Top Lead Management Tactics That Super-

Charge Your Sales & Marketing Results

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

• Goal of marketing

• The most common mistake in marketing

• How to prevent THE mistake

• What IDEAL clients do

• B2B lead management challenges

AgendaAgenda

• B2B lead management challenges

• Leaky funnels

• Lead management process

• Automating lead management tasks

• Do you need marketing automation and lead management tool?

• Questions

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Goal of Marketing: Goal of Marketing: A PERFECTLY Qualified LeadA PERFECTLY Qualified Lead

A

BudgetHave the RESOURCES to acquire and implement

All INTERESTED PARTIESare involved

These criteria + order form = $ALE

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

A PERFECTLY Qualified Lead

Authority

Need

TimingReady to buy now

* Educated on my products/services * KNOW they need my products/services

Most Common Marketing MistakeMost Common Marketing Mistake

“We have something for everyone…”

“We have something for MOST”…or…

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Preventing THE Mistake: Preventing THE Mistake: Ideal client profilingIdeal client profiling

• Including sub-verticalIndustry

• “I know that company”Familiarity

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

• Revenue, people, other stuffSize

• Full-time marketer, sales mgr, etc.Structure

• What pain do they have you can cureNeeds

• Can I serve them BEST from hereGeography

What Do What Do MMy IDEAL Clients y IDEAL Clients DDo?o?Behaviour Behaviour –– hard “evidence” of interesthard “evidence” of interest

Form fills – Marketing Return visits Page views Scoring

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Form fills –y/n?

Marketing Response

Where did they find me?

Return visits

Who comes back & how

often?

Page views

What do the most interested prospects &

clients look at?

Scoring

Compiling or “Scoring”

behavior over time

Can I get this data?Can I get this data?

B2B Lead Management Challenges: B2B Lead Management Challenges:

Nurturing the interest of leads not

ready to buy

Establishing qualification for sales

Re-nurturing and re-engaging

Lead not sales ready?

Tagging leads with

their profile info

January 14, 2009 | www.ActiveConversion.com | 1-877-871-2ROI

for sales readiness

OVER TIME

Routing leads to the correct sales staff

Capturing leads from sales that aren’t

qualified

engaging leads

Lead not buy ready?

Closing the marketing-sales-marketing loop

The Leaky Sales FunnelThe Leaky Sales Funnel::Warm Leads Leak OutWarm Leads Leak Out

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

* Courtesy: SHiFT Selling

B2B Lead Management ProcessB2B Lead Management Process

Profiling “Ideal” Client Types

Targeted Marketing Campaign Execution

Lead Sorting & Tagging

How does your lead management process

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Lead Sorting & Tagging

Lead Nurturing

Lead Scoring

Lead Assignment

Sales Engagement

management process “stack up”?

Profile, target and tag leads

Automating Lead ManagementAutomating Lead Management

Profile, Target & TagQualify & Nurture

Assign, Engage & Close the

Loop

• Profile, target and tag leads

• Qualify leads and nurture to meet sales criteria

• Assign leads based qualifying criteria, engage on specific interests and feed data back to marketing

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Auto Profiling & Qualification:

• Industry, company profile (size and revenue)

• Geo location

Automating Lead ManagementAutomating Lead Management

Auto Routing Based On:

• Lead Profiling

• Geo Location

• Sales Reps• Geo location

• Behaviour (pages visited, marketing response, online form fill, returning visits)

• Lead source

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

• Sales Reps

• Companies using marketing automation typically:

� Increase leads by 129%

� Increase sales by 65%

Do You Need a Marketing Automation Do You Need a Marketing Automation and Lead Management Tool?and Lead Management Tool?

� Increase sales by 65%

• Using lead scoring and nurturing:

� Opportunity close rate increases by 30%

� Revenue increases by 18%

� Revenue per deal increased by 17%

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

*

Questions?Questions?

Brad Kamphuis James W. Obermayer

October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

Director, Business Development

ActiveConversion

T. 403-830-8333

BKamphuis@ActiveConversion.com

@ActiveConv

LinkedIn / Twitter / Facebook

James W. ObermayerExecutive Director

Sales Lead Management Association

T. 714 637 6989

jobermayer@salesleadmgmtassn.com

@SalesldMgmtAssn

LinkedIn / Twitter