Introduction to lead management

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An introduction to
B2B lead management
(or what you need to do to achieve
a 60% market share)
FORCE PLUS - March 2016

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WysiPLUS
TECHNOLOGY
ABOUT FORCE PLUS
B2B CALL
CENTER
B2B SALES
PROSPECTING
B2B LEAD
GENERATION
What we do? We support the B2B sales development of our clients

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What can you do to
achieve a 60%
market share?

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Emplacement titre principal
Emplacement sous titre
Today, 70% of B2B purchase journey
starts with an internet search.
90% of those searches use Google.
Meaning that, ultimately, a proper Lead
Management (and Google) can help B2B
businesses to conquer 60%+ market share.

5. LEAD?
LEAD GENERATION?
LEAD MANAGEMENT?

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Requests
(on internet)
Visitors
Leads
Projects
CONVERSION RATE
(from 0.1 to 5%)
LEAD-TO-
OPPORTUNITY RATIO
(from 1 to 20%)
SEARCH-TO-VISIT
RATIO
(from 0 to 70%)
Lead Management is a process driven by 3 key ratios

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SALES IS STATISTICS
Proper Lead Management execution is key to satisfactory ROI
Best Case Worse Case Base Adwords
Nb search/month 1 000 1 000 1 000 1 000
Search-to-Visit Ratio 70,0% 0,1% 35,0% 15,0%
Conversion Rate 4,0% 0,1% 2,9% 1,0%
Lead-to-Opportunity Ratio 20,0% 5,0% 15,0% 15,0%
Nb visitors/month 700 1 350 150
Nbre de leads/mois 28 0 10 2
Nbre de projets/mois 5,6 0,0 1,5 0,2

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Persistence is the mother of all
digital marketing and site traffic
successes

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SANDBOX
Achieving traffic generation takes 6-9 months of hard work …

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SANDBOX
… and can never be taken for granted.
+ Change of Google algorythm,
+ Competition,
+ Penalties,
+ Lack of on-going activities,
+ …

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Content Marketing is all the
Marketing that’s left.
(Seth Godin)

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Everything (almost) starts here …

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call center
teleprospection
centre d appel
call servicestélémarketing
appels entrants
centre d appels
centre de contact
centre appel
centres d appels
centre de contacts
ca centres
0
1
2
3
4
5
6
7
8
9
0 500 1000 1500 2000 2500 3000
CostperClic(CPC)($)
Nbre de requêtes/mois
MOTS CLEFS STRATEGIQUES (CPC/Requêtes)
STRATEGIC KEY-WORDS
The heart of content marketing
First, define
what is important
for you.
Then realize that the same
concept is expressed
differently by different people
.

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CONTENT MARKETING
Quality matters …
Source: Link-Assistant

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CONTENT MARKETING
… but quantity matters also ...
There is a strong
correlation between the
number of landing
pages of your site and
the leads it generates.

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CONTENT MARKETING
… as well as diversity.
10-20% of visitors
= paid ads
Top 3 search ranking capture
70% of visitors
Top 10 capture 90%+
(but the same site is seldom put
twice on the same page)
On-Site
(your company
web site)
PPC
(Pay per Click)
Off-Site
(your media
partners web site)

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Trying to increase sales simply by driving
more traffic to a website with a poor
customer conversion rate is like trying to
keep a leaky bucket full by adding more
water instead of plugging the holes.
(Bryan Eisenberg)
CONVERSION RATE
OPTIMISATION (CRO)

18. CRO rule #1 – Get the right key-word strategy
21/03/201618
STRONG
Competition
WEAK
Competition
Conversion
FAIBLE
Conversion
FORTE
1 word
call
2-3 words
(strategic key-words)
Call center
3-4 word
(SEO keywords)
Call center Lyon

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CRO rule #2 – Be multi-channel!
Phone & CTA are a minimum !!!
40% CTA
60% Phone
On every
landing page !
(even if you
get 5000)

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CRO rule #3 – Get the right lead response time
Immediacy is the essence of lead management.
Fast response rate
improves
dramatically the
contact rate.
In B2B, a lead is
considered « dead »
if not qualified within
48 hours.

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Lead Management is a process. As such it
deserves to be lean & consistent.
With the right technology and the right people.
MQL

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Appel tél./Chat/Web call back
SITE CORPORATE
Opt-in/e-mail/Adwords/tracking IP
SITE CORPORATE
Appel tél./Chat/Web call back
SITE PARTENAIRE
CANALDIGITAL
CANAL
"VERBAL"
Objets connectés
Conversion
digitale
LEAD CENTER
Conversion
téléphonique
LEAD CENTER
Qualification
BANT
Screening
CALL
ou
PARK?
Prospection
téléphonique
Lead Management is a process
Implementing Lead Center workflow is needed
CANAL
FACEA
FACE
Salons & évènements
Les leads qualifiés sont accessibles via web-
reporting et exportables vers le CRM du client.
CONVERSIONGénération de leads
MARKETING
QUALIFICATION
SALES QUALIFICATION
Inclus process de
détection de projet.
Opt-in/e-mail/Adwords/tracking IP
SITE PARTENAIRE
PARK (ou absence de
réponse sous 48h) =
enregistrement
Screening

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Conclusion
How do I get my Return
On Investment ?

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Mots Clefs
Stratégiques
(Google <10)
Mots Clefs
Stratégiques
(Google >10)
Mots clefs
ciblés "longue
traine" (Google
<10)
Adwords
Call Center Call Center
Call Center
Lyon
Call Center
Nbre de requêtes/mois 2 400 2 400 50 2 400
Taux de visite 50% 1% 70% 15%
Taux de conversion 1% 1% 5% 1%
Nbre de visiteurs/mois 1 200 24 35 360
Nbre de leads/mois 12 0 2 4
CPC (Cost per Clic) 5,18 €
Coût Landing Page (mens.) 25,00 € 25,00 € 15,00 € 50,00 €
Qualification Leads (@ 35€) 420,00 € 8,40 € 61,25 € 126,00 €
TOTAL (mensuel) 445,00 € 33,40 € 76,25 € 2 040,80 €
CPL (Cost per Lead) 37,08 € 139,17 € 43,57 € 566,89 €
Do your maths …

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… be prepared …
+ Process
+ Technology
+ People

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OFF-SITE
ON-SITE
DIRECT
time
6-9 months 9-15 months
Nb leads
/month
… and be persistent

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And by the way …
… outsourcing your lead management is often a
good idea 

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THANK YOU
Please join us on LINKEDIN
https://www.linkedin.com/company/force-plus

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