In-depth review of how companies can build a real-time b2b lead management process that improves the inbound flow and conversion of b2b leads. Describes the various technologies and supporting processes required to implement real-time website monitoring, lead scoring and b2b lead management.

1. Building a real-time lead management engine Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST

3. Support B2B and retail customers

4. Platform for driving all lead/demand generation

5. HQ – Atlanta GA – Offices in PA/CA

6. Focus on integrating marketing/sales

7. Embedded demand generation for CRM

9. Retail & B2B

11. Understanding how people evaluate your solutions

12. Hijacking the digital conversation

13. Typical lead flow in b2b

14. Setting up telesales/inside sales in a call center-style mode

15. Components for building the lead machine

16. Connecting marketing, lead gen and sales

18. Assumes a company has an inside and/or field sales force

19. Connects marketing and automated lead gen activities with human beings

20. Speeds the time to respond to leads to hour by minute by second

21. Call center/customer service-style alerting system for inbound leads

22. Processes that force marketing and sales to work together as a team

25. Website attempts to capture leads with forms

26. Lead information is analyzed

27. Routing to CRM based on Lead Score

28. Nurturing of unqualified leadsLoop-back opportunity data/lead data for ROI analysis Mktg DB

29. How do we turn this into an engine of repeatable success? Would you rather use this? Or This

31. Create an online resource center with valuable assets

32. Create varying levels of access to assets

33. Create lead capture pages/forms/surveys

34. Drive traffic to your site using

35. SEO

36. Social

37. Email

38. Ads

39. Newsletters

40. Webinars and events

42. Understand and act on the inbound lead traffic Human Automated Email alert – Based on Rules Alert telesales to view/open in CRM Automated Routing to drip/trigger based nurture marketing campaigns

44. Understand sales-team issues with leads – volume, where they come from

45. Brainstorm sessions about lead profiles, verticals, targets, messaging and hot buttons

48. Old-School sales cultures must be changed

49. CRM system tuning will be required

50. Marketing technology MUST integrate seamlessly to CRM

52. Append data

53. Create Opportunities

54. Pre-qualify

55. Identify other contacts

57. Respond – 2-4 hours to known visitors

58. Enroll known visitors into 3-step drip

59. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step dripHome Page Activity Log CRM Lead Capture Page Simple process maps will help focus the marketing and sales teams on execution of the plan Opportunity Field Sales Duties Sign Up for Demo Email Alert to reps based on Geo Rep – verifies company HQ location Rep – updates CRM – creates oppt Ensure contacts/account are linked and de-duped Append address, phone, vertical and lead source

61. Reduces lead response time

62. Allows for enrollment in pre-defined trigger campaigns

63. Increases touches in first 30-days following initial inquiry

64. Allows for research and appending of data through sources such as Jigsaw

67. Trigger-based email campaigns – prebuilt and tied to scores

68. Lead scoring must be tuned, tested and agreed upon with sales

69. Objective is to treat every suspect the same initially

70. Eliminate lead leakage

73. Lead conversions (to opportunities) increased by 7%

74. Inside sales make an additional 7-9 connects per day

75. Overall sales team quota achievement is higher by nearly 3%

77. Efficiency gains through automation

78. Connects are more meaningful when data is made easily accessible

81. Track lead status

82. Track lead conversions

84. Defining Lead Scoring Lead Scoring Ranking, grouping, assignment of arbitrary value to leads that share similar demographic and behavioral profiles. Assignment of value = typically 3-4 categories (ABCD, Gold-Silver-Bronze…etc) Lead Routing Assignment of leads to sales or marketing programs based on Lead Scores Lead Profiling Continuous and automated evaluation of lead behavior over time triggers a responsive action (campaign, follow up call…etc)

86. Behavioral data, combined with demographic is most powerful

87. 2 Types of behavioral data

88. Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc

89. Explicit behavior – register for webinar, download document, fill out form

90. Implicit behavioral data – similar to RF Models used in retail

91. Recency/Frequency

92. Data cannot be “fudged”

93. Most larger online retailers use this type of dataLead Analyzer – Web behavior profiler

95. sales@salesfusion.com

96. Learn more www.salesfusion.com