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Top Lead Management Tactics That Super-Charge Your Sales & Marketing Results

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Top Lead Management Tactics That Super-Charge Your Sales & Marketing Results

  1. 1. Top Lead Management Tactics That Super- Charge Your Sales & Marketing Results October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  2. 2. Agenda• Goal of marketing• The most common mistake in marketing• How to prevent THE mistake• What IDEAL clients do• B2B lead management challenges• Leaky funnels• Lead management process• Automating lead management tasks• Do you need marketing automation and lead management tool?• Questions October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  3. 3. Goal of Marketing: A PERFECTLY Qualified Lead Have the RESOURCES Budget to acquire and implement All INTERESTED PARTIES are involved A Timing PERFECTLY AuthorityReady to buy now Qualified Lead Need * Educated on my products/services * KNOW they need my products/services These criteria + order form = $ALE October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  4. 4. Most Common Marketing Mistake“We have something “We have somethingfor everyone…” …or… for MOST” October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  5. 5. Preventing THE Mistake: Ideal client profiling Industry • Including sub-verticalFamiliarity • “I know that company” Size • Revenue, people, other stuffStructure • Full-time marketer, sales mgr, etc. Needs • What pain do they have you can cureGeography • Can I serve them BEST from here October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  6. 6. What Do My IDEAL Clients Do? Behaviour – hard “evidence” of interestForm fills – Marketing Return visits Page views Scoring y/n? Response Who comes What do the Compiling or Where did they back & how most interested “Scoring” find me? often? prospects & behavior over clients look at? time Can I get this data? October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  7. 7. B2B Lead Management Challenges: Tagging leads with their Nurturing the profile interest of Lead not sales info leads not ready? ready to buy Establishing Re-nurturing qualification and re- for sales engaging readiness leads Closing the OVER TIME marketing-sales- marketing loop Capturing leads from Routing leads sales that to the correct aren’t sales staff qualified Lead not buy ready? January 14, 2009 | www.ActiveConversion.com | 1-877-871-2ROI
  8. 8. The Leaky Sales Funnel: Funnel: Warm Leads Leak Out* Courtesy: SHiFT Selling October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  9. 9. B2B Lead Management Process Profiling “Ideal” Client Types Targeted Marketing Campaign ExecutionHow does your leadmanagement process Lead Sorting & Tagging “stack up”? Lead Nurturing Lead Scoring Lead Assignment Sales Engagement October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  10. 10. Automating Lead Management Assign, Engage Qualify & Profile, Target & Tag & Close the Nurture Loop• Profile, target and tag leads• Qualify leads and nurture to meet sales criteria• Assign leads based qualifying criteria, engage on specific interests and feed data back to marketing October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  11. 11. Automating Lead ManagementAuto Profiling & Qualification: Auto Routing Based On:• Industry, company profile • Lead Profiling (size and revenue) • Geo Location• Geo location • Sales Reps• Behaviour (pages visited, marketing response, online form fill, returning visits)• Lead source October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  12. 12. Do You Need a Marketing Automation and Lead Management Tool?• Companies using marketing automation typically: Increase leads by 129% Increase sales by 65%• Using lead scoring and nurturing: Opportunity close rate increases by 30% Revenue increases by 18% Revenue per deal increased by 17% * October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
  13. 13. Questions?Brad Kamphuis James W. ObermayerDirector, Business Development Executive DirectorActiveConversion Sales Lead Management AssociationT. 403-830-8333 T. 714 637 6989BKamphuis@ActiveConversion.com jobermayer@salesleadmgmtassn.com@ActiveConv @SalesldMgmtAssnLinkedIn / Twitter / Facebook LinkedIn / Twitter October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

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