5 Keys to Maximizing B2B Lead Conversion to Win More Deals

5 Keys to Maximizing B2B Lead Conversion to Win More Deals

Angie HirataWorldwide Director, Marketing & Business Development

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Is this familiar?Is this familiar?

Black Hole of LEADS!

Marketing: • Get the message

out• Generate leads

Sales:• Build

relationships• Close deals

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Key 1: Break Down the Great Wall Between Sales & Marketing

Key 1: Break Down the Great Wall Between Sales & Marketing

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Key 1: Break Down the Great Wall Between Sales & Marketing

Key 1: Break Down the Great Wall Between Sales & Marketing Involve sales in campaign planning:

Target audience, list Message

Agree on definition of qualified lead (BANT) Budget Authority Need Timeframe Other

Communicate, communicate! Feedback: fix processes, refine next

campaign

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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team

Skills: lead qualification vs. sales closing Focus sales on closing qualified

opportunities Remove “distraction” of cold leads Ensure all leads are followed up – no matter

what time of month or quarter! Organize by territory/region, lead type

Generate leads – Qualify leads – Close deals

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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team

Typical Way New Way

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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team

Model best practices in CRM system: Automate lead assignment Pre-populate qualification info from web/event

forms Timeframe for follow-up BANT criteria Lead qualification questions Lead and opportunity assignment Standardize lead status and rating

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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team

Maximizer CRM: Lead notification (Hotlist) Lead profiling & qualification (User-defined

fields) Opportunity assignment

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Key 2: Fill the Gap with a Dedicated Leads TeamKey 2: Fill the Gap with a Dedicated Leads Team

Notification of new

leads

Lead profile &

qualification

questions Assignment/Notification to Sales

All prospect/customer

history and details

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Key 3: Define a Lead Nurturing ProcessKey 3: Define a Lead Nurturing Process

How Long Before People Buy?

27%

15%

33%

25%

0 - 7 months

8 - 13 months

14 - 19 months

20+ months

From: Reed Business Blue Chip Study III

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Key 3: Define a Lead Nurturing ProcessKey 3: Define a Lead Nurturing Process

Create timely communications Awareness Education Consideration Preference

Segment & personalize Automate email marketing, schedule calls Foster leads to take action to self-identify

White papers (business & technical), articles Webinars/webcasts, podcasts ROI Calculator, case studies

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Key 4: Monitor Lead Team ActivitiesKey 4: Monitor Lead Team Activities

Management by exception Allows for changing & improving processes Monitor throughout the lead follow-up funnel

Lead assignment Lead follow-up: 1st attempt (2nd, 3rd…) Phone notes BANT criteria met for qualified leads Opportunities created: pipeline, forecast

CRM system: dashboards, exception alerts, reports

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Key 5: Key an Eye on the Bottom LineKey 5: Key an Eye on the Bottom Line

Set metrics to measure success # leads # qualified leads, # opportunities # won/lost/abandoned deals Pipeline contribution 5 – 10x campaign ROI

Always look for improvements Ask why: what’s working, what’s not Model what works, fine tune processes

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Next StepsNext Steps

1. Talk to sales, talk to marketing2. Identify biggest gap or challenge

Lead follow-up Lead closure (close loop) Lead nurturing

3. Build your case for a leads team: Identify requirements, calculate based on lead

volumes and calls/day Agree on whether this is under sales or

marketing Set-up clear processes, training, metrics first

4. Create lead nurturing program (phases)

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Maximizer Software Fast FactsMaximizer Software Fast Facts

CRM pioneer (since 1987) Global CRM provider to small and medium

Businesses (SMB) and divisions of large enterprises

400 business partners Over 120,000 customers Over 1 million licenses sold

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Maximizer Software CustomersMaximizer Software Customers

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I’d Like To Know MoreI’d Like To Know More

Contact Maximizer @ 1-800-804-6299

Thank you for your time and consideration.

sales@maximizer.com