custom enterprise lead management: score, integrate, assign, and nurture
TRANSCRIPT
Custom Enterprise Lead Management: Score, Integrate, Assign, and Nurture April 28, 2016
Zach Monroe Marketing Technologist - Nearly 9 years in the martech and data analytics space
- Worked with startups, mid-sized and global enterprise
organizations at all stages of growth, managing the strategy, architecture and implementation of marketing technology solutions.
- Reside in the Chicago-area with my wife Ashley and our daughters Athena and Zara
- FUN FACT: I have a black belt in Taekwondo and was ranked 4th nationally in sparring at the age of 14
Overview
Where to Start?
Common Challenges
Lead and Account Scoring Model
Automate Lead Management Framework
CRM Integration and Lead Assignment
Reporting and Analytics
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90% of the work is in the planning
and strategy
Where to start?
ASK QUESTIONS! Identify business requirements, platform requirements, and lead sources
What do we do today?
What are our platform requirements?
What are our business requirements?
What are our lead sources?
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Do you have an existing lead process framework?
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What do we do today?
Questions: 1. Do you have an existing lead process framework?
2. What works?
3. What needs improvement?
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Answers: 1) YES!
2) What works? • Sound strategy
3) What needs improvement? • EXECUTION!
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• Capture leads • Score leads
• Assign leads to reps
Business Requirements
• Lead sources tied to Eloqua
• Lead scoring module configured
• CRM integration
Platform Requirements
Keep it Simple
Priority: Translate business requirements into technical requirements.
• Backend web forms • Get all web forms integrated with Eloqua backend forms
LEAD SOURCES
WEB FORMS
EVENTS
WEBINARS
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IMPORTS
MANUAL CREATION
• Webinar apps • Integrate with Eloqua and automate reminders and follow-ups
• Highly recommend an event lead capture solution • Sends leads directly to Eloqua and automates content delivery
• Sometimes a direct upload is necessary • 3rd party data appends, outside lists, etc.
• Reps creating leads directly in your CRM • Prospective customers call reps directly
COMMON CHALLENGES
Common Challenges Finding lead sources and identifying data requirements
Identifying lead scoring criteria
Integration errors
Custom CRM setup
Lead attribution to revenue
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LEAD and ACCOUNT SCORING
Lead and Account Scoring – Explicit Data
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• Start with captured data • What are you asking for on your forms?
• TALK TO SALES • What do they consider to be a hot lead? • What are some commonalities of leads they reject?
• Can you fill account information with 3rd party data? • You can combine lead and account scoring models in Eloqua or create multiple models
Lead and Account Scoring – Implicit Data
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• Look at past engagement data to define “quality engagement” • Combine engagement data from Eloqua reports with purchase data to identify what helped
lead to conversions
• Align content, business, and sales strategies • What products/services are sales reps primarily focused on this year? • What does the business consider to be “high value” content? • What channel mix leads to higher conversions?
• Communicate with stakeholders • Make sure everyone understands that lead scoring will now be DYNAMIC
AUTOMATE LEAD MANAGEMENT
What needs to be updated in the CRM?
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• Lead object • Pertinent lead information (decision maker, purchase timeframe, etc.)
• Contact object • Email, phone, etc.
• Campaign object • Campaign type, channel type, product, etc.
• Consider CRM rules • Is there a sequence to record creation? • What are the lead assignment rules? • Are there different lead types? (prospective customer, partner, etc.)
When do we update each object?
Automation and Integration
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• External Calls • Lead (create) • Lead (update) • Contact (create) • Contact (update) • Campaign (create) • Campaign (update) • Task (create) • Associate Lead with Campaign Member • Associate Contact with Campaign
Member
• Inbound Auto Synchs • Lead object • Contact object • Campaign object • Custom objects
Automate, Integrate, and Customize
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• PROGRAM BUILDER • Out-of-the-box • Customized automated programs
• DEFAULT CAMPAIGN RESPONSE RULES • Customized for Leads and Contacts
Quick Tips
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• Build small, scalable programs • Large programs can become unwieldy and can be better scaled by splitting them up
• Utilize Custom Data Objects • Sync to and from CDO’s to move custom data between platforms
• Maximize your use of filters • From feeders to decision rules, filters will help you better path contacts through programs
by taking into consideration multiple criteria at once
• Get creative • The CRM configuration and the data will never be
exactly what you’re looking for. You can solve these issues by fully utilizing the Eloqua platform.
• Collaborate and Communicate! • You’ll need to work hand-in-hand with sales, marketing,
and IT
REPORTING and ANALYTICS
Eloqua Engagement Reports and Dashboards
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Eloqua Closed Loop Reporting
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Demand Funnel Record
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• A set of custom columns in your CRM that tracks leads as they move through each stage of the funnel
• Types of reports include: • Days leads outstanding • Lead survival curve • Estimated lead value
• Funnel movement and conversion velocity • Stage-by-stage campaign attribution • Hot, warm, and cold YOY comparisons
Key Takeaways Focus on planning and strategy
Ask questions
Start out simple
Communicate and collaborate
Define KPIs and develop a strategy for how to measure success
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