Call Girls In Nangloi Rly Metro ꧂…….95996 … 13876 Enjoy ꧂Escort
Putting Process First: A Roadmap For Successful Lead Management & Marketing Automation
1. Pu#ng
Process
First
A
Roadmap
For
Successful
Lead
Management
&
Marke<ng
Automa<on
2. About
DemandGen
Report
Launched in April 2007 to track
best practices in lead generation,
lead management
Newsletter has grown to more
than 24,000 readers
We also offer a menu of
research and best practices
reports
3. Welcome
Webinar
AAendees
Your
GoToWebinar
A/endee
Viewer
is
made
of
2
parts:
1.
Viewer
Window
2.
Control
Panel
Type
your
quesAon
here
4. Panelists
Jay
Hidalgo
CEO
The
Annuitas
Group
Chris
Koch
Director
of
Research
and
Thought
Lead
ITSMA
Andrew
Gaffney
Editor
DemandGen
Report
5. DemandGen Report Webinar
Putting Process First: A Roadmap for Successful
Lead Management &
Marketing Automation
Chris Koch
Associate VP
Research and Thought Leadership
ITSMA
PN4902
17. DemandGen Report Webinar
Putting Process First:
A Roadmap for Successful Lead Management &
Marketing Automation
Jay Hidalgo, CEO – The Annuitas Group
18. So HOW do you implement Lead Management?
• So how does an
organization make the
change and bridge the
gap to effective Lead
Management?
• What needs to be done to
ensure a buyer centric
approach?
• What processes need to
be developed?
20. Lead Management –
A Holistic Approach
Data
Lead
Metrics
Planning
Lead
Management
Lead
Nurturing
Lead
Rou<ng
Lead
Qualifica<on
Source: Sirius Decisions; Forrester
22. Building the Process – Where to Start?
• Conduct an Audit – Know What You
Don’t Know
• This is not a marketing only exercise
It is cross-functional
• Marketing
• Sales
• Operations
• Finance
• IT
• Process before Technology
23. Data
• Determine the validity of your database –
How old are the records?
• Determine your approach to data hygiene
and what team will own it
• Where will you store the customer &
prospect data?
• Define and control who will have access
to that data
• Segment the data to optimal success
based on ideal target and customer
profiles
25. Lead Qualification
• Determine between sales and marketing
the definition of a lead
• Define the qualification criteria
• Set-up a lead scoring model that allows
for quality leads to flow to sales
• What happens to non-qualified leads?
• Focus on quality not quantity
26. Lead Nurturing
• Building a relationship with your prospect.
Not all responses are ready to buy now
• Collaborate with sales on the content
• Map it out – use a diagram to determine
how the flow of your campaigns will work
• Automate your lead nurturing. Not doing
so will decrease your chances for
success
• Sales that were nurtured provide a 47%
higher order value than non-nurtured
sales.
Source:
Aberdeen
27. Lead Routing
• Determine how marketing will pass
qualified leads to sales
• Avoid the black hole, know how the leads
will be tracked
• Provide sales the ability to pass back for
further nurturing
• Develop SLA’s and Business Rules to
ensure proper follow-up and eliminate
fall out
28. Metrics
• Why are we running a campaign or
marketing program?
• What benchmarks and KPI’s do we have,
and how often do we measure against
them (monthly, quarterly, etc.)
• What do we actually do with the metrics?
• Pull both marketing and sales metrics for
a complete 360o view of your organization
29. Automate the Process
• Automation to Support the Process
• Process based automation will allow you
to improve the bottom line and improve
value
• Automation is well beyond feature &
function, it enables the relationship
process with the dialogue
30. Key Takeaways
• View Lead Management as a PROCESS
• To get started, conduct an audit
• Lead Management is not a “marketing
only” exercise. Sales is key and must be
involved in the process
• Automate the process, not the other way
around
31. Contact Information
Jay Hidalgo
The Annuitas Group
www.annuitasgroup.com
jhidalgo@annuitasgroup.com
Phone : (888) 299-9889
Twitter: @jayhidalgo
32. Ques<ons?
Your
GoToWebinar
A/endee
Viewer
is
made
of
2
parts:
1.
Viewer
Window
2.
Control
Panel
Type
your
quesAon
here