DemandGen Report discusses and outlines the specific steps to building a lead management process.

1. Pu#ng
Process
First
A
Roadmap
For
Successful
Lead
Management
&
Marke<ng
Automa<on

2. About
DemandGen
Report
 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

3. Welcome
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AAendees
Your
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4. Panelists
Jay
Hidalgo
CEO
The
Annuitas
Group
Chris
Koch
Director
of
Research
and
Thought
Lead
ITSMA
Andrew
Gaffney
Editor
DemandGen
Report

5. DemandGen Report Webinar
Putting Process First: A Roadmap for Successful
Lead Management &
Marketing Automation
Chris Koch
Associate VP
Research and Thought Leadership
ITSMA
PN4902

6. 2010 is
the year of
Marketing
Transformation
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 6

7. Marcom spending has been shifting to
relationship building activities
Mean % Marcom Budget 1999–2010
Collateral (brochures, datasheets, etc.)
14 11 11
Traditional Marketing
18 Advertising
28 6 6
34 Public trade shows
10
11 14 12
Tactics
Direct marketing/database marketing
5 16
10 11 Sponsorships of sports/cultural events
8 10
11 1
2 Other (hospitality, community/civic activities,
11 10 7 demo centers, etc.)
12 8
9 Interactive/online/digital marketing
New & Relationship
1 3
Based Marketing
7 2 15
7 8 13 Private events, seminars,
2 11 and conferences
Activities
5 12 Public/press/media/
14 community relations
13 14
12 12 Industry analyst relations/events
11
13 12 12
9 11
12
6 9
10 11 11
5 3 6
1999 2000 … 2003 … 2008 2009 2010 (est.)
(N=25) (N=17) (N=25) (N=20) (N=16) (N=16)
Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2000, 2001, 2004, 2009, 2010
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 7

8. Search is more important and social media
adoption continues to build
Search is becoming dominant in the buying process
 79% of executives perform at least three web searches per day
 Buyers proactively seek information about
providers themselves 63% of the time
Death of traditional media
 B2B ad revenues down
more than 50% since 2001
Customers are adopting social media
 At least 50% of executives under 40 maintain a work-related
blog, Twitter their thoughts, and visit online social networks
 5% of executives over 50 share their thoughts via social media
 55% of US IT buyers—75% across all regions sampled—use
social media in the buying process
Sources: ITSMA and PAC: How Customers Choose Solution Providers, 2009; Forbes and Google: The Rise of the Digital
C-Suite: How Executives Locate and Filter Business Information; American Business Media: Business Information
Network Reports.
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 8

9. Search and social media are removing salespeople from
the earliest stages of the buying process
Relationship
Stages
Buying
Processes
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 9

10. Create a publishing process with an editorial calendar
Editorial calendar aligned with buying process and target audience
Archetype Month Epiphany Awareness Interest Confidence Loyalty
JAN Green concepts Green ROI Green in Action Green checklist Extending green
How to Migrate Data How to Integrate
Functional How Many Mips = Which Server is Your Green Data
Centers to the Green Next-Gen Green
Heads Green? Greenest? Center Checklist
Model Technologies
Channel Webinar Blog Case studies Video Community forum
Business The Executive’s How to Sell Green to Creating a Green What’s the Total Green Tech Advisory
Strategists Guide to Green the CEO Agenda for Partners Return from Green? Council
Channel Podcast Whitepaper Video ROI calculator
Archetype 3
Channel
Source: ITSMA, 2010
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 10

11. Tracking customer behavior in
the earliest stages
of the buying process
is now critically important
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 11

12. Few companies have formal lead management
programs
Do Not Do,
% of Respondents (N~30) In Place For Implemented Under Way/ In the No Plans
More Than Within the Partially Planning at This
One Year Last Year Implemented Stages Time
We have a common definition of and
taxonomy for lead tracking, adopted 40 13 23 13 11
globally by all BUs, sales, and marketing.
There is a formal system in place to track
marketing’s influence on lead generation 20 7 23 37 13
and closed deals.
When prospects are not yet ready to buy,
we maintain a relationship with them 17 7 37 27 12
through a formal lead nurturing program.
We track and evaluate all “impressions”
(e.g., touch points, meetings, and
10 3 37 30 20
marketing assets) against the specific
prospect.
We map where the prospect is in the
buying process and customize marketing
7 3 20 47 23
programs and activities to that specific
prospect in that specific phase.
Source: ITSMA Survey: Sales Enablement, August 2009
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 12

13. There is a correlation between the degree of lead
management automation and success
How would you rate your organization’s overall capabilities in each of these areas?
Mean Rating (N~20)
Email marketing
Web analytics and optimization
Content management and delivery
Customer/contact management
Monitoring brand awareness and opinions
Campaign management
Lead management
List management Degree of Automation:
High
Segmentation and predictive analysis
Moderate
Mktg. performance management/planning Low
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 13

14. Marketing would benefit from more automation in
lead management
Rate the current or expected ROI of automating the following marketing processes:
Mean Rating (N~20)
Lead management
Customer/contact management
Campaign management
List management
Web analytics and optimization
Segmentation and predictive analysis
Content management and delivery
Email marketing Degree of Automation:
High
Monitoring brand awareness and opinions Moderate
Low
Marketing performance management/planning
Note: Mean ratings based on a 5-point scale where 1=no ROI and 5=very high ROI.
Source: ITSMA, Online Survey: Marketing Automation, August 2008
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 14

15. Marketers must link content and behavior through
a closed-loop lead management process
Five steps in developing an automated lead management process:
Create a shared Determine the Integrate and Score lead Collaborate with IT
definition of a attributes of a segment your nurturing activities to pick a technology
lead with sales sales-ready lead database (Keep it simple!) to support the
Example: process
• We have had a
conversation with
the person.
• The conversation
was around a topic
area that we can
deliver on.
• A need has been
identified in the
topic area we
discussed.
• A budget has been
allocated.
• A timeframe has
been set.
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 15

16. Thank You!
Chris Koch
Associate Vice President
Research and Thought Leadership
ITSMA
ckoch@itsma.com
+1-781-862-8500, Ext. 145
DemandGen Report Webinar | PN4902 Lead Management & Marketing Automation © 2010 ITSMA. All Rights Reserved. 16

17. DemandGen Report Webinar
Putting Process First:
A Roadmap for Successful Lead Management &
Marketing Automation
Jay Hidalgo, CEO – The Annuitas Group

18. So HOW do you implement Lead Management?
• So how does an
organization make the
change and bridge the
gap to effective Lead
Management?
• What needs to be done to
ensure a buyer centric
approach?
• What processes need to
be developed?

19. Lead Management is a PROCESS

20. Lead Management –
A Holistic Approach
Data
Lead
Metrics
Planning
Lead
Management
Lead
Nurturing
Lead
Rou<ng
Lead
Qualifica<on
Source: Sirius Decisions; Forrester

21. Putting the Lead Management Process in Place

22. Building the Process – Where to Start?
• Conduct an Audit – Know What You
Don’t Know
• This is not a marketing only exercise
It is cross-functional
• Marketing
• Sales
• Operations
• Finance
• IT
• Process before Technology

23. Data
• Determine the validity of your database –
How old are the records?
• Determine your approach to data hygiene
and what team will own it
• Where will you store the customer &
prospect data?
• Define and control who will have access
to that data
• Segment the data to optimal success
based on ideal target and customer
profiles

24. Lead Planning
3,000
Responses
80% 2,400
Conversion Valid Mktg Nurture Campaign
Responses
10% 240
Conversion Mktg Qualified Mktg Nurture Campaign
(MQL) (MQL)
50% 120
Conversion Sales Accepted
Sales Nurture Campaign
Lead
Nurture
(SAL) Leads
Campaigns
72
60% Sales
Conversion Qualified
SQL Leads(SQL)
Post-Sales Nurture
Sales Close Campaign
Rate
33% 24 closed deals
Additional
Monthly
Revenue @ $2.4M per
$100k ASP month

25. Lead Qualification
• Determine between sales and marketing
the definition of a lead
• Define the qualification criteria
• Set-up a lead scoring model that allows
for quality leads to flow to sales
• What happens to non-qualified leads?
• Focus on quality not quantity

26. Lead Nurturing
• Building a relationship with your prospect.
Not all responses are ready to buy now
• Collaborate with sales on the content
• Map it out – use a diagram to determine
how the flow of your campaigns will work
• Automate your lead nurturing. Not doing
so will decrease your chances for
success
• Sales that were nurtured provide a 47%
higher order value than non-nurtured
sales.
Source:
Aberdeen

27. Lead Routing
• Determine how marketing will pass
qualified leads to sales
• Avoid the black hole, know how the leads
will be tracked
• Provide sales the ability to pass back for
further nurturing
• Develop SLA’s and Business Rules to
ensure proper follow-up and eliminate
fall out

28. Metrics
• Why are we running a campaign or
marketing program?
• What benchmarks and KPI’s do we have,
and how often do we measure against
them (monthly, quarterly, etc.)
• What do we actually do with the metrics?
• Pull both marketing and sales metrics for
a complete 360o view of your organization

29. Automate the Process
• Automation to Support the Process
• Process based automation will allow you
to improve the bottom line and improve
value
• Automation is well beyond feature &
function, it enables the relationship
process with the dialogue

30. Key Takeaways
• View Lead Management as a PROCESS
• To get started, conduct an audit
• Lead Management is not a “marketing
only” exercise. Sales is key and must be
involved in the process
• Automate the process, not the other way
around

31. Contact Information
Jay Hidalgo
The Annuitas Group
www.annuitasgroup.com
jhidalgo@annuitasgroup.com
Phone : (888) 299-9889
Twitter: @jayhidalgo

32. Ques<ons?
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33. You
can
download
The
Annuitas
Group
White
Paper
here: