The 4 Key Actions That Define and Build A Sales Funnel That Won t Leak

Transcription

1 The 4 Key Actions That Define and Build A Sales Funnel That Won t Leak We do the Heavy Lifting for You

2 Today s Speakers Matt Co-Founder, EVP, 3FORWARD Strategic Sales Expert 25 years sales leadership and marketing experience Lisa #leadlife President & Co-founder, LeadLife Solutions Recognized in the top ten of SLMA s 50 Most Influential Sales Lead Management Professionals & Top 20 Women in Sales & Lead Management (2009 and 2010, 2011, 2012)

3 Live Tweet the Webinar #Leadlife #buildapipeline #3FORWARD

4 Agenda How to define your perfect prospect Get sales and marketing working together to define a qualified lead How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle Why tracking lead behaviors and score based on interest can make your sales team more profitable

5 ? How Did We Get Here?

6 Marketing is Overwhelmed Lead generation Social media Sales 2.0 Marketing automation Mobile Search engine optimization Micro-sites Big data Multi-channel communications Content Lead scoring Initiative-level ROI s

7 Sales Lacks Discipline Reps Self Select Targets and Prospects Lack formal sales process Total Pipeline Value Matters More Than Quality Sales is Coin Operated

8 1 How to define your perfect prospect

9 Sweet Spot Matrix Category Best Fit Good Fit Neutral Fit Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5 Criteria 6 Criteria 7 Criteria 8 Download 3FORWARD s Sweet Spot Matrix Template

10 Buyer Profiles and Drivers Role Relevant Titles Authority Functional Goals Executive CEO, President, COO Decision Strategy, Growth, Expansion, Shareholders, Client Satisfaction Financial Controller, CFO, VP Finance, Treasurer Decision Cash Flow, Compliance and Risk Management, ROI, Financial and Operational Information Operational VP Operations Decision Store performance, profitability, customer satisfaction, growth, turnover, loss and theft control IT VP / Director Information Technology, Store Systems Decision Systems, compliance, reporting HR Chief People Officer, HRD, HRO Decision Compliance

11 Demographics : Segmenting & Targeting o Information about the prospect Ex: Company size, job title, geography, etc. Behavior : o Monitoring the prospects behavior Ex: Website visits, whitepaper and/or case study downloads, etc. Demographics + Behavior = o The complete picture of your lead.

12 Developing Buyer Personas Psychographics Uncovered Buyer Process/Approach o What moves them behaviorally Personality o What motivates them o FUD, Facts Preferred Method of Consumption o What materials do they trust/utilize

13 2 Get sales and marketing working together to define a qualified lead

14 Lead Qualification Lead Qualification Researching known problem; Has functional responsibility; Willing to talk further. Info. gathering, Timeline not defined; Willing to talk again in 90 days. Tire kicker; May have need at some point; Timeline not defined. Not a fit / Does not meet minimum lead criteria. Sales Accepted Lead Sales Accepted Lead Return to Lead Nurturing Remove From Database

15 Current Marketing To Sales Process Spreadsheets / CRM Database Website Banner Ads Events Existing Lists Social Media Generate & Qualify Leads??

16 New Sales Process Refinement of lead to sales process Marketing further into funnel Higher quality leads, more sales intelligence Sales spending more time selling value Marketing , Adwords, Existing lists, Webinars, Offline Events Nurture Inquires/Suspects Conversions Sales Ready Leads Qualified Opportunities Closed Sales Nurture Sales

17 3 How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle

18 Understanding Content Marketing Move Your Prospects through the Buy Cycle with Relevant Content Segment Problem Recognition Information Search Brand Evaluation Objections/ Obstacles Purchase Decision Segment 1 Industry stats/reports Webinars Whitepapers Blog Case Studies Datasheets Testimonials Free demos Pricing How to get started Segment 2 Industry stats/reports Webinars Whitepapers Blog Case Studies Datasheets Testimonials Free demos Pricing How to get started

19 Tracking Digital Behavior Social Posts Opens Website Views Form Fills

20 Delivering Relevant Content Based on Behavior

21 3FORWARD Nurturing Case Study CEOs are our Best Fit (Target Rank A) Top Drivers: Revenue Growth and Sales Leader Issues We Create Content Specific to These Issues Content Feeds Newsletter and Nurturing Flow LeadLife Pageview Tracking Creates Relevant Target Audiences

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23 Score Example Activity Score Clicks (not unique) 2 Resource Downloads (not unique) 5 Contact Us Request (not unique) 5 Services Pageviews > 10 seconds minimum (not unique) 5 Sales / Lead Optimization form fill 10 Target Rank = A Leads - Add 5 to any of the above score actions 5 Lead Score Ratings Rating 0 Points Cold 1 through 24 Points Engaged 25 Points or Greater (Target Rank = B, C, D or null) Warm 25 Points or Greater (Target Rank = A) Hot 50 Points or Greater (Target Rank = B, C, D or null) Hot Sales / Lead Optimization form fill (any Target Rank) Hot Leads With No Activity or Pageviews After 90 Days Stale Sales Rep Alerts Any lead that hits/passes 15 points Any lead that hits/passes 25 points Any lead that hits/passes 50 points Any Sales / Lead optimization request Action Alert Sent Alert Sent Alert Sent Alert Sent

24 4 Why tracking lead behaviors and score based on interest can make your sales team more profitable

25 Understanding Today s B2B Buying Process is Critical to Improving Demand Generation Most businesses start the Buying Process ONLINE and only once a Priority Shift occurs Status Quo Priority Shift Research Options Steps Back Validation Choice

26 B2B Buyers Search for Different Content As They Follow the Buying Process Stage Priority Shift Research Options Steps Back and Validation Decision Questions Buyer Is Asking Content They Are Searching For My back office isn't working. Is it process, knowledge or technology? Who is talking about these issues on-line? Industry Research, Statistics, Trends, Analyst Reports Articles quoting other execs What are co's my size doing with their back office? What are best practices? Systems upgrade? Outsource? Something else? Case studies, Best Practices Client Testamonials, Vendor Landscapes Who are best providers? Do I sole- or multi-source? Do I have the people to manage this process? Scorecards, Before/After Reviews Assessment & Evaluation Tools Am I ready for outsourcing? Is your company the best choice for us right now? Proof of vendor's domain and subject expertise Unique attributes and qualities of the company How painful will this be? How do we prepare ourselves? What 'lessons learned' will your other clients share? Reinforcement of the value of outsourcing Successes with similar companies

27 Apply Scoring Based on Activity & Response

28 What Do I Score? An example of what you can score Scoring from a Campaign: VISITOR CLICKED LANDING PAGE (Score 5) TIME ON LANDING PAGE (Score 5 if >= 10 sec) VIEWED PRODUCT PAGES OR CASE STUDIES (5 each) VIEWED CASE STUDIES (5 each) WHITEPAPER DOWNLOAD (Score 10) TIME ON SITE (Score 10 if >= 2 min) SCORE

29 Notify Sales in Real-Time Alert Reason: Lead visited Pricing Page on your website First Name Last name Company John Doe Technology Solution Providers Phone Most Recent Form Fill Most Recent Pageview Score 100 Lead Nurturing Whitepaper Send real-time notifications to your sales team Integrate seamlessly with your CRM system *Contact rate decreases 100x when response time goes from 5 min to 30 min * Kellogg/MIT Study

30 What You Should Track With Lead Nurturing, Companies Have: Increased revenue by 150% Increase in qualified leads by 78% Decrease in sales cycle from months to weeks Increase first call contact success rate by 85% Decrease in cost of sales by 10% Improved conversion rates up to 3x ROI in 60 days

31 Your Take-Away s: 3 Essential Steps for Turning Inbound Prospects Into Sales-Ready Leads 1. Establish a baseline goal 2. Identify a small group of stakeholders get them on-board 3. Select one campaign as your case study 4. Measure the results and adjust accordingly 5. Don t underestimate how to sell marketing automation and the investment 6. Get help if you need it content, ROI

32 How to Get Started Wanna Learn More? Get the LeadLife White Paper: The Cost of Not Nurturing Leads Lisa Cramer Download White Paper Matt Smith