LeadGen Series: 4 Steps to Convert More Leads
•Als PPT, PDF herunterladen•
2 gefällt mir•219 views
DemandGen Report Quick Start Series, "The Science of Converting More Leads into Deals" Webinars, sponsored by Hubspot. June 28,2011
![About The Rock Annand Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Ähnlich wie LeadGen Series: 4 Steps to Convert More Leads
Ähnlich wie LeadGen Series: 4 Steps to Convert More Leads (20)
LeadGen Series: 4 Steps to Convert More Leads
- 1. LeadGen Quick Start Series: The Science of Converting More Leads Into Deals Henry Bruce, President The Rock Annand Group June 28, 2011
- 4. Focus on Lead Quality … NOT Quantity Source: Sirius Decisions 2010
- 8. Program Fundamentals: Establish Lead Management Platform Telemarketing Online Marketing Direct Mail Web site Email Trade Shows Sources Database (CRM System) Targeted Communications & Qualification Lead Evaluation & Scoring – How sales ready? Sales External Partners/Sellers Automated Ongoing Communications Sales Ready (Yes) Not Sales Ready (Maybe) Lead Gen & Management Relationship Management Drive to Buy/Refer Build Relationships Influencers/Buyers Source: Forrester, Aberdeen Group, Sirius Decisions
- 10. Thank you … Any questions?? [email_address] Twitter: @hebruce LinkedIn: www.linkedin.com/in/henrybruce Blog: www.rockannandgroup.com/blog
Hinweis der Redaktion
- We need to rethink the demand generation process. These stats come from various sources – Gartner, Forrester, Sirius Decisions, Marketing Sherpa Only 12.5% of marketing leads have immediate demands - Requesting information or willing to speak to someone 95 – 97% of customers/prospects are not ready to but, Only 3 – 5% are ready to buy right now 70% of lead “inquiries” have “latent” demand and therefore go uncalled on by the sales team…. AND, may be lost in the sales force automation tool Over 7x improvement in sales closure if leads responded to within 48 hours … yet 9 out of 10 companies DON”T DO IT!! Takes 7 – 9 proactive communications to gain B2B decision-maker’s attention. Quantifying marketing results: 50% of marketing spend is effective but without measurement and analysis, which 50%? Generating qualified leads: Many companies take a “one and done” approach to campaigns “segmented list e-mail campaign” versus a multi-track “rules based” approach to nurturing According to a study done by Gartner, 70-90% of leads generated by marketing go uncalled upon by sales They say the definition of insanity is doing the same thing over and over again and expecting different results. Too many companies today are using models that are a carryover from the 90’s that don’t work anymore
- Speaking Points: As mentioned earlier, an integrated marketing approach enables a dynamic, scalable, repeatable and measurable demand generation process. Some of the benefits include: Increase relevancy by segmenting and targeting messaging Improved timeliness of communications and follow-up because campaigns and lead routes are automated (campaigns on auto-pilot) And you’ll eliminate the “lead waste” because you’ll never lose a lead Ultimately, you’ll convert more leads to sales. Typical mistakes why it does not get done: Not working closely with sales to define the qualification process for sales ready vs those needing a nurturing approach. Also, traditional investment approach has short changed the process Also, under staffing marketing and leaving the qualification process to your most expense talent – sales reps Let’s walk through how iMarketing Automation facilitates the process: iMarketing Automation allows you to capture leads from all sources, both online and offline Lead captured go directly into a centralized marketing database where they can easily be segmented based on individual/company/behavioral criteria and sent targeted, personalized communications Based on pre-defined criteria, if the leads are sales ready, the can be routed to sales However, if not, those prospects can continued to be nurtured with ongoing automated campaigns
- Marketing needs to think/communicate like sales people Qualify vs quantity Build marketeing pipeline Focus on fundamentals before you start Define ideal client profile Universal lead definition Get on same page and stay there Work closely with sales and sales management every step along the way It is up to marketing to build the trust and keep it there Build integrated processes