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The definitiveblueprintto leadmanagementUUUHow to Manage& Nurture YourLeads to DriveMore SalesA publication of
2The definitive blueprint to lead managementThe definitive blueprint to lead management3IS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine ifyour level matches the content you are about to read.INTRODUCTORYthe definitive blueprintto lead managementThis ebook!Introductory content is for marketers who are new to the subject.This content typically includes step-by-step instructions on howto get started with this aspect of inbound marketing and learn itsfundamentals. After reading it, you will be able to execute basicmarketing tactics related to the topic.INTERMEDIATEBy Meghan Keaney AndersonAs marketing manager for inbound marketingcompany HubSpot, Meghan is specializingin product definition and promotion. Shecame to HubSpot through the company’s2011 acquisition of Performable, a marketingautomation and analytics start-up.Intermediate content is for marketers who are familiar with theAt Performable, Meghan championed thesubject but have only basic experience in executing strategies andmarketing efforts, working to build thetactics on the topic. This content typically covers the fundamentalsPerformable brand and online presence.and moves on to reveal more complex functions and examples.After reading it, you will feel comfortable leading projects with thisaspect of inbound marketing.ADVANCEDFollow me on twitter@MeghKeaneyMeghan also teaches writing for masscommunication as an adjunct professor atBoston University’s College of Communication.Advanced content is for marketers who are, or want to be, expertson the subject. In it, we walk you through advanced features ofthis aspect of inbound marketing and help you develop completeShare This Ebook!mastery of the subject. After reading it, you will feel ready not onlyto execute strategies and tactics, but also to teach others how toShare This Ebook!be successful.www.Hubspot.comwww.Hubspot.com
4The definitive blueprint to lead managementHubSpot’s All-in-OneMarketing Software. brings your whole marketing world together in one, powerful, integrated system.Get Found: Help prospects find you onlineConvert: Nurture your leads and drive conversionsAnalyze: Measure and improve your marketingPlus more apps and integrationsRequest A DemoVideo OverviewU qLeadGenerationwww.Hubspot.comcontents5 Components of a lead management programM sEmail &AutomationSearchoptimizationg Y/8prospect tracking /11lead intelligenceLeadmanagementShare This Ebook!blogging &social media5The definitive blueprint to lead management/12lead scoring /18customer relationship managementlead nurturing/22/255 steps to setting up a lead nurturing campaign /36Finding a lead management system/45MarketinganalyticsShare This Ebook!www.Hubspot.com
6The definitive blueprint to lead management7The definitive blueprint to lead managementIt makes your sales team more efficientand effective.What makes leadmanagementnecessary?Time is money, the saying goes. Walk into any active sales room and it’seasy to tell how time intensive most sales operations are. To make thosehours spent worthwhile, it’s important to ensure that your sales team is onlytalking to the most qualified leads. Lead management helps you filter out theunqualified leads and better understand the buying cycle of your good leads.It makes your marketing smarter andmore cost-efficientAt least50%of your leadsInbound marketers put out a lot of content on a regular basis. But how do youunderstand which content helped move the needle for your sales team? Leadmanagement enables you to identify which content and channels brought inyour best, most qualified leads so you can focus your marketing activities andaren’t sales-ready at their1stconversion.time on those.It creates a better experience forprospects and leads.In a lead management system, content delivered to leads is targeted andtailored to their interests. In addition, because lead management documentsPurchase decisions take time. In fact, research from Gleanster suggests that even when it comesleads’ full history of interactions with your company, leads don’t have toto qualified leads, more than 50% of leads aren’t ready to buy on the day they first convert on yourspend as much time educating your sales team about their interests. Salessite. You’ve put a lot of work into attracting leads, how you manage them after the conversion willand marketing are already aligned. The result is a much less fragmenteddetermine if that time was well spent.Share This Ebook!experience for your leads.www.Hubspot.comShare This Ebook!www.Hubspot.com
8The definitive blueprint to lead managementChapter 15 Componentsof a leadmanagementprogram9The definitive blueprint to lead management“Lead management spans theentire customer lifecycle, fromfirst interaction to most recentpurchase, and beyond.”Lead management is a strategy and set ofcorresponding tools that help you in guidingyour leads from their first interaction withyour company to the point of purchase, andbeyond. Most purchase decisions are madeover time and after a great deal of research.Your leads typically conduct product researchindependently of your company and acrossmany channels. Lead management, however,enables you to play a supporting role inthat research and know when a lead hasapproached a decision point.When done well, lead management makesyour marketing team more effective and yoursales team far more precise. In this chapter,we will cover the different components ofShare This Ebook!www.Hubspot.comsuccessful lead management.Share This Ebook!www.Hubspot.com
10The definitive blueprint to lead management1stoftneonpmocntemenagameadl11The definitive blueprint to lead managementThe screenshot below is of HubSpot’s prospect tracking tool. As we already mentioned,through such a tool, you can see how many people from a given company have visited yoursite and what pages they collectively viewed. Tracking this data can help you determinewhich pieces of content to prioritize and what companies are likely to convert.Prospect IntelligenceLead management for B2B companies shouldactually begin before a lead ever fills out a form.Individual website visitors, who are still in thebrowsing stage, can actually tell you a great dealabout what content is attracting them to yourcompany. By using prospect tracking software, whichreports on the IP address of site visitors, you can alsoassociate anonymous visitors with the companiesthat host their computers.Such intelligence can help you learn when prospectsfrom ideal target companies are visiting your siteand give you a sense of the content that drew themin. This information can inform and guide both yourmarketing and sales approaches.Share This Ebook!www.Hubspot.comShare This Ebook!www.Hubspot.com
12The definitive blueprint to lead management2ndoftneonpmocntemenagameadllead intelligence“Develop a profile for your leadwith the information providedand create a place to store allfuture interactions.A prospect converts into a lead by providing your companywith basic contact information and requesting informationof some sort. Once this happens, a lead managementstrategy really kicks into gear.helps you better understand thequality of your leads so that yourmakes your leads tick. What challenges are they facing?sales team can invest their timeWhat features or products are they interested in? Itwith only the most qualified buyers.begins by developing a profile for your lead with theStill not sure about all the benefitsinformation provided and creating a place to store all futureemerging from lead intelligence?interactions and data on that lead.Then keep reading to find out whatis what enables you to send more relevant, tailored”Information stored in this file alsoLead intelligence comes down to understanding whatThe information that gets stored as part of this profile13The definitive blueprint to lead managementvaluable information you can extractfrom your website visitors.communications that reflect your lead’s interests, ratherthan bombarding them with generic messages.Share This Ebook!www.Hubspot.comShare This Ebook!www.Hubspot.com
14The definitive blueprint to lead managementEmails readWhat you can learnfrom lead intelligenceForms completedA completed form is the hand-raise of online interactions. It’s a moment whenyour lead has reached a decision point: He wants to learn more. She needs15The definitive blueprint to lead managementToday’s inboxes are flooded.SocialmediainteractionsThe topic of the email that yourNot every lead managementlead chose to read, amid all hissystem will be able to trackother messages and in the facesocial media interactions,of his bubbling-over inbox, tellsbut in an increasingly multi-you a lot about his interestschannel world, it’s important toand how important the subjectunderstand which leads of yoursmatter is to him.are active on social media.more information. He’d like to talk to someone about pricing. Pay close attentionto the topics that have led to that decision point. If it’s a download, make noteof the subject that has pulled their attention. If it’s a sales inquiry, how maturewas the decision? Had the lead seen the pricing page yet? Had they requestedinformation?Pages viewedWhile less definitive than the completion of a form, your leads’ page-view historycan tell you a lot about their interests and their readiness to buy.Share This Ebook!www.Hubspot.comShare This Ebook!www.Hubspot.com
16The definitive blueprint to lead management3rdleadoftneonpmocntemegmanalead scoringThe definitive blueprint to lead management17Each of these scores go into a profile of your lead that helps you to determine when they areready to talk with a sales person. The longer a quality lead spends with your content and themore informed he or she gets, the more likely they’d be interested in hearing from you. Leadscoring takes thought and knowledge of your business operations to set up, but once its set, itshouldn’t take much day-to-day management.The good news about inbound marketing is that itcan attract high volumes of leads. The challenge thenbecomes, how do you separate the good, quality leads fromthe people who are just looking around?That’s where lead scoring comes in. With lead scoring youcan attach values to each of your leads based on theirprofessional information and the behavior they’ve displayedon your website.For example, you would likely rank a Vice President levellead who has spent time on both your product and pricingpage higher than an intern or coordinator level lead withthe same behavior. You might also rank one VP overanother if the first VP has demonstrated a higher level ofengagement on your site.Share This Ebook!www.Hubspot.comShare This Ebook!www.Hubspot.com
18The definitive blueprint to lead managementThe definitive blueprint to lead management19step oneIDENTIFY YOUR IDEAL LEADQualifications from an inquiry form:steps forsuccessfullead scoringJob titleCompany sizeCompany typeActivity level:Number of pages viewed.Number of forms completed(content downloaded or inquiries made)Type of interest:Requested a demo or specific information.Viewed certain type of productTop of the funnel interest (e.g. content) vs. middle of thefunnel interest (e.g. pricing and packaging)Share This Ebook!www.Hubspot.comShare This Ebook!www.Hubspot.com
20The definitive blueprint to lead managementstep twoset point valuesYou can set any point value you’d like, but typically you want to stick to a 0 to21The definitive blueprint to lead managementstep thr
12 THe DefINITIVe bLueprINT To LeAD MANAgeMeNT THe DefINITIVe bLueprINT To LeAD MANAgeMeNT 13 www.HubSpoT.coM www.HubSpoT.coM Share This ebook Share This ebook LeAD INTeLLIgeNce A prospect converts into a lead by providing your company with basic contact information and requesting information of some sort. once this happens, a lead management
