Dont Let Leads Slip Through Your Fingers Engagement Marketing And Lead Management

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• • An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa

• 7x improvement in sales if leads are responded to in 48 hours • Likelihood of reaching a prospect on a follow-on call goes down by 90% within one week from the initial inquiry

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• * SiriusDecision Research

Lead Generation Reporting & Lead Analysis Nurturing Lead Management Process Sales/Opportunity Lead Qualification Management & Scoring Lead Routing & Acceptance

Impressions Inquiries Marketing Marketing Qualified Sales Accepted Sales Qualified Sales New Business

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Data Segmentation Multi-Channel ROI Reporting Campaign Execution Tools & Analysis Unified (e.g email, DM, web, telesales) Customer/Prospect Database Sales/CRM Integration Campaign (Nurture) Automation Lead Scoring & Management

2. Returning Leads – 3. Returning Leads – 1. Basic Lead Form Pre Populate Pre-Populate – Gather More 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

VP Sales Download a Evaluating Whitepaper Solutions Visited Website Last $100M 5000 Has Week Company Employees 2009 Budget Needs Fit Solution 30

VP Sales Demographic Download a Evaluating Whitepape Solutions r Visited BANT Has Website $100M 5000 2009 Last Week Company Employees Budget Needs Fit Solution Activity 31

Demographic BANT Activity 32 32

– Explicit Data • Demographic & BANT • Self reported and 3rd party Implicit Activity • Recency & Frequency • Key Behaviors • Automated Score Depreciation • Point Caps

Target Profile (explicit) Web Behaviour (implicit)

Hot 6% Warm 24% Nurture 70%

Business Value Level 1 Level 2 Level 3 Level 4 Lead Management Sophistication

 Product Focused Batch and Blast Campaigns  Basic List Segmentation & Email Sending (Tracking by email campaign  Auto-Fulfillment of online offers (auto-responders)  Lead Capture and Forward to Sales

 Automated segmentation and email sending  Tracking responses by contact rather than list  Segmentation by email response data with basic personalization  Telesales Qualification/Integration (Process/System)

 Personalization and dynamic content for one-to-one messaging  CRM Integration/Data Synchronization  Integrated Website Activity  Automated/Triggered Nurture Programs based upon Lead Phase  Lead Scoring using Explicit information

 Collaborative sales and marketing environment  Lifecycle Stage Programs  Integrated Closed-Loop ROI Reporting  Multi-Variable Lead Scoring Model with Implicit (behavioral) Data  Integrated Third-Party data and related information

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Dont Let Leads Slip Through Your Fingers Engagement Marketing And Lead Management

by Silverpop on May 15, 2009

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Dont Let Leads Slip Through Your Fingers Engagement Marketing And Lead Management — Presentation Transcript