5 Keys to Maximizing Lead Conversion
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Transcript of 5 Keys to Maximizing Lead Conversion
5 Keys to Maximizing B2B Lead Conversion to Win More Deals
5 Keys to Maximizing B2B Lead Conversion to Win More Deals
Angie HirataWorldwide Director, Marketing & Business Development
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Is this familiar?Is this familiar?
Black Hole of LEADS!
Marketing: • Get the message
out• Generate leads
Sales:• Build
relationships• Close deals
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Key 1: Break Down the Great Wall Between Sales & Marketing
Key 1: Break Down the Great Wall Between Sales & Marketing
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Key 1: Break Down the Great Wall Between Sales & Marketing
Key 1: Break Down the Great Wall Between Sales & Marketing Involve sales in campaign planning:
Target audience, list Message
Agree on definition of qualified lead (BANT) Budget Authority Need Timeframe Other
Communicate, communicate! Feedback: fix processes, refine next
campaign
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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team
Skills: lead qualification vs. sales closing Focus sales on closing qualified
opportunities Remove “distraction” of cold leads Ensure all leads are followed up – no matter
what time of month or quarter! Organize by territory/region, lead type
Generate leads – Qualify leads – Close deals
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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team
Typical Way New Way
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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team
Model best practices in CRM system: Automate lead assignment Pre-populate qualification info from web/event
forms Timeframe for follow-up BANT criteria Lead qualification questions Lead and opportunity assignment Standardize lead status and rating
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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team
Maximizer CRM: Lead notification (Hotlist) Lead profiling & qualification (User-defined
fields) Opportunity assignment
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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team
Notification of new
leads
Lead profile &
qualification
questions Assignment/Notification to Sales
All prospect/customer
history and details
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Key 3: Define a Lead Nurturing ProcessKey 3: Define a Lead Nurturing Process
How Long Before People Buy?
27%
15%
33%
25%
0 - 7 months
8 - 13 months
14 - 19 months
20+ months
From: Reed Business Blue Chip Study III
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Key 3: Define a Lead Nurturing ProcessKey 3: Define a Lead Nurturing Process
Create timely communications Awareness Education Consideration Preference
Segment & personalize Automate email marketing, schedule calls Foster leads to take action to self-identify
White papers (business & technical), articles Webinars/webcasts, podcasts ROI Calculator, case studies
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Key 4: Monitor Lead Team ActivitiesKey 4: Monitor Lead Team Activities
Management by exception Allows for changing & improving processes Monitor throughout the lead follow-up funnel
Lead assignment Lead follow-up: 1st attempt (2nd, 3rd…) Phone notes BANT criteria met for qualified leads Opportunities created: pipeline, forecast
CRM system: dashboards, exception alerts, reports
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Key 5: Key an Eye on the Bottom LineKey 5: Key an Eye on the Bottom Line
Set metrics to measure success # leads # qualified leads, # opportunities # won/lost/abandoned deals Pipeline contribution 5 – 10x campaign ROI
Always look for improvements Ask why: what’s working, what’s not Model what works, fine tune processes
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Next StepsNext Steps
1. Talk to sales, talk to marketing2. Identify biggest gap or challenge
Lead follow-up Lead closure (close loop) Lead nurturing
3. Build your case for a leads team: Identify requirements, calculate based on lead
volumes and calls/day Agree on whether this is under sales or
marketing Set-up clear processes, training, metrics first
4. Create lead nurturing program (phases)
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Maximizer Software Fast FactsMaximizer Software Fast Facts
CRM pioneer (since 1987) Global CRM provider to small and medium
Businesses (SMB) and divisions of large enterprises
400 business partners Over 120,000 customers Over 1 million licenses sold
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Maximizer Software CustomersMaximizer Software Customers
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I’d Like To Know MoreI’d Like To Know More
Contact Maximizer @ 1-800-804-6299
Thank you for your time and consideration.