Making Lead Scoring & Nurturing Work: On Demand Webcast from LeadLife

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0Making Lead Scoring
& Nurturing Work
Co-Sponsors:
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Today's Guest Speakers
Moderator:
Andrew Gaffney
Editor
Demand Gen Report
Presenter:
Paul Dunay
Global Director of
Integrated Marketing
BearingPoint
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.The Need for Lead Scoring & Nurturing
Andrew Gaffney
Editor
Demand Gen Report
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.The Need For Lead Nurturing
Marketers missing out on opportunities that are not "sales
ready".
.Only 20% of leads are followed up on
.Sales typically disqualifies 70% of leads based on lack of budget,
timing, etc.
.80% of those "bad leads"do go onto buy within 24 months
Source: Sirius Decisions
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Framing The Opportunity For Nurturing
"Sales Nurturing"has emerged as an integral part of the overall
demand generation process.
Some industry stats/benchmarks to consider:
.73% of companies have no process for requalifying leads;
th
.80% of sales close after the 5contact
.In some complex industries, it typically takes between 9 and 11
touches before a deal closes
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Targeting The Different Phases of The Buying Cycle
Buyers look for different kinds of information at various points
in the buying cycle. Just because they didn't buy today
doesn't mean they won't be interested tomorrow.
.Recent study from Knowledge Storm/Marketing Sherpa found 61%
of technology buyers want content that directly addresses the issues
they face at each point in the decision process.
.Frequency is also important: 85% of tech buyers said they need to
encounter at least threepieces of content.
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Marketing Putting More Emphasis on Lead Management
As organizations are realizing that the quality of leads is often
more important than the quantity, lead scoring is becoming a
more common practice.
By targeting and profiling specific buyers during the lead
generation process and then scoring leads, marketers are
seeing payoffs in:
.Increased lead conversion rates
.Shorter sales cycles
.Improved win rates
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.The New Role of Lead Generation in Pipeline Optimization
Sales reps are getting less "face time"with prospects and
are relying more on the marketing department to open
doors and provide intelligence on new accounts.
.According to ABM's 2007 Digital Transformationstudy, 78% of
business decision makers said the amount of time they spend
with sales reps has "decreasedor stayed the same during the
past 12 months."
Planning Lead Generation For 2008
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Making Lead Nurturing Work
Paul Dunay
Global Director of Integrated Marketing
BearingPoint
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Making Lead Nurturing Work
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.2 Factors Driving Lead Nurturing
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.Benefits of Lead Nurturing Are Enormous
.
Increase in Qualified Leads (78%)
.
Decrease in Sales Cycle (from months to weeks)
.
Decrease in Cost of Sales (10% decrease)
.
Improved Conversion Rates of those leads (1.5 -3.0x)
.
Increase in Quality of leads going to sales
.
Increase in Transaction Size
.
Increase in Marketing ROI
©Copyright 2008 FirstWave Technologies, Inc. All rights reserved.How Do You Impleme... [download for more]