Lead Lifecycle Management

© 2012 Eloqua, Inc. Confidential 1

Lead Lifecycle Management: 7 Steps from Prospect to Revenue

Sylvia Jensen Director of EMEA Marketing 28th November 2012


Agenda

• What’s Changed: Why Lead Lifecycle Management is Important

• Ground Zero: Sales and Marketing Alignment • The ‘7 Steps from Prospect to Revenue’ • Continuous Optimisation: Why You’ll Never be ‘Done’


What’s Changed: Why Lead Lifecycle Management is Important


What’s Changed: Buying Evolution

“…customers’ buying processes have

evolved. How we market and how we sell,

has to evolve too” “…power is now with

the customer … marketing and sales

have to align”


Ground Zero: Sales and Marketing Alignment


Ground Zero: Sales and Marketing Alignment What needs to happen before lead lifecycle management

Sales Opportunities

Win Rate

Quota Attainment

Marketing Responses

Clicks/Visits

Volume of leads

Costs of programmes


Ground Zero: Sales and Marketing Alignment It is real alignment or friendliness?


Ground Zero: Sales and Marketing Alignment Map and define the processes and definitions

Marketing validates quality of interest

Marketing nurtures to sales ready

Sales validates

and accepts

ownership

Sales validates

BANT criteria

Sales closes revenue

opportunity

Closed Won

Inquiry Qualified

Lead

Sales Accepted

Lead (SAL)

Sales Qualified Opportu

nity (SQO)

Suspect

Interest Customer Buying

Process Evaluate Purchase Learn Justify

Sales Process


7 Steps from Prospect to Revenue


The 7 Steps to Lead Management Overview

Improve Marketing Efficiencies

Enable Sales

Improve Lead Quality

Do Effective Nurturing

Improve Targeting &

Segmentation

Measure Marketing Effectiveness


Step 1: Understand your Buyer The customer’s journey

Interest Evaluate Justify Purchase

Has anybody checked out…?

Oh no! I’ve just …

Any suggestions on where I

can find … ?

I’m trying to figure out … ?


Step 1: Understand your Buyer Market reach is growing from social channels

Interestingly, Facebook is the largest contributor for both B2B and B2C. And,

while the traffic from social networks is still small portion, it appears to be a promising

channel.

Source: Eloqua’s April 2011 Benchmark Report, pg 13

Closed Won

Inquiry

SAL

SQO

Suspect

http://media.eloqua.com/documents/Eloqua_Benchmark_Report_April2011.pdf


• Improved User Experience by delivering the right message at the right time

• Currently running in 14 European countries • Multi touch campaign and integration of SMS • Real time alerts and notifications 24/7 environment

Since the Customer

Journey Programs launched, there are now 9.7 million per month (was 2.8 MM in May 2010) contacts going through automation, compared to 650,000 at the same time last year!

Sportingbet’s Customer Journey


Step 2: Segment your Database Deliver the right message at right time

Closed Won

Inquiry

SAL

SQO

Suspect

Improve Targeting & Segmentation

Geographic

Demographic

Psychographic

Behavioural

Occasion


Step 2: Segment your Database Precisely, targeted marketing

Closed Won

Inquiry

SAL

SQO

Suspect

Less is more. Smaller segmented batches perform better than larger

presumably non-segmented batches.


Improve Targeting & Segmentation



Step 2: Segment your Database Improve your data

Best-in-Class companies combine Data Cleansing & Lead Scoring

which helped identify up to 11 times more leads per month.



Closed Won

Inquiry

SAL

SQO

Suspect



Data Quality Management

Challenge:

• Disconnect between CRM and Marketing platform to segment and build mailing lists

• Difficulty in managing subscriptions from marketing platform to CRM system

• Integration would have to undergo scrutiny from risk assessment team at Schroders

Solution

• A hybrid between Eloqua’s one and two-way SFDC integrations

• Eloqua manages subscription status while providing sales with visibility in SFDC

• Initiated a changed email address process as well as a deleted contacts process to maintain a clean database in both installs

Results

• 3,544 changed email addresses

• 1,739 Deleted email addresses from SFDC

• 28,247 Deleted Contacts from SFDC


Step 3: Improve Marketing Efficiency Automate repetitive steps

By offloading marketing staff of manual tasks associated with lead generation, scoring, nurturing, event management, and other tasks, each person can be more productive.



Interest



Step 4: Score your Leads Get the right leads to sales - fast


Lead scoring is a method of assigning points to each prospect you come

across. Score determines action.

Will improve win rates, revenue and helps cement sales and marketing alignment.

Closed Won

Inquiry

SQO

Qualified Lead

(MQL)

Sales Accepted

Lead (SAL)

Suspect


Lead Scoring

Problem:

• No process placed around in-bound leads - Unable to gauge interest of 4 core EMEA markets

• Poor quality leads sent to sales for follow-up – frustrating sales team

Solution:

• Develop automated Lead Scoring Program to better qualify and control leads passed to SFDC and EU Call Centre

Result:

• Prior to automated Lead Scoring conversion of MQLs to SQLs was 2%

• After running 9,943 records through the scoring program, conversion of MQL’s to SQL’s increased 3X to 6%


Step 5: Nurture your Contacts Nurturing keeps your brand top-of-mind

Best-in-class companies employing automated nurturing, plugging a

leaky funnel, realising growth, whilst laggards not using nurturing are seeing

a decline in leads.



Closed Won

Inquiry

SQO

Qualified Lead

(MQL)

Sales Accepted

Lead (SAL)

Suspect



Lead Nurturing

Problem:

• Too many leads getting to sales (‘rubbish leads’)

• No lead nuturing programme in place to keep prospects ‘warm’

Solution:

• Set up a lead scoring programme based on ‘fit’ and ‘behaviour’

• Developed a lead nurturing program to help prospects along their buying journey

Results: • Reduced lead volume by 35% - a very GOOD thing • Improved lead to opportunity conversion rate by 4x


Step 6: Enable Sales Marketing intelligence for sales action

Enable Sales

Closed Won

Inquiry

SQO

Sales Qualified

Opportunity (SQO)

Suspect

MQL

SAL

Closed Won

Prioritized view of most engaged

prospects


Step 6: Enable Sales Marketing intelligence for sales action

Enable Sales

Closed Won

Inquiry

SQO

Sales Qualified

Opportunity (SQO)

Suspect

MQL

SAL

Closed Won

Easily track buying signals of interesting

accounts


Step 7: Measure Marketing Effectiveness What’s working or NOT working?


Enable Sales



Improve Targeting &

Segmentation

Measure Marketing Effectiveness


Continuous Optimisation: Why You Will Never be ‘Done’


Optimising Results: Lead Management

Conversion Rates

25%

50%

20%

5%

Sales Stage

20,000

1,000

250

125

25

Volume Required

£5M Revenue

ASP = £200K SaaS Company, 20% Win Rate

Inquiries

Qualified Leads

Sales Accepted Leads

Sales Qualified Opps

Closed-Won Leads


65%

£13M

Optimising Results: Lead Management

Conversion Rates

50%

20%

5%

Sales Stage

20,000

1,000

650

325

65

Volume Required

Revenue

ASP = £200K SaaS Company, 20% Win Rate

Inquiries

Qualified Leads

Sales Accepted Leads

Sales Qualified Opps

Closed-Won Leads


Conclusion


Summary

Three things to remember

• Lead management is key for any B2B marketing program

• Learn the steps in lead management and adopt them as you evolve

• Continuously improve your lead management processes to grow revenue


Useful Resources for You: The Eloqua blog:

http://blog.eloqua.com/ The Eloqua Grande Guide series:

- Lead scoring

- Lead nurturing

- Enabling sales

- Social media

http://www.eloqua.com/grande/

http://blog.eloqua.com/marketing-sales-reps/


http://blog.eloqua.com/



Thank You

• [email protected]

• http://uk.linkedin.com/in/sylviajensen

• @smajensen

It’s all About Revenue: http://blog.eloqua.com Follow us: http://www.twitter.com/eloqua @eloqua

mailto:[email protected]

http://blog.eloqua.com

http://blog.eloqua.com

http://www.twitter.com/eloqua


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600%

1000%


Within 24 months from YOU or your competitor

Source: Sirius Decisions

Impact on the business

35

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Lead Lifecycle Management