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Working with sales for effective lead nurturing - Neolane


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Marketing and sales have always had a combative relationship in B2B marketing, often regarding each other with cynicism or downright hostility, rather than working together seamlessly for the greater good of the organisation.

However, for lead nurturing to work effectively, sales and marketing need to reforge their relationship, based on a new set of rules, guidelines and parameters, focused on achieving common and mutually agreed objectives.

This session focuses on providing practical steps towards a harmonious sales and marketing relationship, and ultimately a more profitable organisation. Topics to be covered will include:

Understanding common areas of conflict and defusing tensions.
Establishing common objectives – defining goals.
Defining leads at various stages.
Creating a lead handover criteria.
Feedback and refining this criteria.
Reporting and measurement.

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Working with sales for effective lead nurturing - Neolane

  1. 1. WORKING WITH SALES FOR EFFECTIVE LEAD NURTURING Martin Smith, Head of Marketing B2B Marketing Summit - June 2012Copyright Neolane – 2012 Neolane confidential 1
  2. 2. NEOLANE IN BRIEF European Leader in Conversational Marketing Software Strong European & US Presence Market Recognition  Forrester Wave & Gartner Magic Quadrant  350+ customers Profitable with 30% to 80% Year- over-Year Growth for 5 YearsCopyright Neolane – 2012 Neolane confidential 2
  3. 3. NEOLANE B2B CUSTOMERSCopyright Neolane – 2012 Neolane confidential 3
  4. 4. WHAT THE ANALYSTS SAY Gartner Lead Management Magic Quadrant - Strengths  Functionality  Partners  Innovation  FlexibilityCopyright Neolane – 2012 Neolane confidential 4 4
  5. 5. DISPELLING THE MYTH ‘These sales guys have an easy time. They turn up late to the office, swan around, have a big lunch, demand that everything is done for them immediately, and then go home early’ ‘Our marketing team just sit around dreaming up new brochures and datasheets, looking at promotional gifts & designing stands’Copyright Neolane – 2012 Neolane confidential 5
  6. 6. ESTABLISHING COMMON GOALS Get ‘on board’ Speak the Language Corporate Goals  Pipeline/Revenue/ Profitability  Messaging Education Collaboration FeedbackCopyright Neolane – 2012 Neolane confidential 6
  7. 7. DEFINING THE LEAD PROCESS Understanding the Sales Executive Sponsorship Process  Collaboration  BANT  Common Objectives  Sales Methodologies – SPIN, TAS etc. Data & Target Markets Call to Actions  Vertical/Geography  Whitepapers, Events, Webina  Value Propositions rs etc.Copyright Neolane – 2012 Neolane confidential 7
  8. 8. AUTOMATE LEAD SCORING Position 5 Points Corporate Email Address 10 Points Industry Vertical 15 Points Newsletter Registration 20 Points 6 Emails Opened 15 Points 2 Downloads 20 Points Attended 2 Events 15 Points ___________________________ Lead Score 105 PointsCopyright Neolane – 2012 Neolane confidential 8
  9. 9. THE LEAD HANDOVER PROCESS Lead Score Lead Rating Lead Routing Exceeds 100 points Hot To sales From 50 to 100 points Warm To inside sales From 5 to 50 points Cold To nurturing program Leads are sent with all collected marketing information Lead scoring, rating, and routing rules may be tailored to your organization (specific score, indirect sales force …)Copyright Neolane – 2012 Neolane confidential 9
  10. 10. CLOSED LOOP REPORTING Measure ROMI and Show Contribution to Revenue with Integrated Reporting and Analytics  Marketing contribution to sales pipeline  Shape of marketing pipeline  Marketing pipeline conversion rates  Real-time view of marketing activities in progress …Copyright Neolane – 2012 Neolane confidential 10
  11. 11. THANK YOU QUESTIONS?Copyright Neolane – 2012 Neolane confidential 11 11