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www.DemandGenReport.com
www.DemandGenReport.com
Background on DGR/DCSBackground on DGR/DCS
Launched in April 2007 to track best practices in lead generation, lead management Newsletter has grown to more than 24,000 readers We also offer a menu of research and best practices reports
www.DemandGenReport.com
Launched in 2009 to help BtoB marketers “map content to different phases of buying cycle”
• Content That Connects Buyers & Sellers
• Converts Leads To Opportunities
• Leads To Closed Business
www.DemandCreationSpecialists.com
www.DemandGenReport.com
www.DemandGenReport.com
Measurement = VisibilityMeasurement = Visibility
“Where my dashboard may have been ‘opportunity to close’ in the past, now it has backed up to the earlier stages of the prospect cycle. Now I’m analyzing everything from a prospect: What’s the right message? What tactics can I use to get them in into my pipeline?”
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Scientific Approach to Scientific Approach to DemandDemand
“We’re seeing scientific, mathematical equations being applied to determine how to match sales capacity with market demand. Prior to the recession, there wasn’t a lot of science placed on this area. Since demand was strong, the thinking was ‘let’s throw bodies at it and we’ll get our fair share.’ That’s not happening now.”
--Greg Alexander, CEO, Sales Benchmark Index (SBI)
www.DemandGenReport.com
1) Quantitatively track marketing and sales funnel (shared)
2) Understand bottlenecks3) Understand costs that drive leads
to each stage4) Reduce cost per sale by prioritizing
marketing and sales resources5) Engage with prospects digitally and
gain intelligence about message effectiveness, market opportunities
New Priorities for the New Priorities for the PipelinePipeline
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2 Views of Engagement2 Views of Engagement
The Buyer’s View
Only 10% of recent buyers said they were contacted cold by the solution provider they chose
Marketer’s Reality35% were attributed to cold call from sales was the initial engagement in recent customer wins50% responded to marketing campaign or website visit
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Fumbling The HandoffFumbling The Handoff
Recent research from the Sales Lead Management Association (SLMA) found 58% of BtoB marketers do not qualify inquiries prior to lead distribution.
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Develop a Simple Scoring Develop a Simple Scoring SystemSystem
Need to Prioritize Leads
Focus on “In Profile” leads
Incorporate both activity and demographic factors
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Moving Beyond Activity-Based Moving Beyond Activity-Based MeasuresMeasures
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Defining The Funnel or Defining The Funnel or WaterfallWaterfall
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Next Gen – Demand GenNext Gen – Demand Gen
•Marketing’s role evolving beyond the top of the funnel
•Greater need for and emphasis on lead nurturing and lead acceleration
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Migrating From Lead Generation Migrating From Lead Generation To Revenue GenerationTo Revenue Generation
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Which Measures Matter?Which Measures Matter?
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Which Measures Matter?Which Measures Matter?
Inquiry to MQL: 5%
MQL to SAL: 60%
SAL to SQL: 55%
Opportunity to Deal: 25%
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Marketing’s New MetricsMarketing’s New Metrics
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Pipeline Contribution?Pipeline Contribution?
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Marketing Sourced Leads Engaged through
marketing, qualified by marketing, accelerated to close by marketing
Marketing Influenced Leads Nurture campaigns
help to re-engage Maintain content
during buying cycle
Categories of ContributionCategories of Contribution
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Last Touch AttributionLast Touch Attribution
1) Implement a lead tracking system.
2) Track leads not only based on their source but also disposition.
3) Conduct win/loss analysis Questions to ask: Did leads convert to sales? What was the conversion
percentage? What was the conversion
timeframe?
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Freshness Dates for Your Freshness Dates for Your LeadsLeads
•Consider the “age” of the leads in your database
•Put emphasis on “net new” leads
•Plan append or refresh programs for your contact database
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Need for NurturingNeed for Nurturing
•Less than 10% of leads convert to closed business
•Typically means that 90% of leads “leak” out of your funnel
•Marketing should be engaged at all phases of funnel
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Thank YouThank You
The Scorecard for Sales & Marketing Automationwww.DemandGenReport.com
Content that Connects Buyers & Sellerswww.DemandCreationSpecialists.com