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Lead Management for the Complex Sale
A lead optimization process that goes beyond lead capture
Brian Carroll
About me
Brian Carroll
Brian Carroll is Former Chief Evangelist of MECLABS and founder of
InTouch, part of the MECLABS. Au...
Biggest B2B Marketing Challenges
Source: 2015 Lead Generation Trend Report © 2015 Crowd Research Partners.
Marketers see g...
64% of marketers send
all leads directly to Sales.
What’s the Problem?
What’s the Problem?
59% of marketers do not have
lead nurturing programs in
place.
Background: A small IT management firm ($80M in annual revenue, 100 channel
partners) who had an ongoing lead nurturing pr...
• Experiencing a < 2% lead-to-sales pipeline
conversion rate
• Sales didn’t pursue majority of leads
• Marketing felt as i...
• Leads weren’t being qualified and prioritized
• Sales felt that the leads they were receiving
from Marketing were not le...
1. Aligned Sales and Marketing on Ideal Customer Profile (ICP) and Universal Lead Definition (ULD)
2. Disciplined their da...
Closed Loop
Feedback
Marketing
Sales
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X...
Closed Loop
Feedback
Marketing
Sales
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X...
Closed Loop
Feedback
Marketing
Sales
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X...
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X, Y, Z LEADS
LEVEL 2 LEADS
LEVEL 1 LE...
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X, Y, Z LEADS
LEVEL 2 LEADS
LEVEL 1 LE...
Internal Alignment
Disciplined Data
Responsive Scoring
1
2
3
Qualifying Leads
1. Lead Qualification is the bridge between the Marketing and Sales teams
2. First step in Lead Qualification is forcing c...
ACCURACY
COMPLETENESS
Industry ChangeHumanComplacency
Data Hygiene
DataAppending
Disciplined Data
Ensure data is complete ...
LEAD MANAGEMENT FLOW WITH SCORING
Lead enters
system
Lead is scored by
intensity level
Lead IS optimal
intensity
Lead IS N...
Background: Provider of professional management services for technology assets for
mid- and large-sized companies.
Goal: T...
Leads Enter
System
Leads are Sent
Directly to Sales
Sales “cherry-
picks” best leads
Many leads are
overlooked
Case Study ...
LEVEL 3 LEADS
LEVEL 2 LEADS
LEVEL 1 LEADS
0 – 19 Points
20 – 39 Points
40+ Points
Sales-
Engaged
Leads
• Organization set ...
Profile Score
CEO, Owner President, VP of Sales 10 pts
Target Market ID – IBM BP 10 pts
Email Campaigns Score
Open an Emai...
• Leads sent marketing content matched
to their particular score
• Aim was to nurture leads up the funnel
and provide more...
Increase in Lead Generation75%
New process increased total number of leads engaged by Sales
by 75% over previous year
“If ...
25
Touch points
User-tracked behavior
What have they engaged?
Explicit Information
Meets Universal Lead
Definition
Contact...
1. Most leads are not sales-ready leads. Understand when a lead achieves optimal intensity
(ULD) – handing a lead off too ...
Closed Loop
Feedback
Marketing
Sales
CUSTOMERS
CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E
Sales-Ready
Leads
LEVEL X...
Understand
Audience
Organize
Content
Track Results
and
Engagement
Execute
Tracks
Messaging
Strategy
•Touch
•Track
•Follow-...
The Right Message
The Right Prospect
The Right Time
1
2
3
Nurturing Leads
Case Study on The Right Message
30
Background: ActiveNetwork is a large event management software provider
Goal: To increa...
Standard Sales Tone
Control
Empathetic/Service Tone
Treatment
Case Study on The Right Message
Using A/B testing
Treatment
Empathetic/Service Tone
7.08% Conversion Rate
Control
Standard Sales Tone
1.58% Conversion Rate
Case Study on Th...
Control
Treatment
Case Study on The Right Message
Using A/B testing
!
By addressing the customer’s anxiety through the ton...
1. People don't want to be marketed “to”, people want to be communicated “with”. Lead nurturing
is not a monologue, it is ...
In one lead nurturing effort, you might be dealing with multiple
prospects before the lead becomes a sales-ready lead:
So ...
Sample Persona
Diagnosis
Prospect-level Persona Diagnosis – The Business Manager (finding
solution)
The Right Prospect
Bui...
• Use responsive scoring to help you
assess the level of intensity for
particular leads
• Scoring systems vary based on in...
38
Background: TAB helps organizations store and manage print and digital documents.
Goal: To increase the overall respons...
• Company loosely defined a sales lead as anyone who downloaded a whitepaper,
attended a webinar, or completed one of a ra...
Prospect #1: If I am a decision-maker looking for paper
management solutions (paper only), why should I purchase
from you ...
Prospect sees problem
w/record management
Prospect desires to learn
more about solutions
Prospect considers
different prov...
Interest Intimacy Intent
Interest Intimacy Intent
Nurturing
Track #1:
Nurturing
Track #2:
Email #1 Email #2 Email #3 Email...
Sales
Engaged
Leads
INTEREST
INTENT
INTIMACY
Email #1
Email #2
Email #3
Email #4
Email #5
Email #1
Email #2
Email #3
Email...
Overall increase in lead conversion rate of 32.6%.
650% Increase in Email Clickthrough
“Going forward, we are expanding th...
Lead Management for the Complex Sale
A lead optimization process that goes beyond lead capture
Brian Carroll
Free Lead Scoring Tool
• Lead Score Card Template is a basic lead
scoring guide to help you begin scoring leads
• Most com...
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Lead Management for the Complex Sale

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Lead generation is the #1 barrier to growth. Marketers see generating high-quality leads as their number one business challenge according to the 2015 Lead Generation Trend report. Yet, if sales and marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail.

MARKETING AUTOMATION ALONE DOESN’T EQUAL LEAD MANAGEMENT.
Marketing automation tools just enable lead management, but they’re only part of the solution. There are more fundamental aspects of lead management that often get overlooked. Review this presentation and learn the steps to effective lead management for the complex sale.

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Lead Management for the Complex Sale

  1. 1. Lead Management for the Complex Sale A lead optimization process that goes beyond lead capture Brian Carroll
  2. 2. About me Brian Carroll Brian Carroll is Former Chief Evangelist of MECLABS and founder of InTouch, part of the MECLABS. Author of the bestseller, Lead Generation for the Complex Sale, Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. He has been profiled and quoted in numerous publications such as BtoB magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc., Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine. @brianjcarroll
  3. 3. Biggest B2B Marketing Challenges Source: 2015 Lead Generation Trend Report © 2015 Crowd Research Partners. Marketers see generating high quality leads as their number one business challenge.
  4. 4. 64% of marketers send all leads directly to Sales. What’s the Problem?
  5. 5. What’s the Problem? 59% of marketers do not have lead nurturing programs in place.
  6. 6. Background: A small IT management firm ($80M in annual revenue, 100 channel partners) who had an ongoing lead nurturing program (27 salespeople, 10 marketers). Objective: To improve the efficiency of the lead management program. Test Design: A/B sequential test between two different approaches to lead management (principles and processes). Case Study on Lead Management
  7. 7. • Experiencing a < 2% lead-to-sales pipeline conversion rate • Sales didn’t pursue majority of leads • Marketing felt as if their leads were going into a ‘black hole’ • Marketing was not able to measure ROI Marketing-Driven Leads Customer Sales Handoff     THE MARKETING & SALES FUNNEL < 2% lead-to-sale pipeline conversion Case Study on Lead Management The current situation from a Marketing perspective
  8. 8. • Leads weren’t being qualified and prioritized • Sales felt that the leads they were receiving from Marketing were not leads at all • Sales felt that low lead-to-sale conversion rate was due to poor-quality leads from Marketing • Sales people cherry picked leads that requested demos Johnny Johnson ABC Software CEO 555-1234 jj@abcsoftware.com Mickey Mouse The Mousketeers Director 111-2233 mickey@mouse.com Jane Adams Adams & Company - - jane@gmail.com Case Study on Lead Management The current situation from a Sales perspective
  9. 9. 1. Aligned Sales and Marketing on Ideal Customer Profile (ICP) and Universal Lead Definition (ULD) 2. Disciplined their database to clearly understand the specific motivations of each lead 3. Analyzed lead data to prioritize lead nurturing efforts (who to include and exclude) 4. Added a responsive lead scoring system to score leads based on key behavior triggers 5. Implemented lead nurturing via emails and phone calls matching prospect’s role and motivations 6. Sent only “sales ready” leads off once they qualified at the optimal intensity (as defined in the ULD) 7. Started closed-loop huddles between Marketing and Sales to balance lead quantity and quality Case Study on Lead Management Tactics to address these challenges
  10. 10. Closed Loop Feedback Marketing Sales CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMACY LEAD MANAGEMENT MAP Case Study on Lead Management Building a lead management process map
  11. 11. Closed Loop Feedback Marketing Sales CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMACY LEAD MANAGEMENT MAP What were the results? Case Study on Lead Management Building a lead management process map
  12. 12. Closed Loop Feedback Marketing Sales CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMACY LEAD MANAGEMENT MAP 375% Increase in sales-ready leads 200% Improved lead-to-sales opportunity $4.9M Additional sales in 8 months Case Study on Lead Management Building a lead management process map
  13. 13. CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMACY Closed Loop Feedback Marketing Sales LEAD MANAGEMENT MAP We’ll focus on two critical areas of lead management: 1. QUALIFYING LEADS Lead Management: Qualifying
  14. 14. CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMACY Closed Loop Feedback Marketing Sales LEAD MANAGEMENT MAP We’ll focus on two critical areas of lead management: 1. QUALIFYING LEADS 2. NURTURING LEADS Lead Management: Nurturing
  15. 15. Internal Alignment Disciplined Data Responsive Scoring 1 2 3 Qualifying Leads
  16. 16. 1. Lead Qualification is the bridge between the Marketing and Sales teams 2. First step in Lead Qualification is forcing clarity (alignment) between Sales and Marketing concerning two defined standards:  Ideal Customer Profile – What is the optimal capacity of a sales-ready lead?  Universal Lead Definition – What is the optimal intensity of a sales-ready lead? 3. Internal alignment is a process – requires constant, closed-loop feedback between Sales and Marketing Internal Alignment The key principles for success
  17. 17. ACCURACY COMPLETENESS Industry ChangeHumanComplacency Data Hygiene DataAppending Disciplined Data Ensure data is complete and accurate
  18. 18. LEAD MANAGEMENT FLOW WITH SCORING Lead enters system Lead is scored by intensity level Lead IS optimal intensity Lead IS NOT optimal intensity Lead delivered to Sales Lead nurtured to optimal intensity Responsive Lead Scoring
  19. 19. Background: Provider of professional management services for technology assets for mid- and large-sized companies. Goal: To increase the total number of leads generated. Research question: Which lead qualification process will generate the greatest number of leads? Approach: A sequential test of the qualification process. Case Study on Responsive Lead Scoring
  20. 20. Leads Enter System Leads are Sent Directly to Sales Sales “cherry- picks” best leads Many leads are overlooked Case Study on Responsive Lead Scoring Original lead qualification process was very linear
  21. 21. LEVEL 3 LEADS LEVEL 2 LEADS LEVEL 1 LEADS 0 – 19 Points 20 – 39 Points 40+ Points Sales- Engaged Leads • Organization set up a responsive scoring system – leads assigned numeric value based on role/behavior • Scoring system had 3 levels – once lead scored enough points to enter third level (40+ points), Sales would engage Case Study on Responsive Lead Scoring Testing out a responsive scoring system
  22. 22. Profile Score CEO, Owner President, VP of Sales 10 pts Target Market ID – IBM BP 10 pts Email Campaigns Score Open an Email 5 pts Clickthrough an Email 7 pts Web Metric Scoring Score Visits Any Webpage 1 pts Visits Offering Page 5 pts Visits Thought Leadership Article 5 pts Visits Thought Leadership Video 10 pts Views a Previous Webinar 15 pts Visits Testimonial Page 5 pts Visits Demo 15 pts Web Metric Scoring Score Contact Us 25 pts Webinar Registration 20 pts Web Demo Request 25 pts Promotional Dialogue 25 pts Webinar Playback 25 pts Case Study on Responsive Lead Scoring Building a lead score card LEVEL 3 LEADS LEVEL 2 LEADS LEVEL 1 LEADS 0 – 19 Points 20 – 39 Points 40+ Points Sales- Engaged Leads
  23. 23. • Leads sent marketing content matched to their particular score • Aim was to nurture leads up the funnel and provide more opportunities to increase lead score Case Study on Responsive Lead Scoring Building custom nurture campaigns
  24. 24. Increase in Lead Generation75% New process increased total number of leads engaged by Sales by 75% over previous year “If you look back three years ago, we were doing all of this work and we weren't seeing any results, but we didn't really have the system set up to really be able to measure our success. So, I think for us it's really been looking at and revising processes and procedures, and just being smarter about how we operate.” Trish McLoughlin Marketing Manager Case Study on Responsive Lead Scoring The results
  25. 25. 25 Touch points User-tracked behavior What have they engaged? Explicit Information Meets Universal Lead Definition Contacts Companies Ideal Customer Profile Hand off possibilities to sales Implicit Information Does it meet the ULD? Rep call to qualify Assign to rep Inquiry comes into DB Responsive Lead Scoring Qualify leads based on Universal Lead Definition (ULD), not lead score
  26. 26. 1. Most leads are not sales-ready leads. Understand when a lead achieves optimal intensity (ULD) – handing a lead off too soon (or too late) is biggest issue 2. Lead scoring is a responsive mathematical approach to assessing the intensity of leads 2. Lead scoring is not meant to replace human touch, but rather to prioritize it Responsive Lead Scoring The key principles for success
  27. 27. Closed Loop Feedback Marketing Sales CUSTOMERS CHANNEL A CHANNEL B CHANNEL C CHANNEL D CHANNEL E Sales-Ready Leads LEVEL X, Y, Z LEADS LEVEL 2 LEADS LEVEL 1 LEADS INQUIRIES QUALIFYNURTURE CAPTURE Content INTEREST INTENT INTIMAC Y Lead Nurturing Focus on how to create and deliver messaging to move leads up the funnel
  28. 28. Understand Audience Organize Content Track Results and Engagement Execute Tracks Messaging Strategy •Touch •Track •Follow- Up 1 •Touch •Track •Follow- Up 2 •Touch •Track •Follow- Up 3 •Touch •Track •Follow- Up 4 Interest Intimacy Intent Progression Across Buying Stages What is Lead Nurturing? Relevant, consistent conversation with potential customers, regardless of readiness to buy
  29. 29. The Right Message The Right Prospect The Right Time 1 2 3 Nurturing Leads
  30. 30. Case Study on The Right Message 30 Background: ActiveNetwork is a large event management software provider Goal: To increase total lead inquiries (phone calls + form sign-ups) from visitors who abandoned the free trial sign-up process Research Question: Which email tone will result in a higher rate of lead inquiries? Test Design: A/B single factor split
  31. 31. Standard Sales Tone Control Empathetic/Service Tone Treatment Case Study on The Right Message Using A/B testing
  32. 32. Treatment Empathetic/Service Tone 7.08% Conversion Rate Control Standard Sales Tone 1.58% Conversion Rate Case Study on The Right Message Using A/B testing
  33. 33. Control Treatment Case Study on The Right Message Using A/B testing ! By addressing the customer’s anxiety through the tone of the email copy, they saw a 349% increase in total lead inquiries
  34. 34. 1. People don't want to be marketed “to”, people want to be communicated “with”. Lead nurturing is not a monologue, it is a dialogue. People don’t buy from companies, people buy from people. 2. Effective messaging requires one often overlooked skill on the part of the marketer: empathy 3. If the marketer can participate in the prospect’s conversation, they can guide it (with messaging) toward a satisfactory conclusion (the purchase) The Right Message The key principles for success
  35. 35. In one lead nurturing effort, you might be dealing with multiple prospects before the lead becomes a sales-ready lead: So how does the marketer ensure that the right message gets to the right prospect? CEO Practitioner Manager IT Admin The Right Prospect
  36. 36. Sample Persona Diagnosis Prospect-level Persona Diagnosis – The Business Manager (finding solution) The Right Prospect Build persona diagnoses for each prospect persona
  37. 37. • Use responsive scoring to help you assess the level of intensity for particular leads • Scoring systems vary based on industry and organizational differences – but research suggests 3 common phases in the intensification process Sales Engaged Leads INTEREST INTENT INTIMACY Three Phases of Lead Intensification The Right Time Focus on the three phases of lead intensification
  38. 38. 38 Background: TAB helps organizations store and manage print and digital documents. Goal: To increase the overall response to email lead nurturing efforts Research Question: Which lead nurturing program will generate the greatest number of email responses? Test Design: Sequential test of lead nurturing program Case Study on The Right Time
  39. 39. • Company loosely defined a sales lead as anyone who downloaded a whitepaper, attended a webinar, or completed one of a range of other actions • Number of leads generated was overwhelming for a salesperson – average salesperson did not have enough time to call or email all leads, so many leads were getting wasted • Only nurturing effort in place was a regular generic email newsletter Case Study on The Right Time Challenges faced by the organization Marketing decided to test a more targeted lead nurturing program to help qualify and nurture leads before sending to Sales
  40. 40. Prospect #1: If I am a decision-maker looking for paper management solutions (paper only), why should I purchase from you rather than any of you competitors? Prospect #2: If I am a decision-maker looking for hybrid management solutions (paper and digital), why should I purchase from you rather than any of your competitors? Case Study on The Right Time Approach to building targeted lead nurturing program Focused efforts on the two main prospects:1
  41. 41. Prospect sees problem w/record management Prospect desires to learn more about solutions Prospect considers different providers Prospect encounters resistance to solution Prospect makes a selection 2. EDUCATION1. RECOGNITION 3. EVALUATION 4. OBJECTION 5. DECISION Interest Intimacy Intent Mapped decision sequence average prospect experienced during purchase/nurturing cycle 2 Case Study on The Right Time Approach to building targeted lead nurturing program
  42. 42. Interest Intimacy Intent Interest Intimacy Intent Nurturing Track #1: Nurturing Track #2: Email #1 Email #2 Email #3 Email #4 Email #5 Email #1 Email #2 Email #3 Email #4 Email #5 Score: 15 Score: 30 Score: 45 Score: 60 Score: 75 Score: 15 Score: 30 Score: 45 Score: 60 Score: 75 Case Study on The Right Time Organize and build the nurture tracks
  43. 43. Sales Engaged Leads INTEREST INTENT INTIMACY Email #1 Email #2 Email #3 Email #4 Email #5 Email #1 Email #2 Email #3 Email #4 Email #5 15 30 45 60 75 15 30 45 60 75 New Lead Nurturing Initiative Case Study on The Right Time Integrating responsive scoring into nurture tracks
  44. 44. Overall increase in lead conversion rate of 32.6%. 650% Increase in Email Clickthrough “Going forward, we are expanding the number of campaigns to reach other topics and we are going to use more complex decision- tree logic to dictate the next message in the cycle.” -VP, Global Marketing Case Study on The Right Time The results
  45. 45. Lead Management for the Complex Sale A lead optimization process that goes beyond lead capture Brian Carroll
  46. 46. Free Lead Scoring Tool • Lead Score Card Template is a basic lead scoring guide to help you begin scoring leads • Most common qualities and triggers included – you simply have to assign scores • Extra space included to customize score card with own qualifications and triggers • Template simply designed to help you get started – may be helpful to fill out with Sales Lead Score Card Template Free Resources

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