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The 4 Key Actions That Define  and Build A Sales Funnel       That Won’t Leak                             eavy Lifting f  ...
Today’s SpeakersMatt Smith @3FORWARD• Co-Founder, EVP, 3FORWARD• Strategic Sales Expert• 25 years sales leadership and mar...
Live Tweet the Webinar• #Leadlife• #buildapipeline• #3FORWARD
Agenda1   How to define your perfect prospect2   Get sales and marketing working    together to define a qualified lead3  ...
?How Did We Get Here?
Marketing is Overwhelmed                                                   MarketingLead generation   Social media     Sal...
Sales Lacks DisciplineReps Self Select Targets andProspectsLack formal sales processTotal Pipeline Value Matters MoreThan ...
1How to define your perfect prospect
Sweet Spot MatrixCategory            Best Fit            Good Fit           Neutral Fit Criteria 1 Criteria 2 Criteria 3 C...
Buyer Profiles and DriversRole            Relevant Titles                         Authority   Functional GoalsExecutive   ...
Segmenting & Targeting• Demographics :  o Information about the prospect      Ex: Company size, job title,       geograph...
Developing Buyer Personas• Psychographics Uncovered• Buyer Process/Approach  o What moves them behaviorally• Personality  ...
2 Get sales and marketingworking together to define a       qualified lead
Lead Qualification                                                   Lead                                                Q...
Current Marketing To Sales Process                 Spreadsheets / CRM Database    Email  Website Banner Ads   EventsExisti...
New Sales Process                              Email, Adwords, Existing lists, Webinars, Offline Events• Refinement of lea...
3How a lead nurturing strategy willdevelop a digital conversation with   leads early in the buy cycle
Understanding Content Marketing            Move Your Prospects through the Buy Cycle with Relevant Content             Pro...
Tracking Digital Behavior                       Social Posts                        Email                        Opens    ...
Delivering Relevant Content Based            on Behavior
3FORWARD Nurturing                  Case Study                 Top                                  LeadLife              ...
Score ExampleActivity                                                            ScoreEmail Clicks (not unique)           ...
4 Why tracking lead behaviors andscore based on interest can make your sales team more profitable
Understanding Today’s B2B Buying Process is Critical to Improving Demand GenerationMost businesses start the Buying Proces...
B2B Buyers Search for Different Content       As They Follow the Buying Process                                           ...
Apply Scoring Based on      Activity & Response50     35    100    63    85
What Do I Score?   An example of what you can score…Scoring from a Campaign:                                             V...
Notify Sales in Real-Time                                                          Send real-time                         ...
What You Should TrackWith Lead Nurturing, Companies Have:– Increased revenue by 150%– Increase in qualified leads by 78%– ...
Your Take-Away’s:3 Essential Steps for Turning Inbound ProspectsInto Sales-Ready Leads1. Establish a baseline goal2. Ident...
How to Get Started  Wanna Learn    More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nur...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that Won't Leak 4-3-13
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LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that Won't Leak 4-3-13

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As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie.

It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects.

With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling.

LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability.

1) How to define your perfect prospect
2) Get sales and marketing working together to define a qualified lead
3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle
4) Why tracking lead behaviors and score based on interest can make your sales team more profitable

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Transcript of "LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that Won't Leak 4-3-13"

  1. 1. The 4 Key Actions That Define and Build A Sales Funnel That Won’t Leak eavy Lifting f the H or Y e do ou W
  2. 2. Today’s SpeakersMatt Smith @3FORWARD• Co-Founder, EVP, 3FORWARD• Strategic Sales Expert• 25 years sales leadership and marketing experienceLisa Cramer @leadlife #leadlife• President & Co-founder, LeadLife Solutions• Recognized in the top ten of SLMA’s 50 Most Influential Sales Lead Management Professionals & Top 20 Women in Sales & Lead Management (2009 and 2010, 2011, 2012)
  3. 3. Live Tweet the Webinar• #Leadlife• #buildapipeline• #3FORWARD
  4. 4. Agenda1 How to define your perfect prospect2 Get sales and marketing working together to define a qualified lead3 How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle4 Why tracking lead behaviors and score based on interest can make your sales team more profitable
  5. 5. ?How Did We Get Here?
  6. 6. Marketing is Overwhelmed MarketingLead generation Social media Sales 2.0 automation Search engine Mobile Micro-sites Big data optimization Multi-channel Initiative-level Content Lead scoringcommunications ROI’s
  7. 7. Sales Lacks DisciplineReps Self Select Targets andProspectsLack formal sales processTotal Pipeline Value Matters MoreThan QualitySales is Coin Operated
  8. 8. 1How to define your perfect prospect
  9. 9. Sweet Spot MatrixCategory Best Fit Good Fit Neutral Fit Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5 Criteria 6 Criteria 7 Criteria 8 Download 3FORWARD’s Sweet Spot Matrix Template
  10. 10. Buyer Profiles and DriversRole Relevant Titles Authority Functional GoalsExecutive CEO, President, COO Decision Strategy, Growth, Expansion, Shareholders, Client SatisfactionFinancial Controller, CFO, VP Finance, Decision Cash Flow, Compliance and Risk Treasurer Management, ROI, Financial and Operational InformationOperational VP Operations Decision Store performance, profitability, customer satisfaction, growth, turnover, loss and theft controlIT VP / Director Information Technology, Decision Systems, compliance, reporting Store SystemsHR Chief People Officer, HRD, HRO Decision Compliance
  11. 11. Segmenting & Targeting• Demographics : o Information about the prospect  Ex: Company size, job title, geography, etc.• Behavior : o Monitoring the prospects behavior  Ex: Website visits, whitepaper and/or case study downloads, etc.• Demographics + Behavior = o The complete picture of your lead.
  12. 12. Developing Buyer Personas• Psychographics Uncovered• Buyer Process/Approach o What moves them behaviorally• Personality o What motivates them o FUD, Facts• Preferred Method of Consumption o What materials do they trust/utilize
  13. 13. 2 Get sales and marketingworking together to define a qualified lead
  14. 14. Lead Qualification Lead QualificationResearching known Info. gathering, Tire kicker;problem; Not a fit / Does not Timeline not defined; May have need atHas functional meet minimum lead Willing to talk again some point;responsibility; criteria. in 90 days. Timeline not defined.Willing to talk further. Sales Accepted Sales Accepted Return to Lead Remove From Lead Lead Nurturing Database
  15. 15. Current Marketing To Sales Process Spreadsheets / CRM Database Email Website Banner Ads EventsExisting Lists Generate &Social Media Qualify Leads??
  16. 16. New Sales Process Email, Adwords, Existing lists, Webinars, Offline Events• Refinement of lead to sales process Inquires/Suspects• Marketing further into funnel Marketing Conversions Nurture• Higher quality leads, Sales Ready Leads more sales intelligence Nurture Qualified• Sales spending Opportunities more time selling Closed value Sales Sales
  17. 17. 3How a lead nurturing strategy willdevelop a digital conversation with leads early in the buy cycle
  18. 18. Understanding Content Marketing Move Your Prospects through the Buy Cycle with Relevant Content Problem Information Brand Objections/ PurchaseSegment Recognition Search Evaluation Obstacles Decision Webinars Pricing Industry Case Studies TestimonialsSegment 1 stats/reports Whitepapers Datasheets Free demos How to get Blog started Webinars Pricing Industry Whitepapers Case Studies TestimonialsSegment 2 stats/reports Blog Datasheets Free demos How to get started
  19. 19. Tracking Digital Behavior Social Posts Email Opens Website Views Form Fills
  20. 20. Delivering Relevant Content Based on Behavior
  21. 21. 3FORWARD Nurturing Case Study Top LeadLife Content Drivers: We Create PageviewCEOs are Feeds Revenue Content Tracking our Best Newsletter Growth Specific to CreatesFit (Target and and Sales These Relevant Rank A) Nurturing Leader Issues Target Flow Issues Audiences
  22. 22. Score ExampleActivity ScoreEmail Clicks (not unique) 2Resource Downloads (not unique) 5Contact Us Request (not unique) 5Services Pageviews > 10 seconds minimum (not unique) 5Sales / Lead Optimization form fill 10Target Rank = A Leads - Add 5 to any of the above score actions 5Lead Score Ratings Rating0 Points Cold1 through 24 Points Engaged25 Points or Greater (Target Rank = B, C, D or null) Warm25 Points or Greater (Target Rank = A) Hot50 Points or Greater (Target Rank = B, C, D or null) HotSales / Lead Optimization form fill (any Target Rank) HotLeads With No Email Activity or Pageviews After 90 Days StaleSales Rep Alerts ActionAny lead that hits/passes 15 points Alert SentAny lead that hits/passes 25 points Alert SentAny lead that hits/passes 50 points Alert SentAny Sales / Lead optimization request Alert Sent
  23. 23. 4 Why tracking lead behaviors andscore based on interest can make your sales team more profitable
  24. 24. Understanding Today’s B2B Buying Process is Critical to Improving Demand GenerationMost businesses start the Buying Process ONLINE and only once a Priority Shift occurs Status Priority Steps Research Options Validation Choice Quo Shift Back
  25. 25. B2B Buyers Search for Different Content As They Follow the Buying Process Steps Back and Stage Priority Shift Research Options Decision Validation My back office isnt What are cos my size Who are best How painful will this working. Is it process, Am I ready for doing with their back providers? Do I sole- or be? How do we knowledge or outsourcing?Questions technology? office? multi-source? prepare ourselves? Buyer Is Asking What are best Is your company the What lessons learned Who is talking about practices? Systems Do I have the people to best choice for us right will your other clients these issues on-line? upgrade? Outsource? manage this process? now? share? Something else? Industry Research, Proof of vendors Case studies, Best Scorecards, Reinforcement of the Statistics, Trends, domain and subject Content Analyst Reports Practices Before/After Reviews value of outsourcing expertise They AreSearching Unique attributes and For Articles quoting other Client Testamonials, Assessment & Successes with similar qualities of the execs Vendor Landscapes Evaluation Tools companies company
  26. 26. Apply Scoring Based on Activity & Response50 35 100 63 85
  27. 27. What Do I Score? An example of what you can score…Scoring from a Campaign: VIEWED CLICKED TIME ON VIEWED TIME ON PRODUCT PAGES WHITEPAPER LANDING LANDING PAGE CASE SITEVISITOR OR CASE DOWNLOAD SCORE PAGE (Score (Score 5 if >= STUDIES (Score 10 if STUDIES (Score 10) 5) 10 sec) (5 each) >= 2 min) (5 each) 1 5 5 15 10 10 10 55 2 5 5 0 0 10 0 20
  28. 28. Notify Sales in Real-Time Send real-time notifications to your salesAlert Reason: Lead visited Pricing Page on your website teamFirst Name JohnLast name Doe Integrate seamlessly withCompany Technology Solution Providers your CRM systemEmail jdoe@tsp.comPhone 123.456.7890 *Contact rate decreasesMost Recent 100x when response Lead Nurturing Whitepaper time goes from 5 min toForm FillMost Recent 30 min www.leadlife.com/pricingPageviewScore 100 * Kellogg/MIT Study
  29. 29. What You Should TrackWith Lead Nurturing, Companies Have:– Increased revenue by 150%– Increase in qualified leads by 78%– Decrease in sales cycle from months to weeks– Increase first call contact success rate by 85%– Decrease in cost of sales by 10%– Improved conversion rates up to 3x– ROI in 60 days
  30. 30. Your Take-Away’s:3 Essential Steps for Turning Inbound ProspectsInto Sales-Ready Leads1. Establish a baseline goal2. Identify a small group of stakeholders – get them on-board3. Select one campaign as your case study4. Measure the results and adjust accordingly5. Don’t underestimate “how to sell” marketing automation and the investment6. Get help if you need it – content, ROI
  31. 31. How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leadswww.leadlife.com/nurturing Download White Paper Lisa Cramer Matt Smith lcramer@leadlife.com Matt.Smith@3forward.com
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