Bij veel B2B-bedrijven is marketing gefrustreerd dat sales geen follow-up van leads doet, terwijl sales klaagt over de kwaliteit van de leads die worden geleverd door marketing. Volgens SiriusDecisions, een gerenomeerd onderzoeksbureau, genereren ‘best-in-class’ bedrijven die een gestroomlijnd lead managementproces hebben 47% meer omzet dan een gemiddeld B2B-bedrijf. In deze presentatie vertellen we wat je moet weten over lead management in B2B. Wil je weten: - Wat lead management is en waarom het noodzakelijk is in B2B? - Hoe je lead management op effectieve wijze inzet voor meer omzet en conversie? - Waar je op moet letten als het gaat om het toepassen van lead management? - Hoe je zorgt voor een betere samenwerking tussen marketing en sales?

1. spotONfriday webinar:
Best-in-class met lead management
16 January 2015
Presentator:
Shimon Ben Ayoun
Managing Partner
@shimonbenayoun
shimon@spotonvision.com
Host:
Charles van der Wal
Marketing Operations Consultant
@charlesvdwal
charles@spotonvision.com

2. @shimonbenayoun
#b2bnl
MARKETING
PERFORMANCE
MANAGEMENT
BUYER
PERSONA
CONTENT
MARKETING
LEAD MANAGEMENT
MARKETING
AUTOMATION
Who are we?
With a dedicated passion for B2B
marketing, a vast knowledge of the
B2B buying process, content
marketing and technology,
spotONvision helps its customers to
implement a buyer-centric marketing
strategy & operations.
By bringing strategy, execution and
technologies together spotONvision
enables its clients to drive pipeline
growth, credibility and value.

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#b2bnl
17 March 2015: B2B Marketing Forum 2015
Sign up: www.b2bmarketingforum.nl
Coming up

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#b2bnl
Coming up
spotONwebinar:
12 February: De 3 sleutels voor succesvolle B2B marketing
spotONvision masterclass:
23 April: Contentmarketing voor gevorderden

5. @shimonbenayoun
#b2bnl
Vragen?
GoToWebinar:
“Chat” or “Ask a question”
OR
Twitter: #b2bnl tag
Twitter: @spotonvision

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#b2bnl
Agenda
• What is lead management?
• Why should we take lead management it seriously?
• Buyer Journey
• Lead qualifications, lead definitions & lead scoring
• Lead nurturing
• Benefits of lead management

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#b2bnl
Poll:
Does your organization have a well defined lead
management process?

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#b2bnl

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#b2bnl
Sales wants “leads!”
Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
despair
How does this happen?

11. @shimonbenayoun
#b2bnl
The Usual B-to-B Scenario
Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Close
Weak alignment at the top of the funnel results in poor performance in the middle
and bottom.
417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
80%No nurture/
qualification
100%Sales accepts
everything/nothing
3% - ??Inefficient use of
sales resources
SQL
10% - ??
Poor pipeline
dynamics
Sales Qualification

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#b2bnl
Inquiries
Marketing Qualified Leads
Sales Accepted Leads
Strong process and alignment at the top of the funnel creates strong efficiencies
in the middle and bottom.
70 inquiries to close
1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
9.3%Real lead
qualification
85%Strong process
that is adhered to
62%Sales becomes
more efficient
SQL
29% - ??
Pipeline
dynamics
improve
Sales Qualification
The Best-in-Class B-to-B Scenario

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#b2bnl

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#b2bnl
1. Changing B2B buyer behavior
2. Quality becomes more important than quantity
3. Relevancy and timing are the keys to success!
4. Best-in-class organizations with a streamlined lead
management process generate 47% more
revenue than average B2B companies.
Why should we take lead management seriously?

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#b2bnl

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#b2bnl
Leads Qualification
• Lead definition – Response, MQL , SAL , SQL
• Leads criteria – Demographics and Behavior
“In order to succeed at lead
generation, marketing and sales
must reach consensus as to the
definition of a lead”

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#b2bnl

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#b2bnl
Poll:
Do marketing & sales have naming & qualification
criteria within your organization?

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#b2bnl

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#b2bnl

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#b2bnl
• Companies that excel at lead nurturing generate 50 percent more
sales-ready leads at a 33 percent lower cost per lead
(Forrester Research).
• Nurtured leads produce a 20-percent increase In sales opportunities
over non-nurtured leads (Demand Gen Report).
Why lead nurturing?

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#b2bnl
Types of lead nurturing campaigns

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Multichannel campaign flow

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#b2bnl

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#b2bnl
Lead Planning
• For what percentage to total revenues is marketing responsible?
• How many leads does sales needs to ensure they hit revenue target?
• How many responses we need to ensure required number of leads
• What are the organizational conversion rates (response to lead – lead
to sales)

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#b2bnl

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#b2bnl
• How much time does marketing have to route MQL’s to sales?
• How fast does sales need to accept the lead?
• How fast does sales need to contact a lead after accepting?
• How fast does sales neet to qualify SAL/SQL?
Marketing and Sales SLA’s

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#b2bnl

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#b2bnl
Marketing and Sales SLA’s
• Volume: Impressions, clicks, registrations, MQL, SQL, Opportunities, deals
• Velocity: Stage conversion speed
• Value: Revenues and Pipeline
• Conversion: Stage conversion stages
• Costs: per lead, opportunity and deal
Pipeline Value of the opportunities created directly from demand generation spent
Marketing-driven Revenues
The Formula = 3xV + 2xC

38. @shimonbenayoun
#b2bnl
One more thing
Sales enablement is a
strategic, ongoing process that
equips all client-facing
employees with the ability to
consistently and systematically
have a valuable conversation
with the right set of customer
stakeholders at each stage of
the customer's problem-solving
life cycle to optimize the return
of investment of the selling
system.

39. @shimonbenayoun
#b2bnl
Benefits of Lead Management
1. Shortening the sales cycles
2. Reducing ‘Leads waste’
3. Sales received fewer but better quality leads
4. Helps to show the added-value of the marketing department

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#b2bnl
Q&A
Vragen via “Chat” of “Ask a question”

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#b2bnl
Meer weten? Of hulp nodig bij het
implementeren van lead management?
www.spotonvision.com
@spotONvision
@b2bmktforum
@shimonbenayoun
LinkedIn groepen:
B2B Marketing Forum en
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision