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How Many Leads Do You Need?
Steps for Benchmarking Leads and Increasing
Volume of Qualified Leads
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About DemandGen Report
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Today’s Speakers
Moderator:
Andrew Gaffney
Editor
DemandGen Report
@AGaffney
Speaker:
Carlos Hidalgo
CEO
The Annuitas Group
@cahidalgo
Developing the Lead
Planning Process August 9, 2011
About The Annuitas Group The Annuitas Group’s mission is to help our clients deliver a measurable
return on their marketing and sales practices. As the recognized leader in
marketing and sales process consulting, development and implementation,
we help clients achieve greater marketing and sales efficiency through
effective lead management, marketing automation and demand generation
programs.
Practice Areas…
– Lead Management Process Audit
– Lead Management FrameworkTM Implementation
– Marketing Automation Selection
– Campaign Management
– Lead Management Advisory Services
©Copyright 2011 The Annuitas Group
Our Clients
©Copyright 2011 The Annuitas Group
What is Lead Planning?
• Process to determine how
many leads marketing must
generate to enable sales to
meet their quota
• Process that will help
determine budget needed for
marketing tactics
• Process that enables visibility
into every conversion stage of
the lead funnel
• One part of the overall Lead
Management Process
©Copyright 2011 The Annuitas Group
• Not just scoring and lead
nurturing
• It is not a practice of individual
silo’s, everything feeds into the
next and has to be looked at
holistically
• Not technology, but supported
by it.
Lead Management – What it isn’t
Source: Sirius Decisions; Forrester
©Copyright 2011 The Annuitas Group
• The operational response to the buyers
power
• It's a process not a program that includes
– Data
– Lead Planning
– Lead Qualification
– Lead Nurturing
– Lead Routing
– Content Blueprint
– Metrics
• Not technology; a process supported by
technology
Lead Management – What it is
©Copyright 2011 The Annuitas Group
The Lead Management FrameworkSM
Lead Management
Data
Lead Planning
Lead Routing
Lead Qualification
Lead Nurturing
Metrics
Content
©Copyright 2011 The Annuitas Group
Prerequisite 1: Lead Qualification
• Definition
– Defining every stage from response
through to customer
• Criteria
– Assigning criteria to these definitions
• Demographic
• Behavioral
• Budget, Authority, Need & Timeframe (
BANT)
• Scoring – Assigning numerical values to the criteria
©Copyright 2011 The Annuitas Group
Prerequisite 2: Data Segmentation
• Segment Your Data Based on Your Qualification Process – A short bio of the typical customer (Persona)
– Person description (not job description)
– Includes Information on • Buyers Background
• Daily Activities
• Current Solutions to Problem
• What’s important to this Buyer
• Why is a persona important? – Difficult to have a conversation if you don’t
know who you are communicating with
– Help you to understand exactly who you are nurturing and what content will be valuable to them
©Copyright 2011 The Annuitas Group
Data Strategy
“The company with the best data wins!”
- Sirius Decisions
©Copyright 2011 The Annuitas Group
The Annuitas Group Lead Planning Funnel
Mktg Nurture Campaign
Lead Nurture Campaigns
Mktg Nurture Campaign
Sales Acceleration Nurture Campaign
240 Mktg Qualified
(MQL)
3,000 Responses
120 Sales Accepted
Leads
Sales Close Rate 33% 24 closed deals
Additional Monthly
Revenue @ $100k ASP
$2.4M per month
60% Conversion
SQL
2,400 Valid
Responses
80% Conversion
10% Conversion
(MQL)
50% Conversion
(SAL)
72 Sales
Qualified Leads(SQL)
Post-Sales Nurture Campaign
Sales Acceleration Nurture Campaign
©Copyright 2011 The Annuitas Group
Key Takeaways
• It is a marketing and sales exercise
• Determine the revenue amount that will
be assigned to marketing
• Will potentially have multiple planning
models based by product, BU, Geo, etc.
• Review consistently (monthly, quarterly,
etc.)
• Benchmark the results
©Copyright 2011 The Annuitas Group
One more thing…
• Dream big, start small, scale
appropriately
• This is a process and process
equals behavior change – be
ready
• Include Sales in the process –
This bears repeating
©Copyright 2011 The Annuitas Group
Contact Information
Carlos Hidalgo
The Annuitas Group
719-966-7548
Twitter: @cahidalgo
©Copyright 2011 The Annuitas Group
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