3. 1. About SmartLead
2. Driving Interest & Capturing Leads
3. Lead Qualification & Nurturing
4. Distribution &
5. Follow Up
6. Maximizing Lead Conversions
7. Valuable Reports
8. Continuous Improvement Recommendations
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5. CAM: Customer Acquisition Management
CRM: Customer Relationship Management
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6. The Right Leads + The Right People + The Right Time = Increased sales
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7. Drive Interest Capture Qualify
Improve
Nurture
Nurture
Distribute
Report Convert Follow Up
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9. Drive interest via
social, web, email,
banner advertising,
re-advertising, TV,
radio, print, etc.
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11. Products of interest
Methods of generating leads
Sources of the lead
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20. Determining how many nurturing touches is the right amount.
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21. Each year the company fields approximately 100,000 inquiries.
The company’s average sale is $5,000
Design a series of tests to determine max ROI
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Hello and welcome to today’s webinar… How to optimize the life cycle of a lead. Thank you for joining us this afternoon.During today’s event please feel free to ask questions from the questions pod. We will be answering those throughout the webinar and passing the trending and most relevant questions to our speaker to be answered at the end of this session. We will also be making a recorded version of this webcase available for you should you want to share this information with other co-workers or associates.
CJ Cunniff is the SmartLead Vice President of Marketing He has over 12 years of marketing experience in private and public sectors 5 years in web programming 7 years leading teams in digital and mixed media efforts He is Google analytics certified and he specializes in lead generation and lead management throughout the sales life cycleHe prides himself in responding to any connection requests or questions within 24 hours, so feel free to put him to the test, and use one or all of the contact methods provided for you.
SmartLead is Software with a service, not software as a service. We specialize in lead management, nurturing, ranking, qualification, distribution, and reporting. Since 1981, we have increased profits by maximizing the value of marketing and compressing the sales cycle.
Where we operate: 1) macro: Customer Acquisition Management a) new lead nurturing, ranking, qualification, distribution to dealers, etc. 2) macro: Customer Relationship Management a) ready for sales to show likelhood of agreeement b) dollar ammountasssigned to the opportunity c) sale has occured in the past d) sales nurturing occurs
CJ: Need to addIncrease your number of leads which convert to sales Save you from expensive marketing mistakes Generate more Marketing and Sales qualified leads Assist you in accurately projecting your sales pipeline Drastically improve efficiency between your marketing and sales teams
Lead Life Cyclea) Promote — The process starts with a promotional event which can come from a web form, phone inquiry, trade show, direct/bulk e-mail or a combination.b) Capture — This step involves optimizing your lead generation methods to give you as much information about your inquirers as possible without negatively impacting lead volume.c) Qualify — The range between qualified and unqualified leads can vary immensely. Understanding when someone is ready to buy can give a competitive edge. d) Nurture — Developing and using a consistent approach to reach prospects that have expressed interest but are not ready to buy is important for any company. This section will look at developing dynamic nurturing campaigns depending on the rank of your leads and their position in the sales process.e) Distribute — Quickly distributing leads to your sales channel is a necessity to getting the sale. Minimizing the time it takes to accurately distribute your leads while maximizing the accuracy of distribution is key. We’ll teach you how to drastically improve both time and accuracy.f) Follow Up — It’s important to track all the activity taking place with the lead throughout the sales cycle and to get your sales and marketing to report accurately on each stage of the process.g) Convert — Converting a lead into a sale is one thing, but doing it in a way that your can track that sale back to your original inquiry is completely different.h) Report and Optimize — Tie the lead back to the original event that generated it and analyze what the sale was worth, how long it took to close, what product/service was sold and what promotional event generated it.
Step 1: Drive interest a) marketing becoming more complex b) to show true roi you need a central database of record c) the ability for systems to talk to each other to dynamically drive interest
Setup initial campaigns: social, display, ppc, seo, email, phone, radio, tv, print, etc.
Step 2: capture the informationa) optimize forms to gain maximum informationb) be careful not to drive your audience awayc) don't treat al leads the same, assign values to them
Ideas for types of information that will likely provide the highest value
Step 3: differentiate between good and bad leadsa) Marketers must change from lead generators to sales facilitators. They can't just provide leads, they must be qualified and have value for sales.B) for quality leads, we must determine how valuable
Lead Quality Detail:a) determine which fields are requiredb) Get agreement on business rules for determining qualityc) common rules to considerd) Some companies find manual reviews helpful (discuss this)
You now know that the lead’s information is accurate, but not how valuable it is. There are an infinite number of ways to Lead Ranking Detail:a) lead is quality, but how valuable?B) infinite number to determine, but some examples include: - Contact information - Q&A sets - Product interest - Events - Prizm/Hoovers demographics - Propensity to purchase or Projected scale of purchase.
Step 4: Lead Nurturinga) Ranking and Qualifying should take 15 minutes or less a1) (share experience from recent trip)b) now begin the communication processc) could include, thank you email, contact center, physical mail, etc.d) look at case study
Contact Center Detail:a) most companies take 1-2 weeks to rank, qualify, distribute and call - time should be less than 24 hours for calling - the early bird gets the wormb) can't stop there… gather info from call to rerank and update nurturing plan on the flyc) the complexities of this can be daunting without integrated systems but the reward is worth it
Electronic Fulfillment Detaila) can include, email, e-brochures, e-books, webinars, webcasts, etc.b) tracking data from sends, opens, clicks etc. and assigning back to lead can increase your nurture value and tell you sales people how to close the dealc) example: tell sales that user opened three of four emails, and click on one product twice to help them close the deal.
Direct Mail Detail:a) We know from SiriusDecisions and Gartner research that the fulfillment to reach the user first generates much greater close ratesb) print is complex: creative, print shop, proofing, mailing lists, address verification, warehousing, shipping etc.c) an integrated LMS will automate all of these steps with minimal human involvement, reducing, time, money and human error
Case Study 1: How many touches equal a wina) note: this is one case and will vary by client and product lines
An analysis of nurturing programs implemented over the course of a year by one SmartLead client revealed the optimal number of times it takes to maximize revenue from prospects.
Each piece of communication works togethera) any type of communication will be a win verses none at allb) integrated comms that update one another will add value with fewer touchesc) example: warm lead->call->hot lead->print package/sales person call/emaild) The way to make these pieces talk together and dynamically change the communication flow is to utilize your LMS as the central database of record.
Step 5: Distributiona) ranking/qualifying/nurturing is great, but you will see better returns if you match certain lead types with certain sales types.B) Sirius decisions: 15% of leads are distributed incorrectlyc) due to lost times, customers can feel ignored and tend to buy from a competitor (we have found this to occur in up to 75% of leads for some clients)d) sales will begin to devalue leads if not distributed accurately as welle) don't have to limit yourself to one piece of infof) tiered systems can be a great way to get buy in and increase lead value
Case Study 2: Did you buy?A) once leads were distributed the client wasn't getting feedback from their dealers
Leads were sent to the company’s designated sales force automation (SFA) system without pre-qualification. The lead distribution logic for the SFA system had flaws. Often the wrong lead went to the wrong sales person. The sales people had low confidence in the leads
A Contact Center regularly contacts each dealer to follow-up on the leads distributed to the dealer. Dealers are encouraged to record sales results in the manufacturer’s web-based Lead Management System.
Step 6: Follow upa) this can by far be the biggest challenge with lead management as we just sawb) a few proven sollutions can be implemented to solve this prioblem
Carrot approacha) make sales team feal supportedb) if you help them sale when they give feedback, they are more likely to do itc) consider knowledge management: ongoing training and phone support will be necessary or the tool will eventually lose overall value
Stick appracha) if a dealer doesn't need leads or value them to reach their goal, there is no reason not to reassign those leads and eventually downgrade their tiere level
Step 7: converta) a key challenge marketing and sales faces: what really lead to sales and what was the return ratio?
Systems generally stop tracking leads once they are opportunities. A) you are forced to try to create statistical models to determine campaign effectivenessb) or worse you settle for reporting on which campaigns generate opportunitiesc) valuable info: - What campaigns generated the leads - What leads moved most successfully through the marketing/nurturing funnel - What leads most effectively were converted to opportunities - What opportunities turned into proposals - And what proposals turn into salesd) accurate data for the entire sales cycle makes long term marketing decisions easier and more effective
Step 8: reporta) would you like to have one dashboard report for your entire sales cycle? B) how valuable would trends and identifications of bottlenecks be within a single platform from initial lead generation to to sales and beyond to post sale?C) you can easily identify new target markets, how to communicate, what is effective across multiple variables (product, demographic, vertical, etc.)
Your sales team has a lot of different tasks going on at any given time so marketing support can help a great deal. The most effective way we have found to get them interested in your lead management initiative is to offer an incentive program. It may be that by meeting a certain quota of activity you offer some marketing support. Some potential incentives could include: - Reviewing their marketing materials or how they are using your marketing materials- Reviewing their data with them to help them see where bottlenecks are occurring- Ongoing education and self-paced learning regarding maximizing their leads is another great opportunity to provide
SmartLead is Software with a service, not software as a service. We specialize in lead management, nurturing, ranking, qualification, distribution, and reporting. Since 1981, we have increased profits by maximizing the value of marketing and compressing the sales cycle.
