lead follow-up
    Lead closure (close loop)
    Lead nurturing
    Build your case for a leads team:
    Identify requirements, calculate based on lead volumes and calls/day
    Agree on whether this is under sales or marketing
    Set-up clear processes, training, metrics first
    Create lead nurturing program (phases)
  • 16. Maximizer Software Fast Facts
    CRM pioneer (since 1987)
    Global CRM provider to small and medium Businesses (SMB) and divisions of large enterprises
    400 business partners
    Over 120,000 customers
    Over 1 million licenses sold
  • 17. Maximizer Software Customers
  • 18. I’d Like To Know More
    Contact Maximizer @
    1-800-804-6299
    sales@maximizer.com
    Thank you for your time and consideration.