spotONfriday webinar:

Best-in-class met lead management

16 January 2015

Presentator:

Shimon Ben Ayoun

Managing Partner

@shimonbenayoun

shimon@spotonvision.com

Host:

Charles van der Wal

Marketing Operations Consultant

@charlesvdwal

charles@spotonvision.com

@shimonbenayoun

#b2bnl

MARKETING

PERFORMANCE

MANAGEMENT

BUYER

PERSONA

CONTENT

MARKETING

LEAD MANAGEMENTMARKETING

AUTOMATION

Who are we?

With a dedicated passion for B2B

marketing, a vast knowledge of the

B2B buying process, content

marketing and technology,

spotONvision helps its customers to

implement a buyer-centric marketing

strategy & operations.

By bringing strategy, execution and

technologies together spotONvision

enables its clients to drive pipeline

growth, credibility and value.

@shimonbenayoun

#b2bnl

17 March 2015: B2B Marketing Forum 2015

Sign up: www.b2bmarketingforum.nl

Coming up

@shimonbenayoun

#b2bnl

Coming up

spotONwebinar:

12 February: De 3 sleutels voor succesvolle B2B marketing

spotONvision masterclass:

23 April: Contentmarketing voor gevorderden

@shimonbenayoun

#b2bnl

Vragen?

GoToWebinar:

“Chat” or “Ask a question”

OR

Twitter: #b2bnl tag

Twitter: @spotonvision

@shimonbenayoun

#b2bnl

Agenda

• What is lead management?

• Why should we take lead management it seriously?

• Buyer Journey

• Lead qualifications, lead definitions & lead scoring

• Lead nurturing

• Benefits of lead management

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Poll:

Does your organization have a well defined lead

management process?

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@shimonbenayoun

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@shimonbenayoun

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Sales wants “leads!”

Marketing hits the “more” button

Sales doesn’t follow up Marketing: “Why no followup?”

Sales: The “leads” are no good Marketing:

Wasted effort, poor performance, bitterness,

despair

How does this happen?

@shimonbenayoun

#b2bnl

The Usual B-to-B Scenario

Inquiries

Marketing Qualified Leads

Sales Qualified Leads

Close

Weak alignment at the top of the funnel results in poor performance in the middle

and bottom.

417 inquiries to

close 1 deal

Sales Acceptance

Marketing and Tele Qualification

Inquiry

80%No nurture/

qualification

100%Sales accepts

everything/nothing

3% - ??Inefficient use of

sales resources

SQL

10% - ??Poor pipeline

dynamics

Sales Qualification

@shimonbenayoun

#b2bnl

Inquiries

Marketing Qualified Leads

Sales Accepted Leads

Strong process and alignment at the top of the funnel creates strong efficiencies

in the middle and bottom.

70 inquiries to close

1 deal

Sales Acceptance

Marketing and Tele Qualification

Inquiry

9.3%Real lead

qualification

85%Strong process

that is adhered to

62%Sales becomes

more efficient

SQL

29% - ??Pipeline

dynamics

improve

Sales Qualification

The Best-in-Class B-to-B Scenario

@shimonbenayoun

#b2bnl

@shimonbenayoun

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1. Changing B2B buyer behavior

2. Quality becomes more important than quantity

3. Relevancy and timing are the keys to success!

4. Best-in-class organizations with a streamlined lead

management process generate 47% more

revenue than average B2B companies.

Why should we take lead management seriously?

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

Leads Qualification

• Lead definition – Response, MQL , SAL , SQL

• Leads criteria – Demographics and Behavior

“In order to succeed at lead

generation, marketing and sales

must reach consensus as to the

definition of a lead”

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#b2bnl

@shimonbenayoun

#b2bnl

Poll:

Do marketing & sales have naming & qualification

criteria within your organization?

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

#b2bnl

@shimonbenayoun

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@shimonbenayoun

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@shimonbenayoun

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• Companies that excel at lead nurturing generate 50 percent more

sales-ready leads at a 33 percent lower cost per lead

(Forrester Research).

• Nurtured leads produce a 20-percent increase In sales opportunities

over non-nurtured leads (Demand Gen Report).

Why lead nurturing?

@shimonbenayoun

#b2bnl

Types of lead nurturing campaigns

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Multichannel campaign flow

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Lead Planning

• For what percentage to total revenues is marketing responsible?

• How many leads does sales needs to ensure they hit revenue target?

• How many responses we need to ensure required number of leads

• What are the organizational conversion rates (response to lead – lead

to sales)

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#b2bnl

@shimonbenayoun

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@shimonbenayoun

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• How much time does marketing have to route MQL’s to sales?

• How fast does sales need to accept the lead?

• How fast does sales need to contact a lead after accepting?

• How fast does sales neet to qualify SAL/SQL?

Marketing and Sales SLA’s

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@shimonbenayoun

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Marketing and Sales SLA’s

• Volume: Impressions, clicks, registrations, MQL, SQL, Opportunities, deals

• Velocity: Stage conversion speed

• Value: Revenues and Pipeline

• Conversion: Stage conversion stages

• Costs: per lead, opportunity and deal

Pipeline Value of the opportunities created directly from demand generation spent

Marketing-driven Revenues

The Formula = 3xV + 2xC

@shimonbenayoun

#b2bnl

One more thing

Sales enablement is a

strategic, ongoing process that

equips all client-facing

employees with the ability to

consistently and systematically

have a valuable conversation

with the right set of customer

stakeholders at each stage of

the customer's problem-solving

life cycle to optimize the return

of investment of the selling

system.

@shimonbenayoun

#b2bnl

Benefits of Lead Management

1. Shortening the sales cycles

2. Reducing ‘Leads waste’

3. Sales received fewer but better quality leads

4. Helps to show the added-value of the marketing department

@shimonbenayoun

#b2bnl

Q&A

Vragen via “Chat” of “Ask a question”

@shimonbenayoun

#b2bnl

Meer weten? Of hulp nodig bij het

implementeren van lead management?

www.spotonvision.com

@spotONvision

@b2bmktforum

@shimonbenayoun

LinkedIn groepen:

B2B Marketing Forum en

Passion for B2B Marketing

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