(17th March 2018) BFBM Seminar တြင္ ဆရာဦးတင္ဇံေက်ာ္ ေဟာေျပာခဲ့သည့္ Presentation Slides

2. LEADS
1. Flexible
2. Intuitive
3. Reasonably Priced
4. Full Integration

3. Need to know what is the lead?
A lead is a potential customer who shows interest in our services or
product.

4. LEAD – how engaged is the Lead?
Lead
Created
Email
Opened
Email Link
Clicked
Web Page
Visit
Submissio
n on
Landing
Page
Phone
Call/ Web
meeting
Demo-
Site Visit
Sign-up

5. Lead Stage – where is the Lead in sales cycle?
All Names Suspect Prospect MQL Hot Lead SQL Opportunity Customer
Your marketing offer to Leads at different stages should be different
 Leads at Prospect stage will need campaigns that offer education content with a mention of
your capabilities
 Case Studies should be shared with Leads at MQL stage,
 Discount pricing should be shared at Opportunity stage
MQL = Marketing Qualified Lead SQL = Sales Qualified Lead

6. Lead Management
Complete process of tracking and
managing sales leads (prospective
customers) from generation of leads to
their conversion into sales and long-
term relationships.
The data generated in this process is
used in the measurement of the
efficiency of the marketing and sales
efforts.

7. Lead Management Defined
 Lead management is a multi-stage process
 The process of managing and tracking customer interactions from Sales
leads to close customers.
 Funnel is inverted because people are not falling into the funnel; they are
falling out.
 “Micro-yes(s)” before getting to that “Macro-yes” in the form of the final
conversion-to-sale.

8. 5 Major Stages of an Effective Lead Management Process:
1. Lead Capture (Generating inquiries)
2. Lead Qualification and scoring (Are they engaged? Are they a fit? Are they
sales ready?)
3. Lead Nurturing (Progressing early stage leads from interest toward purchase
intent)
4. Lead Distribution (Handing off only “sales-ready leads” that meet the universal
lead definition)
5. Lead Tracking and Reporting (Closing the loop between sales and marketing)

9. What is Lead Management?
 Leads are the prospects who are
interested in your products and services.
 They’re the life line of any business.

10. ACTIVATION PENETRATION REACTIVATION
ENGAGEMENT
ZEIT
Aquire New Customers
Receive & Introduce
Customer Loyalty
Reactivate Inactive
Customers
Principles
Customer Lifecycle Management

11. LEAD MANAGEMENT PROCESS
LEAD
LEAD
LEAD
LEAD
LEAD
(ACQUIRED BY MARKETING)
(ASSESSED BY MARKETING)
(ACQUIRED BY SALES)
(ASSESSED BY SALES)
GENERATE
QUALIFY
HANDOFF
SCORING
CLOSE

12. Principles
Connection Between Lead and Opportunity Management in a Sales Funnel
ACTION
RESPONSE
CONTACT
OFFER
CLOSE
LEAD
MANAGEMENT
OPPORTUNITY
MANAGEMENT

13. Lead Management
Enter your sub headline here
Define – Segment – Automate
Cross-Channel Program, Budget, Landing Pages,
Web Forms, Micro-sites
Track – Measure – Report
Program Effectiveness, Return on Investment,
Dashboards

14. Lead Management
Enter your sub headline here
INPUT
LEADS
UPDATE
LEADS
MANAGE
LEADS
PROCESS
LEADS
LEAD
DATABASE
1
2
3
4

15. LEAD Management
 Lead management is everything you do after getting a contact that
helps you turn them from prospects to paying customers.

16. Leads Management
Optimize Lead
Management
STEP 1
Define Qualified
Leads
STEP 2
Develop Lead
Management
Process
STEP 3
Prioritize Leads
STEP 4
Nurture Leads
STEP 5
Close Sales

17. Why Lead Management Needed?
 We were looking a solution that would not only help us capture and manage all our
leads in one place, but also integrate both our sales and marketing activities
together.
 Sales and marketing teams had their separate databases to work on, and neither had
an idea of what was going on with the other.
 This led to confusion, duplication effort, and plain overlap in follow-ups.

18. Need to know Lead Management?
Lead generation is the process of tracking and
managing prospective customers.
It fill the gap between marketing and sales.
It identify the potential byres (lead) educate
them, engage them, following them and keep
them update about the product, all about the
make the sales happen.

19. LEADS
Some valuable,
some not, Leads
need to be
QUALIFIED
People you meet
at networking
meetings
Telemarketing
Lists
People who
email inquiries
Tips and
recommendations
from existing
clients
People you spot
on Twitter or
Facebook asking
about services
you provide
People who fill
in your web
forms
Web to Lead Email to Lead
Add Lead
Import
from file
Social
Network
Searches
Add Lead

20. To get started with a smart lead
management program, follow these
four simple steps.

21. Build Your Contact ListSTEP 1

22. Collecting the name, phone number, and email address of every potential
customer who contacts your business is on excellent way to ensure that you have
all the info you need to contact prospects.
Plus, by storing information in an online database, you can share lists with your
staff and easily update information to help you follow up with leads.

23. Track the Marketing SourceSTEP 2

24. Leads can come from many places, such as radio, search engine results, social,
etc. Whichever method gets you leads, tracking where they came from can help
you understand which marketing strategies are working, and which ones aren’t.
Call tracking, unique tracking links, and fully automated tracking systems are a
few of the ways to get this done.

25. Respond to Calls & Emails ASAPSTEP 3

26. Sometimes it’s not possible to answer every single call.
Those missed calls may turn into voicemails or emails, and it’s key to your
business that you follow up with them ASAP.
Why? By contacting these prospects quickly, you
can provide the information they are looking for
before they get it from your competitors.
And if that’s not reason enough, consider this:
consumers often choose the business that contacts
them back the fastest.

27. Nurture Long-Term LeadsSTEP 4

28. Lead nurturing is one of the key elements of lead management.
leads who may not be ready to buy right now.
leads can help you stay top of mind for when they are ready to purchase.
A lead nurturing email program is a great way to accomplish this.
Consider emails that include special offers, helpful information, or happy customer
testimonials.

29. The Prospect-to-Customer Lifecycle
 Of the primary stages in the lifecycle, lead management can be the most
challenging. But it can set you apart from the competition.

30. Lead
Squared
Managing all your leads in one place
Email in MS
outlook
Leads from
landing
Pages
Import
Leads Add Leads
Website
API
Inbound
Email,
Outbound
Email
Social Media,
Search Ads,
Banner Ads
Historical
Data, Third
Party Lists
Know
Contacts,
Referrals
Contact Us
page, Blog
Page
Chat Tools,
CRM, Custom
Apps,
Phone/SMS

31. 10 Steps to
Improve Your Lead Management Process:

32. Frustration with the sales force seems to be universal, over lead follow-up, order
processing, communication of activities, or organization and attention to detail.
Understanding the Mindset of your Sales Force
1

33. Before you can improve your lead management process, you need to know how
well it’s working (and where it’s not).
Mapping the Sales Cycle of Your Best Customers
2

34. The most fundamental part of the lead management process is often the most
overlooked.
Capturing Lead Data Consistently and Promptly
3

35. Fulfillment refers to the methodology and process of providing what the contact
has requested as part of the lead generation process.
Fulfilling Leads Appropriately
4

36. Typically, the biggest disconnect between marketing and sales groups is over the
generation and follow-up of “qualified leads.”
Identifying Marketing-Qualified Leads
5 Lead scoring
 Visual
 Research
 Telephone screening
 Email or direct mail
screening and
secondary qualification

37. Lead comes in; forward to the field. Simple, right?
Distribution Marketing-Qualified Leads to Your Sales
Force or Channel Partners
6

38. The most effective sales organizations leverage real-time intelligence
Managing the Sales Pipeline Through Reports and
Metrics
7

39. This is, of course, the holy grail of successful lead management
Getting Your Sales Force to Update the Status of
Leads
8The single largest lead blocker we see is
a lack of real commitment on the part of
management to establish and reinforce
good habits.

40. Frequently, a lead that has been deemed “unqualified” gets relegated to the
bowels of your database, never to be contacted again.
Nurturing Non-Marketing-Qualified Leads for Future
Benefit
9 This engagement can come in many
forms, including;
 Email
 Direct mail
 Telemarketing
 Social media
 Direct personal contact of the sales reps

41. In the end, it’s all about execution.
Preventing the Process from Rotting over Time
10But don’t let this discourage you, as the first sign of
process degradation will signal to your entire team that it’s
not important, or that you are not committed to it.

42. B2B Lead
Classification

43. B2B Lead Management Process

45. PROSPECT LEAD CUSTOMER
Retention
Service
Upsell
Cross Sell
Feedback
Management
Lead Management System
Customer Relationship Management

46. So How do you implement Lead Management?
 So how does an organization make the change and bridge the gap to effective
Lead Management?
 What needs to be done to ensure a buyer centric approach?
 What processes need to be developed?

47. Lead Management
A Holistic Approach
Lead
Managem
ent
Data
Lead
Planning
Lead
Routing
Lead
Qualificati
ons
Lead
Nurturing
Metrics

48. Lead Qualification
 Determine between sales and marketing the definition of a lead
 Define the qualification criteria
 Set-up a lead scoring model that allows for quality leads to flow to sales
 What happens to non-qualified leads?
 Focus on quality not quantity

49. Lead Nurturing
 Building a relationship with your prospect. Not all responses are ready to buy now
 Collaborate with sales on the content
 Map it out – use a diagram to determine how the flow of your campaigns will work
 Automate your lead nurturing. Not doing so will decrease your chances for success
 Sales that were nurtured provide a 47% higher order value than non-nurtured sales.

50. Lead Routing
 Determine how marketing will pass qualified leads to sales
 Avoid the black hole, know how the leads will be tracked
 Provide sales the ability to pass back for further nurturing
 Develop SLA’s and business Rules to ensure proper follow-up and eliminate fall out

51. Metrics
 Why are we running a campaign or marketing program?
 What benchmarks and KPI’s do we have, and how often do we measure against them
(monthly, quarterly, etc.)
 What do we actually do with the metrics?
 Pull both marketing and sales metrics for a complete 360 Degree view of your
organization

52. Automate the Process
 Automation to Support the Process
 Process based automation will allow you to improve
the bottom line and improve value
 Automation is well beyond feature & function, it
enables the relationship process with the dialogue

53. But for many companies, measuring marketing effort is still
unreachable and therefore deficient lead management
practices keep getting in the way

54. The landscape of business-to-business
marketing has profoundly changed
 Marketers face the formidable challenge of tracking leads from an ever-
expanding array of channels in an increasingly complex purchase-decision
process.

55. In the past, marketing
teams focused largely on
raising brand awareness
through creative work,
but this is no longer true.

56. Show - Proof-Positive
 Marketing departments now must be able to show-proof-positive-
that their efforts directly contribute to new leads, customer
acquisitions, sales, and revenue growth.

57. How to manage an ongoing digital dialog with
prospective customers?
 Today’s buyers use social media extensively, marketers need to be
agile enough to keep them engaged and informed – not just in the
early stages, but throughout the marketing and sales lifecycle.

59. Business Driver
 Leads are important to any business.
 They signify opportunities for new business or to cross-sell and up-
sell products to existing or former customers.
 Given the importance of Leads to generating new or incremental
business to an organization, it is important to understand Lead
Management best practices using Salesforce.

60. Best Practice Overview
 Understand the tools available to help you align and integrate your
Marketing and Lead strategies
 Utilize best practices to enable an effective and efficient Lead
Management process within your organization
 Capitalize on key configuration and process principles in order to track
the Lead to Cash process

61. Benefits Lead Management
 Better Lead Nurturing by providing more personalized content.
 Comprehensive Data Management that lets us know all there is about the lead.
 Better Marketing insights and therefore better decision making.
 Lead Scoring helped us prioritize our leads well.
 Email campaigns helped us send out timely and customized emails.
 Better analytics helped us gauge the efficacy of our campaigns.
 Improved Performance Management of our sales team.

62. Our Point of View
The Right
Leads
The Right
People
The Right
Time
Increased
Sales
+ + =

63. 10 Commandments of Innovation
1. Have a dream
2. Inspire your team
3. Focus on customers
4. Be different
5. Question everything
6. Synergize
7. Establish a process
8. Take risk
9. Lead change
10. Be entrepreneurial

64. TECHNOVATE THE WORLD
InnovateTechnovate = Technology +

68. Thank You