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Webinar - building a real-time lead management engine

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In-depth review of how companies can build a real-time b2b lead management process that improves the inbound flow and conversion of b2b leads. Describes the various technologies and supporting …

In-depth review of how companies can build a real-time b2b lead management process that improves the inbound flow and conversion of b2b leads. Describes the various technologies and supporting processes required to implement real-time website monitoring, lead scoring and b2b lead management.

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  • 1. Building a real-time lead management engine
    Presented by:
    Kevin Miller – EVP Marketing/Sales – SalesFUSION
    Session Audio Starts at 2PM EST
  • 2. About SalesFUSION
    • SaaS Marketing Automation Solution
    • 3. Support B2B and retail customers
    • 4. Platform for driving all lead/demand generation
    • 5. HQ – Atlanta GA – Offices in PA/CA
    • 6. Focus on integrating marketing/sales
    • 7. Embedded demand generation for CRM
    • 8. Customers/partners operating in 11 countries
  • Speaker
    Kevin Miller – EVP Marketing & Sales – SalesFUSION
    • 17 Years database/direct marketing & CRM
    • 9. Retail & B2B
    • 10. Principle at SalesFUSION
  • What we’ll cover today
    • What does real-time lead management mean?
    • 11. Understanding how people evaluate your solutions
    • 12. Hijacking the digital conversation
    • 13. Typical lead flow in b2b
    • 14. Setting up telesales/inside sales in a call center-style mode
    • 15. Components for building the lead machine
    • 16. Connecting marketing, lead gen and sales
    • 17. Tracking lead flow in CRM
  • The Numbers
    What does real-time lead management mean?
    • Assumes a company is engaged in marketing
    • 18. Assumes a company has an inside and/or field sales force
    • 19. Connects marketing and automated lead gen activities with human beings
    • 20. Speeds the time to respond to leads to hour by minute by second
    • 21. Call center/customer service-style alerting system for inbound leads
    • 22. Processes that force marketing and sales to work together as a team
    • 23. Uses emerging marketing automation AND email AND crm AND social to increase lead conversion
  • Where are leads originating from?
    Base: 249 B2B marketers at companies with 50 or more employees
    (multiple responses accepted, does not include “other”)
  • 24. What does a basic lead to sales process look like?
    Landing Pages/Lead Capture
    High Score Leads
    Mktg
    DB
    www.website.com
    CRM
    Low Score Leads
    Universal processes
    • Marketing drives leads to website
    • 25. Website attempts to capture leads with forms
    • 26. Lead information is analyzed
    • 27. Routing to CRM based on Lead Score
    • 28. Nurturing of unqualified leads
    Loop-back opportunity data/lead data for ROI analysis
    Mktg
    DB
  • 29. How do we turn this into an engine of repeatable success?
    Would you rather use this?
    Or This
  • 30. Begin with the website
    Lead Capture
    • Decide that the website is the center of your marketing universe
    • 31. Create an online resource center with valuable assets
    • 32. Create varying levels of access to assets
    • 33. Create lead capture pages/forms/surveys
    • 34. Drive traffic to your site using
    • 35. SEO
    • 36. Social
    • 37. Email
    • 38. Ads
    • 39. Newsletters
    • 40. Webinars and events
    • 41. Sales emails
  • Create a real-time website monitoring station
    What is it?
    Web visitor tracking is a newer type of web analytics that captures, alerts and routes website leads based on rules.
  • 42. Understand and act on the inbound lead traffic
    Human
    Automated
    Email alert – Based on Rules
    Alert telesales to view/open in CRM
    Automated Routing to drip/trigger based nurture marketing campaigns
  • 43. Create a lead-centric culture
    Establish a dialog between marketing/sales
    • Regular meetings – rotate between pipeline-centric meetings to lead/demand generation-centric meetings
    • 44. Understand sales-team issues with leads – volume, where they come from
    • 45. Brainstorm sessions about lead profiles, verticals, targets, messaging and hot buttons
    • 46. Sales is the best source for “Why a lead buys” information
    Create simple process maps
    • Define on paper who does what, when and why
    • 47. Assign people by name to stages in a process map
    Considerations
    • Sales may be resistant to change or dis-interested in leads
    • 48. Old-School sales cultures must be changed
    • 49. CRM system tuning will be required
    • 50. Marketing technology MUST integrate seamlessly to CRM
    • 51. Reporting must be in place to track the process and hold constituents accountable
  • 2011 Lead to Sales Process
    Create a lead-centric culture
    Inbound Leads Process for Inside Sales
    Telesales Duties
    CRM
    Telesales Duties
    web Forensics
    • Daily Monitor
    • 57. Respond – 2-4 hours to known visitors
    • 58. Enroll known visitors into 3-step drip
    • 59. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip
    Home Page
    Activity Log
    CRM
    Lead Capture
    Page
    Simple process maps will help focus the marketing and sales teams on execution of the plan
    Opportunity
    Field Sales Duties
    Sign Up for Demo
    Email Alert to reps based on Geo
    Rep – verifies company HQ location
    Rep – updates CRM – creates oppt
    Ensure contacts/account are linked and de-duped
    Append address, phone, vertical and lead source
  • 60. The role of marketing automation in the HUMAN scenario
    • Provides a mechanism for real-time lead monitoring
    • 61. Reduces lead response time
    • 62. Allows for enrollment in pre-defined trigger campaigns
    • 63. Increases touches in first 30-days following initial inquiry
    • 64. Allows for research and appending of data through sources such as Jigsaw
    • 65. Alerting via email ensures leads are touched quickly
  • Access to critical information
    • Give telesales the tools to access info and take action
    • 66. This view allows for telesales to view activity and enroll leads in campaigns
  • The role of marketing automation in the AUTOMATED scenario
    • Lead Scoring/Routing enables automated nurturing of leads
    • 67. Trigger-based email campaigns – prebuilt and tied to scores
    • 68. Lead scoring must be tuned, tested and agreed upon with sales
    • 69. Objective is to treat every suspect the same initially
    • 70. Eliminate lead leakage
    • 71. Target content based on behavior and demographics
  • What’s under the hood?
    Drip Nurture marketing
    Web visitor tracking
    CRM
    Trigger-based email
    Lead Scoring
    Social media
  • 72. How important is this to your upper funnel success?
    According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to telesales….
    • Inside sales achieves quote 11% more when marketing automation is deployed
    • 73. Lead conversions (to opportunities) increased by 7%
    • 74. Inside sales make an additional 7-9 connects per day
    • 75. Overall sales team quota achievement is higher by nearly 3%
    • 76. Company revenue is higher by over 3%
    Why?
    • For the same Reason Henry Ford was able to produce more cars for less
    • 77. Efficiency gains through automation
    • 78. Connects are more meaningful when data is made easily accessible
    • 79. Fewer (if any) leads fall through the cracks
  • Turn the engine into this
  • 80. 4 Reports that you can’t live without
    • Tracking lead to revenue
    • 81. Track lead status
    • 82. Track lead conversions
    • 83. Track hot-leads
  • Pencil Sharpener
    It doesn’t need to be this difficult!
    Notes on lead scoring
  • 84. Defining Lead Scoring
    Lead Scoring
    Ranking, grouping, assignment of arbitrary value to leads that share similar demographic and behavioral profiles. Assignment of value = typically 3-4 categories (ABCD, Gold-Silver-Bronze…etc)
    Lead Routing
    Assignment of leads to sales or marketing programs based on Lead Scores
    Lead Profiling
    Continuous and automated evaluation of lead behavior over time triggers a responsive action (campaign, follow up call…etc)
  • 85. Demographics & behavioral data
    • Demographic data alone is not enough to build a lead scoring model
    • 86. Behavioral data, combined with demographic is most powerful
    • 87. 2 Types of behavioral data
    • 88. Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc
    • 89. Explicit behavior – register for webinar, download document, fill out form
    • 90. Implicit behavioral data – similar to RF Models used in retail
    • 91. Recency/Frequency
    • 92. Data cannot be “fudged”
    • 93. Most larger online retailers use this type of data
    Lead Analyzer – Web behavior profiler
  • 94. Questions?
    • See a demonstration of SalesFUSION
    • 95. sales@salesfusion.com
    • 96. Learn more www.salesfusion.com

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