1 / 18

Building A Marketing And Sales Powerhouse One Lead At A Time

Lead Management. Building A Marketing And Sales Powerhouse One Lead At A Time. Diana Harr, Bus. Marketing Manager Paul Skakum, Bus. Retention Manager. Today’s Marketing Challenges. Past attempts resulted in “mixed results” One time event vs. process

talmai
Download Presentation

Building A Marketing And Sales Powerhouse One Lead At A Time

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Lead Management Building A Marketing And Sales Powerhouse One Lead At A Time Diana Harr, Bus. Marketing Manager Paul Skakum, Bus. Retention Manager

  2. Today’s Marketing Challenges • Past attempts resulted in “mixed results” • One time event vs. process • Traditional methods have low ROI and limited budget doesn’t allow for consistent traditional approach • Manual tracking - unreliable

  3. Making Salesforce.com Our MOST VALUABLE ASSET Today, Salesforce.com is used for the AEs’ sales funnel activity and reporting purposes Going forward: • Data repository • Feed new information • Update existing information • Accuracy is key • Marketing engine and driver for lead generation • Leverage it

  4. What is Lead Management or Demand Generation? • Combined set of activities between sales and marketing that does two things: • Puts high quality leads into the top of the sales funnel • Helps sales pull opportunities through the sales funnel quicker and with higher close rates • Create real-time digital relationships and then with automation, find the area of interest and level of qualification. Result? Sales gets qualified leads

  5. The BIG Picture Marketo (lead generation tool) • Integrated with Salesforce.com • Launch with Plexus direct mail/email campaign • With Marketo, marketing can see: • Who opened the e-mail • How many times • If they filled out a form • If they downloaded something • If they went to multiple pages on website • If they visited website multiple times in one week This behavior is automatically tracked, scored and when the right set of behavior and the right kind of prospect “raises their hand”, marketing passes this lead over to sales!

  6. What’s My Role & How Do We Get There? • Teamwork • Discipline from field and BCC • Start from “ground zero” and work our way up: • Integrate new processes with existing • Use Salesforce.com to capture/update demographic data and key information for all “sales leads” (replaces Clarify ticket) • Assign lead to appropriate division

  7. Direct Mail Email Campaign Website Other Advertising “Sales Lead” Call Flow Using Salesforce.com Follow Normal Clarify Process Operations Billing Service Issues Existing Customer • Create Task • Assign to Sales Manager • Done Search Accounts by Business Name BCC Call Greet & Collect Caller Info. Sales Lead Non-Customer • Assign Lead to AE • Set AE Task • Done Try Warm Connect to AE Found Available Search Leads No Lead Not Available • Assign Lead to BCC Queue • Confirmation Email • Done Search Serviceable Addresses • Create New Lead • Assign Lead to AE • Set AE Task • Done Try Warm Connect to AE Available • Caller Information To Collect: • Basic information: • Contact Name • Business Name • Phone Number • Address • Email Address • Then ask “How did you hear about us?” • Lead Source drop down (ex. email, direct mail) • Campaign Source drop down • (ex. Plexus campaign) Not Available • Create New Lead • Assign Lead to BCC Queue • Confirmation Email • Done

  8. Click on Home Tab and perform an “Advanced Search” - Typical BCC Screen - Receive Call From a Prospect

  9. - Choose “Advanced Search” and enter the name or business to search - Limit the search to “Leads”- After Search is Complete apply filter for Division

  10. - Select Edit to add and insert additional information collected

  11. - Once Editing is complete, Assign to the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division

  12. -If no Lead was found, Search the Serviceable Addresses - Assign Task to local Business Sales Manager (SM)

  13. - If the Address is found, click on the Address Index

  14. - Serviceable Address Screen - Location is Serviceable for all Services … Now scroll to bottom and Create a New lead

  15. - Create a New Lead

  16. - Once you Complete the Editing the Lead …. Save - Now you must Change the Lead Owner from your name to the Division BCC queue

  17. - Once Editing is complete, Assign the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division

  18. Wrap Up • Discuss Plexus Campaign • Q&A

More Related