A Marketer’s Blueprint to Successful Lead Management
Lisa CramerPresidentLeadLife [email protected] 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
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
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
To request a copy of today's presentation please email [email protected]
