Automated Processing of Sales Leads by leadgendocs

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									                         Automated Processing of
                         Sales Leads
                           Improving Efficiency

Standards                                         George Buckbee
Certification
Education & Training                                   ExperTune
Publishing
Conferences & Exhibits
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.




                                                                                 2
Agenda


•   What is a Good-Quality Lead?
•   How to Gather the Right Information?
•   Scoring Leads
•   Results
•   Key Learnings



                                           3
The Problem


•   Thousands of Leads
•   Not Enough Sales People
•   Time Wasted on Worthless Leads
•   Good Leads Go Unnoticed




                                     4
What is a Good Quality Lead?


• First: Who Knows…?




                               5
A Good Quality Lead…


• Company
  – Industry
  – Internal Referrals
• Individual
  – Profile
  – Decision-Maker?
  – Interested/Excited
• Situation
  – Need
  – Size of Sale
  – Budget

                         6
How to Gather the Right Information?


• Ask!
  – Conversations
  – Surveys
  – To Download Information
• Guess?




                                       7
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?




                                                               8
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




                                                     9
Scoring Leads


Some formulas:

Size x Industry x Budget x Interest = Score



Size x [Industry + Budget + Decision + Interest] = Score




                                                           10
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




                                                   11
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




                                         12
Questions?




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