Lead Management for a Cross-Channel World


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Take a look at how conversational marketing technology can increase effectiveness in B2B marketing campaigns.

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Lead Management for a Cross-Channel World

  1. 1. Maximize Campaign Effectiveness: Lead Management for a Cross-Channel World www.neolane.com @Neolane One Gateway Center Newton, MA
  2. 2. <ul><li>The State of Marketing </li></ul><ul><li>Effectiveness & Customer Experience </li></ul><ul><ul><li>Customers expect a greater level of intimacy/relationships </li></ul></ul><ul><ul><li>One sustainable dialogue: inbound-outbound </li></ul></ul><ul><ul><li>Email fatigue/legislation could signal recovery of Direct Mail </li></ul></ul><ul><ul><li>Growth of smartphone market/use and emergence of mobile standards in the US </li></ul></ul><ul><ul><li>New channel emergence (Social Media and others) </li></ul></ul>
  3. 3. <ul><li>The State of Marketing </li></ul><ul><li>Efficiency </li></ul><ul><ul><li>Greater global/regional marketing cooperation (less silos) </li></ul></ul><ul><ul><li>Growth/maturity of the marketing operations function (process) </li></ul></ul><ul><ul><li>Marketers will still be asked to do more with less (automation) </li></ul></ul><ul><li>Accountability </li></ul><ul><ul><li>CMOs will increasingly get a ‘seat at the table’ </li></ul></ul><ul><ul><li>Increased reliance on data and metrics in decision making </li></ul></ul>
  4. 4. <ul><li>B2B Marketing Automation Software Adoption </li></ul><ul><li>Forrester Research reports that only 2-5% of B2B firms have invested in full-featured lead management automation </li></ul><ul><ul><li>Small organizations (under $25M) have been driving the penetration </li></ul></ul><ul><li>Sirius Decisions reports that only 20% of b2b organizations use some form of marketing automation today </li></ul><ul><li>US ahead of Europe in lead management adoption </li></ul>
  5. 5. <ul><li>Lead Management Optimization </li></ul>
  6. 6. <ul><li>Example of Lead Management Process </li></ul>
  7. 7. <ul><li>Hager Group Case Study: Objectives </li></ul><ul><li>Interactive communication for an effective loyalty strategy </li></ul><ul><ul><li>Recruit new contacts </li></ul></ul><ul><ul><li>Convert prospects </li></ul></ul><ul><ul><li>Drive loyalty </li></ul></ul><ul><li>Build a central database marketing platform </li></ul><ul><ul><li>Ensure data quality: </li></ul></ul><ul><ul><ul><li>Bounces and bad addresses </li></ul></ul></ul><ul><ul><ul><li>Opt-outs </li></ul></ul></ul><ul><ul><li>Ensure relevance of messages: </li></ul></ul><ul><ul><ul><li>Personalization </li></ul></ul></ul><ul><ul><ul><li>Targeting, profiling </li></ul></ul></ul><ul><li>Campaign automation and scheduling </li></ul><ul><li>Measure ROI on actions </li></ul><ul><li>Educate and inform sales force </li></ul>
  8. 8. <ul><li>Hager Group Case Study: Solution </li></ul>
  9. 9. <ul><li>Hager Group Case Study: Results </li></ul><ul><li>Increased reach and DB size </li></ul><ul><ul><li>From 5,000 to 75,000 in 3 years </li></ul></ul><ul><li>Enabled a “highly qualitative” B2B relationship with nurturing </li></ul><ul><ul><li>Success rate > 99% </li></ul></ul><ul><ul><li>Open rate > 45% </li></ul></ul><ul><ul><li>Click rate ~13% </li></ul></ul><ul><ul><li>Opt out < 0.2% </li></ul></ul><ul><li> Detailed reporting of actions carried out </li></ul>
  10. 10. <ul><li>Reporting on Lead Quantity & Quality </li></ul>
  11. 11. <ul><li>Review of Building Blocks for B2B Marketing Success </li></ul><ul><li>Skills, processes, and automation are the triumvirate of success </li></ul><ul><li>Look at B2C marketing for some guidance on needed marketing skill sets </li></ul><ul><li>Don’t automate bad processes </li></ul><ul><li>Lead management optimization is the end goal – not the starting point </li></ul>
  12. 12. <ul><li>Marketing Automation Checklist </li></ul><ul><li>Cross-channel support – not just email and web </li></ul><ul><li>Buying process and preference support </li></ul><ul><ul><li>Multiple touch points and interactions </li></ul></ul><ul><li>Marketing process automation </li></ul><ul><ul><li>Sustainable dialogues via one-to-one relationships </li></ul></ul><ul><ul><li>Nurturing and triggering </li></ul></ul><ul><li>Measurement and reporting, including marketing revenue attribution </li></ul><ul><li>Complete view of marketing history – 360 ° marketing view </li></ul><ul><li>Integration to CRM/SFA </li></ul>