5 Keys to Maximizing Lead Conversion


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Once a lead comes in the door, whose job is it to convert that lead to a sales opportunity: marketing or sales? The lead conversion black hole has long been cause for dispute between marketing and sales teams. Marketing will argue it has generated leads and tossed them over the fence to sales. Sales will complain that leads aren’t qualified.
If this sounds like your organization, it’s time to break down artificial departmental walls and work together on lead processing, qualification, follow-up, and nurturing so you can convert more leads into customers. The challenge is to achieve what everyone wants: improved sales revenues through qualified leads.

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5 Keys to Maximizing Lead Conversion

  1. 1. 5 Keys to Maximizing B2B Lead Conversion to Win More Deals<br />Angie Hirata<br />Worldwide Director, Marketing & Business Development<br />
  2. 2. Is this familiar?<br />Black Hole of LEADS!<br />Sales:<br /><ul><li>Build relationships
  3. 3. Close deals</li></ul>Marketing:<br /><ul><li>Get the message out
  4. 4. Generate leads</li></li></ul><li>Key 1: Break Down the Great Wall Between Sales & Marketing<br />
  5. 5. Key 1: Break Down the Great Wall Between Sales & Marketing<br />Involve sales in campaign planning:<br />Target audience, list<br />Message<br />Agree on definition of qualified lead (BANT)<br />Budget<br />Authority<br />Need<br />Timeframe<br />Other<br />Communicate, communicate! <br />Feedback: fix processes, refine next campaign<br />
  6. 6. Key 2: Fill the Gap with a Dedicated Leads Team<br />Skills: lead qualification vs. sales closing<br />Focus sales on closing qualified opportunities<br />Remove “distraction” of cold leads<br />Ensure all leads are followed up – no matter what time of month or quarter!<br />Organize by territory/region, lead type<br />Generate leads – Qualify leads – Close deals<br />
  7. 7. Key 2: Fill the Gap with a Dedicated Leads Team<br />Typical Way<br />New Way<br />
  8. 8. Key 2: Fill the Gap with a Dedicated Leads Team<br />Model best practices in CRM system:<br />Automate lead assignment<br />Pre-populate qualification info from web/event forms<br />Timeframe for follow-up<br />BANT criteria<br />Lead qualification questions<br />Lead and opportunity assignment<br />Standardize lead status and rating<br />
  9. 9. Key 2: Fill the Gap with a Dedicated Leads Team<br />Maximizer CRM:<br />Lead notification (Hotlist)<br />Lead profiling & qualification (User-defined fields)<br />Opportunity assignment<br />
  10. 10. Key 2: Fill the Gap with a Dedicated Leads Team<br />Notification of new leads<br />All prospect/customer history and details<br />Lead profile & qualification questions<br />Assignment/Notification to Sales<br />
  11. 11. Key 3: Define a Lead Nurturing Process<br />From: Reed Business Blue Chip Study III<br />
  12. 12. Key 3: Define a Lead Nurturing Process<br />Create timely communications<br />Awareness<br />Education<br />Consideration<br />Preference<br />Segment & personalize<br />Automate email marketing, schedule calls<br />Foster leads to take action to self-identify<br />White papers (business & technical), articles<br />Webinars/webcasts, podcasts<br />ROI Calculator, case studies<br />
  13. 13. Key 4: Monitor Lead Team Activities<br />Management by exception<br />Allows for changing & improving processes<br />Monitor throughout the lead follow-up funnel<br />Lead assignment<br />Lead follow-up: 1st attempt (2nd, 3rd…)<br />Phone notes<br />BANT criteria met for qualified leads<br />Opportunities created: pipeline, forecast<br />CRM system: dashboards, exception alerts, reports<br />
  14. 14. Key 5: Key an Eye on the Bottom Line<br />Set metrics to measure success<br /># leads<br /># qualified leads, # opportunities<br /># won/lost/abandoned deals<br />Pipeline contribution<br />5 – 10x campaign ROI<br />Always look for improvements<br />Ask why: what’s working, what’s not<br />Model what works, fine tune processes<br />
  15. 15. Next Steps<br />Talk to sales, talk to marketing<br />Identify biggest gap or challenge<br />Lead follow-up<br />Lead closure (close loop)<br />Lead nurturing<br />Build your case for a leads team: <br />Identify requirements, calculate based on lead volumes and calls/day<br />Agree on whether this is under sales or marketing<br />Set-up clear processes, training, metrics first<br />Create lead nurturing program (phases)<br />
  16. 16. Maximizer Software Fast Facts<br />CRM pioneer (since 1987)<br />Global CRM provider to small and medium Businesses (SMB) and divisions of large enterprises<br />400 business partners<br />Over 120,000 customers<br />Over 1 million licenses sold <br />
  17. 17. Maximizer Software Customers<br />
  18. 18. I’d Like To Know More<br />Contact Maximizer @ <br />1-800-804-6299<br />sales@maximizer.com<br />Thank you for your time and consideration.<br />