How Many Leads Do You Need? Steps for Benchmarking Leads and Increasing Volume of Qualified Leads

Transcription

1 How Many Leads Do You Need? Steps for Benchmarking Leads and Increasing Volume of Qualified Leads

2 Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here You can also follow the conversation on twitter using the #mktgmetrics hashtag. mktgmetrics

3 About DemandGen Report - Launched in 2007 to track best practices in lead generation - Newsletter has grown to more than 25,000 readers - We also offer a menu of research and best practices reports - New audio/video podcasts at linkd.in/dg_specialists mktgmetrics

4 Today s Speakers Speaker: Carlos Hidalgo CEO The Annuitas Moderator: Andrew Gaffney Editor DemandGen mktgmetrics

5 Developing the Lead Planning Process August 9, 2011

6 About The Annuitas Group The Annuitas Group s mission is to help our clients deliver a measurable return on their marketing and sales practices. As the recognized leader in marketing and sales process consulting, development and implementation, we help clients achieve greater marketing and sales efficiency through effective lead management, marketing automation and demand generation programs. Practice Areas Lead Management Process Audit Lead Management Framework TM Implementation Marketing Automation Selection Campaign Management Lead Management Advisory Services

7 Our Clients

8 What is Lead Planning? Process to determine how many leads marketing must generate to enable sales to meet their quota Process that will help determine budget needed for marketing tactics Process that enables visibility into every conversion stage of the lead funnel One part of the overall Lead Management Process

9 Lead Management What it isn t Not just scoring and lead nurturing It is not a practice of individual silo s, everything feeds into the next and has to be looked at holistically Not technology, but supported by it. Source: Sirius Decisions; Forrester

10 Lead Management What it is The operational response to the buyers power It's a process not a program that includes Data Lead Planning Lead Qualification Lead Nurturing Lead Routing Content Blueprint Metrics Not technology; a process supported by technology

11 The Lead Management Framework SM Data Content Lead Planning Lead Management Metrics Lead Routing Lead Nurturing Lead Qualification

12 Prerequisite 1: Lead Qualification Definition Defining every stage from response through to customer Criteria Assigning criteria to these definitions Scoring Demographic Behavioral Budget, Authority, Need & Timeframe ( BANT) Assigning numerical values to the criteria

13 Prerequisite 2: Data Segmentation Segment Your Data Based on Your Qualification Process A short bio of the typical customer (Persona) Person description (not job description) Includes Information on Buyers Background Daily Activities Current Solutions to Problem What s important to this Buyer Why is a persona important? Difficult to have a conversation if you don t know who you are communicating with Help you to understand exactly who you are nurturing and what content will be valuable to them

14 Data Strategy The company with the best data wins! - Sirius Decisions

15 The Annuitas Group Lead Planning Funnel 3,000 Responses 80% Conversion 2,400 Valid Responses Mktg Nurture Campaign 10% Conversion (MQL) 240 Mktg Qualified (MQL) Mktg Nurture Campaign 50% Conversion (SAL) 120 Sales Accepted Leads 60% Conversion SQL 72 Sales Qualified Leads(SQL) Sales Acceleration Nurture Campaign Sales Acceleration Nurture Campaign Post-Sales Nurture Sales Close Campaign Rate 33% 24 closed deals Lead Nurture Campaigns Additional Monthly $100k ASP $2.4M per month

16 Key Takeaways It is a marketing and sales exercise Determine the revenue amount that will be assigned to marketing Will potentially have multiple planning models based by product, BU, Geo, etc. Review consistently (monthly, quarterly, etc.) Benchmark the results

17 One more thing Dream big, start small, scale appropriately This is a process and process equals behavior change be ready Include Sales in the process This bears repeating

18 Contact Information Carlos Hidalgo The Annuitas Group

19 Questions Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here mktgmetrics

20 Thanks for attending! Next Workshop: #3 Strategies to Position Your Website As A Revenue Generator When: August 25, pm ET Featuring: Jeanne Hopkins, HubSpot mktgmetrics