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How to Develop a Lead Management Strategy: A Discussion Guide for Enterprise Marketers
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How to Develop a Lead
Management Strategy:
A Discussion Guide for Enterprise Marketers
George Scotti
Lead Management Model
Lead Planning and
Generation
Qualify Leads
Distribute Leads
Nurture Leads
Measure and Evaluate Programs
1. Lead Planning & Generation
Pipeline
What are your sales goals?
How many leads do you need?
How many will close?
Lead Planning
What Lists
What Medium
Generation
Direct Mail
Exhibits
Telemarketing
Emarketing
Other
2. Lead Qualification
Develop criteria
What is a Prospect
What is a Lead
Hot Lead
Warm Lead
Cold Lead
Who qualifies and when?
Telemarketing?
Online questionnaire?
Licensing Manager?
Sales Support?
Marketing?
Behavior based?
3. Distribute Leads
What do we put into CRM?
The World?
Prospects?
Leads?
Customers?
It’s Important to define what these are!
4. How do we nurture?
Marketing Communications
Direct mail
Webinars
Exhibits
eZines
Content Marketing
Sales contact
End user marketing
Trials
When do we contact?
Based on sales cycle?
Based on market cycles?
How often?
Who do we contact?
Do we contact everyone or just those that request it?
What tools do we use?
Marketing Automation / Nurturing
CRM
Lead Scoring Tools
Data Warehouse Integration
5. Measure
What do we measure?
Lead conversion
Sales
Sales Cycle
ROI
When?
What is success?
Pulling It All Together:
Marketing Model
Content
Marketing
Drive to
website
Demos
and
forms
Qualify leads
Pass qualified
leads to
CRM
Account
Managers
Lead
Management/
Nurture
Configure,
Price and
Propose
Close
Sale
Measure and
Analyze
Sales Leads
Lead Development Lead Nurture
Marketing Model
Thank you
George ScottiMarketing Executive
