Gain Greater Visibility and Build a Pipeline that Never Leaks
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The document highlights strategies for improving lead management and sales readiness, emphasizing the importance of segmentation, targeting, and nurturing prospects with relevant content. It discusses how companies can automate lead management to increase revenue and improve sales performance through effective lead scoring and engagement. Key takeaways include aligning marketing and sales definitions of a lead, understanding prospect needs, and utilizing personalized communication to nurture leads effectively.
Gain Greater Visibility and Build a Pipeline that Never Leaks
- 1. Gain Greater Visibility & Build a Pipeline that Never Leaks Presented By: Sales Readiness Series Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 2. Today’s Speakers Matt Smith Lisa Cramer Dan Hudson 3forward LeadLife Solutions 3forward Exec VP, Co-Founder President President, Co-Founder Matt.Smith@3forward.net LCramer@LeadLife.com Dan.Hudson@3forward.net Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 3. Traditional Sales Model List Purchased Marketing Direct Mail Cold Calling / Networking Qualifying Presenting Sales Closing Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 4. Today’s Buying Process Status Priority Research Options Step Backs Validation Choice Quo Shift From Designing Nurturing Programs to Drive Sales©, by Ardath Albee Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 5. New Sales and Marketing Model Sales Readiness: Segmentation, Targeting, Content Development, Business Intelligence, SEO Inbound Drivers: Blogging, Webinars, Targeted Campaigns, Value-Added Emails, Social Networks Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking Lead Nurturing: Promotions, PURLs, Marketing White papers Sales Ready Scoring Qualification Prove Value Sales Decision Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 6. Case for Lead Management “Companies that automate lead management can increase revenue at least 10% within 6 -9 months, despite the uncertain economy.” (Gartner) “16% of the total leads that are deemed "sales-ready opportunities" actually close.” (Aberdeen) “In 2009 only 51.5% of sales reps made their quota, while 85% of companies raised their quotas in 2010.” (CSO Insights) Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 7. Segmenting & Targeting Demographics: Information about the prospect o Ex: Company size, job title, geography, etc. Behavior: Monitoring the prospects behavior o Ex: Website visits, whitepaper and/or case study downloads, etc. Demographics + Behavior = The complete picture of your lead. Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 8. Segmentation – Getting Started • Create a prospect Sweet Spot Matrix specific to your company • Establish target client characteristics and attributes – Size, vertical market, special needs, etc. • Classify buyer drivers and considerations • Validate and rank prospect types based on target criteria • Separate prospects into Tiers 1, 2, and 3 Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 9. Sweet Spot Matrix Category Strong Fit Good Fit Neutral Fit Annual Revenues Geography Installed Technology Seats Relationships Other Vendor Relationships Cross Selling Opportunities Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 10. Targeting Sample Category Strong Fit Good Fit Neutral Fit $250 million to $5 billion $5 to $10 billion Less than $250 million, greater than Annual Revenues $10 billion • Global • National or Single market, non-supported Geography • Multi-National • Multi-State countries, high-quantity / very low density Installed Campus and distributed Tier one PCs, More than 20% non-supported Data center, mainframe, high end Technology servers, infrastructure products server, tier 2 OEMs 2,500 or greater, preferably 1 to 2 thousand seats Less than 500 seats, heavily Seats distributed across multiple regions concentrated in a single site • Existing relationship No current or positive past Negative past relationship Client Relationships • Installed base of equipment relationship • Numerous, fragmented vendor Regional providers In place full IT outsource Other Vendor relationships relationship Relationships • No concentration with single ITO Opportunity for three or more Opportunity for an additional No additional opportunities Cross Selling additional delivered service lines delivered service line (Hardware, Opportunities (Hardware, ITO, BPO, PLS) ITO, BPO, PLS) Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 11. Relevant Content via Nurturing • Send messages based on a prospect’s behavior, title, industry, what they recently downloaded, etc. • Timing of touches • Your content should be designed to spark your prospect’s interest and leave them wanting to learn more • Speak their language • Call to action What the Your Thought Content Prospect Needs Leadership Engagement Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 12. Samples of Content Nurturing Messages Develop a plan. Outline an effective lead nurturing schema. Example: • Touch 1- Day 1: Thank you email for downloading a whitepaper • Touch 2 - Day 3: Introductory phone call and follow-up email • Touch 3 - Day 10: Email another whitepaper of interest • Touch 4 - Day 20: Send your monthly e-newsletter • Touch 5 - Day 30: Send an email to "touch base" • Touch 6 - Day 40: Email a recent customer win article • Touch 7 - Day 50: Prospect calls or responses to your email Now you have a qualified lead! Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 13. Lead Scoring – Getting Started • Scoring indicates ‘lead sales readiness’ – something sales and marketing must mutually define • Start with a plan – clicks, pages • Integrate scoring with lead tracking, segmenting, nurturing • Consider relevance of lead demographics, title, industry, company size • Score off-line leads as well • Analyze trends and effectiveness and refine scoring rules over time • What to measure and track – Leads Passed to Sales, Leads Closed, Leads Nurtured vs. Converted, ROI • Do not score everything – too much granularity will make measurement difficult Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 14. Post Lead Management Approaches… Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 15. Case 1: Segmentation • Segment your lead lists based on what the prospects interests are and then send them a target email via drip marketing. Segment Leads by Industry Email to Software Company Create Drip Campaign Email to Services Company Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 16. Case 2: Not All Clicks Are Equal • Common misnomers: – Click = lead – # of hits, clicks, or leads – Inquires, suspects, leads – Marketing leads – sales leads • Lead Scoring helps determine which clicks matter, and which don’t • With lead scoring you can: – Get more out of your lead generation $$ – Drive more quality leads to sales – Nature leads not ready to buy – Get a better ROI – Close the marketing/sales gap Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 17. Case 3: Content • Don’t recreate the wheel… • Use copy that you already have and repurpose: – Website content – Datasheets – Interviews – Articles – Press releases – Customer quotes TIPS: Personalization coupled with relevant content is key Dress up your content with pictures, screen shots, and/or tables Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 18. Metrics That Matter By implementing a lead management system 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% • Decrease in cost of sales by 10% • Improved conversion rates up to 3x Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 19. Key Takeaways • Make sure marketing and sales agree on what the common definition of a lead is within your organization. • Understand what your prospects are looking to buy, and target your audience based on their specific needs, wants, and demographics. • Nurture your prospects with relevant content that is of particular interest to them. • Once the prospect has hit a certain threshold within your company and has become “sales-ready”, get your sales team involved. Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 20. Further Education Resource Library Articles www.leadlife.com www.leadlife.com 00 www.leadlife.com/resourcelibrary.aspx www.leadlife.com/news.aspx Best Practices Product Demo www.leadlife.com/leadgenerationemail.aspx www.leadlife.com/demos.aspx Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 21. Connect with LeadLife Fan Us on Facebook Join Our Marketing Guru Group on LinkedIn Follow Us on Twitter B2B Marketer’s Blog Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 22. Experts and Resources New Model Sales, Marketing and Social Media Experts • Sales 2.0 Seley and Holloway • Ardath Albee Marketing and Content • Chris Brogan B2B Social Media • Brian Solis Social Media • Dan Zarrella Inbound Marketing • David Meerman Scott Marketing and PR • Gerhard Gschwandtner Sales 2.0 Sales Benchmarking • CSO Insights • Sales Benchmark Index New Tools Directory • 9 categories of sales and marketing best practices and dozens of downloads Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 23. Lead Readytm from 3forward 3forward’s Lead Ready™ service provides companies a fully managed and complete program for finding, developing and converting leads to sales ready opportunities. Lead Ready™ Offers Exceptional Functionality • Track all lead interactions with your company over time • Website and landing page visitor analytics, tracking and scoring • Nurture leads with automated, rules based drip marketing and personalized content • Score and prioritize leads based on behavior (online and offline) • Measure campaign and event results on single dashboard • Create customized landing pages, forms and surveys for your website • Create personalized e-newsletters to further nurture leads Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 24. Connect with 3forward Sales Readiness Join Our Group 3forward Become a Fan 3forward Follow Us Sales Leaders Blog Sales Leader New Tools Directory Resources Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 25. Questions Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.
- 26. Thank You For Joining Gain Greater Visibility & Build a Pipeline that Never Leaks www.3forward.com www.leadlife.com Copyright © 2010 . 3forward, LLC and LeadLife Solutions. All Rights Reserved.