Lead Lifecycle Management:    7 Steps from Prospect to Revenue    Sylvia Jensen    Director of EMEA Marketing    28th Nove...
Agenda• What’s Changed: Why Lead Lifecycle Management is  Important• Ground Zero: Sales and Marketing Alignment• The ‘7 St...
What’s Changed: Why Lead LifecycleManagement is Important 3                © 2012 Eloqua, Inc. Confidential
What’s Changed: Buying Evolution“…customers’ buying   processes have  evolved. How wemarket and how we sell,  has to evolv...
Ground Zero: Sales and MarketingAlignment 5                 © 2012 Eloqua, Inc. Confidential
Ground Zero: Sales and Marketing Alignment  What needs to happen before lead lifecycle managementMarketing  Responses  Cli...
Ground Zero: Sales and Marketing AlignmentIt is real alignment or friendliness?7                           © 2012 Eloqua, ...
Ground Zero: Sales and Marketing AlignmentMap and define the processes and definitions Customer Buying   Interest        L...
7 Steps from Prospect to Revenue 9                 © 2012 Eloqua, Inc. Confidential
The 7 Steps to Lead Management   Overview                                                           Improve               ...
Step 1: Understand your BuyerThe customer’s journey                                                 Any                Has...
Step 1: Understand your BuyerMarket reach is growing from social channels       Interestingly, Facebook is the largest    ...
Sportingbet’s Customer Journey• Improved User Experience by delivering the right message at the  right time• Currently run...
Step 2: Segment your Database Deliver the right message at right time                                                     ...
Step 2: Segment your DatabasePrecisely, targeted marketing                                                                ...
Step 2: Segment your DatabaseImprove your data                                                                            ...
Data Quality ManagementChallenge:•    Disconnect between CRM and Marketing platform to segment and build mailing lists•   ...
Step 3: Improve Marketing EfficiencyAutomate repetitive steps                                                             ...
Step 4: Score your LeadsGet the right leads to sales - fast                                                               ...
Lead ScoringProblem:• No process placed around in-bound leads - Unable to gauge interest of 4 core  EMEA markets• Poor qua...
Step 5: Nurture your ContactsNurturing keeps your brand top-of-mind                                                       ...
Lead NurturingProblem:• Too many leads getting to sales (‘rubbish leads’)• No lead nuturing programme in place to keep pro...
Step 6: Enable SalesMarketing intelligence for sales action                                                               ...
Step 6: Enable SalesMarketing intelligence for sales action                                                               ...
Step 7: Measure Marketing Effectiveness   What’s working or NOT working?                                                  ...
Continuous Optimisation: Why You WillNever be ‘Done’ 26                © 2012 Eloqua, Inc. Confidential
Optimising Results: Lead Management     Conversion Rates         Volume Required                                Sales Stag...
Optimising Results: Lead Management     Conversion Rates      Volume Required                                Sales Stage  ...
Conclusion 29          © 2012 Eloqua, Inc. Confidential
SummaryThree things to remember• Lead management is key for any B2B  marketing program• Learn the steps in lead management...
Useful Resources for You:                                                             The Eloqua blog:The Eloqua Grande Gu...
Thank You•        sylvia.jensen@eloqua.com•        http://uk.linkedin.com/in/sylviajensen•        @smajensenIt’s all About...
Other slides you may want to use 33                © 2012 Eloqua, Inc. Confidential
600%                                        1000%34   © 2012 Eloqua, Inc. Confidential
Impact on the business      Source: Sirius Decisions                                Within 24 months from                 ...
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Lead Lifecycle Management

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Lead Lifecycle Management

  1. 1. Lead Lifecycle Management: 7 Steps from Prospect to Revenue Sylvia Jensen Director of EMEA Marketing 28th November 20121 © 2012 Eloqua, Inc. Confidential
  2. 2. Agenda• What’s Changed: Why Lead Lifecycle Management is Important• Ground Zero: Sales and Marketing Alignment• The ‘7 Steps from Prospect to Revenue’• Continuous Optimisation: Why You’ll Never be ‘Done’2 © 2012 Eloqua, Inc. Confidential
  3. 3. What’s Changed: Why Lead LifecycleManagement is Important 3 © 2012 Eloqua, Inc. Confidential
  4. 4. What’s Changed: Buying Evolution“…customers’ buying processes have evolved. How wemarket and how we sell, has to evolve too” “…power is now with the customer … marketing and sales have to align” 4 © 2012 Eloqua, Inc. Confidential
  5. 5. Ground Zero: Sales and MarketingAlignment 5 © 2012 Eloqua, Inc. Confidential
  6. 6. Ground Zero: Sales and Marketing Alignment What needs to happen before lead lifecycle managementMarketing Responses Clicks/Visits Volume of leads Sales Costs of Opportunities programmes Win Rate Quota Attainment 6 © 2012 Eloqua, Inc. Confidential
  7. 7. Ground Zero: Sales and Marketing AlignmentIt is real alignment or friendliness?7 © 2012 Eloqua, Inc. Confidential
  8. 8. Ground Zero: Sales and Marketing AlignmentMap and define the processes and definitions Customer Buying Interest Learn Evaluate Justify Purchase Process Sales Sales Qualified Accepted Qualified Suspect Inquiry Opportu Closed Lead Lead Won nity (SAL) (SQO) Sales Sales Marketing Marketing validates Sales closes validates validates revenueSales Process nurtures to and BANT quality of sales ready accepts opportunity interest criteria ownership 8 © 2012 Eloqua, Inc. Confidential
  9. 9. 7 Steps from Prospect to Revenue 9 © 2012 Eloqua, Inc. Confidential
  10. 10. The 7 Steps to Lead Management Overview Improve Targeting & Segmentation Improve Marketing EfficienciesMeasure Marketing Improve Lead Effectiveness Quality Do Effective Nurturing Enable Sales 10 © 2012 Eloqua, Inc. Confidential
  11. 11. Step 1: Understand your BuyerThe customer’s journey Any Has anybody Oh no! I’ve I’m trying suggestions checked just … to figure on where I out…? out …? can find …? Interest Evaluate Justify Purchase11 © 2012 Eloqua, Inc. Confidential
  12. 12. Step 1: Understand your BuyerMarket reach is growing from social channels Interestingly, Facebook is the largest contributor for both B2B and B2C. And, while the traffic from social networks is still small portion, it appears to be a promising channel. Suspect Inquiry SAL SQO Closed WonSource: Eloqua’s April 2011 Benchmark Report, pg 1312 © 2012 Eloqua, Inc. Confidential
  13. 13. Sportingbet’s Customer Journey• Improved User Experience by delivering the right message at the right time• Currently running in 14 European countries• Multi touch campaign and integration of SMS• Real time alerts and notifications 24/7 environment Since the Customer Journey Programs launched, there are now 9.7 million per month (was 2.8 MM in May 2010) contacts going through automation, compared to 650,000 at the same time last year! 13 © 2012 Eloqua, Inc. Confidential
  14. 14. Step 2: Segment your Database Deliver the right message at right time Improve Targeting & Segmentation SuspectGeographic InquiryDemographic SALPsychographic SQOBehavioural Closed WonOccasion 14 © 2012 Eloqua, Inc. Confidential
  15. 15. Step 2: Segment your DatabasePrecisely, targeted marketing Improve Targeting & Segmentation Less is more. Smaller segmented batches perform better than largerpresumably non-segmented batches. Suspect Inquiry SAL SQO Closed WonSource: Eloqua’s April 2011 Benchmark Report, pg 1015 © 2012 Eloqua, Inc. Confidential
  16. 16. Step 2: Segment your DatabaseImprove your data Improve Marketing Efficiencies Best-in-Class companies combine Data Cleansing & Lead Scoring which helped identify up to 11 times more leads per month. Suspect Inquiry SAL SQO Closed Won Source: Eloqua’s April 2011 Benchmark Report, pg 916 © 2012 Eloqua, Inc. Confidential
  17. 17. Data Quality ManagementChallenge:• Disconnect between CRM and Marketing platform to segment and build mailing lists• Difficulty in managing subscriptions from marketing platform to CRM system• Integration would have to undergo scrutiny from risk assessment team at SchrodersSolution• A hybrid between Eloqua’s one and two-way SFDC integrations• Eloqua manages subscription status while providing sales with visibility in SFDC• Initiated a changed email address process as well as a deleted contacts process to maintain a clean database in both installsResults• 3,544 changed email addresses• 1,739 Deleted email addresses from SFDC• 28,247 Deleted Contacts from SFDC 17 © 2012 Eloqua, Inc. Confidential
  18. 18. Step 3: Improve Marketing EfficiencyAutomate repetitive steps Improve Marketing Efficiencies By offloading marketing staff of manual tasks associated with lead generation, scoring, nurturing, event management, and other tasks, each person can be more productive. InterestSource: Eloqua’s April 2011 Benchmark Report, pg 1218 © 2012 Eloqua, Inc. Confidential
  19. 19. Step 4: Score your LeadsGet the right leads to sales - fast Improve Lead Quality Lead scoring is a method of assigning points to each prospect you come across. Suspect Score determines action. Qualified Lead Inquiry (MQL) Sales Accepted Lead (SAL) SQO Closed WonWill improve win rates, revenue and helps cement sales andmarketing alignment.19 © 2012 Eloqua, Inc. Confidential
  20. 20. Lead ScoringProblem:• No process placed around in-bound leads - Unable to gauge interest of 4 core EMEA markets• Poor quality leads sent to sales for follow-up – frustrating sales teamSolution:• Develop automated Lead Scoring Program to better qualify and control leads passed to SFDC and EU Call CentreResult:• Prior to automated Lead Scoring conversion of MQLs to SQLs was 2%• After running 9,943 records through the scoring program, conversion of MQL’s to SQL’s increased 3X to 6% 20 © 2012 Eloqua, Inc. Confidential
  21. 21. Step 5: Nurture your ContactsNurturing keeps your brand top-of-mind Do Effective Best-in-class companies employing Nurturing automated nurturing, plugging a leaky funnel, realising growth, whilst laggards not using nurturing are seeing a decline in leads. Suspect Qualified Lead Inquiry (MQL) Sales Accepted Lead (SAL) SQO Closed WonSource: Eloqua’s April 2011 Benchmark Report, pg 721 © 2012 Eloqua, Inc. Confidential
  22. 22. Lead NurturingProblem:• Too many leads getting to sales (‘rubbish leads’)• No lead nuturing programme in place to keep prospects ‘warm’Solution:• Set up a lead scoring programme based on ‘fit’ and ‘behaviour’• Developed a lead nurturing program to help prospects along their buying journeyResults: • Reduced lead volume by 35% - a very GOOD thing • Improved lead to opportunity conversion rate by 4x 22 © 2012 Eloqua, Inc. Confidential
  23. 23. Step 6: Enable SalesMarketing intelligence for sales action Enable Sales Suspect Inquiry MQL Prioritized view of SAL most engaged Sales prospects Qualified Opportunity SQO (SQO) Closed Closed Won Won23 © 2012 Eloqua, Inc. Confidential
  24. 24. Step 6: Enable SalesMarketing intelligence for sales action Enable Sales Suspect Easily track buying signals of interesting Inquiry accounts MQL SAL Sales Qualified Opportunity SQO (SQO) Closed Closed Won Won24 © 2012 Eloqua, Inc. Confidential
  25. 25. Step 7: Measure Marketing Effectiveness What’s working or NOT working? Improve Targeting & Segmentation Improve Marketing EfficienciesMeasure Marketing Improve Lead Effectiveness Quality Do Effective Nurturing Enable Sales 25 © 2012 Eloqua, Inc. Confidential
  26. 26. Continuous Optimisation: Why You WillNever be ‘Done’ 26 © 2012 Eloqua, Inc. Confidential
  27. 27. Optimising Results: Lead Management Conversion Rates Volume Required Sales Stage 20,000 Inquiries 5% 1,000 Qualified Leads 25% 250 Sales Accepted Leads 50% 125 Sales Qualified Opps 20% 25 Closed-Won Leads £5M Revenue ASP = £200K SaaS Company, 20% Win Rate27 © 2012 Eloqua, Inc. Confidential
  28. 28. Optimising Results: Lead Management Conversion Rates Volume Required Sales Stage 20,000 Inquiries 5% 1,000 Qualified Leads 65% 650 Sales Accepted Leads 50% 325 Sales Qualified Opps 20% 65 Closed-Won Leads £13M Revenue ASP = £200K SaaS Company, 20% Win Rate28 © 2012 Eloqua, Inc. Confidential
  29. 29. Conclusion 29 © 2012 Eloqua, Inc. Confidential
  30. 30. SummaryThree things to remember• Lead management is key for any B2B marketing program• Learn the steps in lead management and adopt them as you evolve• Continuously improve your lead management processes to grow revenue30 © 2012 Eloqua, Inc. Confidential
  31. 31. Useful Resources for You: The Eloqua blog:The Eloqua Grande Guide series: http://blog.eloqua.com/- Lead scoring- Lead nurturing- Enabling sales- Social mediahttp://www.eloqua.com/grande/ 31 © 2012 Eloqua, Inc. Confidential
  32. 32. Thank You• sylvia.jensen@eloqua.com• http://uk.linkedin.com/in/sylviajensen• @smajensenIt’s all About Revenue: http://blog.eloqua.comFollow us: http://www.twitter.com/eloqua @eloqua 32 © 2012 Eloqua, Inc. Confidential
  33. 33. Other slides you may want to use 33 © 2012 Eloqua, Inc. Confidential
  34. 34. 600% 1000%34 © 2012 Eloqua, Inc. Confidential
  35. 35. Impact on the business Source: Sirius Decisions Within 24 months from YOU or your competitor 35 35 © 2012 Eloqua, Inc. Confidential
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