Nowadays, digital marketing is developing itself on a day to day basis with better, more intuitive ways to understand and engage with the customer. New techniques, apps and approaches support the creation of rich customer profiles and clear insights into what a (potential) customer wants. As interesting as this is for the modern digital marketer, if sales does not use this information, or has a different view of what the customer wants or needs, many marketing efforts might be useless as they remain unactioned by sales. Marketing and Sales need to be on the journey together to define what the right behavior and interest is, for sales to pick up the lead and close the deal.
Now it the right moment to create this mutual view on customer behavior, marketing leads turned into sales leads, shared goals and shared gains: ROI from our investments!The Journey
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The journey: from lead management to ROI
1. The journey…
from lead management to ROI
Alex Ballering
Global Lead Management and Direct Marketing
Semiconductors
2. Who are NXP?
NXP Semiconductors N.V. (NASDAQ: NXPI) provides
High Performance Mixed Signal and Standard Product
solutions that leverage its leading RF, Analog, Power
Management, Interface, Security and Digital Processing
expertise. These innovations are used in a wide range
of automotive, identification, wireless infrastructure,
lighting, industrial, mobile, consumer and computing
applications. A global semiconductor company with
operations in more than 25 countries, NXP posted
unaudited revenue of $4.36 billion in 2012.
Additional information can be found by
visiting www.nxp.com.
4. Agenda: the road to ROI
Defining stakeholders and roles
Getting sales on board
Mutual view of the ‘truth’
Convert your prospects
measure and manage Quality vs Quantity
Key take aways
5. Define stakeholders and roles
1. Customers / prospects
2. Sales
3. Global Marketing
4. Business lines
Q: Who in this room is end-to-end responsible for P&L
related to campaigning and lead management?
7. Getting sales on board
Business
lines
Global
Marketing
Q: If I ask two sales people in your organization what a
qualified lead is, will they give the same answer?
9. Mutual view of the ‘truth’
Why? When?
To
whom? What?
Q: can anybody give an example of differences in the
points of view from marketing or sales
Q: Which marketeer has requested sales to define what
they would like to receive as a qualified lead?
11. Day 3
traffic
nurturing
lead sharing
channel
lead sharing key
accounts
12. Reality in NXP
• Great process in theory
• Mgmt: Prove yourself
• Roadshow
• Result:
• Engagement higher than ever
• More and new evidence of added value
13. Day 4
traffic
nurturing
lead sharing
channel
lead sharing key
accounts
improved lead
filtering
Financial
feedback
15. Day 5
traffic
nurturing
lead sharing
channel
lead sharing key
accounts
improved lead
filtering
Financial
feedback
16. Measure and manage
Q: Who has sales complaining about the quantity of
leads shared?
Q: Who has changed the process or definitions of a
qualified lead after the first actual leads coming in?
17. Day 6
traffic
nurturing
lead sharing
channel
lead sharing key
accounts
improved lead
filtering
Financial
feedback
19. Day 7
traffic
nurturing
lead sharing
channel
lead sharing key
Performance monitoring, accounts
expanding lead sources and improved lead
filtering
definition, predictive investing, Financial
intense nurturing feedback
20.
21. two kinds of stakeholders
I don’t I believe
believe
22. eye openers
Sales (partners) are not waiting in line for leads…
Do you recognize this?
Everybody is waiting for the big fish…
Do your sales see this as a threat,
treat it with scepticism?
Until they see potential $$, leads are a waste of time…
23. Key take-aways
Ongoing discussion with marketing and sales
Agree on the funnel and the hand-over
remove scepticism with facts, ambassadors and
success stories
Translate marketing into sales language
Embed lead mgmt in ‘normal’ sales process
24. My ambassadors…
The information supports the carry
over of products from one platform to
We are heavily engaged in the next, offering the ability to claim
discussions around the key chip the new design wins (Continental)
sets. The Lead management
information is adding to the
solution selling approach
(Continental) I did not know the interest in
this particular device, this is an
excellent trigger to get in
touch (HP)
Please make sure it adds
value to our process and It makes sense to link a
minimizes the activities that sample request to SFDC. We
we need to do (Philips) have made new contacts in
our account (Samsung)
Customers / prospectsUser experience, ease of doing business, offer valueSalesClose the loop, understandexpectationsMarketingdefineeffective marketing campaigns, create leadsBusiness linesFund the marketing, demandresults
everybodythat we captured contact details from, was considered a lead.
And whatif I askthemwhat a qualified online lead is?Oursalesneverconsidered online to be important fortheirwork. they had onedemand: the website was up! the challenge is to gettheminvolved. We didnot do thispro-actively. onlywhen we wereable to getsomeresults, we started to engagewiththem. Oursalesindicatedthatthey are in touch with all keydecision makers in their account… Really? yourglobal account has 000’s of designers all over the world… let alone all design housestheyworkwith. We had to have proof to interest them and show ouraddedvalueClose Global Marketing – Business Line cooperation… nosales in thisequationHowever, sales are the closing part of the loopNo sales engagement, noresults
This is anongoingdiscussion in NXP. Marketing seesmuch more types of responses fromcustomers as leads, and sales wants / needs to focus. We now have a definition of a qualified lead that all salesworkwith, AND a platform that shows all relevant activities of a customer onlineClearlydefined stages in the funnelClearhand-over pointClearexpectation of what is to bedonenext
Key accountswork in a different platform, werenotengaged, had noknowledge. thissituation is notacceptable, but was realistic. At the same time, digital marketing was convincedthat we had createdgods gift to business creation. Processworked, had a link to existingsystems, and offeredvalue… And all of that without ever asking a salespersonwhattheywanted / needed…
Managing leads is drivenbyresults. Internal (ownsales) and external (
key is to alignwith all stakeholdersDo not stop talking… You do notknoweverythingnow, and even lessabout the situationtomorrow. ifyoudon’t, yourcompetitionwilltakeawayyour businessTakeawaydoubts, eitherby a goodstructured story, orbyreallifeexamples
disbelievenocooperationno interestenthusiasmeagernessforresultsmanagement to tellyou to speed up…