Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

spotONfriday webinar: Best-in-class met lead management

584 views

Published on

Bij veel B2B-bedrijven is marketing gefrustreerd dat sales geen follow-up van leads doet, terwijl sales klaagt over de kwaliteit van de leads die worden geleverd door marketing. Volgens SiriusDecisions, een gerenomeerd onderzoeksbureau, genereren ‘best-in-class’ bedrijven die een gestroomlijnd lead managementproces hebben 47% meer omzet dan een gemiddeld B2B-bedrijf. In deze presentatie vertellen we wat je moet weten over lead management in B2B.

Wil je weten:

- Wat lead management is en waarom het noodzakelijk is in B2B?
- Hoe je lead management op effectieve wijze inzet voor meer omzet en conversie?
- Waar je op moet letten als het gaat om het toepassen van lead management?
- Hoe je zorgt voor een betere samenwerking tussen marketing en sales?

Published in: Business
  • Be the first to comment

  • Be the first to like this

spotONfriday webinar: Best-in-class met lead management

  1. 1. spotONfriday webinar: Best-in-class met lead management 16 January 2015 Presentator: Shimon Ben Ayoun Managing Partner @shimonbenayoun shimon@spotonvision.com Host: Charles van der Wal Marketing Operations Consultant @charlesvdwal charles@spotonvision.com
  2. 2. @shimonbenayoun #b2bnl MARKETING PERFORMANCE MANAGEMENT BUYER PERSONA CONTENT MARKETING LEAD MANAGEMENT MARKETING AUTOMATION Who are we? With a dedicated passion for B2B marketing, a vast knowledge of the B2B buying process, content marketing and technology, spotONvision helps its customers to implement a buyer-centric marketing strategy & operations. By bringing strategy, execution and technologies together spotONvision enables its clients to drive pipeline growth, credibility and value.
  3. 3. @shimonbenayoun #b2bnl 17 March 2015: B2B Marketing Forum 2015 Sign up: www.b2bmarketingforum.nl Coming up
  4. 4. @shimonbenayoun #b2bnl Coming up spotONwebinar: 12 February: De 3 sleutels voor succesvolle B2B marketing spotONvision masterclass: 23 April: Contentmarketing voor gevorderden
  5. 5. @shimonbenayoun #b2bnl Vragen? GoToWebinar: “Chat” or “Ask a question” OR Twitter: #b2bnl tag Twitter: @spotonvision
  6. 6. @shimonbenayoun #b2bnl Agenda • What is lead management? • Why should we take lead management it seriously? • Buyer Journey • Lead qualifications, lead definitions & lead scoring • Lead nurturing • Benefits of lead management
  7. 7. @shimonbenayoun #b2bnl Poll: Does your organization have a well defined lead management process?
  8. 8. @shimonbenayoun #b2bnl
  9. 9. @shimonbenayoun #b2bnl
  10. 10. @shimonbenayoun #b2bnl Sales wants “leads!” Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair How does this happen?
  11. 11. @shimonbenayoun #b2bnl The Usual B-to-B Scenario Inquiries Marketing Qualified Leads Sales Qualified Leads Close Weak alignment at the top of the funnel results in poor performance in the middle and bottom. 417 inquiries to close 1 deal Sales Acceptance Marketing and Tele Qualification Inquiry 80%No nurture/ qualification 100%Sales accepts everything/nothing 3% - ??Inefficient use of sales resources SQL 10% - ?? Poor pipeline dynamics Sales Qualification
  12. 12. @shimonbenayoun #b2bnl Inquiries Marketing Qualified Leads Sales Accepted Leads Strong process and alignment at the top of the funnel creates strong efficiencies in the middle and bottom. 70 inquiries to close 1 deal Sales Acceptance Marketing and Tele Qualification Inquiry 9.3%Real lead qualification 85%Strong process that is adhered to 62%Sales becomes more efficient SQL 29% - ?? Pipeline dynamics improve Sales Qualification The Best-in-Class B-to-B Scenario
  13. 13. @shimonbenayoun #b2bnl
  14. 14. @shimonbenayoun #b2bnl 1. Changing B2B buyer behavior 2. Quality becomes more important than quantity 3. Relevancy and timing are the keys to success! 4. Best-in-class organizations with a streamlined lead management process generate 47% more revenue than average B2B companies. Why should we take lead management seriously?
  15. 15. @shimonbenayoun #b2bnl
  16. 16. @shimonbenayoun #b2bnl
  17. 17. @shimonbenayoun #b2bnl
  18. 18. @shimonbenayoun #b2bnl
  19. 19. @shimonbenayoun #b2bnl
  20. 20. @shimonbenayoun #b2bnl Leads Qualification • Lead definition – Response, MQL , SAL , SQL • Leads criteria – Demographics and Behavior “In order to succeed at lead generation, marketing and sales must reach consensus as to the definition of a lead”
  21. 21. @shimonbenayoun #b2bnl
  22. 22. @shimonbenayoun #b2bnl Poll: Do marketing & sales have naming & qualification criteria within your organization?
  23. 23. @shimonbenayoun #b2bnl
  24. 24. @shimonbenayoun #b2bnl
  25. 25. @shimonbenayoun #b2bnl
  26. 26. @shimonbenayoun #b2bnl
  27. 27. @shimonbenayoun #b2bnl
  28. 28. @shimonbenayoun #b2bnl • Companies that excel at lead nurturing generate 50 percent more sales-ready leads at a 33 percent lower cost per lead (Forrester Research). • Nurtured leads produce a 20-percent increase In sales opportunities over non-nurtured leads (Demand Gen Report). Why lead nurturing?
  29. 29. @shimonbenayoun #b2bnl Types of lead nurturing campaigns
  30. 30. @shimonbenayoun #b2bnl Multichannel campaign flow
  31. 31. @shimonbenayoun #b2bnl
  32. 32. @shimonbenayoun #b2bnl Lead Planning • For what percentage to total revenues is marketing responsible? • How many leads does sales needs to ensure they hit revenue target? • How many responses we need to ensure required number of leads • What are the organizational conversion rates (response to lead – lead to sales)
  33. 33. @shimonbenayoun #b2bnl
  34. 34. @shimonbenayoun #b2bnl
  35. 35. @shimonbenayoun #b2bnl • How much time does marketing have to route MQL’s to sales? • How fast does sales need to accept the lead? • How fast does sales need to contact a lead after accepting? • How fast does sales neet to qualify SAL/SQL? Marketing and Sales SLA’s
  36. 36. @shimonbenayoun #b2bnl
  37. 37. @shimonbenayoun #b2bnl Marketing and Sales SLA’s • Volume: Impressions, clicks, registrations, MQL, SQL, Opportunities, deals • Velocity: Stage conversion speed • Value: Revenues and Pipeline • Conversion: Stage conversion stages • Costs: per lead, opportunity and deal Pipeline Value of the opportunities created directly from demand generation spent Marketing-driven Revenues The Formula = 3xV + 2xC
  38. 38. @shimonbenayoun #b2bnl One more thing Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.
  39. 39. @shimonbenayoun #b2bnl Benefits of Lead Management 1. Shortening the sales cycles 2. Reducing ‘Leads waste’ 3. Sales received fewer but better quality leads 4. Helps to show the added-value of the marketing department
  40. 40. @shimonbenayoun #b2bnl Q&A Vragen via “Chat” of “Ask a question”
  41. 41. @shimonbenayoun #b2bnl Meer weten? Of hulp nodig bij het implementeren van lead management? www.spotonvision.com @spotONvision @b2bmktforum @shimonbenayoun LinkedIn groepen: B2B Marketing Forum en Passion for B2B Marketing http://www.youtube.com/user/spotONvision

×