Lead Conversion Process
For the B2B Marketer
Agenda
Intended Audience
Definitions
Use Case
Demonstration
Resources
Wrap Up
Intended Audience
Salesforce (SFDC) as CRM
###CORRECTION### I misspoke in video. Salesforce CRM’s market share is around 20%
https://backlinko.com/salesforce-stats
Using / have used outside telemarketing/appointment setting agencies to generate qualified leads for internal sales teams
Roles/Titles
B2B Marketer
Sales Operation Manager
Growth Operations Manager
Marketing Operations Manager
Revenue Operations Manager
Demand Gen Manager
Marketing Program Manager
Salesforce 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***
Definitions
Lead – your prospects who’ve expressed interest in your product/service, but you haven’t yet qualified to buy
Opportunity – deals in progress that have been qualified
Account – companies that you’re doing business
Contact – the people who work in your accounts
Campaign – an outbound marketing project that you want to plan, manage, and track
Outside Telemarketing/Appt Setting Agency – outside company direct marketing goods or services to potential customers over the telephone or internet on behalf of another company
SiriusDecisions 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 Details
Challenge: 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 Hartzler
Outside Agency Rep:
Sally Jones
CTG Marketing Resource
Dave Colliver
New Lead:
Mike Simpson
Introducing the cast in this demo…
DEMO
Resources
Why Marketing Should Own Salesforce Lead Conversion Blog Post – CTG
https://www.colliver.io/why-marketing-should-own-salesforce-lead-conversions/
Lead Management 101 – SFDC
https://www.youtube.com/watch?v=uG0Nr5m1MGg
Forrester – SiriusDecisions Demand Waterfall – Forrester
https://go.forrester.com/blogs/demand-waterfall-modular-system/
Advanced Lead Conversion with Process Builder – Douglas Cayers
https://douglascayers.com/2016/06/26/advanced-lead-conversion-with-process-builder/
Building Web Forms – SFDC
https://www.youtube.com/watch?v=oqP9Yu3xBjE
Wrap Up
Place your questions in the comments section or reach out to me directly @ dave@colliver.io
Founded 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 Insights
B2B Marketing and Sales Solutions
Marketing Support
Demand Generation Program Management
Virtual Event Promotion and Support
Advocate Marketing and Community Management (Influitive Certified)
Webinar Campaign Management
Demand Generation
Outbound Marketing
Inbound Marketing
Account Based Marketing (ABM)
Data Management
Data Acquisition (Targeted List Builds), Hygiene and Append
Salesforce.com Administration
Lead Conversion Process
Sales and Marketing Automation
Sales and Marketing Tool Integration
3rd Party Market Research (CTG Insights)
Online survey lead generation
Content development (reports, infographics, e-books)
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