Few Steps For Lead Generation And Lead Management

1. 10 Steps of Lead Generation and Lead Management Process contact@marketablellc.com www.marketablellc.com

2. Sales, Marketing, Customer Service and Product Alignment Lead Scoring Lead Generation and Lead Management Process 01 01 Marketing Automation and CRM Integration Lead Nurturing 02 02 Transfer and Assign Leads to the Sales Team Lead Generation 03 03 Sales Nurturing, Close and Customer Service 04 04 Lead Intelligence Gathering 05 05 Analytics and Reporting Lead Segmentation

3. Sales, Marketing, Customer Service and Product Alignment 1 Service Level Agreement (SLA) for Sales, Marketing, Customer Service and Product Development teams that commits them to: • Agreement on definitions and criteria • Lead management process • KPIs, Benchmarks and Monthly-Quarterly-Annual Goals, Marketing and Customer Service • Reporting

4. 2 Marketing Automation and CRM Integration You will need sales and marketing technology to put your process in place and get it running. Aspects of inbound marketing, including: • Website content management system • Content creation and promotion (blogs, social media) • Lead conversion (landing pages, forms and calls-to-action) • Lead nurturing (drip campaigns, personalized content) • Marketing automation (email marketing, list segmentation, lead scoring, lead management workflows) • Lead Management CRM integration (seamless, bi-directional transfer of lead data, KPIs and communications) • Enterprise application integration (customer service apps, e-commerce, business intelligence systems)

5. 3 Marketing Automation and CRM Integration Capture qualified sales leads through high quality content and targeted: • Inbound marketing — blogging, guest blogging, blogger outreach, blog syndication, social media updates, social media engagement, SEO on-page optimization, premium content (eBooks, infographics, videos, webinars), calls-to-action, landing pages • Demand generation — paid search (ppc), social media ads, banner ads, native ads, email marketing, direct mail, print ads, media ads, tradeshows, speaking engagements, personal networking

6. 4 Lead Intelligence Gathering Punch Line: Marketing works with Sales to establish key criteria for lead segmentation and scoring. • Create a comprehensive list of buyer personas and a detailed buyer journey for each persona. • Identify relevant pages and events that, if visited or triggered, also allow you to update lead profiles • Access LinkedIn, Data.com, Hoovers and other business data sites you can use to cross-reference leads and further develop their profiles during the buyer journey.

7. 5 Lead Segmentation • Set up marketing automation workflows to categorize leads and segment them into lists using criteria established in Step #1. • Use these lists to nurture leads with relevant content and personalized email communications. • Use them for targeted campaigns, segmenting leads with a certain role or title or within a certain industry or market segment.

8. 6 Lead Scoring • Set up lead scoring criteria and points • Move leads to the CRM when the timing is right • Trigger notifications using marketing automation workflows. • Leads accumulate positive scores for behaviour and demographics. • For example: • Persona - industry, title, role, company size, revenues • Engagement - number of visits, unique page views, repeat visits, form conversions, email opens and clicks, blog comments, social media mentions, inbound links • Buyer stage - clicks and conversions on specific content indicating a lead lifecycle change, such as mid-funnel and bottom-funnel offers • Velocity - recency of engagement, volume and timing of events indicating an imminent intent to buy.

9. 7 Lead Nurturing • Monitor and influence the progress of leads through the sales funnel • by presenting them with relevant content based on • buyer persona and content mapping • Send Contentvia personalized drip email campaigns or direct integration • for example website messaging that is tailored for lead segments or buyer personas • Apply lead scoring rules as leads consume your lead nurturing content • Move them to different lifecycle stages • Segments using marketing automation workflows.

10. 8 Transfer and Assign Leads to the Sales Team Capture qualified sales leads through high quality content and targeted: • Automatically move inbound leads over to your CRM using marketing automation workflows • Assign them to appropriate sales reps when they reach lead scoring thresholds • trigger specific behaviours, such as requesting a free trial or demonstration. • Use segmentation rules to assign leads to an appropriate sales rep, • for example by territory or industry. • (This process should be carefully planned in Step #1)

11. 9 Sales Nurturing, Close and Customer Service • Understand how to use the CRM and other lead intelligence tools • To quickly evaluate sales qualified leads • Formulate a strategy for engaging with their prospects • Gain their interest and trust, develop a relationship that leads to a closed sale. • “This process is called sales nurturing” • Update the CRM following every communication to keep lead status up-to-date • Customer Service should be notified via the CRM over sales • Set up automated reminders for following up with their customers • Stay in the loop to send support, customer-centric content that educates customers on best practices and upcoming releases.

12. 10 Analytics and Reporting • Use analytics tools to optimize each step in the process and make strategic decisions to improve results. • Each team needs to know how to generate the right reports from Marketing, Sales and Customer Service systems. • Reports are shared with other teams and Management in order to ensure compliance with the SLA • to make better budgeting and staffing decisions and to allow senior managers to assess performance.