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Effective Lead
Generation through
Lead Lifecycle
Management
How to plug the
leaks and build a
stronger pipeline

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eDynamic, Friday, July 19, 2013
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Who WeAre

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eDynamic, Friday, July 19, 2013
eDynamic is global digital
marketing and technology
firm driving revenue for
modern B2B marketers with
customer life cycle solutions
built upon contemporary
digital marketing platforms
Who WeAre

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eDynamic, Friday, July 19, 2013
At a Glance
1. GlobalTeam
 United States, Canada, UK/Ireland,Australia,India
and Dubai
2. Proven expertise in Legal, High technology,
Manufacturing and Financial Services
3. Purpose driven user experience and
design
 Delivering engaging experiences that support
customer objectives

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eDynamic, Friday, July 19, 2013
Our Services
Service Portfolio
Digital
Strategy
and
Roadmap
Strategy
Digital
Platform
Selection
Content
Planning
and
Roadmap
Campaign
Planning
and
Roadmap
Analytics
and
Measureme
nt
Digital
Creative
Experience
Design
User
Experience
Research
Web
Experience
Design
Social
Media
Experience
Design
Mobile
Experience
Design
Content
Manageme
nt Systems
Technology
Implementation
SharePoint
Marketing
and Email
Automation
Community
and Social
Media
Customer
Relationshi
p
Manageme
nt
Analytics
and
Optimizatio
n
Mobile Web
and Native
Applications
Business
Intelligence
Consulting
Services
Engagement
Offerings
Global
Delivery
Model
Agency
Services
Managed
Services
Staff
Augmentati
on

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eDynamic, Friday, July 19, 2013
eDynamic‘s Marketing Services
Combination of strategy, creative, and technology to offer
best-in-class,
one-stop demand generation consulting for our clients
Demand Generation Services
Lead Management
Inbound Marketing
Customer Engagement
Campaign planning &
execution
Marketing Automation
CRM
Content Development
Creative Design
SEO and PPC
Sales Force
Effectiveness Tools
Social marketing
Web Strategy
User Experience and
Design
Vendor Selection
Web Design and
Execution

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eDynamic, Friday, July 19, 2013
Client Lifecycle
eDynamic aligns the demand generation capabilities with
the client buying cycle, optimizing how you engage with
prospective clients at each step

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Why we are
here

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Agenda
• Understanding lead management
• Creating a successful lead
management strategy
• Q&A

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Is your
sales
process a
leaking
faucet?

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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

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You‘re not alone…
―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

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You‘re not alone…
―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

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Things are changing…
―By 2020 customers will manage
85% of their relationships without
talking to a human.‖
- Gartner Research

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The Connected Customer

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Buyers:
• Are in control of their own buying
process
• Have access to all the information
they require to make a buying
decision

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To build a
stronger
pipeline
you must
engage
customers
at
all stages of
their buying
process
Source: Forrester

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LEAD MANAGEMENT is necessary in
today‘s environment

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The Common Gap in lead management
Forrester Research

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Marketers must:
• Understand the buyer‘s digital
body language to determine their
interest level
• Leverage and optimize technology
to deliver the right message to the
right person at the right time
• Score leads to determine who is
ready for sales, and nurture those
who are not

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Lead
Management
vs Lead
generation
What’s the
difference?

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20000
400
100
50
17
Looking at the Numbers
Lead Management by the numbers: Without Pre-
qualification
Sales Stage Volumes Required Conversion Rate
Prospects
Qualified Leads
Sales Accepted Leads
Sales Opps
Closed Won
2%
25%
50%
35%
$1.7 Million in revenue
Assumption: $100K Value of Closed Business

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20000
1000
250
125
44
Looking at the Numbers
Lead Management by the numbers: Focus on pre-
qualifying at the top
Sales Stage Volumes Required Conversion Rate
Prospects
Qualified Leads
Sales Accepted Leads
Sales Opps
Closed Won
5%
25%
50%
35%
$4 Million in revenue
Assumption: $100K Value of Closed Business

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20000
1000
650
325
114
Looking at the Numbers
Lead Management by the numbers: Common definitions of
Qualification Criteria between Marketing and Sales
Sales Stage Volumes Required Conversion Rate
Prospects
Qualified Leads
Sales Accepted Leads
Sales Opps
Closed Won
5%
65%
50%
35%
$11 Million in revenue
Assumption: $100K Value of Closed Business

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6 Steps to Creating a Successful
Lead Management Strategy
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2
3
4
5
6

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Shared goals
Common lead definition
Lead qualification and hand-off
Program visibility
Common revenue-focused metrics
STEP 1.Align MarketingActivities with Sales
Results
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2
3
4
5
6
Align Marketing with sales

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While sales and
marketing people
have different
ways of going
about their
business functions
they need each
other to be
successful.
STEP 1. Common goals, common strategy
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2
3
4
5
6
Align Marketing with sales

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STEP 1. Lead qualification and hand-off
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2
3
4
5
6
Align Marketing with sales

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STEP 1. Lead definition
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2
3
4
5
6
Align Marketing with sales

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Revenue
Net new deals
Profit
Customer expansion
Market Share
Margin
Marketing Effectiveness and
Efficiency
Leads sourced or influenced by marketing
MQLs and SALs
Opportunities
STEP 1. Common metrics
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2
3
4
5
6
Align Marketing with sales

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1. Registrations, Conversions or
Inquiries
2. LeadQuality by Lead Score
3. Spend (Costper Conversion,
CostperQualified Lead)
4. Engagement
 CTRs
 Attention(Time on site, Interact
with Content)
 PR and Social Comments,
Tweets, Likes, Shares
5. Etc.
Secondary Marketing Program Metrics

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1. Awareness and Interest
2. Educate
3. Evaluate
4. Justify
5. Purchase
6. Advocacy and Repurchase
STEP 2. Understand your customer‘s buying
cycle
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2
3
4
5
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Understand your customer‘s buying cycle

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STEP 2. Understand the Buying Process
Byidentifying who our customers are and how they
buywill help us segment and map out the way we
engage with them
$$Prospect
Qualified
Lead
Sales
Accepted
Lead (SAL)
Suspect
Sales
Qualified
Opportunity
(SQO)
Evaluate PurchaseLearn JustifyInterest
Customer‘s
Buying
Process
Sales &
Marketing
Process
Marketing
validates
quality of
interest
Marketing
nurtures to
sales ready
Sales
validates and
accepts
ownership
Sales
validates
BANT criteria
Sales closes
revenue
opportunity
COLD WARM HOT

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1. ALead Forward, Revenue back
analysis will not only provide
insights into a lead management
process but will also tell you who
your ideal customer is
2. Criteria:
 Technical Buyer, Economic Buyer, User Buyer,
Coach
 Job Role/Function
 Industry
STEP 2. Understand your customer‘s buying
cycle
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2
3
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Understand your customer‘s buying cycle

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STEP 2. How are they buying?
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2
3
4
5
6
Understand your customer‘s buying cycle

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STEP 2. What channels are they using?
1
2
3
4
5
6
Understand your customer‘s buying cycle
We need to engage people where
they spend their time—where they
get their information.

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STEP 2. Create Segments – by profile, by
channel
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2
3
4
5
6
Understand your customer‘s buying cycle
Identify segmentation parameters
that model your customers and how
they buy.

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Step 2. Understand actions, pain points,
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/Social
Network.
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
accepting the 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?
Motivation
s
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 and fees
covered
Risk-free Trial
Pain
Points
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, Linking Bank
accounts
T&Cs
Personal Liability
Credit History
Supplier Coverage
Is it worth switching?
Approval Process

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STEP2.Align Content to the buying cycle
Attract Qualify Nurture
Understand your customer‘s buying cycle
1
2
3
4
5
6

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Manual, 36%
Automated
Sequence, 64
%
STEP 3.Automate the process
1
2
3
4
5
6
Automate the process
Campaigns influencing revenue
Oracle Eloqua Benchmark Study

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STEP 3. Build a model
Automate the process
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2
3
4
5
6

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STEP 3. Create a data profile
Automate the process
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2
3
4
5
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Prospect/Customer Profile
 ContactInformation
 CompanyInformation
 IdealCustomerattributes–revenuesize,industry
Prospect/Customer Engagement
 WebsiteVisits
 EmailOpens,Clicks,Forwards
 BlogComments
 Socialactivity
Lead Type Categorization
 Source/Channel/Industry/JobRole

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STEP 3. Build a model
Automate the process
1
2
3
4
5
6

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STEP 3. Create an automated process
Automate the process
1
2
3
4
5
6

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STEP 4. Scoring and Routing
1
2
3
4
5
6
Scoring and routing
Work with sales to determine the
―buying zone‖Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
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 level of
Profile Match
(Low level of how
much we want to
talk to lead)

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STEP 4. Scoring and Routing
1
2
3
4
5
6
Scoring and routing
The Scoring Process
Explicit and Implicit
Scores Calculated
Score
RESET
Rating Assigned
Feed into
Scoring
Send to CRM
Lead Qualification
Lead Nurturing

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1. Build trust and a strong
relationship with your prospect
 Lead Nurturing provides the opportunity to establish
a relationship that can lead to engagement and
conversions
 Educate your leads – Who are you? What does
your organization do? How does this benefit me?
 Establishcredibilityas experts
 Be relevant to the issues of your differentsegments
 Differentiateyourselves as an organization they
want to communicate with, buy from, donate to…
 Be top-of-mind
STEP 5. Nurture leads throughout the buying
cycle
1
2
3
4
5
6
Nurture leads

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STEP 5. Nurture leads throughout the buying
cycle
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

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1. Building relationships with top or
middle of the buying cycle leads
2. Moving top of the funnel leads to
middle of the buying cycle
3. Re-engaging unqualified bottom
of the buying cycle leads
STEP 5. Nurture leads throughout the buying
cycle
1
2
3
4
5
6
Nurture leads

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Provide sales with insight into
engaged lead activity
1. Moving top of the funnel leads to
middle of the buying cycle
2. Re-engaging unqualified bottom
of the buying cycle leads
STEP 6. Empower Sales
1
2
3
4
5
6
Empower sales

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Provide sales with insight into
engaged lead activity
STEP 6. Empower Sales
1
2
3
4
5
6
Empower sales

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1. Create short-term and long-term
programs and collateral for use by
sales via their CRM
 Eg. Personalized Follow-ups
 Eg. Programs for ―Stuck‖opportunities
 Eg. Lost Opportunities
STEP 6. Empower Sales
1
2
3
4
5
6
Empower sales

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Questions?

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eDynamic, Friday, July 19, 2013
Shawn De Souza
shawn.desouza@edynamic.net
Twitter: @shawndesouza
Web: demandgeneration.edynamic.net
www.edynamic.net
For examples of our work on lead
management, please contact us

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Thank You