Planning and designing a lead management process

Marketing Automation
and the Steps to Get There

©2010 Allinio LLC – All rights reserved
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The Revenue “Mantra”

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Everyone is a Data Gatherer

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Data is a Strategic Asset

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In many
organizations,
the lead process
looks a little
like this…

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Sales gets mad when Marketing
doesn’t give them “good leads.”

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And Marketing
thinks Sales just
doesn’t know
how to sell and
ruins the good
leads they’ve
been given.

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Everyone is saying you have to
manage your leads like a funnel.

Well, that’s a
little better
than a
meat grinder.

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They love to show how cool they
can make a sales funnel look.

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The problem with funnels is that
gravity does most of the work.

And while
we all obey
the laws of
gravity,
leads don’t.

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Remember leads are not a game -
they’re your business’ lifeblood.

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Your lead process is really
a “Supply Chain.”

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Lead components are data that
may come from different sources

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But each added piece of data
helps make a finished product.

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Which is then ready
to hand off to Sales.

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The key is
breaking down
the processes
down into
manageable
sections so you
can consistently
create this
finished product.
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In Marketing’s
case, a “finished
product” is a
“qualified lead”
which is built with
“data” and Sales
is the “buyer.”

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So what are
these processes
that Sales and
Marketing
need to
agree upon?

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Data Process

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Data Process –
Some questions to ask
1. Where is customer data stored?
2. Who controls it?
3. Who enters it and how?
4. Are multiple data systems integrated?
5. When is data cleansed and how?

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Lead Planning Process

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Lead Planning Process –
1. Is there a documented lead quota?
2. Are marketing & sales in agreement
to these numbers?
3. How is success tracked?
4. How often?

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Profiles/Personas

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Persona Creation Process –
Some Questions to Ask
1. How do they access information?
2. What topics interest them?
3. How much information do they
want to receive?
4. Who or what influences them?
5. How do they like to be treated?

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Persona Example #1
Name: Sarah Business: Micro B2C Sarah has operated her own successful company for
Role: Owner, Jack of all Trades the last 4 years. She has always loved this line of
Education: BA in English work, and she chose it as a career after college. She
Computer Skills: Basic wishes she had taken business courses in college, but
Marketing Knowledge: Basic she didn’t expect to run a business.
Her goals are to promote a new line of products, get
new customers, build her customer list and generate
more revenue from current customers. Her major
business challenge is getting the word out about her
business to bring in new customers.
Sarah does not have a huge budget for marketing, but
she is willing to invest and try different approaches.
Sarah is very busy with work and needs her business
software to be fast and easy to use. She is not an
expert computer user and often needs help. She also
needs guidance on how to plan and track
marketing campaigns.

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Persona Example #2
Name: Rick Business: Small B2B As the owner of a small specialized software company
Role: Owner with ten employees, Rick is very comfortable with
Education: Masters in Engineering technology. However, he is not an expert in marketing
Computer Skills: Advanced and needs guidance.
Marketing Knowledge: Intermediate
He has started researching marketing tools, but he is
unsure which tools and channels will best help him to
generate and convert more leads.
Specifically, Rick aims to increase lead generation,
improve conversion, and improve customer
retention while reducing the overall cost of
acquisition.
Rick’s decisions are data-driven. He relies heavily on
metrics and evaluates ROI for all of his spending.

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Persona Example #3
Name: Tara Business: Mid B2B & B2C Tara is Marketing Director for a well-established large,
Role: Marketing Director local commercial and residential services and repair firm.
Education: MBA
She has been spoiled by enterprise-level tools that allow
Computer Skills: Advanced
her to create highly professional creative, build and
Marketing Knowledge: Expert
execute integrated campaigns, and monitor response.
She has a big budget and will use outside experts to
help grow her business, but she has high expectations
of marketing consultants and software.
She says her business is growing, but Tara wants more.
She wants to increase appointments for an upcoming
trade show, get new customers and nurture current
customers.

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Customer Buying Process

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Content Inventory
Format/ Date
Content Audience Theme Buying Stage Comments
Length Created
White Papers
10 Ways to Cut PDF
2008 HR Director Savings Awareness Needs Updating
Training Costs 6 pages
Best Practices of
Implementing PDF
2009 IT Director Efficiency Awareness Add more visuals
Training 4 pages
Software
Case Studies
PDF Update with latest
XYZ Corporation 2010 CIO Savings Consideration
2 pages results
Cut to 2 pages, add
PDF
ABC Company 2010 HR Director Retention Consideration video testimonial to
3 pages
website
Webinars
Video
Shorten to 45
Boost Retention 60 2011 HR Director Retention Decision
minutes
minutes
Product Literature
HR Training PDF Efficiency, Add visual and
2010 HR Director Consideration
Software 4 pages Retention, Savings savings worksheet
And so on…

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Editorial Calendar
Date Topic Audience Theme Buying Stage Format/Length Owner Deadline Channels

Trade shows,
New System Faster, Brochure &
Q1 Consideration Smith 15 Feb direct mail,
Product Integrators better PDF/4 page
website

Email,
Case Security
Q2 ROI Decision PDF/1 page Jones 25 Mar website, social
Study Directors
media

CEO A&E Thought Video/5
Q3 Awareness Smith 15 Jun Social media
Interview Consultants Leadership minutes

Trade Security Cost Blog post/400 Blog, RSS,
Sep Consideration Miller 4 Sep
Show Directors savings words social media

Email,
Product Webinar/60
Q4 IT Directors Ease of use Decision Smith 15 Sep website, social
Demo minutes
media

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Content Distribution

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Map Content to Buying Cycle

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Map the Offer to Buying Cycle

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Lead Nurturing Process

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Lead Nurturing Process –
1. Is there a lead nurturing strategy?
2. Is it manual or automated?
3. How do you determine the content
and calls to action for your nurturing?
4. Who owns the nurturing programs?

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Lead Scoring Parameters

Implicit Explicit

BANT (Budget, Authority,
Behaviors Digital body language
Need, Timeline)

Inferred geography, Demographics, typically
Demographics data quality factors, captured from data or
etc. data appending

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Lead Routing Process

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Lead Definitions

MQL vs SAL vs SQL

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Lead Routing Process –
1. When must Marketing
send a qualified lead to
Sales?
2. When must Sales follow up
once receiving a lead?
3. Who monitors the actions?
4. What systems are used for
monitoring?

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Metrics

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Metrics Process –
1. What metrics measure both
Marketing & Sales success?
2. What systems generate your
metrics reports?
3. How often are they run?
4. Do the reports influence
further efforts?

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Typical Metrics
Inquiries Leads Opportunities Conversion Ratios ROI & Costs
Number of Number of Number of opportunities Percentage of lead Overall Marketing
inquiries leads created to MQL contribution to revenue
from all channels

Number of Number of Number of deep pipeline Percentage of leads Return on Marketing
suspects MQLs opportunities accepted by Sales

Number of Number of Percentage of pipeline Percentage of leads ROI by channel – which
Responses SQLs contributed by Marketing to SQLs channel creates the
most revenue
Number Number of Dollar value of opportunities Percentage of Cost per lead
targeted in raw leads contributed by Marketing MQLs to SQLs
campaigns

Number of Number of Number of deals closed Percentages of Cost per MQL
Connections QLs from Marketing contribution leads to
opportunities

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There’s a lot to
this… much
more than is
mentioned
here..

But you’re a
professional.

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So instead of giving
The lead supply chain
leads to sales that
will do it right.
aren’t ready to buy
(the old way)

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And instead of going two different
directions at two speeds

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Sales & Marketing are aligned

And working together….
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How is an understaffed,
overworked, underpaid,
underbudgeted,
underappreciated
Marketing Department
going to do this?

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It’s Like Eating an Elephant
One
bite at
a time…

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Choosing the
Right Platform

Baby Steps

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Will Your Bosses Be Receptive?

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One Size Does Not Fit All

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Don’t Forget the CRM Platform

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Defining
Requirements

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Defining Requirements-
Some Questions to Ask
1. How many more leads must we
generate?
2. Do we need more effective nurturing?
3. Do we need better sales integration?
4. How do we need more efficient
marketing operations?

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Get a One-On-One Demo

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Demonstrations-
Questions to Ask
1. How are outbound email and nurture
campaigns configured?
2. What are my lead scoring options?
3. What level of granularity is there for
revenue reporting?
4. What are the direct and indirect
costs?

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Big Opportunities for Marketers

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Once you implement
Marketing Automation

You’ll realize that
up until now your
business has been
blind to the
information that can
actually help grow
your company.

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Recommended Books

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Data Driven Revenue TM

www.allinio.com

@allinio
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