A Marketers Blueprint To Successful Lead Management


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Learn how a LeadLife customer, designed a successful lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.

See the blueprint they used and gain valuable insight on how your organization can increase "sales ready" leads and drive marketing ROI.

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  • A Marketers Blueprint To Successful Lead Management

    1. 1. A Marketer’s Blueprint to Successful Lead Management Lisa Cramer President LeadLife Solutions lcramer@leadlife.com 770-670-6702
    2. 2. Today’s Agenda <ul><li>Process of Lead Management </li></ul><ul><li>BearingPoint’s Blueprint to Success – in 5 Steps </li></ul><ul><li>Results You Can See </li></ul>
    3. 3. Is this your current process? Banner ads Generate & Qualify Leads?? Spreadsheets / CRM Database Events Website Email
    4. 5. Lead Process with Scoring & Nurturing Promote leads to Sales Nurture leads with e-newsletters, drip marketing <ul><li>Capture and score all leads </li></ul><ul><li>View all leads on one dashboard </li></ul><ul><li>Track ROI for each campaign </li></ul>Events Website Email Banner ads
    5. 6. Lets Break it Down Closed Sales Qualified Opportunities Sales Ready Leads Conversions Inquires/Suspects Nurture Sales Marketing Email, Adwords, Banners, Webinars, Offline Events
    6. 7. The Blueprint to Success
    7. 8. The Design Layout <ul><li>What is the definition of a lead? </li></ul><ul><li>What are the attributes of a “sales ready” lead? </li></ul><ul><li>Lead generation – old/new </li></ul><ul><li>How do I score? </li></ul><ul><li>The need for Lead Nurturing </li></ul>
    8. 9. Step 1: Defining A Lead <ul><li>Sales and marketing need to come together to discuss and define the definition of a lead. </li></ul>
    9. 10. BearingPoint’s Blueprint <ul><li>A lead definition: </li></ul><ul><li>Company size, industry, geographic location, yearly revenue </li></ul><ul><li>Job function, title, authority level, etc. </li></ul><ul><li>Issues, problems, requirements </li></ul><ul><li>Stage in the buy cycle, timeframe, budget </li></ul>
    10. 11. Step 2: Attributes of a “Sales Ready” Lead <ul><li>“ Sales ready” lead – a prospect ready to enter the buy cycle. </li></ul><ul><li>Define what demographics/interactions determine interest: </li></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Webinar attendance </li></ul></ul><ul><ul><li>Pages visited and time spent - email campaigns </li></ul></ul><ul><ul><li>E-newsletter and survey responses </li></ul></ul><ul><ul><li>Trade show visits….. </li></ul></ul>
    11. 12. Step 2: Attributes of a “Sales Ready” Lead <ul><li>When is the hand-off? </li></ul><ul><ul><li>They download a whitepaper and have the right title </li></ul></ul><ul><ul><li>They attended a webinar and downloaded 2 other items </li></ul></ul>
    12. 13. BearingPoint’s Blueprint <ul><li>2 levels of qualification: </li></ul><ul><ul><li>First level to telesales (4 conversions plus lead definition) </li></ul></ul><ul><ul><li>Second level telesales to sales </li></ul></ul><ul><li>BearingPoint and prospect have had a conversation </li></ul><ul><li>Around a specific project </li></ul><ul><li>Need has been identified </li></ul><ul><li>Timeframe validated </li></ul><ul><li>Budget allocated </li></ul>
    13. 14. Step 3: Lead Generation – Old/New <ul><li>Define and track all lead activities coming in from online/offline events and also from existing lists. </li></ul>
    14. 15. Step 3: Lead Generation – Old/New <ul><li>Define campaigns and events. </li></ul>
    15. 16. BearingPoint’s Blueprint <ul><li>Outbound Phone </li></ul><ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Direct Mail </li></ul><ul><li>Seminar & events </li></ul><ul><li>Advertising </li></ul><ul><li>Alliance Referrals </li></ul><ul><li>PR </li></ul><ul><li>Other Activities </li></ul>Types of lead generation:
    16. 17. BearingPoint’s Blueprint <ul><li>Solution </li></ul><ul><ul><ul><li>Customer Relationship Management </li></ul></ul></ul><ul><ul><ul><li>Enterprise Resource Planning </li></ul></ul></ul><ul><ul><ul><li>Risk, Compliance and Security </li></ul></ul></ul><ul><ul><ul><li>Enterprise Strategy & Transformation </li></ul></ul></ul><ul><ul><ul><li>Finance Advisory </li></ul></ul></ul><ul><ul><ul><li>Growth & Innovation </li></ul></ul></ul><ul><ul><ul><li>Human Capital </li></ul></ul></ul><ul><ul><ul><li>Information Management </li></ul></ul></ul><ul><ul><ul><li>IT Strategy & Transformation </li></ul></ul></ul><ul><ul><ul><li>Managed Services </li></ul></ul></ul><ul><ul><ul><li>Merger Integration </li></ul></ul></ul><ul><ul><ul><li>Operational Excellence </li></ul></ul></ul><ul><ul><ul><li>Performance Management </li></ul></ul></ul><ul><ul><ul><li>Supply Chain and Sourcing </li></ul></ul></ul><ul><ul><ul><li>Systems Integration </li></ul></ul></ul><ul><ul><ul><li>Technology Infrastructure </li></ul></ul></ul><ul><li>Industry </li></ul><ul><ul><ul><li>Automotive </li></ul></ul></ul><ul><ul><ul><li>Aviation & Transportation </li></ul></ul></ul><ul><ul><ul><li>Commercial Aerospace </li></ul></ul></ul><ul><ul><ul><li>Communications </li></ul></ul></ul><ul><ul><ul><li>Consumer Markets </li></ul></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Energy & Chemicals </li></ul></ul></ul><ul><ul><ul><li>Financial Services </li></ul></ul></ul><ul><ul><ul><li>Government </li></ul></ul></ul><ul><ul><ul><li>Healthcare </li></ul></ul></ul><ul><ul><ul><li>Hospitality </li></ul></ul></ul><ul><ul><ul><li>Life Sciences </li></ul></ul></ul><ul><ul><ul><li>Manufacturing </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Technology </li></ul></ul></ul>2 way segmentation:
    17. 18. Step 4: How Do I Score? <ul><li>The process by which marketing can distinguish </li></ul><ul><li>(prioritize) leads that are “sales ready” versus those </li></ul><ul><li>that should be nurtured further. </li></ul><ul><li>Assign value for a lead’s behavior, demographics, etc. </li></ul><ul><li>Each item can be scored to give lead overall score </li></ul><ul><li>Score can be reduced as leads decay </li></ul>
    18. 19. BearingPoint’s Blueprint <ul><li>Look for “engagement” with the content before having </li></ul><ul><li>any further conversations. </li></ul><ul><li>How many points is that </li></ul><ul><li>engagement worth? </li></ul><ul><li>If/then statements </li></ul><ul><li>Is attending an event more important than a Webinar? </li></ul><ul><li>How many activities need to happen = engagement? </li></ul><ul><li>If nothing happens for 6 months do you reduce? </li></ul><ul><li>Keep it simple </li></ul>
    19. 20. <ul><li>Only 20% of leads from marketing are worked </li></ul><ul><li>80% of un-worked leads buy within 24 months </li></ul><ul><li>50% of sales organizations do a bad job of nurturing leads </li></ul><ul><li>51% of Sales Execs are not happy with qualify of leads </li></ul><ul><li>65% allow sales to send formerly qualified leads back to marketing for further nurturing; </li></ul><ul><li>56% of all respondents indicated that they currently lack a formal lead nurturing program to support and nurture long-term opportunities. </li></ul>Step 5: The Need for Lead Nurturing Sources: Sirius Decisions, CSO Insights Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation
    20. 21. Step 5: The Need for Lead Nurturing <ul><li>Continuously engage your prospects through drip marketing and e-newsletters. </li></ul>
    21. 22. Step 5: The Need for Lead Nurturing <ul><li>Automatically send out personalized, targeted emails through the lifecycle of the lead. </li></ul>
    22. 23. BearingPoint’s Blueprint
    23. 24. Evaluating Metrics
    24. 25. Bottom Line Results <ul><li>Increase in qualified leads by 78% </li></ul><ul><li>Decrease in sales cycle from months to weeks </li></ul><ul><li>Decrease in cost of sales by 10% </li></ul><ul><li>Improved conversion rates up to 3x </li></ul><ul><li>Increase in quality of leads going to sales </li></ul><ul><li>Increase in transaction size </li></ul><ul><li>Increase in marketing ROI </li></ul>By implementing a lead scoring and nurturing process BearingPoint found:
    25. 26. Questions? Humm….
    26. 27. <ul><li>www.leadlife.com </li></ul><ul><li> </li></ul><ul><li>Lead Nurturing: The Secret to Successful Lead Generation </li></ul><ul><li>Other LeadLife whitepapers: </li></ul><ul><li>Lead Life Cycle Optimization Analysis </li></ul><ul><li>Real Marketing Analytics for Lead Generation </li></ul><ul><li>Lead Optimization - Are You Targeting the Right Prospects? </li></ul><ul><li>Forget the ABC’s of Lead Scoring </li></ul><ul><li>Be First In Mind </li></ul>Further Education
    27. 28. Thank You <ul><li>For more information contact: </li></ul><ul><li>Lisa Cramer </li></ul><ul><li>LeadLife Solutions </li></ul><ul><li>[email_address] </li></ul><ul><li>770-670-6702 </li></ul><ul><li>To request a copy of today's presentation </li></ul><ul><li>please email info@leadlife.com </li></ul>