This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to:
- Increase of over 50% in the total value of opportunities generated
- Reduce lead qualification cost by 50%
- Cut the time between lead generation and initial contact by more than 90%
As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management.
This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.
10. • Creating and documenting a complete lead management
process
• Designing and implementing a lead scoring model and
nurturing program
• Automating and templating the lead capture process
Solutions
18. • Increase of over 50% in the total value of opportunities
generated
• Reduce lead qualification cost by 50%
• Cut the time between lead generation and initial contact by
more than 90%
ROI
21. • Lead Management Optimization is a journey, not an overnight
quick fix
• Need to be supported by both Sales & Marketing Executives
• Current processes and responsibilities will change
• Sales team will need to be trained on the new process and
provide feedback
• New content will need to be developed
What to Expect
22. • Before starting, map your current processes, identify dead-
ends & fix them
• Start small with a simple nurturing program and a simple lead
scoring model
• Iterate based on sales feedback
• Communicate frequently to sales and train them on the
nurturing program
• Make sure you have an SDR position, someone who qualifies
marketing leads
Best Practices