What s In A Name?
Lead Quality: Three Interlinked Problems Terminology / Criteria Data Dump No Refinery
The Lead Life Cycle Revisits website Qualification Contact 30 days 60 days Lead Registers Newsletter Remarketing List
The Classic Pipeline Names or Attendees or Audience Leads Qualified Leads 25,000 Target Market 12% 3000 Responses Demand Discovery Marketing 20% 600 Qualified Leads 33% Refinement Telemarketing/ Inside Sales 200 ID Requirements 20% Demand Development Contacts 40 Appointments Value Demonstration 33% 12 Sales Scope& Proposal 30% - 50% 4-6 New Customer References Source: Sirius Decisions and DOTnet Consulting
What Goes Wrong: Terminology Sales is under pressure for quick closes Sales says they want Leads, what they want is Opportunities Marketing knows how to produce lots of Names and Unqualified Leads Marketing doesn t really know how to qualify them Upper management sets the wrong metrics Easily gamed, not very meaningful Solution: a single model for the lead pipeline everyone agrees to The starting point for SLAs
Lead Generation Best Practices Target markets defined and prioritized in a relatively stable way Marketing and Sales jointly design/select outbound activities Every outbound activity handled as campaigns, w/separate landing pages All email blasts and campaigns done via SFDC & Plug-ins Google/Overture campaigns highly targeted, w/measured conversion ratios Web site path analysis tools used to optimize content, conversion Web and email sequences used to form targeted communities of interest Tactics tuned using data from previous campaigns Everyone uses the same metrics, terminology, and qualification criteria Marketing is managed, measured, and incented by cost of customer acquisition
What Goes Wrong: Data Dump Sales handles some leads Puts them in SFDC wrong, if at all Marketing loads leads late Pre-processing to clean up, dedupe But still incomplete data, no scoring Upper management gets misleading reports Solution: Invest in lead management (packages & your own code)
Lead Management Best Practices All leads and contact info stored and managed in SFDC SFDC directly linked to web registration w/de-duping All other leads in the system within 1 business day of receipt Everything is a campaign ( lead source is ignored) All email addresses validated with round trip confirmation All leads scored (profile + behavioral + decay) Automatic routing and Queues Drip marketing starts immediately No records deleted, ever. Ever. Stale lead system ( newsletter queue) Lead maturation reports Deduping code/tools (<10% duplicate leads, contacts)
Split Names from Leads Web Site & other lead sources Email blaster Names Low-level Leads Initial Scoring Demoted Leads Drip Marketing System Lead Queue Qualified Leads Contacts Ongoing scoring (hidden stale leads/ contacts that haven t been demoted)
Lead Enrichment and Scoring Form Internet Name Email* Phone Company State Web2lead** SFDC API Outside Service Name Title Department Address Salary Email Phone Company Parent Corp # employees Revenues SIC / vertical Profile Score *Strongly recommend email address validation at web site **Strongly recommend Ringlead or other deduping service
What Goes Wrong: No Refinery Marketing checks the box with thousands of low-quality leads Sales is scrambling Overwhelmed with all the junk Yet not busy enough on money-making activities Sales management under-funds inside sales * Solution: don t hire that next rep, hire 3 inside sales folks *AKA telesales, telemarketing, sales associates
Lead Cultivation Best Practices ISRs use SF.com for every call All leads are scored Drip marketing Stale lead system ( newsletter queue) Lead maturity reports Qualification questions are in SFDC script prompts Track all inbound and outbound Partner leads Telemarketing/lead cultivation (openers) managed separately from Sales (closers) Leads are converted by inside sales; outside reps see only Opportunities and Contacts
Scoring 100 SE phone call 80 60 40 Whitepaper x Profile TestDrive Webinar 20 0 Week 1 Week 5 Week 9 Demotion
All the How To Detail Available Slide deck on www.sfdc-secrets.com/hints/ What s_in_a_name.pdf dtaber@ saleslogistix.com