Automated Processing of Sales Leads
Improving Efficiency
Standards Certification Education & Training Publishing Conferences & Exhibits
George Buckbee ExperTune
Presenter
• George Buckbee, ExperTune
George Buckbee, P.E. holds a B.S. and M.S. in Chemical Engineering. As Vice President of Marketing and Product Development at ExperTune, Inc., he is co-designer of ExperTune’s PlantTriage software. George has led ExperTune’s marketing program to deliver high-quality, high-quantity sales leads. As an experienced practitioner, George has over 20 years of practical experience in process control across many industries, with over 10 years devoted to advancing the theory and practice of process and control system improvement.
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Agenda
• • • • •
What is a Good-Quality Lead? How to Gather the Right Information? Scoring Leads Results Key Learnings
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The Problem
• • • •
Thousands of Leads Not Enough Sales People Time Wasted on Worthless Leads Good Leads Go Unnoticed
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What is a Good Quality Lead?
• First: Who Knows…?
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A Good Quality Lead… • Company
– Industry – Internal Referrals
• Individual
– Profile – Decision-Maker? – Interested/Excited
• Situation
– Need – Size of Sale – Budget
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How to Gather the Right Information?
• Ask!
– Conversations – Surveys – To Download Information
• Guess?
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How to Measure:
• Interest
– Web site hits – Downloads – Participation in Webinars
• Decision-Making
– Who, besides you, needs to be involved? – Who controls the budget for this?
• Budget
– Ask about budget directly – Ask about timing – Do you have this budgeted this year?
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What to Do with the Data?
• Record it!
– Standardize format – Integrate with other client data – Keep it up-to-date
• Analyze It!
– %complete profiles – Hi promise, low info leads – Promising leads with no sales person assigned
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Scoring Leads
Some formulas:
Size x Industry x Budget x Interest = Score
Size x [Industry + Budget + Decision + Interest] = Score
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Results
• Marketing:
– Which sources deliver better quality leads? – Who is my target customer? – Better Hand-Off to Sales
• Sales
– More Focus on the Right Customers – Less Wasted Time – Greater Probability of Success
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Key Learnings
• Dealing with Partial Data • The Formula Doesn’t Matter That Much • Finding the Balance
– How much to ask at any one time?
• Over-riding the Lead Score
– Intuition & Common Sense
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Questions?
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