Neolane confidentialCopyright Neolane – 2012 1

WORKING WITH SALES FOR EFFECTIVE LEAD NURTURING

Martin Smith, Head of Marketing

B2B Marketing Summit - June 2012

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NEOLANE IN BRIEF

European Leader in Conversational Marketing Software

Strong European & US Presence

Market Recognition Forrester Wave & Gartner Magic

Quadrant 350+ customers

Profitable with 30% to 80% Year-over-Year Growth for 5 Years

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NEOLANE B2B CUSTOMERS

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WHAT THE ANALYSTS SAY

Gartner Lead Management Magic Quadrant - Strengths

Functionality Partners Innovation Flexibility

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DISPELLING THE MYTH

‘These sales guys have an easy time. They turn up late to the office, swan around, have a big lunch, demand that everything is done for them immediately, and then go home early’

‘Our marketing team just sit around dreaming up new brochures and datasheets, looking at promotional gifts & designing stands’

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ESTABLISHING COMMON GOALS

Get ‘on board’

Speak the Language

Corporate Goals Pipeline/Revenue/

Profitability Messaging

Education

Collaboration

Feedback

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DEFINING THE LEAD PROCESS

Executive Sponsorship Collaboration Common Objectives

Data & Target Markets Vertical/Geography Value Propositions

Understanding the Sales Process

BANT Sales Methodologies – SPIN,

TAS etc.

Call to Actions Whitepapers, Events,

Webinars etc.

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AUTOMATE LEAD SCORING

Position 5 Points

Corporate Email Address 10 Points

Industry Vertical 15 Points

Newsletter Registration 20 Points

6 Emails Opened 15 Points

2 Downloads 20 Points

Attended 2 Events 15 Points

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Lead Score 105 Points

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THE LEAD HANDOVER PROCESS

Hot

Warm

ColdFrom 5 to 50 points

From 50 to 100 points

Exceeds 100 points To sales

To inside sales

To nurturing program

Lead RoutingLead RatingLead Score

Leads are sent with all collected marketing information

Lead scoring, rating, and routing rules may be tailored to your organization (specific score, indirect sales force …)

Neolane confidentialCopyright Neolane – 2012 10

CLOSED LOOP REPORTING

Measure ROMI and Show Contribution to Revenue with Integrated Reporting and Analytics

Marketing contribution to sales pipeline Shape of marketing pipeline Marketing pipeline conversion rates Real-time view of marketing activities in progress …

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THANK YOU

QUESTIONS?

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