Transcript Lead Nurturing and Scoring at

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2. Update marketing metrics where noted and delete purple boxes when finalized.
Lead Management and
Marketing Automation
Nurturing, Prioritizing, and Recycling Leads
to Convert More Leads into Revenue
Improved lead management will create more demand for our products:
• Leads get better follow-up through automated lead nurturing
• Leads will better understand the benefits of our products
• Our sales team can focus on selling to the highest quality leads
Executive Summary
• The B2B Buyer has changed: need to proactively engage around educational topics
• Leads need to be nurtured until they are
sales-ready
“Nurtured leads produce,
on average, a 20 percent
increase in sales
opportunities versus leads
that are not nurtured.”
• Sales & Marketing need to be aligned more
closely, creating a seamless buying process
• There is an opportunity to turn marketing
into a revenue driver rather than a
cost center
• Lead management provides a dramatic ROI:
many benefits, low risk, modest investment
2
The Changing B2B Buyer
• Buyers are seeking and finding more
information on their own—they’re in control
• Search engines and vendor Web sites are top
information sources in the buying process
• To drive revenue, marketers must become
more adept at identifying sales-ready leads
and nurturing the remainder
• Vendors need to interact with prospects before
the sales conversation, by providing relevant
information that is relevant in the earlier
stages of the buying process
Highlights from Enquiro’s
BuyerSphere Project:
•
Almost 50% of B2B buyers
starts their buying process
with online research
•
Talking to vendors of often
only the 4th step
Order of Things – High Consideration
50%
37.5%
25%
12.5%
0%
1st
2nd
Online Research
3rd
Talk to Users
4th
5th
Talk to Vendors
3
Convert More Leads Into Customers
• Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring
close the gap in the middle of the funnel
• Improve the dynamics of your revenue cycle to convert more
potential customers into customers
Current marketing focus
Reach
Current sales focus
The B2B lead
Development gap
Interest
Desire
Warm leads leak out
Issue 1: Marketing hands off
Leads too early. Unqualified
Leads waste sales’ time.
Issue 3: Marketing spends
More to recapture lost leads.
Convert
Enrich
Retain
Lead Management Closes the Gap
in The Middle of the Funnel
Issue 2: Sales cherry picks leads, letting
longer-time-frame leads leak out.
Source: October 2006, Best Practices “Improving B2B Lead Management”
4
Increase Productivity With Automation
• Run more campaigns without expanding
the marketing team
• Create more consistent email follow-up
• Example: automate Webinar campaigns,
including invitations, reminders, followup and reporting
5
More Qualified Leads with Lead Nurturing
Goal: Increase the number of sales opportunities
& deal size and reduce cost per qualified lead
“Companies that excel at
lead nurturing are able to
generate 50% more salesready leads at 33% lower
cost per lead.”
• Companies are able to use existing staff
for nurturing campaigns, increasing the
number of sales-ready leads by 50%
with little to no incremental investment ¹
• Nurtured leads delivered 47% higher
average order values than non-nurtured
leads²
6
Increase Sales Effectiveness
Improved Lead Quality =
Increased Sales Productivity
Priority #2:
Increase Sales Effectiveness
• Prioritize leads based on quality and
urgency
• Let sales send leads back to marketing
for further nurturing, preventing leads
that just "sit" somewhere
• Provide comprehensive lead activity
history for sales
7
Turn Marketing Into a Revenue Driver
Show that marketing is a revenue driver,
not a cost center.
“Only 20% of companies
believe they excel at
measuring the performance
of marketing initiatives.”
• Optimize ROI
• Improve marketing's accountability by
proving marketing’s impact on revenue
• Improve Revenue Performance:
– Conversion rates
– Time in a particular stage (velocity)
8
Marketing Automation +
Lead Management
Realize the benefits of lead management with
new technology and improved processes
Marketing Automation technology
combined with Lead management
processes provide the framework to:
•
•
•
•
•
Convert more leads into revenue
Run more campaigns
Nurture leads automatically
Make sales more productive
Measure progress and results
9
The Value of Lead Nurturing
Lead Nurturing helps turn more inquiries into qualified
leads and decreases cost per qualified lead
Conversion: Inquiry
to Qualified Lead
Cost per
Inquiry
Cost per
Qualified Lead
Without
Nurturing
27%
$50
$185
With
Nurturing
40%
$50
$125
Source: actual data from software vendor
50% increase
10
The Value of Lead Scoring
With good info on lead prioritization, more reps meet quota
and revenue goals are more likely to be achieved
How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?
100%
75%
97%
79%
50%
72%
Easy
50%
Hard
25%
0%
% Revenue Plan Achieved
% Reps Meeting/Beating Quota
Source: CSO Insights
11
The Value of Lead Management
SiriusDecision' Waterfall Model gives benchmark numbers for conversion rates between the
different stages in the funnel. With improved lead management, conversion rates will be higher.
SiriusDecisions
Inquiries
MQLs
SALs
SQLs
SQL-to-close
Benchmark
N/A
5.1%
61%
56%
26.5%
Best Practice
N/A
9.7%
82%
62%
29%
MQL = Marketing Qualified Lead
SAL = Sales Accepted Lead
SQL = Sales Qualified Lead (i.e. sales opportunity identified)
Example: Moving from Benchmark to Best Practice
• For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark
companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals,
a 300% increase).
• Estimate for <Insert Company Name>: $<insert value> additional revenue per month (based on
<insert value> additional deals per month at an average deal size of $<insert value>)
12
Adjust this slide for your situation, then remove this purple bar.
ROI of Lead Management
Investment in Lead Management pays itself back quickly
Investment
•
•
Marketing Automation software =
$<insert value> / month
Campaign development (consultant)
= $<insert value> / month
ROI =
Incremental revenue – monthly cost
Monthly cost
=
<insert value> - <insert value>
Incremental Revenue
•
Estimated incremental revenue =
$<insert value> (copied from
previous slide)
<insert value>
=
<Insert value>%
13
Adjust this slide for your situation noting what you have in place, then remove this purple bar.
Improving Lead Nurturing
In Place:
• Monthly Email Newsletter
• Generic content (whitepapers, webinars, blog
posts)
Steps to Take to Improve
Lead Nurturing
To Implement:
• Drip email campaigns
• Content based on buyer profile and buying
stage
• Automation of marketing campaigns (including
Trigger-based nurturing)
• Integration of lead nurturing with CRM data
and CRM activity
• A/B Testing
14
Adjust this slide for your situation noting what you have in place, then remove this purple bar
Improving Sales Productivity
In Place:
• Automatically assign new leads to sales people
Steps to Take to Improve
Sales Productivity
To Implement:
• Lead Scoring based on profile and activity
• Prioritized lead list for sales
• Lead Activity Monitoring with real-time alerts
• Lead activity history in CRM system (email
clicks, web visits, registrations)
15
Adjust this slide for your situation noting what you have in place, then remove this purple bar
Improving Sales & Marketing Analytics
In Place:
• Reporting on lead volume
Steps to Take to Improve
Insight into Sales and
Marketing Effectiveness
To Implement:
• Lead conversion rates
• Pipeline velocity (how fast leads flow through
the funnel)
• Percentage of the pipeline that is Marketingsourced
• Percentage of the pipeline that is Marketinginfluenced
16
These are suggested stages for developing a lead nurturing and scoring program. Revise where
appropriate.
Getting Started / Next Steps
3 months
0
STAGE 1
STAGE 2
STAGE 3
Lead Nurturing/Scoring Initial
Assessment
Marketing Automation Strategy
Development
Advanced Assessment and
Continued Development
• Identify current successes
and areas for improvement
• Select and implement
marketing automation
solution
• Identify “hits” and “misses”
• Develop preliminary lead
scoring strategy
• Test and optimize emails and
landing pages for various
segments
• Begin evaluating marketing
automation software
• Begin developing list of
feature requirements
• Define high-value segments in
database
• Create standard set of
automated, trigger-based
campaigns for key segments
• Develop additional content
resources for lead generation
• Create advanced, automated,
trigger-based campaigns for
more segments
17
Populate ROI from slide 11 below, then remove this purple bar
Summary
Benefits
Solution
•
•
•
•
•
• Institute proven Lead
management processes
• Adopt Marketing automation
technology
Increase Conversion
Increase Marketing Productivity
Improve Lead Nurturing
Increase Sales effectiveness
Turn Marketing into a revenue
driver
ROI
• Estimated ROI: <insert value
from slide 11>%
• Large potential benefits
• Little incremental investment
in resources
18
Marketo transforms the way that Marketing and Sales teams
work – and work together – to accelerate predictable
revenue at every stage of the Revenue Cycle
• Powerful and easy marketing
automation
• Sales insights and sales
effectiveness
• Analytics to measure, optimize,
and forecast the revenue cycle
• Thought leadership, best
practices, customer success
• 850 customers in 14 countries