Lead Management Best Practices:Closing the Loop to Drive ROIHarland Clarke Marketing ServicesImprove Lead Quality to Gener...
Agenda <br />Here’s the dealio…<br />Stop the Drama! [Between Sales & Marketing]<br />So, what’s working? A peek at HCMS c...
Here’s the dealio…<br />
Here’s the Dealio…<br />22%<br />longer than in 2001<br />SiriusDecisions<br />Longer sales cycles<br />More people involv...
Stop the Drama!<br />[Between Sales & Marketing]<br />
Stop the Drama!<br />Unified Lead Description (ULD)<br />Explicit-Demographic data<br />Implicit-Behavioral data<br />BANT...
Stop the Drama!<br />Service Level Agreement (SLA)between Sales & Marketing<br />Define – Monitor – Evaluate – Adjust – Re...
Stop the Drama!<br />Integrate!<br />Communication Channels: web, email, phone, direct mail<br />Process: corporate commun...
Stop the Drama!<br />Respond!<br />Timely – see chart<br />Relevant<br />Conduct asset review<br />Develop asset matrix<br...
Stop the Drama!<br />Cultivate!<br />Typical lead database contains 84% non-sales-ready leads<br />When should a lead be p...
Getting Started<br />Return on Marketing Investment (ROMI) Calculator<br />
So, what’s working?<br />A peek at HCMS client programs<br />
Leading National Healthcare Benefits Provider<br />Situation<br />Prospects request information form web forms<br />Inquir...
Leading National Healthcare Benefits Provider<br />Action<br />Auto-responder program<br />An automated process to connect...
Leading National Healthcare Benefits Provider<br />Results<br />A timely response to web form inquiries yields greater res...
Leading National Healthcare Benefits Provider<br /><ul><li>Results
Harland Clarke’s “Contact Method Preference” provides better results for individuals that have already expressed interest
These “Hand Raisers”  are given the option of two channels to qualify.  The example above shows an additional 9.6% convers...
Leading National Healthcare Benefits Provider<br /><ul><li>Business Rules defined by Marketing Database
Phone selection feeds back into call queue
Email selection is qualified based on responses and transmitted using existing process
Non-Responders are fed back into Call Queue</li></li></ul><li>Global Provider in the TelePresence Industry<br />Situation<...
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Improve Lead Quality 2 Generate More Revenue

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Lead Management Best Practices: Closing the Loop to Drive ROI: Improve Lead Quality to Generate More Revenue

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Improve Lead Quality 2 Generate More Revenue

  1. 1. Lead Management Best Practices:Closing the Loop to Drive ROIHarland Clarke Marketing ServicesImprove Lead Quality to Generate More Revenue<br />Dave Talbot<br />CRM Touch Management Analyst<br />January 11, 2011<br />
  2. 2. Agenda <br />Here’s the dealio…<br />Stop the Drama! [Between Sales & Marketing]<br />So, what’s working? A peek at HCMS client programs<br />Q & A<br />
  3. 3. Here’s the dealio…<br />
  4. 4. Here’s the Dealio…<br />22%<br />longer than in 2001<br />SiriusDecisions<br />Longer sales cycles<br />More people involved in decision making<br />“Lead” mismanagement<br />Information inquiries<br />Non-qualified suspects<br />Ignored opportunities (no nurture, no recycle)<br />80%<br />of leads are ignored by<br />Sales<br />SiriusDecisions<br />
  5. 5. Stop the Drama!<br />[Between Sales & Marketing]<br />
  6. 6. Stop the Drama!<br />Unified Lead Description (ULD)<br />Explicit-Demographic data<br />Implicit-Behavioral data<br />BANT attributes<br />Define a marketing qualified lead (MQL)<br />Review customer data<br />Interview your sales team<br />Use your sales pipeline data<br />Develop an overall lead score<br />
  7. 7. Stop the Drama!<br />Service Level Agreement (SLA)between Sales & Marketing<br />Define – Monitor – Evaluate – Adjust – Repeat<br />Who does what?<br />When do they do it?<br />Where does the lead go?<br />How do you track it?<br />Don’t forget to huddle<br />
  8. 8. Stop the Drama!<br />Integrate!<br />Communication Channels: web, email, phone, direct mail<br />Process: corporate communications with marketing, sales, operations and finance<br />Data: marketing, sales, customer service/support, finance<br />Systems: Tying it all together allows for the full 360 view<br />
  9. 9. Stop the Drama!<br />Respond!<br />Timely – see chart<br />Relevant<br />Conduct asset review<br />Develop asset matrix<br />Use Multi-touch Multi-channel approach<br />Contact method preference<br />Automate<br />
  10. 10. Stop the Drama!<br />Cultivate!<br />Typical lead database contains 84% non-sales-ready leads<br />When should a lead be placed into a nurture queue?<br />Pre-MQL<br />Post-MQL<br />How do you manage aged or stagnant leads?<br />
  11. 11. Getting Started<br />Return on Marketing Investment (ROMI) Calculator<br />
  12. 12. So, what’s working?<br />A peek at HCMS client programs<br />
  13. 13. Leading National Healthcare Benefits Provider<br />Situation<br />Prospects request information form web forms<br />Inquiries distributed directly to the broker<br />Inquiries were NOT pre-qualified<br />Brokers stopped following up on the inquiries<br />Prospects frustrated with lack of follow up<br />Need to integrate this process with their demand generation efforts including direct mail and an outbound tele-channel<br />
  14. 14. Leading National Healthcare Benefits Provider<br />Action<br />Auto-responder program<br />An automated process to connect with the inbound web form inquiries within a 60-minute time period<br />Outbound call to engage and qualify the person<br />Specialist knows what webpage the contact originated from and what information they had entered into the web form<br />Sales-ready leads delivered to broker and non-sales-ready leads inserted into cultivation stream<br />Contact method preference<br />An email is sent to the contact within 48 hours of the initial attempt when contact was not made<br />Person has the option to click on their preferred type of communication, phone or email<br />Both options provide an opportunity for qualification<br />Cultivation stream<br />Multi-channel: email and phone<br />Multi-touch: responder and non-responder<br />Deliver dynamic and relevant content based on geography<br />
  15. 15. Leading National Healthcare Benefits Provider<br />Results<br />A timely response to web form inquiries yields greater results<br />Ensure no lead is left behind, increase sales-ready leads and avoid the BLACK HOLE of inquiries that are not contacted on the first touch<br />Allow your prospects’ to take control of when they are ready and willing to talk!<br />Cultivate leads that are not sales-ready and convert them at a later date rather than ignoring them and losing sales. Recoup on your initial investment!<br />Provide qualified sales-ready leads and sales will pay attention to them and close more deals<br />
  16. 16. Leading National Healthcare Benefits Provider<br /><ul><li>Results
  17. 17. Harland Clarke’s “Contact Method Preference” provides better results for individuals that have already expressed interest
  18. 18. These “Hand Raisers” are given the option of two channels to qualify. The example above shows an additional 9.6% conversion of individuals that would have fallen off the radar if the tele-channel alone was leveraged for follow-up</li></ul>Contact Method Preference Lift<br />
  19. 19. Leading National Healthcare Benefits Provider<br /><ul><li>Business Rules defined by Marketing Database
  20. 20. Phone selection feeds back into call queue
  21. 21. Email selection is qualified based on responses and transmitted using existing process
  22. 22. Non-Responders are fed back into Call Queue</li></li></ul><li>Global Provider in the TelePresence Industry<br />Situation<br />Unable to accurately forecast and unify sales and marketing data<br />Disparate databases prevented the company from identifying, qualifying, and responding to any inbound inquiry/lead in a timely manner<br />Impacted the company’s ability to produce balanced, clear-cut reporting on their transaction data<br />Resulted in increased losses on existing and new business opportunities<br />
  23. 23. Global Provider in the TelePresence Industry<br />Action<br />Integrated inbound/outbound lead response system<br />Support the lead generation qualification and nurturing activities<br />Routed the qualified leads to the correct vertical and account/sales executive<br />Comprehensive data integration solution<br />Completed the interface alignment with the client’s marketing automation and campaign management programs<br />Closed-loop feedback process <br />Enabled real-time visibility into the status of their sales leads<br />Segmentation data on those leads<br />Determine ROMI<br />
  24. 24. Global Provider in the TelePresence Industry<br />Results<br />Now able to accurately identify, qualify, and react to all inbound inquires within acceptable time<br />Automatically classify the responses by industry, by existing customer or new prospect, and by the inquiry source<br />Support each vertical’s sales objectives<br />
  25. 25. Global Provider in the TelePresence Industry<br />Results<br />By the Numbers<br />Increased the MQL conversion rate 5% over the industry average.<br />Closed new sales revenue more than $300K over the industry standard<br />ROMI of approximately $5 for every $1 invested<br />Percentage of leads deemed unqualified by sales dropped nearly 50% in 2 years<br />Dollar contribution to the pipeline from April to September increased 156% over the same period last year<br />Opportunities with HC IDs represent 10% of the current pipeline value and 41% of SDR opportunities.<br />
  26. 26. Thank You!<br />Harland Clarke Marketing Services<br />HarlandClarke.com/solutions/marketing<br />

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