the big picture, may 2015: lead lifecycle management, sylvia jensen

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Lead Lifecycle Management7 Steps from Prospect to Revenue

Oracle Confidential – Internal/Restricted/Highly Restricted

Sylvia JensenSr. Director of EMEA MarketingOracle Marketing Cloud20th May 2015

@smajensen


Agenda

1

2

3

4

What’s Changed: Why Lead Lifecycle Management is Important

Ground Zero: Sales and Marketing Alignment

The 7 Steps from Prospect to Revenue

Continuous Optimisation: Why You’ll Never be ‘Done’

Oracle Confidential – Internal 3


What’s Changed?

Why Lead Lifecycle Management is Important


What’s Changed?Buying Evolution

“…customers’ buying processes have evolved. How we market and how we sell, has to evolve too”

“…power is now with the

customer… marketing and sales have to align”


Digital Body Language

How frequently a prospect interacts with your company and content is key to determining true buying interest.

@smajensen


Ground Zero

Sales and Marketing Alignment


Ground Zero: Sales and Marketing AlignmentWhat needs to happen before lead lifecycle management

SalesOpportunitiesWin RateQuota Attainment

Traditional MarketingResponsesClicks/VisitsVolume of leadsCosts of programmes


Marketing

validates

quality of

interest

Marketing

nurtures to

sales ready

Sales

validates and

accepts

ownership

Sales

validates

BANT criteria

Sales closes

revenue

opportunity

InterestCustomer Buying

ProcessEvaluate PurchaseLearn Justify

Marketing &

Sales Process

Ground Zero: Sales and Marketing Alignment

SUSPECT INQUIRY MQL SAL SQO CLOSED


7 Steps from Prospect to Revenue


The 7 Steps to Lead ManagementOverview

Improve Marketing Efficiencies

Enable Sales

Improve Lead Quality

Do Effective Nurturing

Improve Targeting & Segmentation

Measure Marketing Effectiveness


Step 1: Understand your BuyerThe customer’s journey – Ideal Customer Profile

Interest Evaluate Justify Purchase

Has anybody

checked out…?

I’m trying to

figure out

… ?

map their journey….

I’m trying to

figure out… ?

Any

suggestions

on where I

can find… ?

Oh no! I’ve

just…


Step 1: Understand your Buyer

Interestingly, Facebook is the largest contributor for both B2B and B2C. And, while the traffic from social networks is still a small portion, it

appears to be a promising channel.

Market reach is growing from social channels

Closed

Won

Inquiry

SAL

SQO

Suspect

Source: Eloqua’s April 2011 Benchmark Report, pg 7


Step 2: Segment your Database

• Geographic

• Demographic

• Psychographic

• Behavioural

• Occasion

Deliver the right message at right timeImprove Targeting & Segmentation

Closed

Won

Inquiry

SAL

SQO

Suspect


Step 2: Segment your Database

Less is more. Smaller segmented batches perform better than larger presumably non-segmented batches.

Precisely, targeted marketingImprove Targeting & Segmentation

Closed

Won

Inquiry

SAL

SQO

Suspect



Step 3: Improve Marketing Efficiency

By offloading marketing staff of manual tasks associated with lead generation, scoring, nurturing, event management, and

other tasks, each person can be more productive.

Automate repetitive steps



Step 4: Score your Leads

Lead scoring is a method of assigning points to each prospect you come across.

Score determines action.

Get the right leads to sales - fast

Will improve win rates, revenue and helps cement sales and marketing alignment.

Closed

Won

Inquiry

SQO

Qualified

Lead

(MQL)

Sales

Accepted

Lead (SAL)

Suspect


Lead Scoring


Step 5: Nurture your Contacts

Best-in-class companies employing automated nurturing, plugging a leaky funnel, realising growth, whilst laggards not

using nurturing are seeing a decline in leads.

Nurturing keeps your brand top-of-mind



Closed

Won

Inquiry

SQO

Qualified

Lead

(MQL)

Sales

Accepted

Lead (SAL)

Suspect


Lead Nurturing


of leads are followed up on by sales

reps.

20%

70% 80%

of leads followed up on

are disqualified.

of disqualifiedprospects go

on to buy from

someonewithin the next

24 months.(Research: SiriusDecisions)

Lead nurturing. . . . . . the process of cultivating leads who are not yet ready to buy.


Case study: McAfee

Challenges:Many leads generated, but not all quality leads.

Marketing effectiveness to improve sales pipeline.

Engaging prospects throughout buying process.

Solutions:

Eloqua Lead Scoring.

Automated Lead Nurturing

Program.

Director of McAfee’s Global Demand Centre, Alexandre Papillaud, has said:

The implementation of Eloqua’s lead scoring and lead nurturing programs has really moved us forward in our marketingevolution.


Lead scoring in action.

The world’s largest dedicated technology security company, McAfee reaped the rewards of a lead scoring (and lead nurturing) program from Eloqua (part of the Oracle Marketing Cloud). The company . . .

35%Reduced leads 35% while improving overall quality.

x4Increased lead to

opportunity conversion rate times four.

Tightened marketing and sales alignment.

>


Step 6: Enable SalesMarketing intelligence for sales action - alignment

Enable Sales

Closed

Won

Inquiry

SQO

Sales

Qualified

Opportunity

(SQO)

Suspect

MQL

SAL

Closed

Won

Prioritised view of

most engaged

prospects


Step 6: Enable SalesMarketing intelligence for sales action

Easily track buying

signals of interesting

accounts

Closed

Won

Inquiry

SQO

Sales

Qualified

Opportunity

(SQO)

Suspect

MQL

SAL

Closed

Won

Enable Sales


The 7 Steps to Lead ManagementOverview

Improve Marketing Efficiencies

Enable Sales

Improve Lead Quality


Improve Targeting & Segmentation

Measure Marketing Effectiveness


Campaign ROI


Continuous Optimisation

Why you will never be done


25%

£5M

50%

20%

5%20,000

1,000

250

125

25Revenue

Inquiries

Qualified Leads

Sales Accepted Leads

Sales Qualified Opps

Closed-Won Leads

Conversion Rates

Sales StageVolume

Required

ASP = £200K SaaS Company, 20% Win Rate

Optimising Results: Lead Management


20,000

1,000

650

325

65

Inquiries

Qualified Leads

Sales Accepted Leads

Sales Qualified Opps

Closed-Won Leads

Conversion Rates

Sales StageVolume

Required

ASP = £200K SaaS Company, 20% Win Rate

Optimising Results: Lead Management

65%

50%

20%

5%

£13M Revenue


In Summary


3 things a modern marketer should remember

1. Align with your sales team to improve lead flow and effectiveness of your revenue engine

2. Learn the 7 steps in lead management and adopt them over time, as you evolve – it’s a journey

3. Continuously improve your lead management processes to grow revenue and productivity


&


Lead Lifecycle Management

Sylvia JensenSr. Director of EMEA MarketingOracle Marketing Cloud

@smajensen

[email protected]

http://www.linkedin.com/in/sylviajensen

Thank you!

mailto:[email protected]

http://www.linkedin.com/in/sylviajensen

the big picture, may 2015: lead lifecycle management, sylvia jensen

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