lead management for a cross-channel world

Maximize Campaign Effectiveness:Lead Management for a Cross-Channel World

www.neolane.com

@Neolane

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2Neolane confidentialCopyright Neolane - 2009

The State of Marketing

Effectiveness & Customer Experience Customers expect a greater level of

intimacy/relationships

One sustainable dialogue: inbound-outbound

Email fatigue/legislation could signal recovery of Direct Mail

Growth of smartphone market/use and emergence of mobile standards in the US

New channel emergence (Social Media and others)


The State of Marketing

Efficiency Greater global/regional marketing

cooperation (less silos) Growth/maturity of the marketing

operations function (process) Marketers will still be asked to do

more with less (automation)

Accountability CMOs will increasingly get a

‘seat at the table’ Increased reliance on data

and metrics in decision making


B2B Marketing Automation Software Adoption

Forrester Research reports that only 2-5% of B2B firms have invested in full-featured lead management automation Small organizations (under $25M) have been driving the

penetration

Sirius Decisions reports that only 20% of b2b organizations use some form of marketing automation today

US ahead of Europe in lead management adoption

5Neolane confidentialCopyright Neolane - 2009 5

Lead Management Optimization


Example of Lead Management Process


Hager Group Case Study: Objectives

Interactive communication for an effective loyalty strategy Recruit new contacts

Convert prospects

Drive loyalty

Build a central database marketing platform Ensure data quality:

• Bounces and bad addresses• Opt-outs

Ensure relevance of messages:• Personalization• Targeting, profiling

Campaign automation and scheduling

Measure ROI on actions

Educate and inform sales force


Hager Group Case Study: Solution

Traffic generationAcquisition of prospectsData capture

ProspectQualify

GrowConvert Drive loyalty

Visitor Prospect Customer Loyal clientand recruiter

Customer lifecycle

Imported listsShows, conferences, expos…Documentation requests from partner sites

Hager servicesSoftware registration‘Tricks of the trade’ areaDirectories

Portal(Web forms)Information requestCompetitions - SurveysNewsletter registrations…

Marketing datamart Deduplication

MarketingViral

Visit requests

Testimonials

Hager servicesE-services (Club…)Software updatesDistance training

Birthdaymessages

Personalizednewsletters

Tips of the month

Invitationsto events

Personalized communications

Distributors

Prescribers

Teachers

Installers

TargetingSegmentation

Transfer hot leads

EmailFichiers

Access to prospect profile

Lead dispatch to regional sales teams

Services HagerE-catalogSales toolsEmail assistance

Relationship

communication with customer

Traffic generationAcquisition of prospectsData capture

ProspectQualify

GrowConvert Drive loyalty

Visitor Prospect Customer Loyal clientand recruiter

Customer lifecycle

Imported listsShows, conferences, expos…Documentation requests from partner sites

Hager servicesSoftware registration‘Tricks of the trade’ areaDirectories



Marketing datamart DeduplicationDeduplication

MarketingViralMarketingViral

Visit requestsVisit requests

TestimonialsTestimonials



Birthdaymessages

PersonalizednewslettersPersonalizednewsletters

Tips of the month

Invitationsto events

Personalized communications

Distributors

Prescribers

Teachers

Installers

TargetingSegmentation

Transfer hot leads

EmailFichiers

EmailFichiers

Access to prospect profileAccess to prospect profile

Lead dispatch to regional sales teams



Relationship

communication with customer


Hager Group Case Study: Results

Increased reach and DB size From 5,000 to 75,000 in 3

years

Enabled a “highly qualitative” B2B relationship with nurturing Success rate > 99%

Open rate > 45%

Click rate ~13%

Opt out < 0.2%

Detailed reporting of actions carried out


Reporting on Lead Quantity & Quality


Review of Building Blocks for B2B Marketing Success

Skills, processes, and automation are the triumvirate of success

Look at B2C marketing for some guidance on needed marketing skill sets

Don’t automate bad processes

Lead management optimization is the end goal – not the starting point


Marketing Automation Checklist

Cross-channel support – not just email and web

Buying process and preference support Multiple touch points and interactions

Marketing process automation Sustainable dialogues via one-to-one relationships Nurturing and triggering

Measurement and reporting, including marketing revenue attribution

Complete view of marketing history – 360° marketing view

Integration to CRM/SFA

lead management for a cross-channel world

Technology