Upload
lamp-360
View
653
Download
1
Embed Size (px)
DESCRIPTION
An overview of the LAMP lead generation and lead nurturing processes. LAMP is an out of the box, lead generation process, supported by technology, for SMEs. Cost effective, and payment on leads or on users. This presentation gives an overview of the software and process.
Citation preview
www.lamp-360.com
LAMP-360 OverviewLead Generation and
Nurturing
September 2012
Julian PoulterCEO
1
www.lamp-360.com
Agenda
The background
Overview of lead generation and nurturing
Issues – key considerations
LAMP-360 approach
Next steps
2
www.lamp-360.com
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?
3
www.lamp-360.com
Sales (and marketing ) Process
Ideally a unified process
4
LEAD > OPPORTUNITY > CUSTOMER > Repeat or DEAD
• Lead > Opportunity : Responsibility of “Marketing”
• Opportunity > Customer : Responsibility of “Sales”• Customer > Upsell : Account Management!
www.lamp-360.com
The Sales (and marketing) Process
5
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
www.lamp-360.com
Sales (and marketing ) Process
6
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
www.lamp-360.com
Sales (and marketing) Process
7
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
www.lamp-360.com
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
8
www.lamp-360.com
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
9
www.lamp-360.com
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
10
www.lamp-360.com
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
11
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
12 www.lamp-360.com
Buyer’s Journey
13 www.lamp-360.com
www.lamp-360.com
Typical buying cycle
Unaware of needUnaware of proposition / solutionAware of problem / solutionsInterested or Nurture – researchCustomer – education / implementationImprove – upsellDead - changed requirements / environment
14
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
16 www.lamp-360.com
www.lamp-360.com
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
17
www.lamp-360.com
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?
18
www.lamp-360.com
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
19
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!
www.lamp-360.com
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
21
www.lamp-360.com22
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
www.lamp-360.com
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
23
www.lamp-360.com
LAMP Content Marketing
24
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
www.lamp-360.com
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
26
www.lamp-360.com
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
www.lamp-360.com
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
28
www.lamp-360.com
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?
29
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
30 www.lamp-360.com
www.lamp-360.com
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
31
www.lamp-360.com
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
32
Project Management
Timesheets
Reporting
Opportunities and sales items/orders
LAMP other functionality
33 www.lamp-360.com
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
34 www.lamp-360.com
www.lamp-360.com
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!
35www.lamp-360.com
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
36 www.lamp-360.com
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
37 www.lamp-360.com
www.lamp-360.com
Questions and contact info
Thank you
www.lamp-360.com
UK +44 (0)20 3397 0725
38