Post on 25-Dec-2014
description
transcript
We do the Heavy Lifting for You
The 4 Key Actions That Define
and Build A Sales Funnel
That Won’t Leak
Today’s Speakers
Matt Smith @3FORWARD
• Co-Founder, EVP, 3FORWARD
• Strategic Sales Expert
• 25 years sales leadership and marketing
experience
Lisa Cramer
• President & Co-founder, LeadLife Solutions
• Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals
& Top 20 Women in Sales & Lead Management
(2009 and 2010, 2011, 2012)
@leadlife #leadlife
Live Tweet the Webinar
• #Leadlife
• #buildapipeline
• #3FORWARD
Agenda
1
2
3
How to define your perfect prospect
Get sales and marketing working
together to define a qualified lead
How a lead nurturing strategy will
develop a digital conversation with leads
early in the buy cycle
Why tracking lead behaviors and score
based on interest can make your sales
team more profitable
4
How Did We Get Here?
?
Marketing is Overwhelmed
Lead generation Social media Sales 2.0 Marketing
automation
Mobile Search engine
optimization Micro-sites Big data
Multi-channel communications
Content Lead scoring Initiative-level
ROI’s
Sales Lacks Discipline
Reps Self Select Targets and Prospects
Lack formal sales process
Total Pipeline Value Matters More Than Quality
Sales is Coin Operated
How to define your perfect prospect
1
Sweet Spot Matrix
Category Best Fit Good Fit Neutral Fit
Criteria 1
Criteria 2
Criteria 3
Criteria 4
Criteria 5
Criteria 6
Criteria 7
Criteria 8
Download 3FORWARD’s Sweet Spot Matrix Template
Buyer Profiles and Drivers
Role Relevant Titles Authority Functional Goals
Executive CEO, President, COO Decision Strategy, Growth, Expansion,
Shareholders, Client Satisfaction
Financial Controller, CFO, VP Finance,
Treasurer
Decision Cash Flow, Compliance and Risk
Management, ROI, Financial and
Operational Information
Operational VP Operations Decision Store performance, profitability,
customer satisfaction, growth,
turnover, loss and theft control
IT VP / Director Information Technology,
Store Systems
Decision Systems, compliance, reporting
HR Chief People Officer, HRD, HRO Decision Compliance
Segmenting & Targeting
• Demographics :
o Information about the prospect
Ex: Company size, job title, geography, etc.
• Behavior :
o Monitoring the prospects behavior
Ex: Website visits, whitepaper and/or case study downloads, etc.
• Demographics + Behavior =
o The complete picture of your lead.
Developing Buyer Personas
• Psychographics Uncovered
• Buyer Process/Approach
o What moves them behaviorally
• Personality
o What motivates them
o FUD, Facts
• Preferred Method of Consumption
o What materials do they trust/utilize
Get sales and marketing
working together to define a
qualified lead
2
Lead Qualification
Lead
Qualification
Return to Lead
Nurturing
Remove From
Database
Researching known problem;Has functional responsibility;Willing to talk further.
Not a fit / Does not meet minimum lead criteria.
Tire kicker;May have need at some point;Timeline not defined.
Info. gathering, Timeline not defined;Willing to talk again in 90 days.
Sales Accepted
Lead
Sales Accepted
Lead
Current Marketing To Sales Process
Social Media
Existing Lists
Events
Banner Ads
Website
Spreadsheets / CRM Database
Generate &
Qualify
Leads??
• Refinement of lead
to sales process
• Marketing further
into funnel
• Higher quality leads,
more sales
intelligence
• Sales spending
more time selling
value
Email, Adwords, Existing lists, Webinars, Offline Events
Inquires/Suspects
Conversions
Sales Ready Leads
Qualified Opportunities
Closed Sales
Sales
Nurture
Nurture Marketing
New Sales Process
How a lead nurturing strategy will
develop a digital conversation with
leads early in the buy cycle
3
Understanding Content Marketing
Segment
Problem
Recognition
Information
Search
Brand
Evaluation
Objections/
Obstacles
Purchase
Decision
Segment 1 Industry
stats/reports
Webinars
Whitepapers
Blog
Case Studies
Datasheets
Testimonials
Free demos
Pricing
How to get
started
Segment 2 Industry
stats/reports
Webinars
Whitepapers
Blog
Case Studies
Datasheets
Testimonials
Free demos
Pricing
How to get
started
Move Your Prospects through the Buy Cycle with Relevant Content
Tracking Digital Behavior
Form Fills
Website
Views
Opens
Social Posts
Delivering Relevant Content Based
on Behavior
3FORWARD Nurturing
Case Study
CEOs are our Best
Fit (Target Rank A)
Top Drivers:
Revenue Growth
and Sales Leader Issues
We Create Content
Specific to These Issues
Content Feeds
Newsletter and
Nurturing Flow
LeadLife Pageview Tracking Creates Relevant
Target Audiences
Score Example
Activity Score
EmailClicks(notunique) 2
ResourceDownloads(notunique) 5
ContactUsRequest(notunique) 5
ServicesPageviews>10secondsminimum(notunique) 5
Sales/LeadOptimizationformfill 10
TargetRank=ALeads-Add5toanyoftheabovescoreactions 5
LeadScoreRatings Rating
0Points Cold
1through24Points Engaged
25PointsorGreater(TargetRank=B,C,Dornull) Warm
25PointsorGreater(TargetRank=A) Hot
50PointsorGreater(TargetRank=B,C,Dornull) Hot
Sales/LeadOptimizationformfill(anyTargetRank) Hot
LeadsWithNoEmailActivityorPageviewsAfter90Days Stale
SalesRepAlerts Action
Anyleadthathits/passes15points AlertSent
Anyleadthathits/passes25points AlertSent
Anyleadthathits/passes50points AlertSent
AnySales/Leadoptimizationrequest AlertSent
Why tracking lead behaviors and
score based on interest can make
your sales team more profitable
4
Status Quo
Priority Shift
Research Options Steps Back
Validation Choice
Understanding Today’s B2B Buying Process
is Critical to Improving Demand Generation
Most businesses start the Buying Process ONLINE
and only once a Priority Shift occurs
B2B Buyers Search for Different Content
As They Follow the Buying Process
Stage PriorityShift Research OptionsStepsBackand
ValidationDecision
Mybackofficeisn't
working.Isitprocess,
knowledgeor
technology?
Whatareco'smysize
doingwiththeirback
office?
Whoarebest
providers?DoIsole-or
multi-source?
AmIreadyfor
outsourcing?
Howpainfulwillthis
be?Howdowe
prepareourselves?
Whoistalkingabout
theseissueson-line?
Whatarebest
practices?Systems
upgrade?Outsource?
Somethingelse?
DoIhavethepeopleto
managethisprocess?
Isyourcompanythe
bestchoiceforusright
now?
What'lessonslearned'
willyourotherclients
share?
IndustryResearch,
Statistics,Trends,
AnalystReports
Casestudies,Best
Practices
Scorecards,
Before/AfterReviews
Proofofvendor's
domainandsubject
expertise
Reinforcementofthe
valueofoutsourcing
Articlesquotingother
execs
ClientTestamonials,
VendorLandscapes
Assessment&
EvaluationTools
Uniqueattributesand
qualitiesofthe
company
Successeswithsimilar
companies
QuestionsBuyerIsAsking
ContentTheyAreSearching
For
50 35 100 63 85
Apply Scoring Based on
Activity & Response
An example of what you can score…
What Do I Score?
Scoring from a Campaign:
VISITOR
CLICKED LANDING
PAGE (Score 5)
TIME ON LANDING PAGE (Score 5 if >=
10 sec)
VIEWED PRODUCT PAGES
OR CASE STUDIES (5 each)
VIEWED CASE
STUDIES (5 each)
WHITEPAPER DOWNLOAD (Score 10)
TIME ON SITE
(Score 10 if >= 2 min)
SCORE
1 5 5 15 10 10 10 55
2
5 5 0 0 10 0 20
Alert Reason: Lead visited Pricing Page on your website
First Name John
Last name Doe
Company Technology Solution Providers
Email jdoe@tsp.com
Phone 123.456.7890
Most Recent
Form Fill Lead Nurturing Whitepaper
Most Recent
Pageview www.leadlife.com/pricing
Score 100
Send real-time
notifications to your sales
team
Integrate seamlessly with
your CRM system
*Contact rate decreases
100x when response
time goes from 5 min to
30 min
* Kellogg/MIT Study
Notify Sales in Real-Time
What You Should Track
With Lead Nurturing, Companies Have:
– Increased revenue by 150%
– Increase in qualified leads by 78%
– Decrease in sales cycle from months
to weeks
– Increase first call contact success rate
by 85%
– Decrease in cost of sales by 10%
– Improved conversion rates up to 3x
– ROI in 60 days
Your Take-Away’s: 3 Essential Steps for Turning Inbound Prospects
Into Sales-Ready Leads
1. Establish a baseline goal
2. Identify a small group of stakeholders –
get them on-board
3. Select one campaign as your case study
4. Measure the results and adjust accordingly
5. Don’t underestimate “how to sell”
marketing automation and the investment
6. Get help if you need it – content, ROI
Lisa Cramer
lcramer@leadlife.com
Wanna Learn More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
How to Get Started
Matt Smith
Matt.Smith@3forward.com
Download White Paper