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Lead Management for a Cross-Channel World
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Lead Management for a Cross-Channel World

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Take a look at how conversational marketing technology can increase effectiveness in B2B marketing campaigns.

Take a look at how conversational marketing technology can increase effectiveness in B2B marketing campaigns.

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  • Hager is a $1.5B electronics manufacturer. Distributed global workforce of more than 10,000 employees and has 40 sales subsidiaries and 25 industrial sites worldwide. Most of their revenue comes from sales to distributors and wholesalers. Also, they sell to architects and consultants who then sell products directly to electricians and contractors. Large and diverse audience of buyers makes it difficult to communicate relevant news and information. Past system prevented them from getting to know the wants and needs of their customer base. FIRST STEP – 360 DATABASE!
  • Transcript

    • 1. Maximize Campaign Effectiveness: Lead Management for a Cross-Channel World www.neolane.com @Neolane One Gateway Center Newton, MA
    • 2.
      • The State of Marketing
      • Effectiveness & Customer Experience
        • Customers expect a greater level of intimacy/relationships
        • One sustainable dialogue: inbound-outbound
        • Email fatigue/legislation could signal recovery of Direct Mail
        • Growth of smartphone market/use and emergence of mobile standards in the US
        • New channel emergence (Social Media and others)
    • 3.
      • The State of Marketing
      • Efficiency
        • Greater global/regional marketing cooperation (less silos)
        • Growth/maturity of the marketing operations function (process)
        • Marketers will still be asked to do more with less (automation)
      • Accountability
        • CMOs will increasingly get a ‘seat at the table’
        • Increased reliance on data and metrics in decision making
    • 4.
      • B2B Marketing Automation Software Adoption
      • Forrester Research reports that only 2-5% of B2B firms have invested in full-featured lead management automation
        • Small organizations (under $25M) have been driving the penetration
      • Sirius Decisions reports that only 20% of b2b organizations use some form of marketing automation today
      • US ahead of Europe in lead management adoption
    • 5.
      • Lead Management Optimization
    • 6.
      • Example of Lead Management Process
    • 7.
      • Hager Group Case Study: Objectives
      • Interactive communication for an effective loyalty strategy
        • Recruit new contacts
        • Convert prospects
        • Drive loyalty
      • Build a central database marketing platform
        • Ensure data quality:
          • Bounces and bad addresses
          • Opt-outs
        • Ensure relevance of messages:
          • Personalization
          • Targeting, profiling
      • Campaign automation and scheduling
      • Measure ROI on actions
      • Educate and inform sales force
    • 8.
      • Hager Group Case Study: Solution
    • 9.
      • Hager Group Case Study: Results
      • Increased reach and DB size
        • From 5,000 to 75,000 in 3 years
      • Enabled a “highly qualitative” B2B relationship with nurturing
        • Success rate > 99%
        • Open rate > 45%
        • Click rate ~13%
        • Opt out < 0.2%
      •  Detailed reporting of actions carried out
    • 10.
      • Reporting on Lead Quantity & Quality
    • 11.
      • Review of Building Blocks for B2B Marketing Success
      • Skills, processes, and automation are the triumvirate of success
      • Look at B2C marketing for some guidance on needed marketing skill sets
      • Don’t automate bad processes
      • Lead management optimization is the end goal – not the starting point
    • 12.
      • Marketing Automation Checklist
      • Cross-channel support – not just email and web
      • Buying process and preference support
        • Multiple touch points and interactions
      • Marketing process automation
        • Sustainable dialogues via one-to-one relationships
        • Nurturing and triggering
      • Measurement and reporting, including marketing revenue attribution
      • Complete view of marketing history – 360 ° marketing view
      • Integration to CRM/SFA