Download - Finding & Nurturing the Right Prospects
Success in a Challenging Economy:Finding & Nurturing Your Ideal Prospects
Today's Presenters
Sham Sao
CMO
OneSource
Lisa Cramer
President
LeadLife Solutions, Inc.
Today’s Agenda
• Focusing Marketing Efforts
• Generating More Sales-Ready Leads
• Closing More of the Sales-Ready Leads
• Effectively Nurturing Non-Sales-Ready Leads
The Challenge
What Challenges Are Marketing & Sales Facing in Today’s Economy?
“The emphasis is on building internal efficiencies and strategic cost cutting, increasing customer insight, and strategic cost cutting, increasing customer insight, and strengthening integration with sales to drive revenue and market share.”
– Donovan Neale-May, Executive Director, The CMO Council,
on their most recent survey of 600 CMOs
Integration with Sales?
Marketing Sales
• What markets are most attractive?• What markets are most attractive?
• What is a “good” lead?
• What happens to a lead that is not ready to buy?
• How are non-sales-ready leads nurtured, and when should they sent back to sales?
Finding Attractive Markets
Focus on Biggest Opportunity Areas
• Best Growth Segments by– Industry
– Geography
– Company Size
– Etc.
• Dive in deeper – below “Services” level
Types of Opportunities
Identify “Birds of a Feather” Opportunities
What Companies Fall Within Your “Sweet Spot”? How Can You Gather Intelligence and Build Contact Lists?
Leverage Your Existing Client Base Identify Net New OpportunitiesLeverage Your Existing Client Base
The market's response to uncertainty is to return to, or rely more heavily on, tested and trusted
relationships…[Gartner]
Use Sales Intelligence Across All Three Areas of Opportunity
Exploit cross-/up-sell opportunities in your existing client base; Seek out customers who match the profile of customers in your sweet spot; Identify “net new” sectors
to develop for incremental lead generation
Identify Net New Opportunities
What sectors have you not exploited, or underexploited?
Defining a Good Lead
� Sales and marketing need to come together to discuss and define the
definition of a lead.
� A lead definition:
� Company size, industry, geographic location, yearly revenue geographic location, yearly revenue
� Job function, title, authority level, etc.
� Issues, problems, requirements
� Stage in the buy cycle, timeframe, budget
Getting More Good Leads
4 Ways to Increase Quality
• Deliver more leads from your sweet-spot target markets
• Append data to leads to increase their completeness
Source: Aberdeen Group
increase their completeness
• Increase win rates with sales Intelligence
• Nurture leads that are not sales-ready
Reaching Your Targets
• Direct Marketing
– Telemarketing/Prospecting Lists
– Direct Mail Lists
– Email Lists
• Web & Social Media
• PR & Advertising
– Industry Publications
– Business Publications
– Broader Media
• Events• Web & Social Media
– Website & SEO
– Pay-per-click
– CPL Advertising
– Ad Networks
– Social Media
• Events
– Trade Shows
– Seminars
– Virtual Seminars
– Webinars
Getting the Most from Leads
LeadsMarketing
Sales
• Add information valuable for sales
• Route leads to the right sales people
• Score leads to determine most sales ready
• Determine who’s responding to your message
• Enable better segmentation of your house lists
Append contacts, corporate data, industry, revenues, etc.
Attributes of a “Sales Ready” Lead
� “Sales ready” lead – a prospect ready to enter the buy cycle.
� Define what demographics/interactions determine interest:� Downloads
� Webinar attendance
� Pages visited and time spent - email campaigns� Pages visited and time spent - email campaigns
� E-newsletter and survey responses
� Trade show visits…..
Role of Sales Intelligence
“Sales intelligence” refers to thevarious sources of informationcompany can collect and use toimprove the performance of thesales department and enrich theleads in the sales pipeline
-Aberdeen Group-Aberdeen Group
• 44% of companies need information because of better informed prospects
• Sales intelligence helps prioritize sales inquiries
Sales Intelligence Needs
• Quality of the information
• Opportunity-cost to find it
• Tying it into your process
� Only 20% of leads from marketing are worked
� 80% of un-worked leads buy within 24 months
� 50% of sales organizations do a bad job of nurturing leads
Are You Fully Capitalizing on the Leads You Generate?
� 51% of Sales Execs are not happy with quality of leads
� 65% allow sales to send formerly qualified leads back to marketing for further nurturing;
� 56% of all respondents indicated that they currently lack a formal lead nurturing program to support and nurture long-term opportunities.
Sources: Sirius Decisions, CSO Insights
Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation
Is this your current process?
Website
Spreadsheets / CRM Database
Events
Banner ads
Generate & Qualify Leads??
Lead Generation – Old/New
� Define campaigns and events
� Define and track all lead activities coming in from online/offline events
and also from existing lists.
Drip Marketing
� Continuously engage your prospects through e-newsletters.
� Automatically send personalized, targeted emails through the lead’s lifecycle.
Engagement with Content
� Look for “engagement” with the content before having any further
conversations.
� How many points is that
engagement worth?
� If/then statements
� Is attending an event more important than a Webinar?
� How many activities need to happen = engagement?
� If nothing happens for 6 months do you reduce?
� Keep it simple
Lets Break it Down
Conversions
Inquires/Suspects
Nurture
Marketing
Email, Adwords, Banners, Webinars, Offline Events
Closed Sales
Qualified
Opportunities
Sales Ready Leads
Nurture
Sales
Bottom Line Results…
By implementing a lead scoring and nurturing process LeadLife
customers have found:
� Increase in qualified leads by 78%
� Decrease in sales cycle from months to weeks
� Increase in first call contact success rate from 12% to 85%� Increase in first call contact success rate from 12% to 85%
� Decrease in cost of sales by 10%
� Improved conversion rates up to 3x
� Increase in quality of leads going to sales
Lead Nurturing Tips
� Online and offline
� Continual nurturing
� Specific interest
� Lead Scoring Gives Visibility
� Continuously Engage Prospects
� Evaluate All Responses � Evaluate All Responses
� Deliver Real Value
� Thought leadership
� Personalization
� Develop a plan
Want to Learn More?
To request a Product Demo from LeadLife [email protected] or
Call 1-800-680-6292
Receive a Free Access Pass of OneSource Visit: www.OneSource.com/LeadGen or
Call 1-866-632-1910
To request the slides from today's presentation please email [email protected]
About OneSource
OneSource:
� Constantly monitors and assesses provider content, ensuring access to the highest-quality business intelligence
� Links millions of news items to pertinent companies, industries, geographies and business topics, increasing search relevance.business topics, increasing search relevance.
� Leverages best-of-breed research supplemented by our own proprietary data compilation processes: distilling the information into one, clear, concise, value-rich resource
� Provides access to world-class information via portals, application integrations, CRM systems, mobile devices, and other media
Free Trial: www.OneSource.com/LeadGen
About LeadLife Solutions
Overview:
• LeadLife Solutions is a provider of on-demand marketing automation softwaresolutions that helps automate lead management processes for B2B marketers.
• LeadLife offers flexible and intuitive marketing software that enables marketers toprioritize, track, score, and nurture leads based on behavior, thereby increasingthe value of lead generation dollars (online and offline).
• LeadLife helps organizations increase marketing ROI and maximize sales resources byAssisting throughout each part of the marketing automation process from scoring andnurturing leads to tracking and analyzing individual marketing campaigns. With
• LeadLife, marketers can integrate easily with any CRM system and into thecompany's marketing and sales process, while offering comprehensive features ata reasonable price.
For more information on LeadLife visit www.leadlife.com, email
[email protected] or call 1.800.680.6282.