Lead Automated Marketing Process: Lead Facing Process Overview

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LAMP-360 OverviewLead Generation and

Nurturing

September 2012

Julian PoulterCEO

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Agenda

The background

Overview of lead generation and nurturing

Issues – key considerations

LAMP-360 approach

Next steps

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SMEs & leads

SMEs (1-250 employees)– Small – limited resources – focussed on growth– Limited knowledge or ability to apply best practice– Often limited embryonic sales & marketing processes– Limited collateral– Limited ability to customise CRM/EMM/MA systems

Need tailored solution– Adopting as much best practice as possible– “Out of the box” solution – limited customisation

What is a lead / opportunity / customer?

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Sales (and marketing ) Process

Ideally a unified process

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LEAD > OPPORTUNITY > CUSTOMER > Repeat or DEAD

• Lead > Opportunity : Responsibility of “Marketing”

• Opportunity > Customer : Responsibility of “Sales”• Customer > Upsell : Account Management!

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The Sales (and marketing) Process

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LEAD > OPPORTUNITY > CUSTOMER

Marketing Sales / Account Man.

Often divided roles / responsibilities within a company: sales focussed on closing business

Process complexity / length: varies depending on product / sector

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Sales (and marketing ) Process

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LEAD > OPPORTUNITY > CUSTOMER

Often (always) a gap– “Sales don’t follow up our leads”– “Marketing doesn’t generate decent leads”– Lack of communication– Caused by lack of agreed definitions and responsibility

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Sales (and marketing) Process

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LEAD > OPPORTUNITY > CUSTOMER > DEAD

Lead generation: should be a continuous process – buyer doesn’t care

Linking marketing and sales with appropriately qualified opportunities getting right treatment

The sales qualification process

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Agree lead definition

Definition agreed between sale sand marketingDefine Marketing Leads MQLs – 5 criteria:

• Correct profile company• Have a need• Understand we can solve their problem• Want to move forward (otherwise Nurture)• Agreed to sales contact

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Scoring leads

Important for modest+ volumes only– Based on qualification criteria

• Interaction type• Content type• Demographics: Job roles type • Etc

– Ensures key leads are handled– Sales only passed qualified (MQL) leads

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Qualify MQLs - SQLs

Sales still qualifies leads– Based on agreed qualification criteria– We use MANDACT or BANT

• Money• Area of interest• Need ( already uncovered in MQL) • Decision• Ability• Competition• Timescale

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Lead responsibility

MQL – passed to sales– Accepted or Rejected ( Re-qualified )

Lead nurturing – interest / not ready• Becomes a large group of leads• Important to treat correctly• Interested, but not ready to move• Sales regular call backs = expensive

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Important, but….

What about the Buying cycle?

View the process from the buyer’s perspective

How he becomes aware and his journey along that path…..

Sales process

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Buyer’s Journey

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Typical buying cycle

Unaware of needUnaware of proposition / solutionAware of problem / solutionsInterested or Nurture – researchCustomer – education / implementationImprove – upsellDead - changed requirements / environment

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Customer Buying Cycle Stages / “Communication Streams”

Define: The Sales and Buying cycles

Interest CustomerUnaware Aware

Marketing validates /

profiles

Marketing qualifies or nurtures to

MQL = sales ready

Sales validates

and accepts or rejects

ownership.

Sales qualifies

MANDACT criteria

Sales Proposal

and closes opportunity.

Sales cycle

SuspectMarketing

Qualified Lead (ML)

Sales Qualified Lead (SL)

Sales Order

£

MarketingProspect

NURTURE

Marketing cycle

Email/provide Collateral linked to stage in the Awareness Cycle– Whitepapers– Videos, Podcasts, Slideshows– Presentations Events etc

Recognise– Each buyer’s journey needs to be completed step by step– Individuals in the same company may be at different stages of

the same journey– Individuals start the buyer’s journey at different times and travel

at different speeds

How to engage buyers

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Messages

Linked to buying cycleRight: – Message: – Time: – Channel:

• Everybody knows this

Challenge– What to say?– Time to plan?– When to say? Nurturing bit in middle is long??– Timescale to execute?– Prospect / contact centric – not batch emails– Up to 30% of marketing budget on collateral

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The resultant solution

Email to start engagement– Key part of the process– Outbound– Cheap, easy, reasonably effective– But need to use with other methods (inbound

and outbound)

Many organisations resort to periodic emails – approx. 1 per month – 1st

generation?

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Drip feed vs batch

Drip feed out the batches of emails

Automatic in LAMP

Result is drip feed of leads/prospects or customers

Manageable stream of leads

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Typical email scramble

Prospects C

ustomer

Whitepaper 1

Whitepaper 2

Whitepaper 3

Video 1

Podcasts 1

Whitepaper 4

Video 2

Welcome 1

Tips & Hints 2

Cust. Survey1

Tips 2

Newsletter 1

1 stream for prospects, 1 for customers

Often a last minute monthly scramble

Content and quality variable– How many times have you seen a retraction?

Holiday!

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Solution

Need a semi automatic process

Set up the bulk of it, once – In the campaign setup phase:

• Excited, energy, budget, time, plan, set up

– The automatic way: LAMP• Lead Automated Marketing Process

– “Streams” linked to buyer’s journey– Monitor, pre-defined reports– Constantly add collateral

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Lead Automated Marketing Process – Streams

Unaw

are Stream

Aw

are Interested` C

ustomer

Whitepaper 1

Whitepaper 2

Whitepaper 3

Video 1

Podcasts 1

Whitepaper 4

Video 2

29days 29d

Whitepaper 5

Case study 1

Fact Sheet 1

7days 8d

Brochure 2

Factsheet 2

Special Offer 1

Trial Offer 1

29days 29d

Welcome 1

Tips & Hints 2

Cust. Survey1

Tips 2

Newsletter 1

29days 29d

Repeat Stream

Copyright Selling People 2009

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Follow up

Check on:– Sent / Opened / Clicked / Downloaded– Rapid follow up of interactors – using intelligent

tele-marketing

When they click – what happens??– Go to relevant landing page

• Relevant to CTA– Survey, obtain more information to:

• Qualify prospect• Change Stream as appropriate

– Product / industry etc

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LAMP Content Marketing

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Unaw

are Stream

Aw

are Interested C

ustomer

Whitepaper 1

Whitepaper 2

Whitepaper 3

Video 1

Podcasts 1

Whitepaper 4

Video 2

29days 29d

Whitepaper 5

Case study 1

Fact Sheet 1

7days 8d

Brochure 2

Factsheet 2

Special Offer 1

Trial Offer 1

29days 29d

Welcome 1

Tips & Hints 2

Cust. Survey1

Tips 2

Newsletter 1

29days 29d

Converts from telemarketing

Click to media changes Stream,

via Survey, chooses Product 2

Click to fact sheet changes Stream

Survey 1& Decision

Survey 3

Survey 2

Whitepaper 6

Case study 2

Fact Sheet 2

7days 8d

Product 1 Product 2

Repeat Stream

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Tele-marketing Follow up

Called by Sales / internal sales / telemarketinga. Have a conversation

a. Responded to emailb. Answer profile survey questions

b. Further qualify, put in the correct Streamc. Short circuit automated process – progress quicklyd. Call within 30 minutes – much higher response

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Unaw

are Stream

Aw

are Interested

Custom

er

Whitepaper 1

Whitepaper 2

Whitepaper 3

Video 1

29days29d

Case study 1

Welcome 1

SimpleSurvey

x000 emails1000 per day

T/M Call

Nurture Campaigns

UpsellCampaigns

29d

CRM DatabaseData / Profiles

Email marketing

Repeat Stream

Human thoughtExperience

Prepared Data

Review info: LandscapingSoft leadsNurture leadsIntelligence

Intelligent decision /

recommendation

Progress

Sale

Sales briefing and recommendation

Buyer Engagement

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Approach & Content

Depends on, many variables:– Data – Product / service value– Length of sales cycle– Complexity of proposition– Industry

But this process works in many industries, products

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Challenges

Needs thought and attention – to follow up interactions– for call backs– move to appropriate Streams– clean data

What to do– Qualified, called, but not yet ready?– The Nurture– Aware / interested Stream? Outsource?

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Optimised interfaces

Campaign based:– Data, signatures, documents, templates etc– Keep it simple

Focussed on follow up action– Log call, f/u call, change stream,

opportunity/lead, send email

Optimised workflow and target selection

Still needs: Good tele-marketers

Follow up – Tele-marketing

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RESULT

More qualified leads– Sales (expensive) effort spent on appropriate

qualified leads– Tele-marketing : efficient, chasing warm leads– No leads lost– All leads qualified better– Drip feed of leads – easier to manage

Summary– more effective use of resources– More results

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Requirements

Good email data

Good collateral and campaign plans

Email tool that can drip feed email sending

Email tool that can operate Contact centrically

Flexible tele-sales/marketing team for follow ups

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Project Management

Timesheets

Reporting

Opportunities and sales items/orders

LAMP other functionality

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Built in processes

Many to many relationships with contacts

Single version of truth & integrated data

Campaign based

Simultaneous sales and buying cycles

Opportunity management& intelligence

Collateral / content and document storage

Tele-marketing efficiency

Reporting portal

Other LAMP key features

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LAMP Pricing

Two versions– Price per user

• 2 free• Pay per user• Limits on data an emails

Price per lead– No fee, set up, loading data, sending emails– Pay per leads, opportunity created – by results!

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Easy to plan and use – Getting Started Guide

Marketing planning templates

Support from LAMP– Planning and consultancy– Tele-marketing– Marketing support – (LAMP customisation)

LAMP - implementation

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Seasoned professionals

Solid CRM functionality

Tuned to lead generation process

Solid support - worldwide

Attractive pricing – pay per lead

Partner eco-system

Aggressive funding, growth and product roadmap

LAMP-360 – About us

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Questions and contact info

Thank you

julian.poulter@lamp-360.com

www.lamp-360.com

UK +44 (0)20 3397 0725

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