1. Top Lead Management Tactics That Super-
Charge Your Sales & Marketing Results
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

2. Agenda
• Goal of marketing
• The most common mistake in marketing
• How to prevent THE mistake
• What IDEAL clients do
• B2B lead management challenges
• Leaky funnels
• Lead management process
• Automating lead management tasks
• Do you need marketing automation and lead
management tool?
• Questions
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

3. Goal of Marketing:
A PERFECTLY Qualified Lead
Have the RESOURCES Budget
to acquire and implement
All INTERESTED PARTIES
are involved
A
Timing
PERFECTLY Authority
Ready to buy now
Qualified
Lead
Need * Educated on my products/services
* KNOW they need my products/services
These criteria + order form = $ALE
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

4. Most Common Marketing Mistake
“We have something “We have something
for everyone…” …or… for MOST”
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

5. Preventing THE Mistake:
Ideal client profiling
Industry • Including sub-vertical
Familiarity • “I know that company”
Size • Revenue, people, other stuff
Structure • Full-time marketer, sales mgr, etc.
Needs • What pain do they have you can cure
Geography • Can I serve them BEST from here
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

6. What Do My IDEAL Clients Do?
Behaviour – hard “evidence” of interest
Form fills – Marketing Return visits Page views Scoring
y/n? Response Who comes What do the Compiling or
Where did they back & how most interested “Scoring”
find me? often? prospects & behavior over
clients look at? time
Can I get this data?
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

7. B2B Lead Management Challenges:
Tagging
leads with
their Nurturing the
profile interest of Lead not sales
info leads not ready?
ready to buy
Establishing
Re-nurturing
qualification
and re-
for sales
engaging
readiness
leads Closing the OVER TIME
marketing-sales-
marketing loop
Capturing
leads from Routing leads
sales that to the correct
aren’t sales staff
qualified Lead not buy
ready?
January 14, 2009 | www.ActiveConversion.com | 1-877-871-2ROI

8. The Leaky Sales Funnel:
Funnel:
Warm Leads Leak Out
* Courtesy: SHiFT Selling
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

9. B2B Lead Management Process
Profiling “Ideal” Client Types
Targeted Marketing Campaign Execution
How does your lead
management process Lead Sorting & Tagging
“stack up”?
Lead Nurturing
Lead Scoring
Lead
Assignment
Sales
Engagement
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

10. Automating Lead Management
Assign, Engage
Qualify &
Profile, Target & Tag & Close the
Nurture
Loop
• Profile, target and tag leads
• Qualify leads and nurture to meet sales criteria
• Assign leads based qualifying criteria, engage on specific
interests and feed data back to marketing
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

11. Automating Lead Management
Auto Profiling & Qualification: Auto Routing Based On:
• Industry, company profile • Lead Profiling
(size and revenue) • Geo Location
• Geo location • Sales Reps
• Behaviour (pages visited,
marketing response, online
form fill, returning visits)
• Lead source
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

12. Do You Need a Marketing Automation
and Lead Management Tool?
• Companies using marketing automation
typically:
Increase leads by 129%
Increase sales by 65%
• Using lead scoring and nurturing:
Opportunity close rate increases by 30%
Revenue increases by 18%
Revenue per deal increased by 17%
*
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI

13. Questions?
Brad Kamphuis James W. Obermayer
Director, Business Development Executive Director
ActiveConversion Sales Lead Management Association
T. 403-830-8333 T. 714 637 6989
BKamphuis@ActiveConversion.com jobermayer@salesleadmgmtassn.com
@ActiveConv @SalesldMgmtAssn
LinkedIn / Twitter / Facebook LinkedIn / Twitter
October 13, 2011 | www.ActiveConversion.com | 1-877-872-2ROI