3. Need to know what is the lead?
A lead is a potential customer who shows interest in our services or
product.
4. LEAD – how engaged is the Lead?
Lead
Created
Email
Opened
Email Link
Clicked
Web Page
Visit
Submissio
n on
Landing
Page
Phone
Call/ Web
meeting
Demo-
Site Visit
Sign-up
5. Lead Stage – where is the Lead in sales cycle?
All Names Suspect Prospect MQL Hot Lead SQL Opportunity Customer
Your marketing offer to Leads at different stages should be different
Leads at Prospect stage will need campaigns that offer education content with a mention of
your capabilities
Case Studies should be shared with Leads at MQL stage,
Discount pricing should be shared at Opportunity stage
MQL = Marketing Qualified Lead SQL = Sales Qualified Lead
6. Lead Management
Complete process of tracking and
managing sales leads (prospective
customers) from generation of leads to
their conversion into sales and long-
term relationships.
The data generated in this process is
used in the measurement of the
efficiency of the marketing and sales
efforts.
7. Lead Management Defined
Lead management is a multi-stage process
The process of managing and tracking customer interactions from Sales
leads to close customers.
Funnel is inverted because people are not falling into the funnel; they are
falling out.
“Micro-yes(s)” before getting to that “Macro-yes” in the form of the final
conversion-to-sale.
8. 5 Major Stages of an Effective Lead Management Process:
1. Lead Capture (Generating inquiries)
2. Lead Qualification and scoring (Are they engaged? Are they a fit? Are they
sales ready?)
3. Lead Nurturing (Progressing early stage leads from interest toward purchase
intent)
4. Lead Distribution (Handing off only “sales-ready leads” that meet the universal
lead definition)
5. Lead Tracking and Reporting (Closing the loop between sales and marketing)
9. What is Lead Management?
Leads are the prospects who are
interested in your products and services.
They’re the life line of any business.
12. Principles
Connection Between Lead and Opportunity Management in a Sales Funnel
ACTION
RESPONSE
CONTACT
OFFER
CLOSE
LEAD
MANAGEMENT
OPPORTUNITY
MANAGEMENT
13. Lead Management
Enter your sub headline here
Define – Segment – Automate
Cross-Channel Program, Budget, Landing Pages,
Web Forms, Micro-sites
Track – Measure – Report
Program Effectiveness, Return on Investment,
Dashboards
14. Lead Management
Enter your sub headline here
INPUT
LEADS
UPDATE
LEADS
MANAGE
LEADS
PROCESS
LEADS
LEAD
DATABASE
1
2
3
4
15. LEAD Management
Lead management is everything you do after getting a contact that
helps you turn them from prospects to paying customers.
17. Why Lead Management Needed?
We were looking a solution that would not only help us capture and manage all our
leads in one place, but also integrate both our sales and marketing activities
together.
Sales and marketing teams had their separate databases to work on, and neither had
an idea of what was going on with the other.
This led to confusion, duplication effort, and plain overlap in follow-ups.
18. Need to know Lead Management?
Lead generation is the process of tracking and
managing prospective customers.
It fill the gap between marketing and sales.
It identify the potential byres (lead) educate
them, engage them, following them and keep
them update about the product, all about the
make the sales happen.
19. LEADS
Some valuable,
some not, Leads
need to be
QUALIFIED
People you meet
at networking
meetings
Telemarketing
Lists
People who
email inquiries
Tips and
recommendations
from existing
clients
People you spot
on Twitter or
Facebook asking
about services
you provide
People who fill
in your web
forms
Web to Lead Email to Lead
Add Lead
Import
from file
Social
Network
Searches
Add Lead
20. To get started with a smart lead
management program, follow these
four simple steps.
22. Collecting the name, phone number, and email address of every potential
customer who contacts your business is on excellent way to ensure that you have
all the info you need to contact prospects.
Plus, by storing information in an online database, you can share lists with your
staff and easily update information to help you follow up with leads.
24. Leads can come from many places, such as radio, search engine results, social,
etc. Whichever method gets you leads, tracking where they came from can help
you understand which marketing strategies are working, and which ones aren’t.
Call tracking, unique tracking links, and fully automated tracking systems are a
few of the ways to get this done.
26. Sometimes it’s not possible to answer every single call.
Those missed calls may turn into voicemails or emails, and it’s key to your
business that you follow up with them ASAP.
Why? By contacting these prospects quickly, you
can provide the information they are looking for
before they get it from your competitors.
And if that’s not reason enough, consider this:
consumers often choose the business that contacts
them back the fastest.
28. Lead nurturing is one of the key elements of lead management.
leads who may not be ready to buy right now.
leads can help you stay top of mind for when they are ready to purchase.
A lead nurturing email program is a great way to accomplish this.
Consider emails that include special offers, helpful information, or happy customer
testimonials.
29. The Prospect-to-Customer Lifecycle
Of the primary stages in the lifecycle, lead management can be the most
challenging. But it can set you apart from the competition.
30. Lead
Squared
Managing all your leads in one place
Email in MS
outlook
Leads from
landing
Pages
Import
Leads Add Leads
Website
API
Inbound
Email,
Outbound
Email
Social Media,
Search Ads,
Banner Ads
Historical
Data, Third
Party Lists
Know
Contacts,
Referrals
Contact Us
page, Blog
Page
Chat Tools,
CRM, Custom
Apps,
Phone/SMS
32. Frustration with the sales force seems to be universal, over lead follow-up, order
processing, communication of activities, or organization and attention to detail.
Understanding the Mindset of your Sales Force
1
33. Before you can improve your lead management process, you need to know how
well it’s working (and where it’s not).
Mapping the Sales Cycle of Your Best Customers
2
34. The most fundamental part of the lead management process is often the most
overlooked.
Capturing Lead Data Consistently and Promptly
3
35. Fulfillment refers to the methodology and process of providing what the contact
has requested as part of the lead generation process.
Fulfilling Leads Appropriately
4
36. Typically, the biggest disconnect between marketing and sales groups is over the
generation and follow-up of “qualified leads.”
Identifying Marketing-Qualified Leads
5 Lead scoring
Visual
Research
Telephone screening
Email or direct mail
screening and
secondary qualification
37. Lead comes in; forward to the field. Simple, right?
Distribution Marketing-Qualified Leads to Your Sales
Force or Channel Partners
6
38. The most effective sales organizations leverage real-time intelligence
Managing the Sales Pipeline Through Reports and
Metrics
7
39. This is, of course, the holy grail of successful lead management
Getting Your Sales Force to Update the Status of
Leads
8The single largest lead blocker we see is
a lack of real commitment on the part of
management to establish and reinforce
good habits.
40. Frequently, a lead that has been deemed “unqualified” gets relegated to the
bowels of your database, never to be contacted again.
Nurturing Non-Marketing-Qualified Leads for Future
Benefit
9 This engagement can come in many
forms, including;
Email
Direct mail
Telemarketing
Social media
Direct personal contact of the sales reps
41. In the end, it’s all about execution.
Preventing the Process from Rotting over Time
10But don’t let this discourage you, as the first sign of
process degradation will signal to your entire team that it’s
not important, or that you are not committed to it.
46. So How do you implement Lead Management?
So how does an organization make the change and bridge the gap to effective
Lead Management?
What needs to be done to ensure a buyer centric approach?
What processes need to be developed?
47. Lead Management
A Holistic Approach
Lead
Managem
ent
Data
Lead
Planning
Lead
Routing
Lead
Qualificati
ons
Lead
Nurturing
Metrics
48. Lead Qualification
Determine between sales and marketing the definition of a lead
Define the qualification criteria
Set-up a lead scoring model that allows for quality leads to flow to sales
What happens to non-qualified leads?
Focus on quality not quantity
49. Lead Nurturing
Building a relationship with your prospect. Not all responses are ready to buy now
Collaborate with sales on the content
Map it out – use a diagram to determine how the flow of your campaigns will work
Automate your lead nurturing. Not doing so will decrease your chances for success
Sales that were nurtured provide a 47% higher order value than non-nurtured sales.
50. Lead Routing
Determine how marketing will pass qualified leads to sales
Avoid the black hole, know how the leads will be tracked
Provide sales the ability to pass back for further nurturing
Develop SLA’s and business Rules to ensure proper follow-up and eliminate fall out
51. Metrics
Why are we running a campaign or marketing program?
What benchmarks and KPI’s do we have, and how often do we measure against them
(monthly, quarterly, etc.)
What do we actually do with the metrics?
Pull both marketing and sales metrics for a complete 360 Degree view of your
organization
52. Automate the Process
Automation to Support the Process
Process based automation will allow you to improve
the bottom line and improve value
Automation is well beyond feature & function, it
enables the relationship process with the dialogue
53. But for many companies, measuring marketing effort is still
unreachable and therefore deficient lead management
practices keep getting in the way
54. The landscape of business-to-business
marketing has profoundly changed
Marketers face the formidable challenge of tracking leads from an ever-
expanding array of channels in an increasingly complex purchase-decision
process.
55. In the past, marketing
teams focused largely on
raising brand awareness
through creative work,
but this is no longer true.
56. Show - Proof-Positive
Marketing departments now must be able to show-proof-positive-
that their efforts directly contribute to new leads, customer
acquisitions, sales, and revenue growth.
57. How to manage an ongoing digital dialog with
prospective customers?
Today’s buyers use social media extensively, marketers need to be
agile enough to keep them engaged and informed – not just in the
early stages, but throughout the marketing and sales lifecycle.
58.
59. Business Driver
Leads are important to any business.
They signify opportunities for new business or to cross-sell and up-
sell products to existing or former customers.
Given the importance of Leads to generating new or incremental
business to an organization, it is important to understand Lead
Management best practices using Salesforce.
60. Best Practice Overview
Understand the tools available to help you align and integrate your
Marketing and Lead strategies
Utilize best practices to enable an effective and efficient Lead
Management process within your organization
Capitalize on key configuration and process principles in order to track
the Lead to Cash process
61. Benefits Lead Management
Better Lead Nurturing by providing more personalized content.
Comprehensive Data Management that lets us know all there is about the lead.
Better Marketing insights and therefore better decision making.
Lead Scoring helped us prioritize our leads well.
Email campaigns helped us send out timely and customized emails.
Better analytics helped us gauge the efficacy of our campaigns.
Improved Performance Management of our sales team.
62. Our Point of View
The Right
Leads
The Right
People
The Right
Time
Increased
Sales
+ + =
63. 10 Commandments of Innovation
1. Have a dream
2. Inspire your team
3. Focus on customers
4. Be different
5. Question everything
6. Synergize
7. Establish a process
8. Take risk
9. Lead change
10. Be entrepreneurial