Morgenbriefing: Lead to Revenue Management
55
Lead 2 Revenue Management Future Marketing Generates Leads Benjamin Belmudez, Insights & Analytics Consultant Jacob Hartung, Digital Business Consultant
Transcript of Morgenbriefing: Lead to Revenue Management
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Lead 2 Revenue Management Future Marketing Generates Leads
Benjamin Belmudez, Insights & Analytics Consultant Jacob Hartung, Digital Business Consultant
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Today’s Program
1. L2RM, what and why?
2. How to get started?
3. Case 1 – LTRM for Businesses
4. Case 2 – Lead Identification
5. Take Aways
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What & why Lead to revenue management
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No data on EXISTING customers: 25%
No analysis on lead generation: 35%
No analysis on marketing initiatives: 25%
Why? Lack of resources: 40%
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a business system for marketers whose offerings mandate a long, complex, or highly considered buying process, comprising integrated goals, processes and metrics that reshape marketing practices to drive effective customer engagement across the customer life cycle – from awareness to advocacy. It is measured through the metric of revenue performance from new customer acquisition through lifetime value.
“
“ Forrester Research
Lead to Revenue Management - Definition:
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$
?
?
?
?
Revenue
Economic value
Micro conversions
Macro conversions
Connect both micro and macro conversions to the business
orders
downloads of whitepapers
newsletter subscriptions
completed user journey
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Creuna.dk - micro conversions
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How to get started?
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colour 4. Click OK
Insert client logo 1. Select placeholder 2. Choose Insert from top menu 3. Choose Picture from file 4. Select client logo 5. Click OK
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select ’Grid and Guides...’ 2. Check ’Display drawing
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1. Strategy 2. Tools 3. Internal processes
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Turn the brand into an
Ecosystem
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Attracting Acquiring Retaining Co-Creating
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Customer journey
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discover
search investigate
compare
decision
advocate
find
Purchase/ Desired action
like love use
get support share
trust
Align marketing messages to customer needs
Create content to help the buyer through his decision journey
Provide historical experience data about customers
Collect feedback insights about product experience
Solicit reviews with incentives
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Turn the brand into an
Ecosystem
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Of connected apps And services
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Lead to revenue management
CMS Analytics
Marketing Automation
CRM
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Tools Market Share
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Eloqua
Marketo
Salesforce Pardot
Hubspot
Silverpop
Unica
Act-On
Source: http://www.venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration
Share by Companies Share by Customers Revenue
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What features are actually used?
© Creuna Source: http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015
17%
24%
35%
41%
48%
48%
50%
54%
57%
59%
72%
74%
76%
87%
95%
Sales Intelligence PPC Advertising
Website Content Optimization Content Management
Web Analytics Marketing ROI Analysis
Website Visitor Demographic Report Segmentation
Integration with Other Systems Campaign Effectiveness Analytics
Lead Management Landing Page Creation Ability
Campaign Management CRM Integration Email Marketing
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Technology Choice
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best of suite best of breed
eg. marketo or eloqua
eg. mailchimp, optimizely, google analytics + tag manager, umbraco and pipelinedeals…
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Our five basic colours Yellow, Blue, Red, Green and Grey
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Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Best of suite best of breed eg. marketo or eloqua
eg. mailchimp, optimizely, google analytics + tag manager, umbraco and pipelinedeals…
Technology Choice
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You must take ownership for architecting your own l2rm
business system!
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Turn the brand into an
Ecosystem
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By focusing with unprecedented Consumer- centricity
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marketing – thought leadership programme
sales – proof of concept
Case – payment processing technology vendor
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$
?
?
?
?
Revenue
Economic value
Micro conversions
Macro conversions
Connect both micro and macro conversions to the business
orders
downloads of whitepapers
newsletter subscriptions
completed user journey
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L2RM for Businesses
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It starts with ideation
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“Is the website more than just a catalogue featuring our products?”
“Can the website be used to generate leads?”
“Who are our visitors ?”
“Do they download information on our products?”
“Can we we track behavior on an individual level?”
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From ideation to business case
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2 Weak cooperation between marketing and sales on lead generation
3 Need for generating more leads from marketing communication
4 Sales required more information on leads qualification level
1 Sales mostly operated by nurturing dealers and architects
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From business case to requirements
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Connect to CRM
Report Action in CRM
CRM Integration Customer Behavior
Create Alerts
New Lead Entry
New Task
Segment Leads
Customer Engagement
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Lead to revenue management
Best of Breed LTRM Platform
Analytics CMS
ESP CRM
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Customized solution
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Identification performance
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8% of the visits are from identified customers
10 % of all current customer identified
5-10% of micro-conversions are attributed to customers
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Customer-centric analytics
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site search
products page
products specs
campaigns performance
keyword analysis
persona segmentation
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Yearly Costs
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0
50000
100000
150000
200000
250000
300000
Year 1 Year 2 Year 3 Year 4 Year 5
Year
ly C
osts
(DKK
)
Best of Breed Best of Suite
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The journey starts!
Customer journey
analytics anonymous behaviour
tracking
sales alert! contact created in crm system with conversion
info
personalization personalized content
based on user information
email customized email sent
according to marketing automation rules
conversion record purchase
history
analytics identified behavior tracking
Micro-Conversions
First visit
Third Visit
Direct
Second visit Personalized E-mail
Conversion
Marketing Action
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Marketing Channel
Paid Search
Display
Referrals
Social
Direct
Micro-Conversions
Download Content
Newsletter Sign-up
Page Views
Share content
Tracking
Web Analytics
CRM
ERP
Historical Behavior
Lead Scoring Macro-Conversions
1
2
3
4
5
6
7
8
9
10
No Convert
Convert
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Marketing Channel
Paid Search
Display
Referrals
Social
Direct
Micro-Conversions
Download Content
Newsletter Sign-up
Page Views
Share content
Tracking
Web Analytics
CRM
ERP
Historical Behavior
Lead Scoring Macro-Conversions
1
2
3
4
5
6
7
8
9
10
No Convert
Convert
marketing + sales
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Darker colours You’re basically free to use the different saturations of
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Case wrap-up
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flexible solution + customer-centric system
+ customer journey learnings + collection of behavioral data
+ from classic sales to online lead generation
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Lead Identification
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Business case
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2 Who is interested in our brand and our contents?
3 Keeping Sales updated via CRM about client organization’s engagement
4 Personalizing marketing content to industries and/or specific client organizations
1 Using website as a marketing tool to generate leads
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Lead Forensics vs. WOW Analytics vs. A1WebStats vs. RulerAnalytics vs. Clicky
5 Lead identification contenders
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Identifying your B2B visitors
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Price (€)
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476
212
140
70 9
Lead Forensics WOW Analytics Ruler Analytics A1WebStats Clicky
50 times more expensive than the cheapest solution
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
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Accuracy level
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100% 96%
46% 35%
28%
Lead Forensics WOW Analytics Ruler Analytics A1WebStats Clicky
half of the data is trash !
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
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Number of leads
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270
193 160
95
39
A1WebStats Lead Forensics WOW Analytics Ruler Analytics Clicky
x 7 more leads than the cheapest solution
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
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Do they report the same companies?
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62%
47% 41%
26% 21%
15% 11% 9% 8% 2%
highest overlap between lead forensics and a1webstats
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
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Features
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Price Leads Generated
User Interface
Alerts Reports
CRM Integration
API Info Depth
Lead Forensics High High Poor Yes Yes Yes High
A1WebStats Low High Poor Yes No Yes Medium
WOWAnalytics Moderate Moderate Medium Limited Yes Yes Low
RulerAnalytics Low Low Good Yes No No Low
Clicky Low Low Poor Yes No Yes Low
Source: http://www.creuna.dk/blog/benchmark-af-fem-lead-identificeringsvrktjer/
a1webstats is a good trade-off between price and features
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Customized solution
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Behind the scene
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Newsletter tick box unticked
pre-filled personal information
CRM ID = 33 -‐ Benjamin Belmudez
201 -‐ Creuna A/S
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Back to your CRM system
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website activity reported in the crm system
customer activity timeline
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Sales and marketing in sync
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sales + marketing
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New opportunities
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Alert sent to sales contact person
Automatic Lead Scoring to prioritize sales efforts
Forward relevant information to personalization system
Share of revenue attributed to Marketing
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Best of breed + Launch sales activities
+ No need for new interfaces + Stop asking the same questions !
Key advantages
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Top-PowerPoint menu + maintenances is required + with great power comes great responsibility!
+ sync marketing and sales – decide on what the best approach
Pitfalls
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Takeaways
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2 Identify your needs and your current capabilities – do not oversize!
3 Choose your approach: best of suite vs. best of breed
4 Personalize, personalize, personalize
5 Measure, build, learn – Optimize
6 Enjoy!
1 Develop a clear vision and be ambitious
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thanks!
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creuna.dk [email protected]
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Benjamin Belmudez, Insights & Analytics Consultant Jacob Hartung, Digital Business Consultant
