This document outlines steps for creating an effective lead management strategy. It begins by emphasizing the importance of aligning marketing and sales activities and goals. It then discusses understanding the customer's buying cycle, automating lead scoring and routing processes, nurturing leads throughout the buying cycle, and empowering sales. The overall message is that a comprehensive lead management strategy is needed to engage customers at all stages and plug leaks in the sales pipeline.
5. 4
eDynamic, Friday, May 9, 2014
You’re not alone
“Only 11% of sales leads are ever
pursued by sales people and over
80% of sales leads generated are
never closed.”
– Oracle | Eloqua
6. 5
eDynamic, Friday, May 9, 2014
You’renotalone…
“Over 80% of B2B organizations
struggle with a lack of synergy
between the sales and marketing
functions. This misalignment leads to
lost revenue opportunities and leaks
in the pipeline.”
– Aberdeen Group
7. 6
eDynamic, Friday, May 9, 2014
You’renotalone…
“16% of the total leads that are
deemed ‘sales-ready opportunities’
actually close. The difference
between a successful company and
a mediocre company lies in how the
remaining 84% of already qualified
opportunities are handled.”
– Aberdeen Group
32. 31
eDynamic, Friday, May 9, 2014
Step2.Understandactions,painpoints,motivations
Evaluate PurchaseLearn JustifyInterest
Active Search Begins Solutions Identified
Solutions Evaluated
Against Needs
Validate
Decision Made
Actions
Web Search
Review or get admin to look at
product on website and
collateral.
Ask Personal/SocialNetwork.
Compare against current Card Peer/Association endorsements Procurement Process
Questions
WIFM?
Do I really need this card?
Does it fit my business needs?
Which of my suppliers are
acceptingthe card?
Can this replace my current
Business or Consumer Card?
What is the cost (fees)?
How much can I spend?
Who else like me is using this
product? What type of rewards is
he/she collecting?
How long before I can utlizie the
product? TCO? ROI?
Motivations
Rewards, Service, Perks,
Cachet, Fees
Amex Perks – Rewards,
Business Savings, Travel
Insurance,Security, Service
(Added Value)
Relevance of Perks, Rewards etc…
Confirmation of Perks e.g..
Rewards - taxes andfees
covered
Risk-free Trial
PainPoints
No Time
Budget vs. Spend
Expense Tracking and Management
Cash Flow
Barriers
Merchant Acceptance
Tied to an existing card
Migrating from Existing card
Merchant Acceptance
Migrating from Existing card,
LinkingBank accounts
T&Cs
Personal Liability
Credit History
Supplier Coverage
Is it worth switching?
Approval Process
38. 37
eDynamic, Friday, May 9, 2014
STEP3.Createanautomatedprocess
Automate the process
1
2
3
4
5
6
39. 38
eDynamic, Friday, May 9, 2014
STEP4.ScoringandRouting
1
2
3
4
5
6
Scoring and routing
Workwithsalestodeterminethe“buying
zone” Low levelof engagement
(Low level of how much the lead wants to talk to
us)
High levelof engagement
(High level of differentiation driving purchase intent)
High levelof
Profile Match
(High level of how
much we want to talk
to the lead)
The Buying Zone
The only leads we should be feeding to the
sales field
Low levelof
Profile Match
(Low level of how
much we want to talk
to lead)
40. 39
eDynamic, Friday, May 9, 2014
STEP4.ScoringandRouting
1
2
3
4
5
6
Scoring and routing
TheScoringProcess
Explicit and Implicit
Scores Calculated
Score
RESET
Rating Assigned
Feed into
Scoring
Send to CRM
Lead Qualification
Lead Nurturing
42. 41
eDynamic, Friday, May 9, 2014
STEP5.Nurtureleadsthroughoutthebuyingcycle
Evaluate PurchaseLearn JustifyInterest
(1) New Welcome Program
• 1st touch – Welcome
• 2nd touch – tell us about your preferences
• 3rd touch – relevant case study and let us
know if we can help you.
(3) Referral Auto-responders
Objection Campaigns
Three-touch drip email campaigns by
topic:
• Don’t get it
• Costs too much
• Happy with point tools
(2) Customer Follow-Up
•1st touch – Can I answer any questions for
you? From rep.
Buyer’s Kit
• Dynamic hypersite by role and by product
interest
• ROI Determination
• Case Studies
• Evaluation Tools
Competitive Loss Reengagement
• After 6 months of close
• Benchmark study
• Relevant case studies
Inactive Reengagement
• Last Qtr. timeframe
• Budget Planning Message
Evaluator Education Campaign
SEM
Content Syndication
Inside Sales Prospecting
1
2
3
4
5
6
Nurture leads