INSTRUCTIONS: 1. Insert slides into your company template. 2. Update marketing metrics where noted and delete purple boxes when finalized. . Lead Management and Marketing Automation. Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue .
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2. Update marketing metrics where noted and delete purple boxes when finalized.
Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
“Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”
Order of Things – High Consideration
Online Research Talk to Users Talk to Vendors
Current marketing focus
Current sales focus
The B2B lead
Lead Management Closes the Gap
in The Middle of the Funnel
Warm leads leak out
Issue 1: Marketing hands off
Leads too early. Unqualified
Leads waste sales’ time.
Issue 2: Sales cherry picks leads, letting
longer-time-frame leads leak out.
Issue 3: Marketing spends
More to recapture lost leads.
Source: October 2006, Best Practices “Improving B2B Lead Management”
Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead
“Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.”
Improved Lead Quality = Increased Sales Productivity
Increase Sales Effectiveness
Show that marketing is a revenue driver, not a cost center.
“Only 20% of companies believe they excel at measuring the performance of marketing initiatives.”
Realize the benefits of lead management with new technology and improved processes
Marketing Automation technology combined with Lead management processes provide the framework to:
Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead
Source: actual data from software vendor
With good info on lead prioritization, more reps meet quota and revenue goals are more likely to be achieved
How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?
Source: CSO Insights
SiriusDecision\' Waterfall Model gives benchmark numbers for conversion rates between the different stages in the funnel. With improved lead management, conversion rates will be higher.
Example: Moving from Benchmark to Best Practice
MQL = Marketing Qualified Lead SAL = Sales Accepted LeadSQL = Sales Qualified Lead (i.e. sales opportunity identified)
Incremental revenue – monthly cost
<insert value> - <insert value>
Investment in Lead Management pays itself back quickly
Adjust this slide for your situation noting what you have in place, then remove this purple bar.Improving Lead Nurturing
Steps to Take to Improve Lead Nurturing
Adjust this slide for your situation noting what you have in place, then remove this purple barImproving Sales Productivity
Steps to Take to Improve Sales Productivity
Adjust this slide for your situation noting what you have in place, then remove this purple barImproving Sales & Marketing Analytics
Steps to Take to Improve Insight into Sales and Marketing Effectiveness
These are suggested stages for developing a lead nurturing and scoring program. Revise where appropriate.Getting Started / Next Steps
Marketing Automation Strategy Development
Marketo transforms the way that Marketing and Sales teams work – and work together – to accelerate predictable revenue at every stage of the Revenue Cycle