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Top Lead Management Tactics That Super-
Charge Your Sales & Marketing Results
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
• Goal of marketing
• The most common mistake in marketing
• How to prevent THE mistake
• What IDEAL clients do
• B2B lead management challenges
AgendaAgenda
• B2B lead management challenges
• Leaky funnels
• Lead management process
• Automating lead management tasks
• Do you need marketing automation and lead management tool?
• Questions
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Goal of Marketing: Goal of Marketing: A PERFECTLY Qualified LeadA PERFECTLY Qualified Lead
A
BudgetHave the RESOURCES to acquire and implement
All INTERESTED PARTIESare involved
These criteria + order form = $ALE
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
A PERFECTLY Qualified Lead
Authority
Need
TimingReady to buy now
* Educated on my products/services * KNOW they need my products/services
Most Common Marketing MistakeMost Common Marketing Mistake
“We have something for everyone…”
“We have something for MOST”…or…
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Preventing THE Mistake: Preventing THE Mistake: Ideal client profilingIdeal client profiling
• Including sub-verticalIndustry
• “I know that company”Familiarity
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
• Revenue, people, other stuffSize
• Full-time marketer, sales mgr, etc.Structure
• What pain do they have you can cureNeeds
• Can I serve them BEST from hereGeography
What Do What Do MMy IDEAL Clients y IDEAL Clients DDo?o?Behaviour Behaviour –– hard “evidence” of interesthard “evidence” of interest
Form fills – Marketing Return visits Page views Scoring
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Form fills –y/n?
Marketing Response
Where did they find me?
Return visits
Who comes back & how
often?
Page views
What do the most interested prospects &
clients look at?
Scoring
Compiling or “Scoring”
behavior over time
Can I get this data?Can I get this data?
B2B Lead Management Challenges: B2B Lead Management Challenges:
Nurturing the interest of leads not
ready to buy
Establishing qualification for sales
Re-nurturing and re-engaging
Lead not sales ready?
Tagging leads with
their profile info
January 14, 2009 | www.ActiveConversion.com | 1-877-871-2ROI
for sales readiness
OVER TIME
Routing leads to the correct sales staff
Capturing leads from sales that aren’t
qualified
engaging leads
Lead not buy ready?
Closing the marketing-sales-marketing loop
The Leaky Sales FunnelThe Leaky Sales Funnel::Warm Leads Leak OutWarm Leads Leak Out
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
* Courtesy: SHiFT Selling
B2B Lead Management ProcessB2B Lead Management Process
Profiling “Ideal” Client Types
Targeted Marketing Campaign Execution
Lead Sorting & Tagging
How does your lead management process
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Lead Sorting & Tagging
Lead Nurturing
Lead Scoring
Lead Assignment
Sales Engagement
management process “stack up”?
Profile, target and tag leads
Automating Lead ManagementAutomating Lead Management
Profile, Target & TagQualify & Nurture
Assign, Engage & Close the
Loop
• Profile, target and tag leads
• Qualify leads and nurture to meet sales criteria
• Assign leads based qualifying criteria, engage on specific interests and feed data back to marketing
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Auto Profiling & Qualification:
• Industry, company profile (size and revenue)
• Geo location
Automating Lead ManagementAutomating Lead Management
Auto Routing Based On:
• Lead Profiling
• Geo Location
• Sales Reps• Geo location
• Behaviour (pages visited, marketing response, online form fill, returning visits)
• Lead source
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
• Sales Reps
• Companies using marketing automation typically:
� Increase leads by 129%
� Increase sales by 65%
Do You Need a Marketing Automation Do You Need a Marketing Automation and Lead Management Tool?and Lead Management Tool?
� Increase sales by 65%
• Using lead scoring and nurturing:
� Opportunity close rate increases by 30%
� Revenue increases by 18%
� Revenue per deal increased by 17%
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
*
Questions?Questions?
Brad Kamphuis James W. Obermayer
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI
Director, Business Development
ActiveConversion
T. 403-830-8333
@ActiveConv
LinkedIn / Twitter / Facebook
James W. ObermayerExecutive Director
Sales Lead Management Association
T. 714 637 6989
@SalesldMgmtAssn
LinkedIn / Twitter