a marketers blueprint to successful lead management

A Marketer’s Blueprint to Successful Lead Management

Lisa CramerPresidentLeadLife Solutionslcramer@leadlife.com 770-670-6702

Today’s Agenda

› Process of Lead Management

› BearingPoint’s Blueprint to Success – in 5 Steps

› Results You Can See

Is this your current process?

Banner ads

Events

Website

Email

Generate & Qualify Leads??

Spreadsheets / CRM Database

Lead Process with Scoring & Nurturing

•Capture and score all leads•View all leads on one dashboard•Track ROI for each campaign

Promote leads to

Sales

Nurture leads with e-newsletters,

drip marketing

Events

Website

Email

Banner ads

Lets Break it Down

Closed Sales

Qualified

Opportunities

Sales Ready Leads

Conversions

Inquires/Suspects

Nurture

Sales

Marketing

Email, Adwords, Banners, Webinars, Offline Events

The Blueprint to Success

The Design Layout

1) What is the definition of a lead?

2) What are the attributes of a “sales ready” lead?

3) Lead generation – old/new

4) How do I score?

5) The need for Lead Nurturing

Step 1: Defining A Lead

› Sales and marketing need to come together to discuss and define the definition of a lead.

BearingPoint’s Blueprint

A lead definition:

› Company size, industry, geographic location, yearly revenue

› Job function, title, authority level, etc.

› Issues, problems, requirements

› Stage in the buy cycle, timeframe, budget

Step 2: Attributes of a “Sales Ready” Lead

› “Sales ready” lead – a prospect ready to enter the buy cycle.

› Define what demographics/interactions determine interest:• Downloads• Webinar attendance • Pages visited and time spent - email campaigns• E-newsletter and survey responses• Trade show visits…..

Step 2: Attributes of a “Sales Ready” Lead › When is the hand-off?

• They download a whitepaper and have the right title• They attended a webinar and downloaded 2 other items

BearingPoint’s Blueprint

2 levels of qualification:• First level to telesales (4 conversions plus lead definition)• Second level telesales to sales

› BearingPoint and prospect have had a conversation

› Around a specific project

› Need has been identified

› Timeframe validated

› Budget allocated

Step 3: Lead Generation – Old/New

› Define and track all lead activities coming in from online/offline events and also from existing lists.

Step 3: Lead Generation – Old/New › Define campaigns and events.

BearingPoint’s Blueprint

› Outbound Phone › Email

› Website

› Direct Mail

› Seminar & events

› Advertising

› Alliance Referrals

› PR

› Other Activities

Types of lead generation:

BearingPoint’s Blueprint

› Solution- Customer Relationship

Management- Enterprise Resource Planning - Risk, Compliance and Security- Enterprise Strategy &

Transformation- Finance Advisory- Growth & Innovation- Human Capital- Information Management- IT Strategy & Transformation- Managed Services- Merger Integration- Operational Excellence- Performance Management- Supply Chain and Sourcing- Systems Integration- Technology Infrastructure

› Industry- Automotive- Aviation & Transportation- Commercial Aerospace- Communications- Consumer Markets- Education- Energy & Chemicals- Financial Services- Government- Healthcare- Hospitality- Life Sciences- Manufacturing- Media- Technology

2 way segmentation:

Step 4: How Do I Score?

The process by which marketing can distinguish(prioritize) leads that are “sales ready” versus thosethat should be nurtured further.

› Assign value for a lead’s behavior, demographics, etc.

› Each item can be scored to give lead overall score › Score can be reduced as leads decay

BearingPoint’s Blueprint

Look for “engagement” with the content before havingany further conversations.

How many points is that engagement worth?

› If/then statements› Is attending an event more

important than a Webinar?› How many activities need

to happen = engagement?› If nothing happens for 6 months do you reduce?› Keep it simple

› Only 20% of leads from marketing are worked

› 80% of un-worked leads buy within 24 months

› 50% of sales organizations do a bad job of nurturing leads

› 51% of Sales Execs are not happy with qualify of leads

› 65% allow sales to send formerly qualified leads back to marketing for further nurturing;

› 56% of all respondents indicated that they currently lack a formal lead nurturing program to support and nurture long-term opportunities.

Step 5: The Need for Lead Nurturing

Sources: Sirius Decisions, CSO Insights Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation

Step 5: The Need for Lead Nurturing

› Continuously engage your prospects through drip marketing and e-newsletters.

› Automatically send out personalized, targeted emails through the lifecycle of the lead.

Step 5: The Need for Lead Nurturing

BearingPoint’s Blueprint

Evaluating Metrics

Bottom Line Results

› Increase in qualified leads by 78%› Decrease in sales cycle from months to weeks› Decrease in cost of sales by 10% › Improved conversion rates up to 3x› Increase in quality of leads going to sales› Increase in transaction size › Increase in marketing ROI

By implementing a lead scoring and nurturing process

BearingPoint found:

Questions?

Humm….

www.leadlife.com

Lead Nurturing: The Secret to Successful Lead Generation

Other LeadLife whitepapers:› Lead Life Cycle Optimization Analysis› Real Marketing Analytics for Lead Generation › Lead Optimization - Are You Targeting the Right Prospects? › Forget the ABC’s of Lead Scoring› Be First In Mind

Further Education

Thank You

For more information contact:

Lisa CramerLeadLife Solutions

lcramer@leadlife.com770-670-6702

To request a copy of today's presentation please email info@leadlife.com