BUILDING A REAL-TIME LEAD MANAGEMENT ENGINE

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONSession Audio Starts at 2PM EST

•SaaS Marketing Automation Solution•Support B2B and retail customers•Platform for driving all lead/demand generation•HQ – Atlanta GA – Offices in PA/CA•Focus on integrating marketing/sales•Embedded demand generation for CRM •Customers/partners operating in 11 countries

About SalesFUSION

Speaker

Kevin Miller – EVP Marketing & Sales – SalesFUSION• 17 Years database/direct marketing & CRM• Retail & B2B • Principle at SalesFUSION

What we’ll cover today

•What does real-time lead management mean?•Understanding how people evaluate your solutions•Hijacking the digital conversation•Typical lead flow in b2b•Setting up telesales/inside sales in a call center-style mode•Components for building the lead machine•Connecting marketing, lead gen and sales•Tracking lead flow in CRM

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THE NUMBERS

•Assumes a company is engaged in marketing•Assumes a company has an inside and/or field sales force•Connects marketing and automated lead gen activities with human beings•Speeds the time to respond to leads to hour by minute by second•Call center/customer service-style alerting system for inbound leads•Processes that force marketing and sales to work together as a team•Uses emerging marketing automation AND email AND crm AND social to increase lead conversion

What does real-time lead management mean?

Where are leads originating from?

Base: 249 B2B marketers at companies with 50 or more employees

(multiple responses accepted, does not include “other”)

What does a basic lead to sales process look like?

CRMwww.website.com Mktg

DB

High Score Leads

Low Score LeadsUniversal processes• Marketing drives leads to website•Website attempts to capture leads with forms•Lead information is analyzed•Routing to CRM based on Lead Score•Nurturing of unqualified leads

Loop-back opportunity data/lead data for ROI analysis

Landing Pages/Lead Capture

MktgDB

How do we turn this into an engine of repeatable success?

Would you rather use this?

Or This

Begin with the website Lead Capture

• Decide that the website is the center of your marketing universe• Create an online resource center with valuable assets • Create varying levels of access to assets• Create lead capture pages/forms/surveys• Drive traffic to your site using

• SEO• Social• Email• Ads• Newsletters• Webinars and events• Sales emails

Create a real-time website monitoring stationWhat is it?

Web visitor tracking is a newer type of web analytics that captures, alerts and routes website leads based on rules.

Understand and act on the inbound lead traffic

Email alert – Based on RulesAlert telesales to view/open in CRM

Automated Routing to drip/trigger based nurture marketing campaigns

Human Automated

Create a lead-centric culture

Establish a dialog between marketing/sales•Regular meetings – rotate between pipeline-centric meetings to lead/demand generation-centric meetings•Understand sales-team issues with leads – volume, where they come from•Brainstorm sessions about lead profiles, verticals, targets, messaging and hot buttons•Sales is the best source for “Why a lead buys” information

Create simple process maps •Define on paper who does what, when and why•Assign people by name to stages in a process map

Considerations•Sales may be resistant to change or dis-interested in leads•Old-School sales cultures must be changed•CRM system tuning will be required•Marketing technology MUST integrate seamlessly to CRM•Reporting must be in place to track the process and hold constituents accountable

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2011 LEAD

TO

SALES PROCESS

Inbound Leads Process for Inside Sales

Lead CapturePage

Home Page

Field Sales DutiesSign Up for Demo1. Email Alert to reps based on Geo2. Rep – verifies company HQ location3. Rep – updates CRM – creates oppt4. Ensure contacts/account are linked

and de-duped5. Append address, phone, vertical and

lead source

Telesales Dutiesweb Forensics Daily Monitor Respond – 2-4 hours to

known visitors Enroll known visitors into 3-

step drip Accounts – research using

LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip

Opportunity

Activity LogCRM

Telesales DutiesCRM Log calls Append data Create Opportunities Pre-qualify Identify other contacts Send task to sales

Create a lead-centric culture

Simple process maps will help focus the marketing and sales teams on execution of the plan

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The role of marketing automation in the HUMAN scenario

• Provides a mechanism for real-time lead monitoring• Reduces lead response time• Allows for enrollment in pre-defined trigger campaigns• Increases touches in first 30-days following initial inquiry• Allows for research and appending of data through sources such as

Jigsaw• Alerting via email ensures leads are touched quickly

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Access to critical information• Give telesales the tools to access info and take action• This view allows for telesales to view activity and enroll leads in campaigns

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The role of marketing automation in the AUTOMATED scenario

• Lead Scoring/Routing enables automated nurturing of leads• Trigger-based email campaigns – prebuilt and tied to scores• Lead scoring must be tuned, tested and agreed upon with sales• Objective is to treat every suspect the same initially• Eliminate lead leakage• Target content based on behavior and demographics

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What’s under the hood?

CRM

Trigger-based email

Lead Scoring

Web visitor

tracking

Drip Nurture

marketing

Social media

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How important is this to your upper funnel success?

According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to telesales….

• Inside sales achieves quote 11% more when marketing automation is deployed• Lead conversions (to opportunities) increased by 7%• Inside sales make an additional 7-9 connects per day• Overall sales team quota achievement is higher by nearly 3%• Company revenue is higher by over 3%

Why?

• For the same Reason Henry Ford was able to produce more cars for less• Efficiency gains through automation• Connects are more meaningful when data is made easily accessible• Fewer (if any) leads fall through the cracks

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Turn the engine into this

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4 Reports that you can’t live without

• Tracking lead to revenue

• Track lead status• Track lead

conversions• Track hot-leads

NOTES ON LEAD SCORING

It doesn’t need to be this difficult!

Pencil Sharpener

Defining Lead Scoring Lead ScoringRanking, grouping, assignment of arbitrary value to leads that share similar demographic and behavioral profiles. Assignment of value = typically 3-4 categories (ABCD, Gold-Silver-Bronze…etc)

Lead RoutingAssignment of leads to sales or marketing programs based on Lead Scores

Lead ProfilingContinuous and automated evaluation of lead behavior over time triggers a responsive action (campaign, follow up call…etc)

Demographics & behavioral data

• Demographic data alone is not enough to build a lead scoring model•Behavioral data, combined with demographic is most powerful•2 Types of behavioral data

• Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc

• Explicit behavior – register for webinar, download document, fill out form

•Implicit behavioral data – similar to RF Models used in retail•Recency/Frequency•Data cannot be “fudged”•Most larger online retailers use this type of data

Lead Analyzer – Web behavior profiler

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Questions?

• See a demonstration of SalesFUSION• sales@salesfusion.com• Learn more

www.salesfusion.com