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

Lead Management and Marketing Automation

Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue

INSTRUCTIONS: 1. Insert slides into your company template. 2. Update marketing metrics where noted and delete purple boxes when finalized.

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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.”

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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’s BuyerSphere 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

50%

37.5%

25%

12.5%

0%

1st 2nd 3rd 4th 5th

Online Research Talk to Users Talk to Vendors

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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 focusThe B2B leadDevelopment gap

Issue 1: Marketing hands offLeads too early. Unqualified

Leads waste sales’ time.

Issue 2: Sales cherry picks leads, lettinglonger-time-frame leads leak out.Issue 3: Marketing spends

More to recapture lost leads.

Reach Interest Desire Convert Enrich Retain

Warm leads leak out

Lead Management Closes the Gap in The Middle of the Funnel

Source: October 2006, Best Practices “Improving B2B Lead Management”

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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

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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.”

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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

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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.”

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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

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The Value of Lead Nurturing

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

Conversion: Inquiry to Qualified Lead

Cost perInquiry

Cost per Qualified Lead

Without Nurturing 27% $50 $185

WithNurturing 40% $50 $125

Source: actual data from software vendor50% increase

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The Value of Lead Scoring

With good info on lead prioritization, more reps meet quota and revenue goals are more likely to be achieved

% Revenue Plan Achieved % Reps Meeting/Beating Quota0%

25%

50%

75%

100%97%

72%79%

50%EasyHard

Source: CSO Insights

How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?

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The Value of Lead Management

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

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>)

SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close

Benchmark N/A 5.1% 61% 56% 26.5%

Best Practice N/A 9.7% 82% 62% 29%

ROI of Lead Management

Investment

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

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

Incremental Revenue

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

ROI =

Incremental revenue – monthly cost

Monthly cost

=

<insert value> - <insert value>

<insert value>

=

<Insert value>%13

Investment in Lead Management pays itself back quickly

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

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Steps to Take to Improve Lead Nurturing

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

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

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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)

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

Steps to Take to Improve Sales Productivity

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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

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

Steps to Take to Improve Insight into Sales and

Marketing Effectiveness

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Getting Started / Next Steps

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

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

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

Lead Nurturing/Scoring Initial Assessment• Identify current successes

and areas for improvement• Begin evaluating marketing

automation software• Begin developing list of

feature requirements

0 3 months

STAGE 1 STAGE 2 STAGE 3

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SummaryBenefits

• Increase Conversion• Increase Marketing Productivity• Improve Lead Nurturing• Increase Sales effectiveness• Turn Marketing into a revenue

driver

Solution

• Institute proven Lead management processes

• Adopt Marketing automation technology

ROI

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

• Large potential benefits• Little incremental investment

in resources

Populate ROI from slide 11 below, then remove this purple bar

• 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

Marketo transforms the way that Marketing and Sales teams work – and work together – to accelerate predictable

revenue at every stage of the Revenue Cycle