leveraging lead scoring and nurturing to increase your microsoft dynamics roi
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Leveraging Lead Scoring and Nurturing to Increase Your Microsoft Dynamics ROI
Cari Aves, Sr. Product Marketing Manager, Marketo
Jeff Marcoux, Sr. Product Marketing Manager, Microsoft Dynamics
Today’s Speakers
Cari Aves
Sr. Product Marketing Manager, Marketo
Jeff Marcoux
Dynamics CRM Sr. Product Marketing Manager,
Microsoft
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• All attendees will receive a copy of the slides and webinar recording
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCE INFORMATION
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Pro
spect
&
Recycle
d
Engaged
The Leaky Revenue Cycle
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
Le
ad
De
ve
lop
me
nt
Ga
p
Issue 1: Marketing hands off leads too early. Unqualified leads waste sales’ time.
Issue 2: Sales cherry picks leads, letting longer-time-frame leads leak out.
Issue 3: Marketing spends more to recapture lost leads.
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing
Lead Nurturing Plugs the Leak
Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
Lead information capture, scoring, routing, and
monitoring close the gap.
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Value of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
With Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
Match Content to Buying Stage
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 2 3
Stages 1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer
2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%
Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Completing the Revenue Cycle: Getting the Right Lead to the Right Rep at the Right Time
SALES MARKETING
あなたは、これらの"リード"彼らは
ただの名前だが、なぜわざわざ呼び出す
На одделот за
продажба
никогаш не го
нарекува мојот
потенцијални
клиенти. $ $
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Value of Lead Scoring?
• Higher Win Rates
• Shorter Sales Cycles
• Higher Revenue Per Rep
Source: CSO Insights
How Easy Is it To Get Information About Prioritizing Sales Efforts?
Other Benefits of Fewer But Higher Quality Leads
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data quality
• Data append
• Corporate email?
• Location
Interest Are they interested in you?
• BANT • Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Interest Scoring - Examples
• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed • Watch demos:
• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Modeler
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
No Sales Lead Left Behind
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. Buying behavior has transformed –demand generation needs to keep up
2. Lead nurturing and lead scoring = 50% more qualified sales leads and 20% better revenue attainment
3. Develop leads regardless of timing to buy, recycle and resuscitate
4. Go beyond marketing to focus on complete revenue cycle – nurturing and scoring are essential
5. Implementation: think big, start small, move quickly
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Additional Resources
The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN
The Definitive Guide to Lead Scoring http://bit.ly/DGtoLS
The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM
Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark
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