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Build a Lead Management Process Today!
The document serves as a guide to lead management processes, emphasizing the importance of capturing and nurturing leads through the buyer's journey. It discusses various strategies and elements involved in lead nurturing, opportunity management, and sales processes, along with the significance of effective communication at each stage. The document also outlines marketing automation tactics and considerations for integrating lead management systems with CRM.
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Build a Lead Management Process Today!
- 1. Building a Lead ManagementProcess Today A Simplified Guide
- 2. edynamic is anaward winning global digital marketing and technology agency focused on customer experience
- 3. 3 • Sitecore GoldPartner, since 2003 • Over 200 Sitecore projects successfully delivered • Over 40 ongoing clients • 150+ trained Sitecore resources • 4 Sitecore MVP’s • Reusable Sitecore connectors built to extend the ecosystem • Industry accelerators and reusable frameworks WE STARTED OUT AS SITECORE SPECIALISTS
- 4. Key Partnerships andSupported Platforms edynamic has marketing cloud partnerships with industry leading marketing automation solutions
- 5. OUR SERVICES DRIVEGREAT CX OUTCOMES 5 • Demand Generation Managed Services • Content Strategy & Production • Personalization Strategy • UX Research • Customer Journey Mapping • Multi-Device, Multi-Channel experience design EXPERIENCEMARKETING • Platform Selection • Mobile Readiness • Marketing Automation • Social Listening • Content Management Systems • CRM Platforms • Platform Coaching and Training • Analytics and Business Intelligence • ROI Attribution • eCommerce Platforms TECHNOLOGY
- 6. What is LeadManagement?
- 7. Lead management isthe process of capturing leads, nurturing them through the buyer’s journey, qualifying and scoring them, and passing them on to the sales team with all relevant information.
- 8. Lead Nurturing andOutbound Marketing Strategy Advertising, Content Marketing and Inbound Marketing Strategy Opportunity/Deal Management Cross Sell/Upsell Strategy The Ubiquitous Lead Funnel Anonymous Website Traffic Track and profile Inbound Personalization Lead Capture Lead Assignement Sales Qualified Lead Identified Opportunity Opportunity Stage Messaging Top of Funnel Middle of Funnel Bottom of Funnel Identifying Event (Form Submit) Known Contact Lead Nurturing Lead Scoring Marketing Qualified Lead Qualified Response Sales’ Unqualified Leads and Closed- Lost Opps are recycled, NOT dropped!
- 9. Starting a SimpleLead Management Process
- 10. Lead Stage Mapping: FullyMature, Best Practices Version $$ - Closed Revenue -$$ Nurture Marketing Qualified Lead Sales Accepted Lead (SAL) Prospect Sales Qualified Lead Customer’s Buying Process New Customer Onboarding Raving Fan Acquisition Onboarding Service and Retaining Re- Purchase Sales & Marketing Process
- 11. Campaigns to LeadStage Alignment How are you Advancing the Conversation at Each Stage? Purpose •Solve a problem •Solicit pain points •Become SME Sample Messages •Did you know •How to •Use Cases •Tips & tricks Purpose •Features/benefits •Brand promise/valProp Sample Messages •Comparison •Reiterate value prop •Include relevant case studies, testimonials •Provide analysis tools Purpose •Remove roadblocks •Speed purchase decision •Close deal Sample Messages •Provide decision tools (calculators) •How create a business case/ •Convince your boss, mom, husband, friend Purpose •Thank customers •Reiterate brand promise •Clearly state next step Sample Messages •Thank you •Highlight value of purchase Feel good about your purchase •Identify next steps – what now? •Surveys – are you satisfied? Purpose •Retain, develop, and expand customer lifetime value •Customer engagement Sample Messages •Reiterate purchase/ relationship benefit •Seek feedback/information •Tips/tricks to get most of product •Exclusive content •Reward schemes Purpose •Brand induction •Recognize relationship w/target •Identify interests Sample Messages •Brand promise/ reiterate benefits of purchase/subscription (why us) •What to expect •Subscription service content Lead Stage Supporting Campaign
- 12. Your First LeadStage Funnel SQLNew Lead Engaged Lead Prospects (NOT leads yet!) MQLLead Capture Pass to CRM
- 13.
- 14. Nurture Campaign Elementsin MarketingAutomation Element Value Emails Sender (“From”) Message Format Call To Action Landing Pages Form? What Fields? Pre-populated? Qualified Response (MQL threshold)? Click? Form Submit? Call? Path for Warm Leads (Non MQLs) Wait and repeat? Send to different Campaign?
- 15. Lead Management Elements ElementValue Lead Stage Picklist New Warm MQL SQL CRM Integration Calls Create Lead Update Lead Activity History Lead Assignment Round Robin? Regional? Other? Non-SQL/Closed Lost reason picklist No Budget, Wrong Product, Wrong time Not right person in account, etc.
- 16.
Editor's Notes
- #5 Key message—who do we partner with? Work across different platforms
- #9 This high level view of a fully integrated CX funnel shows the traditional sales and marketing funnel, with the various technologies and objectives that should be in place, surrounded by some of the tactics and processes that would be happening within each platform.
- #11 10
- #12 Lots of different types of nurturing campaigns. For any nurture campaign (or campaign in general) must know: What are the goals Who is the target audience –what’s their motivation? What stage are they in? What do they want to know? How are they making decisions? Review your personas to help identify the answers to these questions. (Also helps identify appropriate tactics)
- #13 12