The document discusses lead to revenue management (LTRM) and how to implement an LTRM strategy. It recommends developing a clear LTRM vision, choosing the right tools like a CRM and marketing automation platform, personalizing marketing based on customer data, and continuously measuring and optimizing performance based on insights from analytics. Case studies demonstrate how companies have implemented LTRM to improve lead generation and ensure marketing and sales are aligned.

1. Lead 2 Revenue Management
Future Marketing Generates Leads
Benjamin Belmudez, Insights & Analytics Consultant
Jacob Hartung, Digital Business Consultant

2. © Creuna
Today’s Program
1. L2RM, what and why?
2. How to get started?
3. Case 1 – LTRM for Businesses
4. Case 2 – Lead Identification
5. Take Aways

3. What & why
Lead to revenue management

5. © Creuna

6. © Creuna
NodataonEXISTINGcustomers:
25%
Noanalysisonleadgeneration:
35%
Noanalysisonmarketinginitiatives:
25%
Why?Lackofresources:
40%

7. © Creuna
a business system for marketers whose offerings mandate a long,
complex, or highly considered buying process, comprising integrated
goals, processes and metrics that reshape marketing practices to drive
effective customer engagement across the customer life cycle – from
awareness to advocacy. It is measured through the metric of revenue
performance from new customer acquisition through lifetime value.
“
“
Forrester Research
Lead to Revenue Management
- Definition:

8. © Creuna
$
?
?
?
?
Revenue
Economic
value
Micro
conversions
Macro
conversions
Connect both micro and macro
conversions to the business
orders
downloads
of whitepapers
newsletter
subscriptions
completed
user journey

9. Creuna.dk - micro conversions
© Creuna

10. © Creuna
How to get started?

11. 1. Strategy
2. Tools
3. Internal processes
© Creuna

12. Turn the brand into an
Ecosystem
© Creuna
Attracting
Acquiring
Retaining
Co-Creating

13. Customer journey
© Creuna
discover
search
investigate
compare
decision
advocate
find
Purchase/
Desired
action
like
love
use
get support
share
trust
Align marketing messages to
customer needs
Create content to help the
buyer through his decision
journey
Provide historical
experience data about
customers
Collect feedback insights
about product experience
Solicit reviews with incentives

14. Turn the brand into an
Ecosystem
© Creuna
Of connected apps
And services

15. © Creuna
Leadtorevenue
management
CMS
Analytics
Marketing
Automation
CRM

16. Tools Market Share
© Creuna
Eloqua
Marketo
Salesforce Pardot
Hubspot
Silverpop
Unica
Act-On
Source: http://www.venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration
Share by Companies
Share by Customers Revenue

17. What features are actually used?
© Creuna
Source: http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015
17%
24%
35%
41%
48%
48%
50%
54%
57%
59%
72%
74%
76%
87%
95%
Sales Intelligence
PPC Advertising
Website Content Optimization
Content Management
Web Analytics
Marketing ROI Analysis
Website Visitor Demographic Report
Segmentation
Integration with Other Systems
Campaign Effectiveness Analytics
Lead Management
Landing Page Creation Ability
Campaign Management
CRM Integration
Email Marketing

18. Technology Choice
© Creuna
best of suite best of breed
eg. marketo
or eloqua
eg. mailchimp,
optimizely,
google analytics
+ tag manager,
umbraco and
pipelinedeals…

19. © Creuna
Best of suite best of breed
eg. marketo
or eloqua
eg. mailchimp,
optimizely,
google analytics
+ tag manager,
umbraco and
pipelinedeals…
Technology Choice

20. © Creuna
You must take ownership for
architecting your own l2rm
business system!
© Creuna

21. Turn the brand into an
Ecosystem
© Creuna
By focusing with
unprecedented
Consumer-
centricity

22. © Creuna
marketing
– thought leadership programme
sales
– proof of concept
Case
– payment processing technology vendor

23. © Creuna
$
?
?
?
?
Revenue
Economic
value
Micro
conversions
Macro
conversions
Connect both micro and macro
conversions to the business
orders
downloads
of whitepapers
newsletter
subscriptions
completed
user journey

24. © Creuna
L2RM for Businesses

25. © Creuna

26. It starts with ideation
© Creuna
“Is the website more than just a catalogue featuring our products?”
“Can the website be used to generate leads?”
“Who are our visitors ?”
“Do they download information on our products?”
“Can we we track behavior on an individual level?”

27. From ideation to business case
© Creuna
2
Weak cooperation between marketing and sales on lead generation
3
Need for generating more leads from marketing communication
4
Sales required more information on leads qualification level
1
Sales mostly operated by nurturing dealers and architects

28. From business case to requirements
© Creuna
Connect to CRM
Report Action in CRM
CRM Integration
Customer Behavior
Create Alerts
New Lead Entry
New Task
Segment Leads
Customer Engagement

29. © Creuna
Leadtorevenue
management
Best of Breed LTRM Platform
Analytics
CMS
ESP
CRM

30. © Creuna
Customized solution

31. Identification performance
© Creuna
8% of the visits are from identified customers
10 % of all current customer identified
5-10% of micro-conversions are attributed to customers

32. Customer-centric analytics
© Creuna
site search
products page
products specs
campaigns performance
keyword analysis
persona segmentation

33. Yearly Costs
© Creuna
0
50000
100000
150000
200000
250000
300000
Year 1
Year 2
Year 3
Year 4
Year 5
YearlyCosts(DKK)
Best of Breed
Best of Suite

34. © Creuna
The journey
starts!
Customer journey
analytics
anonymous behaviour
tracking
sales alert!
contact created in crm
system with conversion
info
personalization
personalized content
based on user
information
email
customized email sent
according to marketing
automation rules
conversion
record purchase
history
analytics
identified behavior tracking
Micro-Conversions
First visit
Google
Third Visit
Direct
Second visit
Personalized
E-mail
Conversion
Marketing Action

35. © Creuna
Marketing
Channel
Google
E-Mail
Paid Search
Display
Referrals
Social
Direct
Micro-
Conversions
Download Content
Newsletter Sign-up
Page Views
Share content
Tracking
Web Analytics
CRM
ERP
Historical Behavior
Lead Scoring
Macro-
Conversions
1
2
3
4
5
6
7
8
9
10
No Convert
Convert

36. © Creuna
Marketing
Channel
Google
E-Mail
Paid Search
Display
Referrals
Social
Direct
Micro-
Conversions
Download Content
Newsletter Sign-up
Page Views
Share content
Tracking
Web Analytics
CRM
ERP
Historical Behavior
Lead Scoring
Macro-
Conversions
1
2
3
4
5
6
7
8
9
10
No Convert
Convert
marketing + sales

37. Case wrap-up
© Creuna
flexible solution
+ customer-centric system
+ customer journey learnings
+ collection of behavioral data
+ from classic sales to online lead
generation

38. Lead Identification

39. Business case
© Creuna
2
Who is interested in our brand and our contents?
3
Keeping Sales updated via CRM about client organization’s engagement
4
Personalizing marketing content to industries and/or specific client organizations
1
Using website as a marketing tool to generate leads

40. Lead Forensics
vs. WOW Analytics
vs. A1WebStats
vs. RulerAnalytics
vs. Clicky
5 Lead identification contenders
© Creuna

41. Identifying your B2B visitors
© Creuna

42. Price (€)
© Creuna
476
212
140
70
9
Lead Forensics
WOW Analytics
Ruler Analytics
A1WebStats
Clicky
50 times more expensive than the
cheapest solution
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/

43. Accuracy level
© Creuna
100%
96%
46%
35%
28%
Lead Forensics
WOW Analytics
Ruler Analytics
A1WebStats
Clicky
half of the data is
trash !
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/

44. Number of leads
© Creuna
270
193
160
95
39
A1WebStats
Lead Forensics
WOW Analytics
Ruler Analytics
Clicky
x 7 more leads than the cheapest
solution
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/

45. Do they report the same companies?
© Creuna
62%
47%
41%
26%
21%
15%
11%
9%
8%
2%
highest overlap between lead forensics
and a1webstats
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/

46. Features
© Creuna
Price
Leads
Generated
User
Interface
Alerts
Reports
CRM
Integration
API
Info Depth
Lead Forensics
High
High
Poor
Yes
Yes
Yes
High
A1WebStats
Low
High
Poor
Yes
No
Yes
Medium
WOWAnalytics
Moderate
Moderate
Medium
Limited
Yes
Yes
Low
RulerAnalytics
Low
Low
Good
Yes
No
No
Low
Clicky
Low
Low
Poor
Yes
No
Yes
Low
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
a1webstats is a good trade-off between price and features

47. Customized solution
© Creuna

48. Behind the scene
© Creuna
Newsletter
tick box
unticked
pre-filled personal
information
CRM
ID
=
33
-­‐
Benjamin
Belmudez
201
-­‐
Creuna
A/S

49. Back to your CRM system
© Creuna
website activity reported
in the crm system
customer activity timeline

50. Sales and marketing in sync
© Creuna
sales + marketing

51. New opportunities
© Creuna
Alert sent to sales contact person
Automatic Lead Scoring to prioritize sales efforts
Forward relevant information to personalization system
Share of revenue attributed to Marketing

52. © Creuna
Best of breed
+ Launch sales activities
+ No need for new interfaces
+ Stop asking the same questions !
Key advantages

53. + maintenances is required
+ with great power comes great responsibility!
+ sync marketing and sales – decide on what the
best approach
Pitfalls
© Creuna

54. Takeaways
© Creuna
2
Identify your needs and your current capabilities – do not oversize!
3
Choose your approach: best of suite vs. best of breed
4
Personalize, personalize, personalize
5
Measure, build, learn – Optimize
6
Enjoy!
1
Develop a clear vision and be ambitious

55. thanks!
creuna.dk
info@creuna.com
company/creuna
slideshare.net/creuna
CreunaDanmark
creuna_dk
Benjamin Belmudez, Insights & Analytics Consultant
Jacob Hartung, Digital Business Consultant