Track: Marketing Executives

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Lead Management 101

• Track Marketing Executives

Jason Stewart, DemandBase Matthew Reznick, 3n
Global Inc Alex Zarowny, salesforce.com
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Alex Zarowny Corporate Sales Engineer,
salesforce.com
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What does a Lead mean to your organization?

• Agreement between Marketing and Sales qualified
  opportunities at the RIGHT time converting to a
  closed opportunity faster
• What does each business unit consider a lead?
• Agree to what a marketing qualified lead is.

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What is Lead Management?

• Lead management encompasses
• Lead acquisition and data capture
• Data cleansing and lead import
• Lead distribution
• Lead assignment rules
• Lead scoring and prioritization
• Lead list management
• Qualification and conversion or nurturing
• Workflow for automating lead processes

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Best Practices in Lead Management Data
Capture

• Whenever possible leverage web to lead
• Dont ask for too much data Relevant data for
  Sales to understand the lead touches and
  interests.
• Spend the time to clean up lists before importing
• What information do you need to route a lead?
• Clean up pick lists for better reporting/metrics
  results

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Lead Qualification and Scoring

• Score your leads ask questions and tie in a
  rating score for each question
• Nurture low rated scores - keep these leads with
  marketing
• Multiple touches with calls to action until lead
  exhibits buying behavior-then convert
• This helps sales prioritize and focus on high
  scoring leads indicating buying behavior

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Automation and Workflow

• Lead assignment rules
• Auto response to your leads
• Workflow with task notification for your sales
  team to action immediately!

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Close the loop with Analytics and Dashboards
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Matthew Reznick Marketing Evangelist
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All About 3n Global, Inc.
3n Global is the leading global provider of mass
notification solutions to Global 2000
corporations, healthcare systems, colleges and
universities, and government agencies and
municipalities. Organizations in more than 100
countries worldwide rely on 3n for daily
operational and emergency notification needs.

• INDUSTRY Technology SaaS
• EMPLOYEES 100
• GEOGRAPHY Global
• USERS 65
• PRODUCTS USED SFA, Call Center, Campaigns,
  Service Support, RingLead, LeadLander, LucidEra
  Related Lead Finder, Google AdWords, Exact
  Target, Business Objects nsite, FTP Attachments,
  Sales Clarity, Draggin Role

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What Is a Lead?

• Unidentified lead A website visitor or event
  visitor for whom you do not have specific contact
  information
• Unqualified leadA person identified by a
  marketing activity as a suspect
• Includes any lead captured through purchased
  list, completed web form, and tradeshow booth
  visitor
• Qualified lead A person who is aware of your
  company and product and may be purchasing it
• Sales considers a qualified lead as being ready
  to purchase our product

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Lead Assignment and Routing

• We have developed a multilayered automated lead
  assignment process.
• We determine the vertical market with a series of
  fields that check for specific criteria.
• Based on the record type and state the lead is
  assigned directly to the territory owner and
  notified.

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Lead Scoring and Qualification

• Assign values to the events and activities

Lowest
Highest
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Lead Scoring and Qualification

• We are currently re-evaluating and rewriting our
  entire lead scoring process
• Moving to a lead nurturing lead scoring process
• Evaluating unknown and know leads against the
  scoring process
• 100-point scale
• Marketing activity will have a weighted value
• Role and position will have a weighted value
• Negative values to move leads down the scale
• Vertical market-specific scoring process
• Multi-tiered nurturing process
• Seamless visibility of activities between
  Marketing, Sales, and Client Care

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Manage. Share. Build. Apply what youve learned

• Notify the sales team when important events
  happen.
• Example web forms, tradeshows, webinars, and
  website visits
• Do not over-nurture your email list.
• Email open rates go down and opt-out requests go
  up
• Monitor and measure all activities.
• Continually re-evaluate your lead-generation
  process.

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Jason Stewart Senior Manager, Demand Generation
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All About Demandbase
Demandbase provides B2B sales and marketing
solutions for identifying, reaching and
converting new customers.

• INDUSTRY Technology
• EMPLOYEES 25
• GEOGRAPHY United States
• USERS 7000
• PRODUCT(S) USED SFA, Marketing, Service
  Support, many downloaded AppExchange applications

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What is a lead?
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How is a lead different than a contact?
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Accounts and Contacts
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Leads
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Goals and Lead Scoring

• How are you capturing new leads?
• Do you know where your leads come from?
• Are some leads worth more than others?
• Which leads are the most valuable?
• Do your salespeople agree?

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(No Transcript)
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Three Types of Leads.
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Three Types of Leads.
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Three Types of Leads.
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Which Leads are the Most Valuable?
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Demandbase Direct Leads are Most Valuable
Because They Provide the Most Information
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Campaigns are Nice, But Custom Fields Rule
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Use Workflow to Fill In The Blanks
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In Summary

• Set up Lead Scoring Parameters That Work for
  Marketing and Sales
• Use Custom Fields To Track What is Important To
  Your Lead Scores
• Use Hidden Fields on Web Forms To Track As Much
  Info as Possible to Fill In The Blanks
• Use Workflow When Possible to Fill In More
  Information

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Moderated By
Alex Zarowny
Corporate Sales Engineer
salesforce.com
Jason Stewart
Demandbase NAME/LOGO
Senior Manager, Demand Generation
3n Global Inc
Matthew Reznick
Marketing Evangelist