Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.

1. Building a Lead
Management Process
Today
A Simplified Guide

2. edynamic is an award
winning global digital
marketing and
technology agency
focused on customer
experience

3. 3
• Sitecore Gold Partner, since 2003
• Over 200 Sitecore projects successfully
delivered
• Over 40 ongoing clients
• 150+ trained Sitecore resources
• 4 Sitecore MVP’s
• Reusable Sitecore connectors built to extend
the ecosystem
• Industry accelerators and reusable frameworks
WE STARTED OUT AS SITECORE SPECIALISTS

4. Key Partnerships and Supported Platforms
edynamic has marketing cloud partnerships with industry leading
marketing automation solutions

5. OUR SERVICES DRIVE GREAT CX OUTCOMES
5
• Demand Generation Managed Services
• Content Strategy & Production
• Personalization Strategy
• UX Research
• Customer Journey Mapping
• Multi-Device, Multi-Channel experience design
EXPERIENCEMARKETING
• Platform Selection
• Mobile Readiness
• Marketing Automation
• Social Listening
• Content Management Systems
• CRM Platforms
• Platform Coaching and Training
• Analytics and Business
Intelligence
• ROI Attribution
• eCommerce Platforms
TECHNOLOGY

6. What is Lead Management?

7. Lead management is the process of
capturing leads, nurturing them
through the buyer’s journey,
qualifying and scoring them, and
passing them on to the sales team
with all relevant information.

8. Lead Nurturing and Outbound
Marketing Strategy
Advertising, Content
Marketing and Inbound
Marketing Strategy
Opportunity/Deal Management
Cross Sell/Upsell Strategy
The Ubiquitous Lead Funnel
Anonymous Website
Traffic
Track and profile
Inbound Personalization
Lead Capture
Lead Assignement
Sales Qualified Lead
Identified Opportunity
Opportunity Stage Messaging
Top of Funnel Middle of Funnel Bottom of Funnel
Identifying
Event (Form
Submit)
Known Contact
Lead Nurturing
Lead Scoring
Marketing Qualified Lead
Qualified
Response
Sales’ Unqualified Leads and Closed-
Lost Opps are recycled, NOT dropped!

9. Starting a Simple Lead
Management Process

10. Lead Stage Mapping:
Fully Mature, Best Practices Version
$$ - Closed
Revenue -$$
Nurture
Marketing
Qualified
Lead
Sales
Accepted
Lead (SAL)
Prospect Sales Qualified
Lead
Customer’s
Buying Process
New
Customer
Onboarding
Raving Fan
Acquisition Onboarding
Service
and
Retaining
Re-
Purchase
Sales &
Marketing
Process

11. Campaigns to Lead Stage Alignment
How are you Advancing the Conversation at Each Stage?
Purpose
•Solve a problem
•Solicit pain points
•Become SME
Sample Messages
•Did you know
•How to
•Use Cases
•Tips & tricks
Purpose
•Features/benefits
•Brand promise/valProp
Sample Messages
•Comparison
•Reiterate value prop
•Include relevant case
studies, testimonials
•Provide analysis tools
Purpose
•Remove roadblocks
•Speed purchase
decision
•Close deal
Sample Messages
•Provide decision tools
(calculators)
•How create a business
case/
•Convince your boss,
mom, husband, friend
Purpose
•Thank customers
•Reiterate brand
promise
•Clearly state next step
Sample Messages
•Thank you
•Highlight value of
purchase Feel good
about your purchase
•Identify next steps –
what now?
•Surveys – are you
satisfied?
Purpose
•Retain, develop, and
expand customer
lifetime value
•Customer engagement
Sample Messages
•Reiterate purchase/
relationship benefit
•Seek
feedback/information
•Tips/tricks to get most
of product
•Exclusive content
•Reward schemes
Purpose
•Brand induction
•Recognize relationship
w/target
•Identify interests
Sample Messages
•Brand promise/
reiterate benefits of
purchase/subscription
(why us)
•What to expect
•Subscription service
content
Lead Stage
Supporting
Campaign

12. Your First Lead Stage Funnel
SQLNew Lead Engaged Lead
Prospects (NOT
leads yet!)
MQLLead
Capture
Pass to
CRM

13. Setup Your Infrastructure

14. Nurture Campaign Elements in MarketingAutomation
Element Value
Emails Sender (“From”)
Message
Format
Call To Action
Landing Pages Form?
What Fields?
Pre-populated?
Qualified Response
(MQL threshold)?
Click?
Form Submit?
Call?
Path for Warm Leads
(Non MQLs)
Wait and repeat?
Send to different Campaign?

15. Lead Management Elements
Element Value
Lead Stage Picklist New
Warm
MQL
SQL
CRM Integration Calls Create Lead
Update Lead
Activity History
Lead Assignment Round Robin?
Regional?
Other?
Non-SQL/Closed Lost
reason picklist
No Budget, Wrong Product, Wrong time
Not right person in account, etc.

16. Quick Example