Likes to Leads: 5 Key Lead Management Concepts

© SugarCRM Inc. All rights reserved.

06/08/

2015

LIKES TO LEADS5 KEY LEAD MANAGEMENT CONCEPTS

Tom VictoryVP, Demand Generation

SugarCRM


06/08/

2015

Agenda

• Content Alignment• Lead Scoring• Lead Source Optimization• Lead Nurturing• Alignment with Sales Operations• Lead Routing via Sugar Advanced Workflow• Q&A

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Content Alignment is Key!

• Many organizations have a wealth of rich content that they leverage across multiple campaigns

• Challenge is to present the “right content to the right person at the right time”

• Buyer-persona and content mapping is a common B2B demand gen initiative

• Understanding buying dynamics is key to developing insightful personas

• Demand Gen marketers must be able to equate “personal value” to all purchasers in the decision cycle

• Buyer’s need to reach consensus at key points in the journey

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Align to Buyer’s Journey

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In the age of the customer, sales and marketing must both align to the buyer’s journey ….

ASK

ENGAGE DISCOVER

EXPLORE

BUYUSE


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2015

Sugar Lead Funnel

Raw lead

Warm lead

MQL

SRL

IO

QSOWin/

Customer

Lead

Lead

Opportunity

BANT conversion

Awareness

Consideration

Preference

Purchase


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Traditional Funnel is Becoming Obsolete

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It’s no longer about moving people through the traditional funnel

The Way We Sell The Way They Buy


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Buyer’s Journey is More Complex Today


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Purchase Decision-Making is Changing

• According to a recent survey by CEB purchase decision-making is changing in 3 big ways:

1. Buyers increasingly prefer to self-educate as opposed to learning about a product or service directly from the supplier/vendor (60% of people move through process before engaging with a rep)

2. Buying groups are getting larger, more diverse and more prone to dysfunction

3. Business Value is becoming table stakes for purchase decisions

• High performing demand gen programs are sensitive to today’s buying dynamics

• Marketing and Sales must work together to codify a deep understanding of all stakeholders involved in buying decisions and the influences that shape the path to purchase (buyer journey maps)

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Lead Scoring

• Traditional lead scoring models fall short and fail to optimize to the purchase process

• 3 primary drawbacks of lead scoring:

1. Traditional lead scoring systems suited to tap into established demand but do little to drive new purchase momentum

2. They encourage Marketing to boost prospects’ scores by developing ever more content (engagement based)

3. Most lead scoring models promote the “throw it over the wall” mentality between Marketing and Sales, reducing accountability on either side

• Lead scoring systems that reward specific, purchase-oriented behaviors yield better outcomes

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Implementing Lead Scoring for Behavior Change

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Gather Customer Information

Decide on LeadScoring

Agree to Lead Management Protocols

Test and iterate

• Sugar uses lead scoring to isolate key demographic and behavioral elements (fit and engagement) which is a “traditional” lead scoring model

• Reviewing shift to scoring model that emphasizes increased engagement @ disruptive content and key points in the journey

• Escalate points given based on perceptible behavior change• Example- prospect watching a webinar gets 5 points whereas if

they share “disruptive” content via social media they get 15 points


06/08/

2015

Lead Source Optimization

• Biggest challenges B2B marketers face are:– Driving higher lead volume– Driving higher lead conversion rates

• Different lead sources contribute to conversion at very different rates• Sample lead sources we use include

– Digital Advertising and SEO/SEM– Content Syndication– Social Media Programs (LinkedIn, etc..)– Outbound email programs – Corporate Resource Library (ebooks, WPs, datasheets, etc..), – Corporate and Regional Events, Webinars, etc..

• We review lead sources Monthly to identify gaps and optimize • Focus on better return and performance across all lead sources• Continually scoping new lead programs and driving additional

investment in higher yielding sources

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Origination vs Influence

• Lead Source optimization is typically performed through analysis of cost and click metrics

• These metrics are good leading indicators but can be a “death trap” for optimization for 2 primary reasons

– Focus is on cost of input while ignoring the output– Ignores the competitive reality of bidding that impacts CPL

• Goal should always be efficient production of qualified leads that result in revenue

• Opportunity Influencer reports measure contribution of ALL lead sources across the purchasing lifecycle, NOT just the originating

• Capture the total impact of all touchpoints and activities in a campaign• Demand Gen teams should focus on a few key metrics:

– Cost per qualified Sales Ready Lead– Conversion rate segmented by source– Lead generation contribution to revenue as a % of sales funnel and % of wins

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Lead Source Challenges and Tips

• Ensure your marketing and/or CRM solution provides the level of reporting you need to measure ROI @ each lead source

• Review your lead sources frequently to refine and optimize for better conversion performance

• Work with various vendors to ensure they are promoting your freshest, most “disruptive” content

• Lead Source attribution remains a challenge for some companies, need to ensure systems are measuring correctly

• Stay educated @ newer offerings that enable greater reach and targeting

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06/08/

2015

Lead Nurturing

• Lead nurturing becoming more commonplace practice in B2B marketing

• Typical lead nurturing track follows like this: send email #1 in week 1 with a single content offer, send email #2 in week 2 with another offer, etc..

• Most B2B nurture tracks guide the buyer down a linear content path which does not suit most people

• Providing a mix of disruptive and relevant content throughout lead nurturing is paramount to performance

• Measure nurture effectiveness and associated offers• Test different nurture formats and content to arrive at best solution

for your organization (optimize landing pages, offers, etc..)

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7 Steps to Improved Lead Nurturing

Here are 7 steps to improving your lead nurture programs:

1. Enable prospects to “self nurture”

2. Employ “time-based” forms to make content experience more useful for prospects

3. Better understand how prospects are engaging with content to improve lead scoring and content ROI

4. Deliver personalized content experiences across the entire customer lifecycle by “listening” to your data

5. Build out your nurture track to encourage content “binging”

6. Review engagement metrics frequently to provide insight into prospect behavior

7. Engage prospects on “their schedule” and tell a consistent content story across all marketing channels

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2015

Alignment with Sales Operations

• Marketing Operations needs to work very closely with Sales Operations to ensure lead process consistency

• Handoffs between Marketing and Sales need to be crisp and well defined to prevent miscommunication and lead rejection

• Sales Operations performs critical role in monitoring lead disposition and conversion activities

• At Sugar we conduct weekly lead and opportunity reviews with SalesOps to note inconsistencies and possible process breakdowns

• Critical to share lead scoring model and get SalesOps feedback upfront

• Need to arrive at shared goals for lead flow and conversion and track against those goals on a regular basis

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Sales Operations- Key Takeaways

• Programs and processes need to drive incremental returns for both sales and marketing

• Be sure to engage in collaborative, operations-driven sales and marketing planning

• Understand how marketing data can be blended with sales data to tell a more powerful story

• Obtain firsthand feedback from peer organizations’ experience with shared marketing/sales process building

• Prevent poor feedback re: lead quality by clearly communicating qualification criteria and processes with Sales in advance

• Review common reporting views regularly (at least monthly) and adjust where needed

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06/08/

2015

Sugar Lead Routing via Workflow

• Improve lead capture by using customizable Sugar Campaign Wizard to generate Web-to-Lead forms, track and budget, report on ROI of campaigns

• Streamline the lead qualification and routing across multiple sales teams and global regions through Advanced Workflow.

• Setup “Round-Robin” style Lead assignment – no code needed

• Auto-generate alerts for Supervisor interventions

• Generate tasks and notifications to guide sales person through processes

• Central monitoring and auditing of flows• Easy Lead-to-Cash – Convert Lead into

Opportunity with easy clicks; check for data duplication, create Contact, Account and Opportunity


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2015

Lead Routing Process ManagementTerritory-based Lead Routing

Web-to-Lead Capture

Process Author

Territory-based Lead Routing (Round robin)

Convert Lead to Opportunity

Escalation to Supervisor

Process author sits in background and enables sales and marketingto keep track of all changes to lead routing


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2015

Conclusions

• Today’s buyers are more sophisticated than ever and their decision cycles are very complex

• Marketing and Sales MUST work together to codify a deep understanding of all stakeholders involved in buying decisions and the influences that shape the path to purchase

• Content must be disruptive and must reach the right person at the right time during the buying cycle

• Marketing Operations needs to be transparent with Sales Operations to arrive at shared goals for lead flow and conversion and track against those goals on a regular basis

• Create Buyer Journey Maps to gain a better understanding of stakeholders and complex decision paths

• Leverage marketing and sales automation tools to gain efficiencies @ lead routing and reporting

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Category:	Technology
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Likes to Leads: 5 Key Lead Management Concepts

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