Post on 11-Nov-2014
description
CDW Lead Generation
From sales adoption to leadership reporting
DMA 2011October 5, 2011
CDW Lead GenerationSpeakers
Mark ThabitSenior Director, MarketingCDW
Randy IlasVP, Product Development & MarketingHarte-Hanks Market Intelligence
Today’s SessionLearning Objectives
How to:• Gain sales adoption of the lead process• Measure and track lead success (ROI)• Make adjustments to “the best laid
plans”
Market Observations Lead Targeting Trends
• “Lead” Sources & Variety Expanding
• “Pull Sources” Volume Growing• Costs of Qualifying Often Hidden
or Missed • Costs & Time to Qualify
Underestimated • MQL & SQL Stages and Process
Standardizing
The CDW Story
Mark ThabitCDW
CDW Lead Generation The CDW Challenge
• Purchased leads via third-party partners
• No formal system for tracking or measuring
• Sales feedback on lead quality was not favorable
CDW Lead Generation Out with the Old
• Gain Sales commitment• Build the infrastructure• Follow the lead
CDW Lead Generation Sales Commitment
• Coordinate with Sales– What is a lead?
• Do we need BANT?• Person to call• Reason to call
• Gain commitment to pursue leads– Send only qualified leads
• Nurture all others
CDW Lead Generation Lead Infrastructure
• Centralized lead repository• Tag each lead
– Source– Date– Customer name– Opportunity– Sales representative name
• Deliver lead within existing sales tool– Sales feedback– Sales disposition
CDW Lead Generation Sourcing the Right Leads
• Based on Sales/Marketing lead definition• Quality and accuracy is critical• Set goals and forecast• Harte-Hanks Ci Pipeline®
– More than a lead
Ci Pipeline® Opportunity Profile
CDW Lead Generation Reporting
• Tracking ROI– Validate the investment
• ROI Formula
CDW Lead Generation So What Happened?
• Increased sales lead utilization by 20%
• Increased average order value by 5 times
• Closed 1 out of 3 leads• Able to deliver positive ROI
CDW Lead Generation Lesson Learned
Best Practices: Lock-step with Sales Follow the lead Validate ROI Pilots with partners
CDW Lead Generation Lesson Learned – The Hard Way
Things to avoid:• Don’t send all leads to Sales• Don’t underestimate the hand-off process• Don’t Assume
CDW Lead Process
Lead Sourcing
Lead Capture
Lead Prioritization
Lead Distribution
Opportunity Management
Lead Measurement
CDW Lead Generation Our Work is Never Done
Q&AMark Thabit
marktha@cdw.com
Randy IlasRandy_Ilas@harte-hanks.com
For more information, contact:
CDWwww.cdw.com
1-800-800-4239
Harte-Hanks Market Intelligencewww.citdb.com1-800-854-8409
CDW Lead Generation Keys to Success
• Get sales buy-in up front• Have a plan for tracking leads in order to
calculate the ROI of your efforts• Select high quality, reputable partners• Start small