Engagement marketing has moved to the forefront of the B2B marketing vernacular,
and with it, the robust strategy of integrated lead management has finally come
of age. For the B2B sales and marketing world, it is no longer a luxury, but an
imperative, to be able to nurture and score leads until they are ready for sales. In this presentation, we will discuss the newest findings in lead generation and management, including:
- The newest strategies used in developing a modern lead-generation process
- The key components of a robust lead nurturing strategy
- Aligning sales and marketing to maximise the benefits of lead management efforts
- The newest innovations in marketing automation to support integrated lead management
11. •
•
An estimated 70-90% of
leads generated by
marketing are never
followed-up with by sales
Source: MarketingSherpa
12. • 7x improvement in sales if
leads are responded to in
48 hours
• Likelihood of reaching a
prospect on a follow-on
call goes down by 90%
within one week from the
initial inquiry
19. Lead Generation
Reporting & Lead
Analysis Nurturing
Lead
Management
Process
Sales/Opportunity Lead Qualification
Management & Scoring
Lead Routing
& Acceptance
20. Impressions
Inquiries Marketing
Marketing Qualified
Sales Accepted
Sales Qualified
Sales
New Business
24. Data
Segmentation
Multi-Channel
ROI Reporting
Campaign Execution Tools
& Analysis
Unified (e.g email, DM, web, telesales)
Customer/Prospect
Database
Sales/CRM Integration Campaign (Nurture)
Automation
Lead Scoring
& Management
25. 2. Returning Leads – 3. Returning Leads –
1. Basic Lead Form
Pre Populate Pre-Populate – Gather More
4. Returning leads –
Personalize – Pre-Populate –
Progressively Gather More
26.
27.
28.
29.
30. VP Sales
Download a Evaluating
Whitepaper Solutions
Visited
Website Last $100M
5000
Has Week Company
Employees
2009
Budget
Needs
Fit
Solution
30
31. VP Sales Demographic
Download
a Evaluating
Whitepape Solutions
r
Visited BANT
Has Website $100M
5000
2009 Last Week Company
Employees
Budget
Needs
Fit
Solution Activity
31
41. Business
Value
Level 1 Level 2 Level 3 Level 4
Lead Management Sophistication
42. Product Focused Batch and Blast Campaigns
Basic List Segmentation & Email Sending
(Tracking by email campaign
Auto-Fulfillment of online offers (auto-responders)
Lead Capture and Forward to Sales
43. Automated segmentation and email sending
Tracking responses by contact rather than list
Segmentation by email response data with basic
personalization
Telesales Qualification/Integration
(Process/System)
44. Personalization and dynamic content for
one-to-one messaging
CRM Integration/Data Synchronization
Integrated Website Activity
Automated/Triggered Nurture Programs
based upon Lead Phase
Lead Scoring using Explicit information
45. Collaborative sales and marketing environment
Lifecycle Stage Programs
Integrated Closed-Loop ROI Reporting
Multi-Variable Lead Scoring Model with Implicit
(behavioral) Data
Integrated Third-Party data and related
information
Don’t Let Leads Slip Through Your Fingers: Engagement Marketing and Lead ManagementEngagement marketing has moved to the forefront of the B2B marketing vernacular, and with it, the robust strategy of integrated lead management has finally come of age. For the B2B sales and marketing world, it is no longer a luxury, but an imperative, to be able to nurture and score leads until they are ready for sales. In this down economy, management is unforgiving to the marketer that squanders even a single wasted lead. In this presentation, we will discuss the newest findings in lead generation and management, including:The newest strategies used in developing a modern lead-generation processThe key components of a robust lead nurturing strategy Aligning sales and marketing to maximize the benefits of lead management efforts The newest innovations in marketing automation to support integrated lead management
As businesses remain rooted in the same advertising tactics they’ve employed for the last 50 years, people around the globe are interrupted by as many as 3,000 marketing messages each day. For consumers, this often translates to unwanted interruptions while they’re trying to unwind after a long day at the office.For business buyers, this often translates to unwanted interruptions as they’re trying to work through an enormous to-do list. It’s little surprise, then, that when marketers attempt to barge into their awareness, today’s consumers and business buyers tune out and turn away.We must ask ourselves, is shouting messages as loudly as possible to as many people as possible the best strategy for reaching our customers?
The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
As businesses remain rooted in the same advertising tactics they’ve employed for the last 50 years, people around the globe are interrupted by as many as 3,000 marketing messages each day. For consumers, this often translates to unwanted interruptions while they’re trying to unwind after a long day at the office.For business buyers, this often translates to unwanted interruptions as they’re trying to work through an enormous to-do list. It’s little surprise, then, that when marketers attempt to barge into their awareness, today’s consumers and business buyers tune out and turn away.We must ask ourselves, is shouting messages as loudly as possible to as many people as possible the best strategy for reaching our customers?
The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
Most of these quotes came from our White Paper
Script:But the problem is that time is of the essence and working against you!You have to be able to identify and act upon the real hand raisers in a timely manner.If sales cherry picks or spends too much time trying to find the good among the bad, the “ripe” leads will be missed and you end up with lead waste which is an exercise in futility.