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IMS 2010

IMS 2010. Lead Management Automation Closing the Gap. Lead Management Automation What Is It?.

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IMS 2010

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  1. IMS 2010 Lead Management Automation Closing the Gap

  2. Lead Management Automation What Is It? “Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results.” - Forrester Research

  3. Lead Management Automation Why? • Fill the funnel • Manage campaigns efficiently • Manage contacts • Manage leads • Measure marketing impact

  4. Identifying and Cultivating Trust … For Successful, Profitable Relationships TRUSTED PARTNER Vendor

  5. The Steps Foundation First

  6. Be Prepared Organization and Infrastructure

  7. Goals and Metrics Start Measuring Before Executing Revenue Target $5,000,000 Average Rev/Sale $12,000 Target Accounts 417 Lead Conversion 5% Annual Lead Target 8,333 Cost Per Lead $80 Budget $666,667 Average Monthly Lead Target 694

  8. Goals and Metrics Start Measuring Before Executing Avg Lead Target 694

  9. Campaign Strategy It’s Still Marketing Who? Why? What? Where? How? When?

  10. B2B Buying Cycle (As If It Were Standard) • Recognize problem • Recognize solutions exist • Gather Info • Identify providers • Evaluate Roll Out Pilot Select Negotiate

  11. B2B Buying Cycle (As If It Were Standard) • Recognize problem • Recognize solutions exist • Gather Info • Identify providers • Evaluate User Purchase Initiator Influencer Decision Maker

  12. Offer Map Spectrum of Trust Deliver Results Meet Expectations Understanding Add Value Fair Commitment Passion Customer: “I have a need” Business: “We have helped other customers with similar needs” Offer: Case Study Customer: “My need has requirements” Business: “We have products that meet those specific requirements” Offer: Data Sheet Customer: “How do I buy?” Business: “We have a network of distributors around the U.S.” Offer: Locator Customer: “Product integration?” Business: “Our product can easily integrate into your current system” Offer: CAD download Customer: “Cost of ownership?” Business: “In less than 1.5 years you will see a return on your purchase” Offer: ROI Calculator Customer: “Help me do my job?” Business: “Our engineers have authored white papers on increasing efficiency” Offer: White Paper Customer: “Our industry continues to evolve” Business: “We are thought leaders in this space” Offer: Webinars

  13. Offer Map Spectrum of Trust

  14. Lead Nurturing Build It, Test It, Optimize It

  15. Lead Nurturing Build It, Test It, Optimize It

  16. Lead Scoring Keep It Simple

  17. Execute, Measure and Optimize Correlate to Strategy

  18. “A Top Agency” “A Top SEM Agency” BtoB Magazine Top Agencies Special Report, 2008 & 2009 www.90octane.com “#1,682 Fastest-Growing U.S. Private Company Over $2M Revenue” blog.90octane.com Inc. Magazine 2009

  19. Offer Map Two Takes on One Tactic

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