crm coach jezzup › wp-content › uploads › 2016 › 02 › from-lead-to-deal.pdf8 years of...
TRANSCRIPT
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From Lead to Deal
Siska Bossuyt
CRM Coach JEZZUP
September , 2014
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ACQUIRE RETAIN
GROW
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Challenging economy
Higher competitive landscape
Digital world
Accelerating changes
New and other opportunities
More demanding customers
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So we have to change the way we think ....
From .... Selling the brand
To .... Understanding the needs of our
customers
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And keep the light shining ....
From .... Selling the brand
To .... Understanding the needs of our
customers
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Sales & Marketing need a common language !
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HOW TO ACHIEVE THIS ?
ToolsMetricsScoring Nurturing Funnel
management Lead
generation
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1. LEAD GENERATION
ToolsMetricsScoring Nurturing Funnel
management Lead
generation
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Information overload
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Changes in Buying
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Sou
rce
: +G
eniu
s
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Inbound Marketing
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2.
FUNNEL MANAGEMENT
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Lots of Posibilities
SeparateSales funnel
Marketing funnel
CombinedSales & Marketing
funnel
Customers
Prospects
Leads
Visitors
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Marketing
Sales
Deal
Quote
Opportunity
Sales accepted lead
Marketing qualified lead
Marketing lead
Traffic generation (new/existing)SEO, Social Media, E-mail, Direct mail, PR
Typical sales & marketing
funnel
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Funnel calculators
http://www.dontleakleads.com/marketing-math/
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LEAD NURTURING
ToolsMetricsScoring Nurturing Funnel management
Lead generation
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Lead nurturing
• Process of building relationships with qualified leads regardless of their timing to buy, with the goal of earning their business when they are ready
Lead recycling
• Leads that are not qualified for product A can be qualified for product B
• We can create specific nurturing paths for recycled leads based on their depth into the cycle before recycling.
Lead rejection
• Cannot be qualified for any of our products
• Not to be kept for nurturing process
Definitions
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ROI of Lead Nurturing
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LEAD SCORING
ToolsMetricsScoring Nurturing Funnel
management Lead
generation
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Lead Qualification
Good fit ?
Interested ?
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Lead Scoring
1. Based on a number of criteria, we give a certain score to a lead
2. The total score will define where he is in the funnel
Can be based on :
1. Behavorial history
2. Patterns that indicate the likelihood of buying
3. Activities and their close rate per campaign
4. Close rate for all marketing activities
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Some ROI Figures
Fro
m M
ark
eto
Be
nch
ma
rk: le
ad
sco
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g b
ase
d o
n fit a
nd
inte
rest g
row
s r
eve
nu
ea
nd
red
uce
s s
ale
s tim
e
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3. FUNNEL METRICS
ToolsMetricsScoring Nurturing Funnel
management Lead
generation
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Key metrics
• Per channel
• Per message Response rate
• Customer vs. MQL/SAL/SQL
• For each stageConversion rate
• Proposals made
• Compared to # customersHit rate
....
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4. LEAD MANAGEMENT TOOLS
ToolsMetricsScoring Nurturing Funnel
management Lead
generation
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Sou
rce
: Gar
tner
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Want to know more ?
Contact us !
A
D
R
E
M
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Siska Bossuyt
• 18 years in business, of which 15 years in Customer Relationship Management :
3 years of international project management @ Barco
3 years as customer service manager @ Phoenix-Mecano
2 years as project manager @ Navico, ERP implementations focused on customer service
8 years of enterprise sales @ Microsoft , specialized in Dynamics CRM
2 years of group lead @ Microsoft, establishing the strategy for Dynamics CRM
• Solid understanding of business drivers and enablers
• Passionate about building a customer-centric organisation, on how to do things differently
• Focused, Result-driven, professional can-do mentality, good listener and teamplayer
• Always on discovery tour, looking for inspiration ....
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Our mission
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Siska Bossuyt
CRM Coach JEZZUP
“Be everywhere,
Do everything,
and never fail to
astonish the customer”