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

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Engagement marketing has moved to the forefront of the B2B marketing vernacular, ...

Engagement marketing has moved to the forefront of the B2B marketing vernacular,
and with it, the robust strategy of integrated lead management has finally come
of age. For the B2B sales and marketing world, it is no longer a luxury, but an
imperative, to be able to nurture and score leads until they are ready for sales. In this presentation, we will discuss the newest findings in lead generation and management, including:

- The newest strategies used in developing a modern lead-generation process

- The key components of a robust lead nurturing strategy

- Aligning sales and marketing to maximise the benefits of lead management efforts

- The newest innovations in marketing automation to support integrated lead management

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  • Don’t Let Leads Slip Through Your Fingers: Engagement Marketing and Lead ManagementEngagement marketing has moved to the forefront of the B2B marketing vernacular, and with it, the robust strategy of integrated lead management has finally come of age. For the B2B sales and marketing world, it is no longer a luxury, but an imperative, to be able to nurture and score leads until they are ready for sales. In this down economy, management is unforgiving to the marketer that squanders even a single wasted lead. In this presentation, we will discuss the newest findings in lead generation and management, including:The newest strategies used in developing a modern lead-generation processThe key components of a robust lead nurturing strategy Aligning sales and marketing to maximize the benefits of lead management efforts The newest innovations in marketing automation to support integrated lead management
  • Clicks:1- Add Track / Re-Name2 – Add Step3 – Add Step4 – Add Step Decision Diamond5 – Add Track Decision Diamond6 – Show Rules on Yes Track7 – Rules disappear
  • Google to talk about the BuyerSphere
  • As businesses remain rooted in the same advertising tactics they’ve employed for the last 50 years, people around the globe are interrupted by as many as 3,000 marketing messages each day. For consumers, this often translates to unwanted interruptions while they’re trying to unwind after a long day at the office.For business buyers, this often translates to unwanted interruptions as they’re trying to work through an enormous to-do list. It’s little surprise, then, that when marketers attempt to barge into their awareness, today’s consumers and business buyers tune out and turn away.We must ask ourselves, is shouting messages as loudly as possible to as many people as possible the best strategy for reaching our customers?
  • The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
  • As businesses remain rooted in the same advertising tactics they’ve employed for the last 50 years, people around the globe are interrupted by as many as 3,000 marketing messages each day. For consumers, this often translates to unwanted interruptions while they’re trying to unwind after a long day at the office.For business buyers, this often translates to unwanted interruptions as they’re trying to work through an enormous to-do list. It’s little surprise, then, that when marketers attempt to barge into their awareness, today’s consumers and business buyers tune out and turn away.We must ask ourselves, is shouting messages as loudly as possible to as many people as possible the best strategy for reaching our customers?
  • The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
  • Most of these quotes came from our White Paper
  • Script:But the problem is that time is of the essence and working against you!You have to be able to identify and act upon the real hand raisers in a timely manner.If sales cherry picks or spends too much time trying to find the good among the bad, the “ripe” leads will be missed and you end up with lead waste which is an exercise in futility.

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

  • 1. • • • • • •
  • 2. • •
  • 3. • • • • •
  • 4. • • • • •
  • 5. • – – • – • – –
  • 6. • • An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa
  • 7. • 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
  • 8. • – – – –
  • 9. • * SiriusDecision Research
  • 10. Lead Generation Reporting & Lead Analysis Nurturing Lead Management Process Sales/Opportunity Lead Qualification Management & Scoring Lead Routing & Acceptance
  • 11. Impressions Inquiries Marketing Marketing Qualified Sales Accepted Sales Qualified Sales New Business
  • 12. • • • • • •
  • 13. 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
  • 14. 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
  • 15. VP Sales Download a Evaluating Whitepaper Solutions Visited Website Last $100M 5000 Has Week Company Employees 2009 Budget Needs Fit Solution 30
  • 16. 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
  • 17. Demographic BANT Activity 32 32
  • 18. – Explicit Data • Demographic & BANT • Self reported and 3rd party Implicit Activity • Recency & Frequency • Key Behaviors • Automated Score Depreciation • Point Caps
  • 19. Target Profile (explicit) Web Behaviour (implicit)
  • 20. Hot 6% Warm 24% Nurture 70%
  • 21. Business Value Level 1 Level 2 Level 3 Level 4 Lead Management Sophistication
  • 22.  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
  • 23.  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)
  • 24.  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
  • 25.  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
  • 26. • • • •
  • 27. • • • • •