Eloqua_MarketingSherpa_LeadManagement

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"Optimizing Lead Management:
Tackling the Top 5 Questions About the Lead Cultivation, Qualification and Hand-Off Process," June 2010 presentation by Eloqua & MarketingSherpa

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Eloqua_MarketingSherpa_LeadManagement

  1. 1. Optimizing Lead Management:<br />Tackling the Top 5 Questions About the Lead Cultivation, Qualification and Hand-Off Process<br />Jennifer Horton<br />Best Practice Consultant, Eloqua<br />Sean Donahue<br />Editor, MarketingSherpa<br />Hashtag for Webinar: <br />#SherpaEloqua<br />
  2. 2. Why Lead Nurturing and Qualification?<br />The Most Significant Challenges for B2B Marketers to Overcome Today<br />
  3. 3. Long Sales Cycles for Complex Purchases<br />Length of the Buying Process Today, by Purchase Amount<br />
  4. 4. Large Buying Committees<br />Number of People Involved in the Buying Process Today, by Purchase Amount<br />
  5. 5. Suspect<br />Reengagement Nurture<br />Prospect<br />Discover Nurture<br />Qualified Lead<br />Educate Nurture<br />Sales Opportunity<br />Differentiate Nurture<br />Customer<br />Loyalty Nurture<br />5<br />Nurture Each Stage of the Sales Cycle<br />
  6. 6. Poll Question<br />What elements of your nurturing campaigns are you testing and optimizing in 2010?<br />Frequency and Timing<br />Imagery, Layout, Visual Cues<br />Calls to Action<br />Forms<br />Who has time to test?<br />
  7. 7. Optimizing Lead Management: 5 Questions<br />How can I add prospects to my nurturing funnel?<br />What’s the right frequency and timing for messages?<br />How can I customize messages to be more relevant?<br />When should I pass leads on to sales?<br />How can I close the loop with sales, measure results, and get back leads that need further nurturing? <br />
  8. 8. Adding Prospects to the Funnel: What Works<br />#1. Adding names to your funnel<br />
  9. 9. Make it Obvious and Easy<br />#1. Adding names to your funnel<br />
  10. 10. The Right Frequency and Timing for Messages<br />There is no universal rule for all organizations<br />Testing your own programs is essential<br />Plan at least 3-touches per nurturing track<br />Make follow-ups relevant to initial action, and escalate the commitment<br />Take advantage of “honeymoon” period and recent activity<br />#2. Finding the Right Frequency and Timing<br />
  11. 11. From 30 Days to 5<br />#2. Finding the Right Frequency and Timing<br />
  12. 12. Decreased Frequency Over Time<br />0 days Welcome, confirmation of registration, login<br />4 days Reminder to login<br />7 days Expense Quick Tip; Import credit card charges<br />14 days Expense Quick Tip; Attach receipts<br />30 days Expense Quick Tip; Submit your expenses<br />45 days Expense Quick Tip; Allocate Expenses<br />60 days Expense Quick Tip; View Expenses<br />75 days Expense Quick Tip; Assign Expense Types<br />90 days Thanks for choosing Concur Expense Trial Edition!<br />#2. Finding the Right Frequency and Timing<br />
  13. 13. Customizing Messages for More Relevance<br />#3. Customizing Messages for More Relevance<br />
  14. 14. Documenting Buyer Personas<br />Research real customers and prospects (Revenue, Profitability, & Value)<br />Profile<br />Photo<br />Name<br />Age<br />Gender<br />Location<br />Key Attributes<br />Key Goals<br />Demographic details<br />Role in their company<br />Career Aspirations<br />Motivators<br />Validators<br />Challenges/Pain<br />Economic<br />#3. Customizing Messages for More Relevance<br />
  15. 15. Evaluate<br />Purchase<br />Learn<br />Justify<br />Interest<br />Understanding Buyer Motivation<br />What is the motivation of your buyer persona?<br />What questions are your buyer persona asking at this stage?<br />What content answers these questions?<br />What is the best way to deliver this content?<br />#3. Customizing Messages for More Relevance<br />
  16. 16. Goal: Increase Conversion By Optimizing Relevance<br />Results:<br /><ul><li> 1,991 Unique Visitors (9.5% CTR)
  17. 17. 205 Inquiries (10.3% Conversion)</li></ul>Optimizing Relevance: Scanningpaper.com<br />#3. Customizing Messages for More Relevance<br />
  18. 18. The images and the text are dynamically populated based on Lead – Industry.<br />The welcoming message includes Lead - First Name, Job Function, Company, and Industry.<br />Content targeted based on Lead – Industry.<br />Customer examples, the case studies, and the solutions in action content is also dynamically served based on the Lead – Interest.<br />Content is based on Lead – Solution Interest.<br />Leveraging Automation to Scale<br />#3. Customizing Messages for More Relevance<br />
  19. 19. When to Hand Off a Lead to Sales<br />Information Obtained Before Handoff to Sales<br />#4. Knowing When to Hand Off a Lead to Sales<br />
  20. 20. Focus Sales on Qualified Buyers<br />10 Eloqua customer scoring programs analyzed<br />*Note: at time of this study, most of the sales cycles for the lead scoring deals had not yet completed. It is expected the total number of opportunities will increase.<br />#4. Knowing When to Hand Off a Lead to Sales<br />
  21. 21. Get Buyers to Sales<br />#4. Knowing When to Hand Off a Lead to Sales<br />
  22. 22. Poll Question<br />Where do you do most of your Campaign reporting today?<br />Spreadsheets<br />Business Intelligence Application<br />CRM System<br />Marketing System<br />We have Campaign reporting?<br />
  23. 23. Closing the Loop: The Biggest Gap<br />How Organizations Manage Their Marketing-to-Sales Process<br />#5. Closing the Loop with Sales and Measuring Results<br />
  24. 24. Biggest Hurdles<br />Systems Mapping<br />Business Process & Definitions<br />Mktg<br />Sales<br />#5. Closing the Loop with Sales and Measuring Results<br />
  25. 25. Alignment: No Lead Left Behind<br /><ul><li> Qualification Stages
  26. 26. Scoring
  27. 27. Assignment
  28. 28. Follow-Up Agreements
  29. 29. Sales Enablement
  30. 30. Systems Flow</li></ul>Photo Credit: Doug Bethune, Flickr<br />#5. Closing the Loop with Sales and Measuring Results<br />
  31. 31. Questions? <br />Jennifer Horton<br />Best Practice Consultant, Eloqua<br />Jennifer.horton@eloqua.com<br />@jenhorton<br />Sean Donahue<br />Editor, MarketingSherpa<br />seand@marketingsherpa.com<br />

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