This document outlines a 5-step process for better lead management. The steps are: 1) Clean and manage your database; 2) Reduce form fields with enrichment; 3) Identify business triggers to fuel campaigns; 4) Use triggers to pinpoint interesting moments; 5) Help sales prepare for calls. The overall goal is to gain a more complete understanding of leads by adding "business triggers" that provide context about a lead's motivations beyond just demographics and behaviors.
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
5 Steps to Better Lead Management - Webinar 4/17/14
1. 5 Steps to Better Lead Management
Joe Lucas
Director of Lead Gen & Marketing Ops
2. What is
the problem?
Relying on demographics and
behavior alone is like shopping
for a house by only looking at
blueprints.
Viewing leads in 2D
3. What is
the solution?
Adding Business Triggers fills in
the gaps in your database and
provides color and context to
your customers and prospects.
Viewing leads in 3D
4. Viewing
Leads in 3D
Broaden your vision of your
database to make your
marketing relevant to your
prospects and customers
Adding business triggers
Demographic
Information
Behavioral
Information
Business
Triggers
5. Viewing
Leads in 3D
Broaden your vision of your
database to make your
marketing relevant to your
prospects and customers
Adding business triggers
Demographics
• Based on past success and is driven by who sales wants to
talk to
Behavioral
• Shows the level of interest based on implied behavior
Business Triggers
• Shows the motivation behind the behavior and uncover the
desires of the prospect or customer
Who are you really selling to?
6. The
1. Clean and Manage your database
2. Reduce form fields with enrichment
3. Identify business triggers to fuel campaigns
4. Use triggers to pinpoint interesting moments
5. Help sales prepare for calls
5 Steps
7. Step 1
Clean and manage
your database.
A clean database allows
for easy segmentation and
nurturing.
8. Step 2
Reduce form fields
with enrichment.
YOUR SIMPLE
WEB FORM
SUBMISSION
Streamline your forms for
higher conversion.
BECOMES A
COMPLETE
RECORD IN
9. Step 2
Reduce form fields
with enrichment.
Complete firmographics
delivers more accurate
scoring and routing.
BEFOREAFTER
New lead rating
New lead owner
Eliminates manual research
10. Step 3
Identify business
triggers to fuel
campaigns and
scoring.
Easily keep track of the
important events
happening with your
prospects and customers
11. Step 4
Use triggers to
pinpoint interesting
moments.
Prioritize follow up based
on these pivotal events.
12. Step 5
Help sales prepare
for calls.
Provide your SDR’s with
the right insight.
Notes de l'éditeur
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
Objective: Share InsideVIew’s value for marketing.Talk Track:Using InsideView, your marketing team can deliver a higher volume of qualified leads faster.Your team can:Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records. Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.