Building A Marketing And Sales Powerhouse One Lead At A Time
Lead Management
Diana Harr, Bus. Marketing Manager
Paul Skakum, Bus. Retention Manager
Today’s Marketing Challenges
Past attempts resulted in “mixed results”
One time event vs. process Traditional methods have low ROI
and limited budget doesn’t allow for consistent traditional approach
Manual tracking - unreliable
Making Salesforce.com Our MOST VALUABLE ASSET
Today, Salesforce.com is used for theAEs’ sales funnel activity and reporting purposes
Going forward: Data repository
Feed new information Update existing information
Accuracy is key Marketing engine and driver for lead generation
Leverage it
What is Lead Management or Demand Generation?
Combined set of activities between sales and marketing that does two things: Puts high quality leads into the top of the sales
funnel Helps sales pull opportunities through the sales
funnel quicker and with higher close rates Create real-time digital relationships and then
with automation, find the area of interest and level of qualification.
Result? Sales gets qualified leads
The BIG Picture
Marketo (lead generation tool) Integrated with Salesforce.com Launch with Plexus direct mail/email campaign With Marketo, marketing can see:
Who opened the e-mail How many times If they filled out a form If they downloaded something If they went to multiple pages on website If they visited website multiple times in one week
This behavior is automatically tracked, scored and when the right set of behavior and the right kind of prospect “raises their hand”, marketing passes this lead over to sales!
What’s My Role & How Do We Get There?
Teamwork Discipline from field and BCC
Start from “ground zero” and work our way up: Integrate new processes with existing Use Salesforce.com to capture/update
demographic data and key information for all “sales leads” (replaces Clarify ticket)
Assign lead to appropriate division
“Sales Lead” Call Flow Using Salesforce.com
Direct Mail
Email Campaign
Website
Other Advertising
BCC CallGreet & Collect Caller Info.
Search Leads
-Assign Lead to AE-Set AE Task-Done
Try Warm Connect
to AE
Found Available
Search Serviceable Addresses
No Lead
-Assign Lead to BCC Queue-Confirmation Email-Done
Not Available
Available-Create New Lead-Assign Lead to AE-Set AE Task-Done
-Create New Lead-Assign Lead to BCC Queue-Confirmation Email-Done
Not Available
Try Warm Connect
to AE
Sales Lead
OperationsBilling
Service Issues
Follow Normal Clarify Process
Caller Information To Collect:
Basic information: •Contact Name•Business Name•Phone Number•Address•Email Address
Then ask “How did you hear about us?”-Lead Source drop down (ex. email, direct mail)-Campaign Source drop down (ex. Plexus campaign)
ExistingCustomer
Search Accounts by
Business Name
-Create Task-Assign to Sales Manager-Done
Non-Customer
- Typical BCC Screen - Receive Call From a Prospect
Click on Home Tab and perform an “Advanced Search”
- Choose “Advanced Search” and enter the name or business to search - Limit the search to “Leads”
- After Search is Complete apply filter for Division
- Select Edit to add and insert additional information collected
- Once Editing is complete, Assign to the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division
- If no Lead was found, Search the Serviceable Addresses - Assign Task to local Business Sales Manager (SM)
- If the Address is found, click on the Address Index
- Serviceable Address Screen - Location is Serviceable for all Services … Now scroll to bottom and Create a New lead
- Create a New Lead
- Once you Complete the Editing the Lead …. Save - Now you must Change the Lead Owner from your name to the Division BCC queue
- Once Editing is complete, Assign the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division
Wrap Up
Discuss Plexus Campaign Q&A