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Marketing Automation                   and the Steps to Get There©2010 Allinio LLC – All rights reserved                  ...
The Revenue “Mantra”©2010 Allinio LLC – All rights reserved                                                               ...
Everyone is a Data Gatherer©2010 Allinio LLC – All rights reserved                                          allinio
Data is a Strategic Asset©2010 Allinio LLC – All rights reserved                                                          ...
In many                                            organizations,                                          the lead proces...
Sales gets mad when Marketingdoesn’t give them “good leads.”©2010 Allinio LLC – All rights reserved                       ...
And Marketing                                          thinks Sales just                                           doesn’t...
Everyone is saying you have to manage your leads like a funnel.Well, that’s alittle betterthan ameat grinder.©2010 Allinio...
They love to show how cool they  can make a sales funnel look.©2010 Allinio LLC – All rights reserved                     ...
The problem with funnels is that           gravity does most of the work.                                          And whi...
Remember leads are not a game - they’re your business’ lifeblood.©2010 Allinio LLC – All rights reserved                  ...
Your lead process is really                                             a “Supply Chain.”©2010 Allinio LLC – All rights re...
Lead components are data thatmay come from different sources©2010 Allinio LLC – All rights reserved                       ...
But each added piece of data          helps make a finished product.©2010 Allinio LLC – All rights reserved               ...
Which is then ready                                          to hand off to Sales.©2010 Allinio LLC – All rights reserved ...
The key is breaking down   the processes     down into   manageable  sections so you can consistently     create thisfinis...
In Marketing’scase, a “finished   product” is a “qualified lead”which is built with“data” and Sales  is the “buyer.” ©2010...
So what are                                          these processes                                           that Sales ...
Data Process©2010 Allinio LLC – All rights reserved                                                         allinio
Data Process –                                          Some questions to ask 1.                        Where is customer ...
Lead Planning Process©2010 Allinio LLC – All rights reserved                                                              ...
Lead Planning Process –                                           Some questions to ask 1. Is there a documented lead quot...
Profiles/Personas©2010 Allinio LLC – All rights reserved                                                              alli...
Persona Creation Process –                                   Some Questions to Ask 1. How do they access information? 2. W...
Persona Example #1Name: Sarah Business: Micro B2C                Sarah has operated her own successful company forRole: Ow...
Persona Example #2Name: Rick                            Business: Small B2B   As the owner of a small specialized software...
Persona Example #3Name: Tara                            Business: Mid B2B & B2C   Tara is Marketing Director for a well-es...
Customer Buying Process©2010 Allinio LLC – All rights reserved                                                        alli...
Content Inventory                                           Format/    DateContent                                        ...
Editorial CalendarDate               Topic                   Audience       Theme        Buying Stage    Format/Length   O...
Content Distribution©2010 Allinio LLC – All rights reserved                                                               ...
Map Content to Buying Cycle©2010 Allinio LLC – All rights reserved                                          allinio
Map the Offer to Buying Cycle©2010 Allinio LLC – All rights reserved                                          allinio
Lead Nurturing Process©2010 Allinio LLC – All rights reserved                                                             ...
Lead Nurturing Process –                                           Some questions to ask1. Is there a lead nurturing strat...
Lead Scoring Parameters                                          Implicit                Explicit                         ...
Lead Routing Process©2010 Allinio LLC – All rights reserved                                                               ...
Lead Definitions      MQL vs SAL vs SQL©2010 Allinio LLC – All rights reserved                                            ...
Lead Routing Process –                                           Some questions to ask1. When must Marketing   send a qual...
Metrics©2010 Allinio LLC – All rights reserved                                                    allinio
Metrics Process –                                          Some questions to ask   1. What metrics measure both      Marke...
Typical MetricsInquiries                                     Leads          Opportunities         Conversion Ratios       ...
There’s a lot to  this… much more than is  mentioned      here..     But you’re a     professional.©2010 Allinio LLC – All...
So instead of giving                                          The lead supply chain leads to sales that                   ...
And instead of going two different     directions at two speeds©2010 Allinio LLC – All rights reserved                    ...
Sales & Marketing are aligned                                          And working together….©2010 Allinio LLC – All right...
How is an understaffed,                                   overworked, underpaid,                                      unde...
It’s Like Eating an Elephant                                            One                                           bite...
Choosing the                                          Right Platform                                             Baby Step...
Will Your Bosses Be Receptive?©2010 Allinio LLC – All rights reserved                                          allinio
One Size Does Not Fit All©2010 Allinio LLC – All rights reserved                                                          ...
Don’t Forget the CRM Platform©2010 Allinio LLC – All rights reserved                                          allinio
Defining      Requirements©2010 Allinio LLC – All rights reserved                                          allinio
Defining Requirements-                                          Some Questions to Ask1. How many more leads must we   gene...
Get a One-On-One Demo©2010 Allinio LLC – All rights reserved                                              allinio
Demonstrations-                                          Questions to Ask 1. How are outbound email and nurture    campaig...
Big Opportunities for Marketers©2010 Allinio LLC – All rights reserved                                          allinio
Once you implement                                          Marketing Automation You’ll realize that up until now your bus...
Recommended Books©2010 Allinio LLC – All rights reserved                                                              alli...
allinio                                          Data Driven Revenue   TM                                           www.al...
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Planning and designing a lead management process

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Allinio presentation planning & designing a lead management process - SMEI Baltimore chapter April 2012 Knowledge Session

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Transcript of "Planning and designing a lead management process"

  1. 1. Marketing Automation and the Steps to Get There©2010 Allinio LLC – All rights reserved allinio
  2. 2. The Revenue “Mantra”©2010 Allinio LLC – All rights reserved allinio
  3. 3. Everyone is a Data Gatherer©2010 Allinio LLC – All rights reserved allinio
  4. 4. Data is a Strategic Asset©2010 Allinio LLC – All rights reserved allinio
  5. 5. In many organizations, the lead process looks a little like this…©2010 Allinio LLC – All rights reserved allinio
  6. 6. Sales gets mad when Marketingdoesn’t give them “good leads.”©2010 Allinio LLC – All rights reserved allinio
  7. 7. And Marketing thinks Sales just doesn’t know how to sell and ruins the good leads they’ve been given.©2010 Allinio LLC – All rights reserved allinio
  8. 8. Everyone is saying you have to manage your leads like a funnel.Well, that’s alittle betterthan ameat grinder.©2010 Allinio LLC – All rights reserved allinio
  9. 9. They love to show how cool they can make a sales funnel look.©2010 Allinio LLC – All rights reserved allinio
  10. 10. The problem with funnels is that gravity does most of the work. And while we all obey the laws of gravity, leads don’t.©2010 Allinio LLC – All rights reserved allinio
  11. 11. Remember leads are not a game - they’re your business’ lifeblood.©2010 Allinio LLC – All rights reserved allinio
  12. 12. Your lead process is really a “Supply Chain.”©2010 Allinio LLC – All rights reserved allinio
  13. 13. Lead components are data thatmay come from different sources©2010 Allinio LLC – All rights reserved allinio
  14. 14. But each added piece of data helps make a finished product.©2010 Allinio LLC – All rights reserved allinio
  15. 15. Which is then ready to hand off to Sales.©2010 Allinio LLC – All rights reserved allinio
  16. 16. The key is breaking down the processes down into manageable sections so you can consistently create thisfinished product.©2010 Allinio LLC – All rights reserved allinio
  17. 17. In Marketing’scase, a “finished product” is a “qualified lead”which is built with“data” and Sales is the “buyer.” ©2010 Allinio LLC – All rights reserved allinio
  18. 18. So what are these processes that Sales and Marketing need to agree upon?©2010 Allinio LLC – All rights reserved allinio
  19. 19. Data Process©2010 Allinio LLC – All rights reserved allinio
  20. 20. Data Process – Some questions to ask 1. Where is customer data stored? 2. Who controls it? 3. Who enters it and how? 4. Are multiple data systems integrated? 5. When is data cleansed and how?©2010 Allinio LLC – All rights reserved allinio
  21. 21. Lead Planning Process©2010 Allinio LLC – All rights reserved allinio
  22. 22. Lead Planning Process – Some questions to ask 1. Is there a documented lead quota? 2. Are marketing & sales in agreement to these numbers? 3. How is success tracked? 4. How often?©2010 Allinio LLC – All rights reserved allinio
  23. 23. Profiles/Personas©2010 Allinio LLC – All rights reserved allinio
  24. 24. Persona Creation Process – Some Questions to Ask 1. How do they access information? 2. What topics interest them? 3. How much information do they want to receive? 4. Who or what influences them? 5. How do they like to be treated?©2010 Allinio LLC – All rights reserved allinio
  25. 25. Persona Example #1Name: Sarah Business: Micro B2C Sarah has operated her own successful company forRole: Owner, Jack of all Trades the last 4 years. She has always loved this line ofEducation: BA in English work, and she chose it as a career after college. SheComputer Skills: Basic wishes she had taken business courses in college, butMarketing Knowledge: Basic she didn’t expect to run a business. Her goals are to promote a new line of products, get new customers, build her customer list and generate more revenue from current customers. Her major business challenge is getting the word out about her business to bring in new customers. Sarah does not have a huge budget for marketing, but she is willing to invest and try different approaches. Sarah is very busy with work and needs her business software to be fast and easy to use. She is not an expert computer user and often needs help. She also needs guidance on how to plan and track marketing campaigns. ©2010 Allinio LLC – All rights reserved allinio
  26. 26. Persona Example #2Name: Rick Business: Small B2B As the owner of a small specialized software companyRole: Owner with ten employees, Rick is very comfortable withEducation: Masters in Engineering technology. However, he is not an expert in marketingComputer Skills: Advanced and needs guidance.Marketing Knowledge: Intermediate He has started researching marketing tools, but he is unsure which tools and channels will best help him to generate and convert more leads. Specifically, Rick aims to increase lead generation, improve conversion, and improve customer retention while reducing the overall cost of acquisition. Rick’s decisions are data-driven. He relies heavily on metrics and evaluates ROI for all of his spending. ©2010 Allinio LLC – All rights reserved allinio
  27. 27. Persona Example #3Name: Tara Business: Mid B2B & B2C Tara is Marketing Director for a well-established large,Role: Marketing Director local commercial and residential services and repair firm.Education: MBA She has been spoiled by enterprise-level tools that allowComputer Skills: Advanced her to create highly professional creative, build andMarketing Knowledge: Expert execute integrated campaigns, and monitor response. She has a big budget and will use outside experts to help grow her business, but she has high expectations of marketing consultants and software. She says her business is growing, but Tara wants more. She wants to increase appointments for an upcoming trade show, get new customers and nurture current customers. ©2010 Allinio LLC – All rights reserved allinio
  28. 28. Customer Buying Process©2010 Allinio LLC – All rights reserved allinio
  29. 29. Content Inventory Format/ DateContent Audience Theme Buying Stage Comments Length CreatedWhite Papers10 Ways to Cut PDF 2008 HR Director Savings Awareness Needs UpdatingTraining Costs 6 pagesBest Practices ofImplementing PDF 2009 IT Director Efficiency Awareness Add more visualsTraining 4 pagesSoftwareCase Studies PDF Update with latestXYZ Corporation 2010 CIO Savings Consideration 2 pages results Cut to 2 pages, add PDFABC Company 2010 HR Director Retention Consideration video testimonial to 3 pages websiteWebinars Video Shorten to 45Boost Retention 60 2011 HR Director Retention Decision minutes minutesProduct LiteratureHR Training PDF Efficiency, Add visual and 2010 HR Director ConsiderationSoftware 4 pages Retention, Savings savings worksheetAnd so on… ©2010 Allinio LLC – All rights reserved allinio
  30. 30. Editorial CalendarDate Topic Audience Theme Buying Stage Format/Length Owner Deadline Channels Trade shows, New System Faster, Brochure &Q1 Consideration Smith 15 Feb direct mail, Product Integrators better PDF/4 page website Email, Case SecurityQ2 ROI Decision PDF/1 page Jones 25 Mar website, social Study Directors media CEO A&E Thought Video/5Q3 Awareness Smith 15 Jun Social media Interview Consultants Leadership minutes Trade Security Cost Blog post/400 Blog, RSS,Sep Consideration Miller 4 Sep Show Directors savings words social media Email, Product Webinar/60Q4 IT Directors Ease of use Decision Smith 15 Sep website, social Demo minutes media ©2010 Allinio LLC – All rights reserved allinio
  31. 31. Content Distribution©2010 Allinio LLC – All rights reserved allinio
  32. 32. Map Content to Buying Cycle©2010 Allinio LLC – All rights reserved allinio
  33. 33. Map the Offer to Buying Cycle©2010 Allinio LLC – All rights reserved allinio
  34. 34. Lead Nurturing Process©2010 Allinio LLC – All rights reserved allinio
  35. 35. Lead Nurturing Process – Some questions to ask1. Is there a lead nurturing strategy?2. Is it manual or automated?3. How do you determine the content and calls to action for your nurturing?4. Who owns the nurturing programs?©2010 Allinio LLC – All rights reserved allinio
  36. 36. Lead Scoring Parameters Implicit Explicit BANT (Budget, Authority,Behaviors Digital body language Need, Timeline) Inferred geography, Demographics, typicallyDemographics data quality factors, captured from data or etc. data appending©2010 Allinio LLC – All rights reserved allinio
  37. 37. Lead Routing Process©2010 Allinio LLC – All rights reserved allinio
  38. 38. Lead Definitions MQL vs SAL vs SQL©2010 Allinio LLC – All rights reserved allinio
  39. 39. Lead Routing Process – Some questions to ask1. When must Marketing send a qualified lead to Sales?2. When must Sales follow up once receiving a lead?3. Who monitors the actions?4. What systems are used for monitoring?©2010 Allinio LLC – All rights reserved allinio
  40. 40. Metrics©2010 Allinio LLC – All rights reserved allinio
  41. 41. Metrics Process – Some questions to ask 1. What metrics measure both Marketing & Sales success? 2. What systems generate your metrics reports? 3. How often are they run? 4. Do the reports influence further efforts?©2010 Allinio LLC – All rights reserved allinio
  42. 42. Typical MetricsInquiries Leads Opportunities Conversion Ratios ROI & CostsNumber of Number of Number of opportunities Percentage of lead Overall Marketinginquiries leads created to MQL contribution to revenue from all channelsNumber of Number of Number of deep pipeline Percentage of leads Return on Marketingsuspects MQLs opportunities accepted by SalesNumber of Number of Percentage of pipeline Percentage of leads ROI by channel – whichResponses SQLs contributed by Marketing to SQLs channel creates the most revenueNumber Number of Dollar value of opportunities Percentage of Cost per leadtargeted in raw leads contributed by Marketing MQLs to SQLscampaignsNumber of Number of Number of deals closed Percentages of Cost per MQLConnections QLs from Marketing contribution leads to opportunities ©2010 Allinio LLC – All rights reserved allinio
  43. 43. There’s a lot to this… much more than is mentioned here.. But you’re a professional.©2010 Allinio LLC – All rights reserved allinio
  44. 44. So instead of giving The lead supply chain leads to sales that will do it right.aren’t ready to buy (the old way)©2010 Allinio LLC – All rights reserved allinio
  45. 45. And instead of going two different directions at two speeds©2010 Allinio LLC – All rights reserved allinio
  46. 46. Sales & Marketing are aligned And working together….©2010 Allinio LLC – All rights reserved allinio
  47. 47. How is an understaffed, overworked, underpaid, underbudgeted, underappreciated Marketing Department going to do this?©2010 Allinio LLC – All rights reserved allinio
  48. 48. It’s Like Eating an Elephant One bite at a time…©2010 Allinio LLC – All rights reserved allinio
  49. 49. Choosing the Right Platform Baby Steps©2010 Allinio LLC – All rights reserved allinio
  50. 50. Will Your Bosses Be Receptive?©2010 Allinio LLC – All rights reserved allinio
  51. 51. One Size Does Not Fit All©2010 Allinio LLC – All rights reserved allinio
  52. 52. Don’t Forget the CRM Platform©2010 Allinio LLC – All rights reserved allinio
  53. 53. Defining Requirements©2010 Allinio LLC – All rights reserved allinio
  54. 54. Defining Requirements- Some Questions to Ask1. How many more leads must we generate?2. Do we need more effective nurturing?3. Do we need better sales integration?4. How do we need more efficient marketing operations?©2010 Allinio LLC – All rights reserved allinio
  55. 55. Get a One-On-One Demo©2010 Allinio LLC – All rights reserved allinio
  56. 56. Demonstrations- Questions to Ask 1. How are outbound email and nurture campaigns configured? 2. What are my lead scoring options? 3. What level of granularity is there for revenue reporting? 4. What are the direct and indirect costs?©2010 Allinio LLC – All rights reserved allinio
  57. 57. Big Opportunities for Marketers©2010 Allinio LLC – All rights reserved allinio
  58. 58. Once you implement Marketing Automation You’ll realize that up until now your business has been blind to the information that can actually help grow your company.©2010 Allinio LLC – All rights reserved allinio
  59. 59. Recommended Books©2010 Allinio LLC – All rights reserved allinio
  60. 60. allinio Data Driven Revenue TM www.allinio.com @allinio©2010 Allinio LLC – All rights reserved allinio
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