Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The Big Picture, May 2015: Lead Lifecycle Management, Sylvia Jensen

2.172 visualizaciones

Publicado el

Lead Lifecycle Management and Marketing Automation
From Sylvia Jensen, Sr. Director of EMEA Marketing at Oracle Marketing Cloud

//

The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.

The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS.

For more information visit the event page: thebigpicture2015.purestone.co.uk

Publicado en: Marketing
  • Inicia sesión para ver los comentarios

The Big Picture, May 2015: Lead Lifecycle Management, Sylvia Jensen

  1. 1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Lead Lifecycle Management 7 Steps from Prospect to Revenue Oracle Confidential – Internal/Restricted/Highly Restricted Sylvia Jensen Sr. Director of EMEA Marketing Oracle Marketing Cloud 20th May 2015 @smajensen
  2. 2. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Agenda 1 2 3 4 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’ Oracle Confidential – Internal 3
  3. 3. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | What’s Changed? Why Lead Lifecycle Management is Important
  4. 4. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 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”
  5. 5. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Digital Body Language How frequently a prospect interacts with your company and content is key to determining true buying interest. @smajensen
  6. 6. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Ground Zero Sales and Marketing Alignment
  7. 7. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Ground Zero: Sales and Marketing Alignment What needs to happen before lead lifecycle management Sales Opportunities Win Rate Quota Attainment Traditional Marketing Responses Clicks/Visits Volume of leads Costs of programmes
  8. 8. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Sales validates BANT criteria Sales closes revenue opportunity InterestCustomer Buying Process Evaluate PurchaseLearn Justify Marketing & Sales Process Ground Zero: Sales and Marketing Alignment SUSPECT INQUIRY MQL SAL SQO CLOSED
  9. 9. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 7 Steps from Prospect to Revenue
  10. 10. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | The 7 Steps to Lead Management Overview Improve Marketing Efficiencies Enable Sales Improve Lead Quality Do Effective Nurturing Improve Targeting & Segmentation Measure Marketing Effectiveness
  11. 11. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 1: Understand your Buyer The customer’s journey – Ideal Customer Profile Interest Evaluate Justify Purchase Has anybody checked out…? I’m trying to figure out … ? map their journey…. I’m trying to figure out… ? Any suggestions on where I can find… ? Oh no! I’ve just…
  12. 12. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 1: Understand your Buyer Interestingly, Facebook is the largest contributor for both B2B and B2C. And, while the traffic from social networks is still a small portion, it appears to be a promising channel. Market reach is growing from social channels Closed Won Inquiry SAL SQO Suspect Source: Eloqua’s April 2011 Benchmark Report, pg 7
  13. 13. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 2: Segment your Database • Geographic • Demographic • Psychographic • Behavioural • Occasion Deliver the right message at right time Improve Targeting & Segmentation Closed Won Inquiry SAL SQO Suspect
  14. 14. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 2: Segment your Database Less is more. Smaller segmented batches perform better than larger presumably non-segmented batches. Precisely, targeted marketing Improve Targeting & Segmentation Closed Won Inquiry SAL SQO Suspect Source: Eloqua’s April 2011 Benchmark Report, pg 7
  15. 15. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 3: Improve Marketing Efficiency By offloading marketing staff of manual tasks associated with lead generation, scoring, nurturing, event management, and other tasks, each person can be more productive. Automate repetitive steps Source: Eloqua’s April 2011 Benchmark Report, pg 7
  16. 16. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 4: Score your Leads Lead scoring is a method of assigning points to each prospect you come across. Score determines action. Get the right leads to sales - fast Will improve win rates, revenue and helps cement sales and marketing alignment. Closed Won Inquiry SQO Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect
  17. 17. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Lead Scoring
  18. 18. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 5: Nurture your Contacts Best-in-class companies employing automated nurturing, plugging a leaky funnel, realising growth, whilst laggards not using nurturing are seeing a decline in leads. Nurturing keeps your brand top-of-mind Source: Eloqua’s April 2011 Benchmark Report, pg 7 Do Effective Nurturing Closed Won Inquiry SQO Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect
  19. 19. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Lead Nurturing
  20. 20. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | of leads are followed up on by sales reps. 20% 70% 80% of leads followed up on are disqualified. of disqualified prospects go on to buy from someone within the next 24 months.(Research: SiriusDecisions) Lead nurturing. . . . . . the process of cultivating leads who are not yet ready to buy.
  21. 21. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Case study: McAfee Challenges: Many leads generated, but not all quality leads. Marketing effectiveness to improve sales pipeline. Engaging prospects throughout buying process. Solutions: Eloqua Lead Scoring. Automated Lead Nurturing Program. Director of McAfee’s Global Demand Centre, Alexandre Papillaud, has said: The implementation of Eloqua’s lead scoring and lead nurturing programs has really moved us forward in our marketing evolution.
  22. 22. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Lead scoring in action. The world’s largest dedicated technology security company, McAfee reaped the rewards of a lead scoring (and lead nurturing) program from Eloqua (part of the Oracle Marketing Cloud). The company . . . 35%Reduced leads 35% while improving overall quality. x4Increased lead to opportunity conversion rate times four. Tightened marketing and sales alignment. >
  23. 23. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 6: Enable Sales Marketing intelligence for sales action - alignment Enable Sales Closed Won Inquiry SQO Sales Qualified Opportunity (SQO) Suspect MQL SAL Closed Won Prioritised view of most engaged prospects
  24. 24. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Step 6: Enable Sales Marketing intelligence for sales action Easily track buying signals of interesting accounts Closed Won Inquiry SQO Sales Qualified Opportunity (SQO) Suspect MQL SAL Closed Won Enable Sales
  25. 25. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | The 7 Steps to Lead Management Overview Improve Marketing Efficiencies Enable Sales Improve Lead Quality Do Effective Nurturing Improve Targeting & Segmentation Measure Marketing Effectiveness
  26. 26. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Campaign ROI
  27. 27. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Continuous Optimisation Why you will never be done
  28. 28. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 25% £5M 50% 20% 5% 20,000 1,000 250 125 25 Revenue Inquiries Qualified Leads Sales Accepted Leads Sales Qualified Opps Closed-Won Leads Conversion Rates Sales Stage Volume Required ASP = £200K SaaS Company, 20% Win Rate Optimising Results: Lead Management
  29. 29. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 20,000 1,000 650 325 65 Inquiries Qualified Leads Sales Accepted Leads Sales Qualified Opps Closed-Won Leads Conversion Rates Sales Stage Volume Required ASP = £200K SaaS Company, 20% Win Rate Optimising Results: Lead Management 65% 50% 20% 5% £13M Revenue
  30. 30. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | In Summary
  31. 31. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 3 things a modern marketer should remember 1. Align with your sales team to improve lead flow and effectiveness of your revenue engine 2. Learn the 7 steps in lead management and adopt them over time, as you evolve – it’s a journey 3. Continuously improve your lead management processes to grow revenue and productivity
  32. 32. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | &
  33. 33. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Lead Lifecycle Management Sylvia Jensen Sr. Director of EMEA Marketing Oracle Marketing Cloud @smajensen sylvia.jensen@oracle.com http://www.linkedin.com/in/sylviajensen Thank you!

×