Making Lead Scoring & Nurturing Work

Making Lead Scoring & Nurturing Work

Moderator:Andrew GaffneyEditorDemand Gen Report

Presenter:Paul DunayGlobal Director of Integrated MarketingBearingPoint


Today’s Guest Speakers

Moderator:Andrew GaffneyEditorDemand Gen Report

Presenter:Paul DunayGlobal Director of Integrated

MarketingBearingPoint


The Need for Lead Scoring & NurturingAndrew Gaffney

EditorDemand Gen Report


Marketers missing out on opportunities that are not “salesready”.

• Only 20% of leads are followed up on• Sales typically disqualifies 70% of leads based on lack of

budget, timing, etc.

• 80% of those “bad leads” do go onto buy within 24 months

Source: Sirius Decisions

The Need For Lead Nurturing


“Sales Nurturing” has emerged as an integral part of the overall demand generation process.

Some industry stats/benchmarks to consider: • 73% of companies have no process for requalifying leads;• 80% of sales close after the 5th contact• In some complex industries, it typically takes between 9 and

11 touches before a deal closes

Framing The Opportunity For Nurturing


Buyers look for different kinds of information at various pointsin the buying cycle. Just because they didn’t buy todaydoesn’t mean they won’t be interested tomorrow.

• Recent study from Knowledge Storm/Marketing Sherpa found 61% of technology buyers want content that directly addresses the issues they face at each point in the decision process.

• Frequency is also important: 85% of tech buyers said they need to encounter at least three pieces of content.

Targeting The Different Phases of The Buying Cycle


As organizations are realizing that the quality of leads is often

more important than the quantity, lead scoring is becoming a

more common practice.

By targeting and profiling specific buyers during the lead generation process and then scoring leads, marketers are seeing payoffs in:

• Increased lead conversion rates• Shorter sales cycles • Improved win rates

Marketing Putting More Emphasis on Lead Management


Sales reps are getting less “face time” with prospects and

are relying more on the marketing department to open

doors and provide intelligence on new accounts.

• According to ABM’s 2007 Digital Transformation study, 78% of business decision makers said the amount of time they spend with sales reps has “decreased or stayed the same during the past 12 months.”

Planning Lead Generation For 2008

The New Role of Lead Generation in Pipeline Optimization


Making Lead Nurturing WorkPaul Dunay

Global Director of Integrated Marketing

BearingPoint


Making Lead Nurturing Work


2 Factors Driving Lead Nurturing


Benefits of Lead Nurturing Are Enormous

• Increase in Qualified Leads (78%)

• Decrease in Sales Cycle (from months to weeks)

• Decrease in Cost of Sales (10% decrease)

• Improved Conversion Rates of those leads (1.5 - 3.0x)

• Increase in Quality of leads going to sales

• Increase in Transaction Size

• Increase in Marketing ROI


How Do You Implement Lead Nurturing?


Setting Up For Lead Nurturing

5 setup considerations:

1. What is the definition of a lead?

1. What are the attributes of a sales ready lead?

1. How should I segment my database?

2. How I score activities?

1. Finding the right technology


Step 1: Define A Qualified Sales Lead

A qualified sales lead is when…

• BearingPoint & prospect have had a conversation

• Around a specific project

• Need has been identified

• Time frame validated

• Budget allocated


Step 2: Define Your Target Profile

Attributes:

• Company size, Company type, Geographic location, Size of Revenues

Position:

• Job Function, Title, Authority level, etc.

Needs:

• Issues, problems, requirements

Readiness:

• Stage in the Buy Cycle, Timeframe, Budget


Step 3: Segmentation Of Your Database

We have what I like to call 2 way segmentation in our verticals:

• Solution- Customer Relationship

Management- Enterprise Resource Planning - Risk, Compliance and Security- Enterprise Strategy &

Transformation- Finance Advisory- Growth & Innovation- Human Capital- Information Management- IT Strategy & Transformation- Managed Services- Merger Integration- Operational Excellence- Performance Management- Supply Chain and Sourcing- Systems Integration- Technology Infrastructure

• Industry- Automotive- Aviation & Transportation- Commercial Aerospace- Communications- Consumer Markets- Education- Energy & Chemicals- Financial Services- Government- Healthcare- Hospitality- Life Sciences- Manufacturing- Media- Technology


Step 4: Scoring Activities

Look for “engagement” with the content – before having any

further conversations.

How many points is that engagement worth?

• If / then statements

• Is attending an event more important than a Webinar?

• How many activities need to happen = engagement?

• If nothing happens for 6 months do you reduce?

• My advice –> Keep it simple


Step 5: Finding The Right Technology?

3 important things to consider:

1. Your vision will change

2. Long term decision

3. Pilot vs. Big Bang


Let Me Show You An Example…


Email Campaigns

Lead Nurturing

Events

Website Downloads

•Capture and score all leads•View all leads on one dashboard•Track ROI for each campaign

Promote leads above set score to Sales

Nurture leads with

drip marketing

Adwords

Banner Ads


Overview Of The Process

Marketing Pipeline

Sales Pipeline

Inquiries

NurturingLeads

Customers

Returned Prospects

Email, Direct Mail, Website Downloads, Inbound Calls, Webinars, Roundtables

Sales Ready Leads

Not a Fit

Sales Generated Leads

Existing Clients

Measu

re R

OI

Inside Sales

Closed Loop

Feedback

Source: InTouch


A Look At Some Illustrative Data


Drill Down On One Illustrative Lead


Calculating ROI

Source: InTouch


5 Key Takeaways

1. STOP throwing the baby out with the bath water.

2. Take the time upfront to define the right attributes.

3. Set up a Marketing Funnel call and invite sales.

4. Sit on the Sales Funnel calls to hear feedback on your leads.

5. Don’t attempt this in isolation.


Questions


Co-Sponsors:

Thank you!

If you would like to request a copy of today’s presentation, please email [email protected]

For more information please contact Lisa Cramer at [email protected] or 678-672-3102.

Making Lead Scoring & Nurturing Work

Technology

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