Planning and designing a lead management process
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Marketing Automation
and the Steps to Get There
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The Revenue “Mantra”
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Everyone is a Data Gatherer
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Data is a Strategic Asset
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In many
organizations,
the lead process
looks a little
like this…
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Sales gets mad when Marketing
doesn’t give them “good leads.”
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And Marketing
thinks Sales just
doesn’t know
how to sell and
ruins the good
leads they’ve
been given.
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Everyone is saying you have to
manage your leads like a funnel.
Well, that’s a
little better
than a
meat grinder.
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They love to show how cool they
can make a sales funnel look.
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The problem with funnels is that
gravity does most of the work.
And while
we all obey
the laws of
gravity,
leads don’t.
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Remember leads are not a game -
they’re your business’ lifeblood.
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Your lead process is really
a “Supply Chain.”
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Lead components are data that
may come from different sources
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But each added piece of data
helps make a finished product.
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Which is then ready
to hand off to Sales.
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The key is
breaking down
the processes
down into
manageable
sections so you
can consistently
create this
finished product.
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In Marketing’s
case, a “finished
product” is a
“qualified lead”
which is built with
“data” and Sales
is the “buyer.”
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So what are
these processes
that Sales and
Marketing
need to
agree upon?
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Data Process
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Data Process –
Some questions to ask
1. Where is customer data stored?
2. Who controls it?
3. Who enters it and how?
4. Are multiple data systems integrated?
5. When is data cleansed and how?
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Lead Planning Process
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Lead Planning Process –
Some questions to ask
1. Is there a documented lead quota?
2. Are marketing & sales in agreement
to these numbers?
3. How is success tracked?
4. How often?
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Profiles/Personas
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Persona Creation Process –
Some Questions to Ask
1. How do they access information?
2. What topics interest them?
3. How much information do they
want to receive?
4. Who or what influences them?
5. How do they like to be treated?
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Persona Example #1 Sarah has operated her own successful company for
the last 4 years. She has always loved this line of
work, and she chose it as a career after college. She
wishes she had taken business courses in college, but
she didn’t expect to run a business.
Her goals are to promote a new line of products, get
new customers, build her customer list and generate
more revenue from current customers. Her major
business challenge is getting the word out about her
business to bring in new customers.
Sarah does not have a huge budget for marketing, but
she is willing to invest and try different approaches.
Sarah is very busy with work and needs her business
software to be fast and easy to use. She is not an
expert computer user and often needs help. She also
needs guidance on how to plan and track
marketing campaigns.
Name: Sarah Business: Micro B2C
Role: Owner, Jack of all Trades
Education: BA in English
Computer Skills: Basic
Marketing Knowledge: Basic
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Persona Example #2 As the owner of a small specialized software company
with ten employees, Rick is very comfortable with
technology. However, he is not an expert in marketing
and needs guidance.
He has started researching marketing tools, but he is
unsure which tools and channels will best help him to
generate and convert more leads.
Specifically, Rick aims to increase lead generation,
improve conversion, and improve customer
retention while reducing the overall cost of
acquisition.
Rick’s decisions are data-driven. He relies heavily on
metrics and evaluates ROI for all of his spending.
Name: Rick Business: Small B2B
Role: Owner
Education: Masters in Engineering
Computer Skills: Advanced
Marketing Knowledge: Intermediate
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Persona Example #3 Tara is Marketing Director for a well-established large,
local commercial and residential services and repair firm.
She has been spoiled by enterprise-level tools that allow
her to create highly professional creative, build and
execute integrated campaigns, and monitor response.
She has a big budget and will use outside experts to
help grow her business, but she has high expectations
of marketing consultants and software.
She says her business is growing, but Tara wants more.
She wants to increase appointments for an upcoming
trade show, get new customers and nurture current
customers.
Name: Tara Business: Mid B2B & B2C
Role: Marketing Director
Education: MBA
Computer Skills: Advanced
Marketing Knowledge: Expert
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Customer Buying Process
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Content Inventory
Content Format/
Length
Date
Created Audience Theme Buying Stage Comments
White Papers
10 Ways to Cut
Training Costs
6 pages 2008 HR Director Savings Awareness Needs Updating
Best Practices of
Implementing
Training
Software
4 pages 2009 IT Director Efficiency Awareness Add more visuals
Case Studies
XYZ Corporation PDF
2 pages 2010 CIO Savings Consideration
Update with latest
results
ABC Company PDF
3 pages 2010 HR Director Retention Consideration
Cut to 2 pages, add
video testimonial to
website
Webinars
Boost Retention
Video
60
minutes
2011 HR Director Retention Decision Shorten to 45
minutes
Product Literature
HR Training
Software
4 pages 2010 HR Director
Efficiency,
Retention, Savings Consideration
Add visual and
savings worksheet
And so on…
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Editorial Calendar
Date Topic Audience Theme Buying Stage Format/Length Owner Deadline Channels
Q1 New
Product
System
Integrators
Faster,
better Consideration
Brochure &
PDF/4 page Smith 15 Feb
Trade shows,
direct mail,
website
Q2 Case
Study
Security
Directors ROI Decision PDF/1 page Jones 25 Mar
Email,
website, social
media
Q3 CEO
Interview
A&E
Consultants
Thought
Leadership Awareness
Video/5
minutes Smith 15 Jun Social media
Sep Trade
Show
Security
Directors
Cost
savings Consideration
Blog post/400
words Miller 4 Sep
Blog, RSS,
social media
Q4 Product
Demo IT Directors Ease of use Decision
Webinar/60
minutes Smith 15 Sep
Email,
website, social
media
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Content Distribution
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Map Content to Buying Cycle
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Map the Offer to Buying Cycle
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Lead Nurturing Process
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Lead Nurturing Process –
Some questions to ask
1. Is there a lead nurturing strategy?
2. Is it manual or automated?
3. How do you determine the content
and calls to action for your nurturing?
4. Who owns the nurturing programs?
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Lead Scoring Parameters
Implicit Explicit
Behaviors Digital body language
BANT (Budget, Authority,
Need, Timeline)
Demographics
Inferred geography,
data quality factors,
etc.
Demographics, typically
captured from data or
data appending
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Lead Routing Process
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Lead Definitions
MQL vs SAL vs SQL
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Lead Routing Process –
Some questions to ask
1. When must Marketing
send a qualified lead to
Sales?
2. When must Sales follow up
once receiving a lead?
3. Who monitors the actions?
4. What systems are used for
monitoring?
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Metrics
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Metrics Process –
Some questions to ask
1. What metrics measure both
Marketing & Sales success?
2. What systems generate your
metrics reports?
3. How often are they run?
4. Do the reports influence
further efforts?
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Inquiries Leads Opportunities Conversion Ratios ROI & Costs
Number of
inquiries
Number of
leads
Number of opportunities
created
Percentage of lead
to MQL
Overall Marketing
contribution to revenue
from all channels
Number of
suspects
Number of
MQLs
Number of deep pipeline
opportunities
Percentage of leads
accepted by Sales
Return on Marketing
Number of
Responses
Number of
SQLs
Percentage of pipeline
contributed by Marketing
Percentage of leads
to SQLs
ROI by channel – which
channel creates the
most revenue
Number
targeted in
campaigns
Number of
raw leads
Dollar value of opportunities
contributed by Marketing
Percentage of
MQLs to SQLs
Cost per lead
Number of
Connections
Number of
QLs
Number of deals closed
from Marketing contribution
Percentages of
leads to
opportunities
Cost per MQL
Typical Metrics
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There’s a lot to
this… much
more than is
mentioned
here..
But you’re a
professional.
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So instead of giving
leads to sales that
aren’t ready to buy
(the old way)
The lead supply chain
will do it right.
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And instead of going two different
directions at two speeds
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Sales & Marketing are aligned
And working together….
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How is an understaffed,
overworked, underpaid,
underbudgeted,
underappreciated
Marketing Department
going to do this?
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It’s Like Eating an Elephant One
bite at
a time…
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Choosing the
Right Platform
Baby Steps
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Will Your Bosses Be Receptive?
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One Size Does Not Fit All
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Don’t Forget the CRM Platform
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Defining
Requirements
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Defining Requirements-
Some Questions to Ask
1. How many more leads must we
generate?
2. Do we need more effective nurturing?
3. Do we need better sales integration?
4. How do we need more efficient
marketing operations?
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Get a One-On-One Demo
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Demonstrations-
Questions to Ask
1. How are outbound email and nurture
campaigns configured?
2. What are my lead scoring options?
3. What level of granularity is there for
revenue reporting?
4. What are the direct and indirect
costs?
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Big Opportunities for Marketers
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Once you implement
Marketing Automation
You’ll realize that
up until now your
business has been
blind to the
information that can
actually help grow
your company.
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Recommended Books
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www.allinio.com
@allinio
Data Driven RevenueTM
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