0
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	                                                                     ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	       Stage	  by	  stage	  lead	  scoring	  and	  tracking	  is	  cr...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	           Stakeholder	  agreement	  on	  criteria	  &	  metrics	    ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	    Stage	  by	  stage	  metrics	  are	  also	  cri%cal	  to	  establ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	  Metrics	  and	  analy%cs	  help	  segment	  prospects	  and	       ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	                 The	  watch	  word	  -­‐	  keep	  it	  simple!	     ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	                                                                   Th...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	               To	  make	  this	  successful	  you	  need	  .	  .	  ....
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	                          Con%nual	  Learning	  &	  Innova%on	       ...
Crea%ng	  an	  Insanely	  Great	  Customer	  Journey	                                              Thank	  You	           ...
Upcoming SlideShare
Loading in...5
×

B2B lead scoring and marketing optimization need stage by stage metrics

310

Published on

www.spicecatalyst.com | B2B marketing, lead scoring, lead management, analytics, funnel management,

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
310
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "B2B lead scoring and marketing optimization need stage by stage metrics"

  1. 1. Crea%ng  an  Insanely  Great  Customer  Journey   Status   Quo   Trigger   Refer   Point   Expand   Explore   Op%ons   Validate   Value   Deploy   Evaluate   Solu%on   Solu%ons   Purchase     Business   Internal   Case   Buy  In   B2B  lead  scoring  and  marke%ng  op%miza%on   need  stage  by  stage  metrics   Mike  Connor   (mike@spicecatalyst.com)   www.spicecatalyst.com  
  2. 2. Crea%ng  an  Insanely  Great  Customer  Journey   Stage  by  stage  lead  scoring  and  tracking  is  cri%cal   to  building  and  forecas%ng  business  and  gaining  Status   insight  to  help  op%mize  marke%ng  Quo   Refer   Explore   Op%ons   Purchase   Expand   Use   Business   Case   Trigger   Validate   Point   Internal   Value   Buy  In   Deploy   Evaluate   Solu%on   Solu%ons  
  3. 3. Crea%ng  an  Insanely  Great  Customer  Journey   Stakeholder  agreement  on  criteria  &  metrics   are  the  star%ng  point  Status   Trigger   Quo   Point   Explore   Op%ons   Evaluate   Solu%ons   Business   Case   Internal   Buy  In   Purchase   Deploy   Solu%on   Validate   Value   Expand   Use   Refer   Use  outcome  based  metrics  that  qualify  &  track  entry   into,  ac?vi?es  &  ?me  within  &  exit  from  each  stage    
  4. 4. Crea%ng  an  Insanely  Great  Customer  Journey   Stage  by  stage  metrics  are  also  cri%cal  to  establishing  lead  genera%on  and  nurturing  costs  and  iden%fying  ac%vi%es  and  materials  that  need  improvement  
  5. 5. Crea%ng  an  Insanely  Great  Customer  Journey  Metrics  and  analy%cs  help  segment  prospects  and   enable  more  personalized  nurturing   They  can  also  be  use  to  iden?fy  when  a  high  quality  lead  is   at  risk  and  ini?ate  appropriate  ac?vi?es  and  outreach  
  6. 6. Crea%ng  an  Insanely  Great  Customer  Journey   The  watch  word  -­‐  keep  it  simple!   X  In  today’s  world  it’s  easy  to  dial  in  a  lot  of  data.  The  key.  Focus  on  the  few  that  count.   We  have  data!  
  7. 7. Crea%ng  an  Insanely  Great  Customer  Journey   The  basics?   You  can  add  more  based  on  your  needs,  but  these  make  a  great  star?ng  point!    q  An  overall  score  based  on  the  ac?vi?es  engaged  in  q  A  company  score  that  tracks  ac?ve  leads  from  each   company  q  Scores  for  different  product  or  solu?ons  based  on  interest  q  An  aging  score  that  reduces  as  the  ?me  between  ac?vi?es   increase  q  Use  of  materials  and  ac?vi?es  and  users  feedback  on  their   value  and  contribu?on  to  decision  making  q  Value  of  closed  leads  and  costs  of  ac?vi?es  and  materials  
  8. 8. Crea%ng  an  Insanely  Great  Customer  Journey   To  make  this  successful  you  need  .  .  .   Customer  Insight!  Base  everything  on  a  really  clear  understanding  of  who  the  influencers  and  decision  makers   are  and  what  their  needs  and  goals  are  for  each  stage  of  their  buying  process     With  that  knowledge  and  content  that  aligns  with  those  needs  your  ability  to  define  and   track  the  value  and  progress  of  leads  will  increase  significantly.  
  9. 9. Crea%ng  an  Insanely  Great  Customer  Journey   Con%nual  Learning  &  Innova%on     This  isn’t  something  you  can  do  at  the  start  of  the  year  and  then  forget  about. Status   Quo   Trigger   Refer   Point   Expand   Explore   Op%ons   Validate   Value   Deploy   Evaluate   Solu%on   Solu%ons   Purchase     Business   Internal   Case   Buy  In     The  dynamic  nature  of  B2B  markets,  products,  compe??on,  customer  behavior  and  marke?ng   efforts,  means  constant  monitoring  and  modifica?on  of  the  process  is  required    
  10. 10. Crea%ng  an  Insanely  Great  Customer  Journey   Thank  You   Your  thoughts  and  comments  are  appreciated!   www.spicecatalyst.com   Your  Agile  Business  Accelera%on  Agency   Let’s  get  this  done!   Mike  Connor   (mike@spicecatalyst.com)  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×