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Dont Let Leads Slip Through Your Fingers Engagement Marketing And Lead Management

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Engagement marketing has moved to the forefront of the B2B marketing vernacular,
and with it, the robust strategy of integrated lead management has finally come
of age. For the B2B sales and marketing world, it is no longer a luxury, but an
imperative, to be able to nurture and score leads until they are ready for sales. In this presentation, we will discuss the newest findings in lead generation and management, including:

- The newest strategies used in developing a modern lead-generation process

- The key components of a robust lead nurturing strategy

- Aligning sales and marketing to maximise the benefits of lead management efforts

- The newest innovations in marketing automation to support integrated lead management

Published in: Business, Technology
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Dont Let Leads Slip Through Your Fingers Engagement Marketing And Lead Management

  1. 1. • • • • • •
  2. 2. • •
  3. 3. • • • • •
  4. 4. • • • • •
  5. 5. • – – • – • – –
  6. 6. • • An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa
  7. 7. • 7x improvement in sales if leads are responded to in 48 hours • Likelihood of reaching a prospect on a follow-on call goes down by 90% within one week from the initial inquiry
  8. 8. • – – – –
  9. 9. • * SiriusDecision Research
  10. 10. Lead Generation Reporting & Lead Analysis Nurturing Lead Management Process Sales/Opportunity Lead Qualification Management & Scoring Lead Routing & Acceptance
  11. 11. Impressions Inquiries Marketing Marketing Qualified Sales Accepted Sales Qualified Sales New Business
  12. 12. • • • • • •
  13. 13. Data Segmentation Multi-Channel ROI Reporting Campaign Execution Tools & Analysis Unified (e.g email, DM, web, telesales) Customer/Prospect Database Sales/CRM Integration Campaign (Nurture) Automation Lead Scoring & Management
  14. 14. 2. Returning Leads – 3. Returning Leads – 1. Basic Lead Form Pre Populate Pre-Populate – Gather More 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
  15. 15. VP Sales Download a Evaluating Whitepaper Solutions Visited Website Last $100M 5000 Has Week Company Employees 2009 Budget Needs Fit Solution 30
  16. 16. VP Sales Demographic Download a Evaluating Whitepape Solutions r Visited BANT Has Website $100M 5000 2009 Last Week Company Employees Budget Needs Fit Solution Activity 31
  17. 17. Demographic BANT Activity 32 32
  18. 18. – Explicit Data • Demographic & BANT • Self reported and 3rd party Implicit Activity • Recency & Frequency • Key Behaviors • Automated Score Depreciation • Point Caps
  19. 19. Target Profile (explicit) Web Behaviour (implicit)
  20. 20. Hot 6% Warm 24% Nurture 70%
  21. 21. Business Value Level 1 Level 2 Level 3 Level 4 Lead Management Sophistication
  22. 22.  Product Focused Batch and Blast Campaigns  Basic List Segmentation & Email Sending (Tracking by email campaign  Auto-Fulfillment of online offers (auto-responders)  Lead Capture and Forward to Sales
  23. 23.  Automated segmentation and email sending  Tracking responses by contact rather than list  Segmentation by email response data with basic personalization  Telesales Qualification/Integration (Process/System)
  24. 24.  Personalization and dynamic content for one-to-one messaging  CRM Integration/Data Synchronization  Integrated Website Activity  Automated/Triggered Nurture Programs based upon Lead Phase  Lead Scoring using Explicit information
  25. 25.  Collaborative sales and marketing environment  Lifecycle Stage Programs  Integrated Closed-Loop ROI Reporting  Multi-Variable Lead Scoring Model with Implicit (behavioral) Data  Integrated Third-Party data and related information
  26. 26. • • • •
  27. 27. • • • • •

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