Entrepreneurship

Business man teaches a homeless man how to start a Business

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Lead Conversion ProcessFor the B2B MarketerAgendaIntended AudienceDefinitionsUse CaseDemonstrationResourcesWrap UpIntended AudienceSalesforce (SFDC) as CRM###CORRECTION### I misspoke in video. Salesforce CRM’s market share is around 20% https://backlinko.com/salesforce-statsUsing / have used outside telemarketing/appointment setting agencies to generate qualified leads for internal sales teamsRoles/TitlesB2B MarketerSales Operation ManagerGrowth Operations ManagerMarketing Operations ManagerRevenue Operations ManagerDemand Gen ManagerMarketing Program ManagerSalesforce Administrator***B2B sales and marketing tech stack is immense, complex and at times, overlapping. For this presentation, I’ll stick to what is available from within Salesforce Sales Cloud. I’m also not going to touch Marketing Automation Platforms (ex. Marketo, Pardot) and lead scoring***DefinitionsLead – your prospects who’ve expressed interest in your product/service, but you haven’t yet qualified to buyOpportunity – deals in progress that have been qualifiedAccount – companies that you’re doing business Contact – the people who work in your accountsCampaign – an outbound marketing project that you want to plan, manage, and trackOutside Telemarketing/Appt Setting Agency – outside company direct marketing goods or services to potential customers over the telephone or internet on behalf of another companySiriusDecisions Demand Waterfall Model – shared view between marketing and sales of a B2B organization’s ability to generate new business. It defines, models, measures and diagnoses lead management processes.Use Case DetailsChallenge: CTG is a fictitious high growth, B2B IT cybersecurity solution vendor with 2,000 employees. They have a global sales team that utilize Salesforce CRM. To fulfill the need for more quality leads, the internal CTG Demand Gen team outsources a portion of lead gen to an Outside Telemarketing Agency. The initial responsibility of converting and working the telemarketing qualified leads (TQLs) was the CTG Account Executives (AE). Over time, CTG’s internal Demand Gen realized that these leads were not being attended to appropriately and campaign attribution was suffering and reports were not showing the full story. Solution: CTG Demand Gen Team assigned a marketing resource to assist with the lead conversion process in Salesforce. This decision made the process more efficient, helped eliminate duplicate record creation, improved tracking of leads and proper campaign attribution and best of all, freed up time for the AE to do what they do best… SELL! CTG Account Executive (AE)Aaron HartzlerOutside Agency Rep:Sally JonesCTG Marketing ResourceDave ColliverNew Lead:Mike SimpsonIntroducing the cast in this demo…DEMOResourcesWhy Marketing Should Own Salesforce Lead Conversion Blog Post – CTGhttps://www.colliver.io/why-marketing-should-own-salesforce-lead-conversions/Lead Management 101 – SFDChttps://www.youtube.com/watch?v=uG0Nr5m1MGgForrester – SiriusDecisions Demand Waterfall – Forresterhttps://go.forrester.com/blogs/demand-waterfall-modular-system/Advanced Lead Conversion with Process Builder – Douglas Cayershttps://douglascayers.com/2016/06/26/advanced-lead-conversion-with-process-builder/Building Web Forms – SFDChttps://www.youtube.com/watch?v=oqP9Yu3xBjEWrap UpPlace your questions in the comments section or reach out to me directly @ dave@colliver.ioFounded in 2015 and headquartered in Traverse City, Michigan, Colliver Technology Group (CTG) is a marketing agency dedicated to improve the performance of B2B sales and marketing organizations through process expertise and professional services. Industries served include enterprise data storage, artificial intelligence, machine learning, big data, cybersecurity and others.B2B Marketing Solutions and Industry InsightsB2B Marketing and Sales SolutionsMarketing SupportDemand Generation Program ManagementVirtual Event Promotion and SupportAdvocate Marketing and Community Management (Influitive Certified)Webinar Campaign ManagementDemand GenerationOutbound MarketingInbound MarketingAccount Based Marketing (ABM)Data ManagementData Acquisition (Targeted List Builds), Hygiene and AppendSalesforce.com AdministrationLead Conversion ProcessSales and Marketing AutomationSales and Marketing Tool Integration3rd Party Market Research (CTG Insights)Online survey lead generationContent development (reports, infographics, e-books)