02/05/20231

An introduction to B2B lead management

(or what you need to do to achieve a 60% market share)

FORCE PLUS - March 2016

02/05/20232

WysiPLUS TECHNOLOGY

ABOUT FORCE PLUS

B2B CALL CENTER

B2B SALES PROSPECTING

B2B LEAD GENERATION

What we do? We support the B2B sales development of our clients

02/05/20233

What can you do to achieve a 60% market share?

02/05/20234

Mettre votre texte ici

Emplacement titre principalEmplacement sous titre

Today, 70% of B2B purchase journey starts with an internet search.

90% of those searches use Google.Meaning that, ultimately, a proper Lead Management (and Google) can help B2B businesses to conquer 60%+ market share.

LEAD? LEAD GENERATION? LEAD MANAGEMENT?

02/05/20236

Requests (on internet)

Visitors

Leads

Projects

CONVERSION RATE(from 0.1 to 5%)

LEAD-TO-OPPORTUNITY RATIO(from 1 to 20%)

SEARCH-TO-VISIT RATIO(from 0 to 70%)

Lead Management is a process driven by 3 key ratios

02/05/20237

SALES IS STATISTICSProper Lead Management execution is key to satisfactory ROI

Best Case Worse Case Base AdwordsNb search/month 1 000 1 000 1 000 1 000

Search-to-Visit Ratio 70,0% 0,1% 35,0% 15,0%Conversion Rate 4,0% 0,1% 2,9% 1,0%Lead-to-Opportunity Ratio 20,0% 5,0% 15,0% 15,0%

Nb visitors/month 700 1 350 150

Nbre de leads/mois 28 0 10 2

Nbre de projets/mois 5,6 0,0 1,5 0,2

02/05/20238

Persistence is the mother of all digital marketing and site traffic successes

02/05/20239

SANDBOXAchieving traffic generation takes 6-9 months of hard work …

02/05/202310

SANDBOX… and can never be taken for granted.

+ Change of Google algorythm,+ Competition,+ Penalties,+ Lack of on-going activities,+ …

02/05/202311

Content Marketing is all the Marketing that’s left.(Seth Godin)

02/05/202312

Everything (almost) starts here …

02/05/202313

0 500 1000 1500 2000 2500 30000

1

2

3

4

5

6

7

8

9

5.76

4.16

7.94

6.256.24

2.65

6.76

5.34

4.544.1

0.10.44

MOTS CLEFS STRATEGIQUES (CPC/Requêtes)

Nbre de requêtes/mois

Cost

per

Clic

(CPC

) ($)

STRATEGIC KEY-WORDSThe heart of content marketing

First, define what is important for you.

Then realize that the same concept is expressed differently by different people .

02/05/202314

CONTENT MARKETINGQuality matters …

Source: Link-Assistant

02/05/202315

CONTENT MARKETING… but quantity matters also ...

There is a strong correlation between the number of landing pages of your site and the leads it generates.

02/05/202316

CONTENT MARKETING… as well as diversity.

10-20% of visitors = paid ads

Top 3 search ranking capture 70% of visitors Top 10 capture 90%+

(but the same site is seldom put twice on the same page)

On-Site(your company web site)

PPC(Pay per Click)

Off-Site(your media partners web site)

02/05/202317

Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.(Bryan Eisenberg)

CONVERSION RATE OPTIMISATION (CRO)

CRO rule #1 – Get the right key-word strategy

02/05/202318

STRONG Competition

WEAKCompetition

Conversion FAIBLE

Conversion FORTE

1 wordcall

2-3 words (strategic key-words)

Call center

3-4 word (SEO keywords) Call center Lyon

02/05/202319

CRO rule #2 – Be multi-channel!Phone & CTA are a minimum !!!

40% CTA

60% PhoneOn every

landing page ! (even if you get 5000)

02/05/202320

CRO rule #3 – Get the right lead response timeImmediacy is the essence of lead management.

Fast response rate improves dramatically the contact rate.

In B2B, a lead is considered « dead » if not qualified within 48 hours.

02/05/202321

Lead Management is a process. As such it deserves to be lean & consistent.

With the right technology and the right people.

MQL

02/05/202322

Appel tél./Chat/Web call backSITE CORPORATE

Opt-in/e-mail/Adwords/tracking IPSITE CORPORATE

Appel tél./Chat/Web call backSITE PARTENAIRE

CA

NA

L D

IGIT

AL

CA

NA

L "V

ERB

AL"

Objets connectés

Conversion digitale

LEAD CENTER

Conversion téléphonique

LEAD CENTER

Qualification BANTScreening

CALL ou

PARK?

Prospection téléphonique

Lead Management is a processImplementing Lead Center workflow is needed

CA

NA

L FA

CE

A FA

CE Salons & évènements

Les leads qualifiés sont accessibles via web-reporting et exportables vers le CRM du client.

CONVERSION Génération de leads MARKETING QUALIFICATION SALES QUALIFICATION

Inclus process de détection de projet.

Opt-in/e-mail/Adwords/tracking IPSITE PARTENAIRE

PARK (ou absence de réponse sous 48h) = enregistrement

Screening

02/05/202323

ConclusionHow do I get my Return

On Investment ?

02/05/202324

Mots Clefs Stratégiques (Google <10)

Mots Clefs Stratégiques (Google >10)

Mots clefs ciblés "longue traine" (Google

<10)

Adwords

Call Center Call Center Call Center Lyon Call Center

Nbre de requêtes/mois 2 400 2 400 50 2 400

Taux de visite 50% 1% 70% 15%Taux de conversion 1% 1% 5% 1%

Nbre de visiteurs/mois 1 200 24 35 360 Nbre de leads/mois 12 0 2 4

CPC (Cost per Clic) 5,18 € Coût Landing Page (mens.) 25,00 € 25,00 € 15,00 € 50,00 € Qualification Leads (@ 35€) 420,00 € 8,40 € 61,25 € 126,00 € TOTAL (mensuel) 445,00 € 33,40 € 76,25 € 2 040,80 €

CPL (Cost per Lead) 37,08 € 139,17 € 43,57 € 566,89 €

Do your maths …

02/05/202325

… be prepared …

+ Process+ Technology+ People

02/05/202326

OFF-SITE

ON-SITE

DIRECT

time6-9 months 9-15 months

Nb leads

/month

… and be persistent

02/05/202327

And by the way …

… outsourcing your lead management is often a good idea

02/05/202328

THANK YOU

Please join us on LINKEDIN

https://www.linkedin.com/company/force-plus

02/05/202329