B2B lead scoring and marketing optimization need stage by stage metrics
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Crea%ng an Insanely Great Customer Journey B2B lead scoring and marke%ng op%miza%on need stage by stage metrics Mike Connor ([email protected]) Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer www.spicecatalyst.com
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Transcript of B2B lead scoring and marketing optimization need stage by stage metrics
Crea%ng an Insanely Great Customer Journey
B2B lead scoring and marke%ng op%miza%on need stage by stage metrics
Mike Connor ([email protected])
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo Trigger
Point
Internal Buy In
Business Case
Purchase
Refer
www.spicecatalyst.com
Crea%ng an Insanely Great Customer Journey
Stage by stage lead scoring and tracking is cri%cal to building and forecas%ng business and gaining
insight to help op%mize marke%ng
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use
Refer
Deploy Solu%on
Status Quo
Trigger Point
Purchase
Crea%ng an Insanely Great Customer Journey
Stakeholder agreement on criteria & metrics are the star%ng point
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
Use outcome based metrics that qualify & track entry into, ac?vi?es & ?me within & exit from each stage
Crea%ng an Insanely Great Customer Journey
Stage by stage metrics are also cri%cal to establishing lead genera%on and nurturing costs and iden%fying ac%vi%es and materials that need improvement
Crea%ng an Insanely Great Customer Journey
Metrics and analy%cs help segment prospects and enable more personalized nurturing
They can also be use to iden?fy when a high quality lead is at risk and ini?ate appropriate ac?vi?es and outreach
Crea%ng an Insanely Great Customer Journey
The watch word -‐ keep it simple! In today’s world it’s easy to dial in a lot of data. The key. Focus on the few that count.
X We have data!
Crea%ng an Insanely Great Customer Journey
The basics?
q An overall score based on the ac?vi?es engaged in
q A company score that tracks ac?ve leads from each company
q Scores for different product or solu?ons based on interest
q An aging score that reduces as the ?me between ac?vi?es increase
q Use of materials and ac?vi?es and users feedback on their value and contribu?on to decision making
q Value of closed leads and costs of ac?vi?es and materials
You can add more based on your needs, but these make a great star?ng point!
Crea%ng an Insanely Great Customer Journey
To make this successful you need . . . Customer Insight!
With that knowledge and content that aligns with those needs your ability to define and track the value and progress of leads will increase significantly.
Base everything on a really clear understanding of who the influencers and decision makers are and what their needs and goals are for each stage of their buying process
Crea%ng an Insanely Great Customer Journey
Con%nual Learning & Innova%on
The dynamic nature of B2B markets, products, compe??on, customer behavior and marke?ng efforts, means constant monitoring and modifica?on of the process is required
This isn’t something you can do at the start of the year and then forget about.
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo Trigger
Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng an Insanely Great Customer Journey
Let’s get this done! Your Agile Business Accelera%on Agency
Thank You
Mike Connor ([email protected])
Your thoughts and comments are appreciated!
www.spicecatalyst.com
