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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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Lead management and marketing automation

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

  • Improved lead management will create more demand for our products:

  • Leads get better follow-up through automated lead nurturing

  • Leads will better understand the benefits of our products

  • Our sales team can focus on selling to the highest quality leads

Executive summary
Executive Summary

  • The B2B Buyer has changed: need to pro-actively engage around educational topics

  • Leads need to be nurtured until they are sales-ready

  • Sales & Marketing need to be aligned more closely, creating a seamless buying process

  • There is an opportunity to turn marketing into a revenue driver rather than a cost center

  • Lead management provides a dramatic ROI: many benefits, low risk, modest investment

“Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”

The changing b2b buyer
The Changing B2B Buyer

  • Buyers are seeking and finding more information on their own—they’re in control

  • Search engines and vendor Web sites are top information sources in the buying process

  • To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder

  • Vendors need to interact with prospects before the sales conversation, by providing relevant information that is relevant in the earlier stages of the buying process

  • Highlights from Enquiro’sBuyerSphere Project:

  • Almost 50% of B2B buyers starts their buying process with online research

  • Talking to vendors of often only the 4th step

Order of Things – High Consideration











Online Research Talk to Users Talk to Vendors

Convert more leads into customers
Convert More Leads Into Customers

  • Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel

  • Improve the dynamics of your revenue cycle to convert more potential customers into customers

Current marketing focus

Current sales focus

The B2B lead

Development gap







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”

Increase productivity with automation
Increase Productivity With Automation

  • Run more campaigns without expanding the marketing team

  • Create more consistent email follow-up

  • Example: automate Webinar campaigns, including invitations, reminders, follow-up and reporting

More qualified leads with lead nurturing
More Qualified Leads with Lead Nurturing

Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead

  • Companies are able to use existing staff for nurturing campaigns, increasing the number of sales-ready leads by 50% with little to no incremental investment ¹

  • Nurtured leads delivered 47% higher average order values than non-nurtured leads²

“Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.”

Increase sales effectiveness
Increase Sales Effectiveness

Improved Lead Quality = Increased Sales Productivity

  • Prioritize leads based on quality and urgency

  • Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere

  • Provide comprehensive lead activity history for sales

Priority #2:

Increase Sales Effectiveness

Turn marketing into a revenue driver
Turn Marketing Into a Revenue Driver

Show that marketing is a revenue driver, not a cost center.

  • Optimize ROI

  • Improve marketing's accountability by proving marketing’s impact on revenue

  • Improve Revenue Performance:

    • Conversion rates

    • Time in a particular stage (velocity)

“Only 20% of companies believe they excel at measuring the performance of marketing initiatives.”

Marketing automation lead management
Marketing Automation + Lead Management

Realize the benefits of lead management with new technology and improved processes

Marketing Automation technology combined with Lead management processes provide the framework to:

  • Convert more leads into revenue

  • Run more campaigns

  • Nurture leads automatically

  • Make sales more productive

  • Measure progress and results

The value of lead nurturing
The Value of Lead Nurturing

Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead

Source: actual data from software vendor

50% increase

The value of lead scoring
The Value of Lead Scoring

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

The value of lead management
The Value of Lead Management

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

  • For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).

  • Estimate for <Insert Company Name>: $<insert value> additional revenue per month (based on <insert value> additional deals per month at an average deal size of $<insert value>)

MQL = Marketing Qualified Lead SAL = Sales Accepted LeadSQL = Sales Qualified Lead (i.e. sales opportunity identified)

Roi of lead management

Adjust this slide for your situation, then remove this purple bar.

ROI of Lead Management


  • Marketing Automation software = $<insert value> / month

  • Campaign development (consultant) = $<insert value> / month

    Incremental Revenue

  • Estimated incremental revenue = $<insert value> (copied from previous slide)


Incremental revenue – monthly cost

Monthly cost


<insert value> - <insert value>

<insert value>


<Insert value>%

Investment in Lead Management pays itself back quickly

Improving lead nurturing

Adjust this slide for your situation noting what you have in place, then remove this purple bar.

Improving Lead Nurturing

In Place:

  • Monthly Email Newsletter

  • Generic content (whitepapers, webinars, blog posts)

    To Implement:

  • Drip email campaigns

  • Content based on buyer profile and buying stage

  • Automation of marketing campaigns (including Trigger-based nurturing)

  • Integration of lead nurturing with CRM data and CRM activity

  • A/B Testing

Steps to Take to Improve Lead Nurturing

Improving sales productivity

Adjust this slide for your situation noting what you have in place, then remove this purple bar

Improving Sales Productivity

In Place:

  • Automatically assign new leads to sales people

    To Implement:

  • Lead Scoring based on profile and activity

  • Prioritized lead list for sales

  • Lead Activity Monitoring with real-time alerts

  • Lead activity history in CRM system (email clicks, web visits, registrations)

Steps to Take to Improve Sales Productivity

Improving sales marketing analytics

Adjust this slide for your situation noting what you have in place, then remove this purple bar

Improving Sales & Marketing Analytics

In Place:

  • Reporting on lead volume

    To Implement:

  • Lead conversion rates

  • Pipeline velocity (how fast leads flow through the funnel)

  • Percentage of the pipeline that is Marketing-sourced

  • Percentage of the pipeline that is Marketing-influenced

Steps to Take to Improve Insight into Sales and Marketing Effectiveness

Getting started next steps

These are suggested stages for developing a lead nurturing and scoring program. Revise where appropriate.

Getting Started / Next Steps

3 months





  • Lead Nurturing/Scoring Initial Assessment

  • Identify current successes and areas for improvement

  • Begin evaluating marketing automation software

  • Begin developing list of feature requirements

Marketing Automation Strategy Development

  • Select and implement marketing automation solution

  • Develop preliminary lead scoring strategy

  • Define high-value segments in database

  • Create standard set of automated, trigger-based campaigns for key segments

  • Advanced Assessment and Continued Development

  • Identify “hits” and “misses”

  • Develop additional content resources for lead generation

  • Test and optimize emails and landing pages for various segments

  • Create advanced, automated, trigger-based campaigns for more segments


Populate ROI from slide 11 below, then remove this and scoring program. Revise where appropriate.purple bar



  • Increase Conversion

  • Increase Marketing Productivity

  • Improve Lead Nurturing

  • Increase Sales effectiveness

  • Turn Marketing into a revenue driver


  • Institute proven Lead management processes

  • Adopt Marketing automation technology


  • Estimated ROI: <insert value from slide 11>%

  • Large potential benefits

  • Little incremental investment in resources

Lead management and marketing automation

  • Powerful and easy marketing automation

  • Sales insights and sales effectiveness

  • Analytics to measure, optimize, and forecast the revenue cycle

  • Thought leadership, best practices, customer success

  • 850 customers in 14 countries