Optimize your leads management process for Legal Services with airSlate SignNow

How to create outlook signature

the broadcast is now starting ah Latin and a far in listen-only mode hi everyone thank you for joining in today my name is Spanish I'm gonna be your moderator for the webinar today's webinar is about lead management presented by John Warner quickly introduce Otto and then I'm gonna pass it over to him to please start developing our key so although has been in the digital marketing space since 2006 he has been delivering digital experiences since then via email marketing website design development yes also expertise in implementing marketing automation platforms he has owned and ran his own web development agency and consulting practices both in Oracle and Adobe marketing rugs he specialized in b2b marketing scenario CRM integrations with mechanical ination systems all right thank you very much and welcome everybody thank you for attending today what I'm going to go through today is building lead management processes and really try to simplify it down to one that you could build today or at least you don't get in the process put in place and do it manually well I'll have an example of how you might do that out of the marketing automation platform that integrates with the CRM as well but I'm sure that everyone's seeing a whole practices guides and slides and visuals on what leads man excuse me what lead management is and what that process should look like a lot of them get very complicated so I really want to boil that down to things you can execute in the short term to get the process in place and get started with it even though you might not be at you know the full maturity level of integrated end and lead management funnel stage process so we'll go through that and we'll again try and show you a little example of what that's going to look like in a marketing automation platform as well just using some of the basic out-of-the-box features of that platform so I'm just going to go ahead and kick it off and continue on so just a little bit about a dynamic word global digital marketing and technology agency we really focus on customer experience and in such we have really developed a culture of integration between all of the different technologies and platforms that you generally see throughout an entire marketing process and that's really starting from the top of the funnel if you will and the funnel so we do as well the top of the funnel what you're doing you're in battle marketing and demand generation all the way through to beat nurturing management and into opportunity and deal management in your CRM so we handle all that we started out as a site core partner really managing web development with insight core and from there and we branched out into integrating site or with 4G in the diagram on the right so from there we started to become partners with other platforms that were focused on the marketing automation side sales force marketing cloud Oracle marketing cloud Marketo psyche or as its own marketing automation now as well as we continue to use that but what we have experienced in quite a few different platforms and what I really want to want you to get out of all of that is it's not necessarily just an ad for a dynamic the point is you can get this done regardless of what platform you're using all these software platforms generally have similar features at least in terms of the higher level process of putting something like lead managing your video dream in place so it doesn't really matter what you're using today chances are there's a way to get it done in that platform and it's probably using some of the basic features as you get started we go ahead and deliver everything be dynamic from the actual marketing strategy the UX experience and then building it all out to the technology so not only do we bring that strategic guidance and we know what you need to be looking at to get things out but you know how to build it out and we know which platforms are going to do things in different ways as well if anyone has any questions about it maybe butch platform they should be using or you know I'm using this platform will it do this and we'll do that I'll feel free to ask I may or may not know the questions that are the answer the question I have the name quite a few of these different platforms throughout the years so it changes are at least you know I'm aware of what something may or may not have even though I might not have used it directly myself personally so let's get right into what lead management is before we get any further down obviously a lot of definitions out there for us with the process and generally it's the process of first of all capturing leads again from that top of your funnel nurturing them through the actual buyer journey and qualifying and scoring them and then of course deciding when is appropriate to pass them on to the sales team and which information is relevant to inform the sales process so we do look at it and to end and again this ubiquitous funnel that we have that everyone seems to use and and it's a very good analogy so again we use it as well top of the funnel your advertising content your anonymous website traffic you're starting out you're trying to track and profile people you've got inbound personalization happening and you're deriving that based off of what people are doing on the web but you don't really know who anyone is yet so you're really trying to get lead capture to happen and that's where the lead management process starts so a lot of the top of the funnel activities that you're handling on your website doing you know banner advertising and SEO and all that sort of stuff it's really these steps before we're actually getting to that lead capture point where we can actually start lead management but it is important that we have an identity that's sportsman obviously the easiest most straightforward one and once that happens we now have a known contact that we can start performing outreach to or from an outbound perspective and this is where we can start managing things like lead stages and lead scorer lead nurturing and all these other sorts of middle of the funnel activities where most of lead management and occurring the goal there is to get to a marketing qualified lead and I'm sure many of you already MQL term we want to make sure that we're giving matches any of these over to sales team but you know actual quality leads that they have a chance of closing so we have to then look for a qualified response which is a piece of the MQL threshold scoring's a part of that as well you may or may not even be doing scoring but in any case we're looking for that qualified response which is going to tell it that this person is ready to talk for our sales department and it's probably you know going to end up becoming an SQL or sales qualified lead so when we push this qualified response over sales it does get a lead assignment I skip and then the sales team buying it from sales is there an identified opportunity that we can now go about trying to close there is then we started opportunity staged messaging out of the marketing department thinking that we need to do to help support the conversation with sales having also however any sales unqualified leads so when we get to this SQL stage if it actually turns out that that lead is not sales qualified or if we have an opportunity that we recycle those back into the middle of the funnel and we procure training again so those aren't drops and that's an important part of lead management that I often see miss to hear you know it seems so obvious but believe it or not I see that Miss quite a bit where you know a sale doesn't happen or something doesn't get qualified and it doesn't go back for renewing it just kind of gets dropped and nothing happens without lead once it's been you know disqualified so that's a very important step that you definitely do not want to miss we want to go into what a simple lead management process looks like just it is a kind of overview version 10,000 foot view of the truth I want to start boiling or uncertainty but drilling down into what it looks like when we want to actually put this in place and we want to do it you know maybe this month how do we actually get that done so starting to see lead management process or any lead management process always starts the planning we do have to understand what our lead management stages are this is the best practices fully mature version if you want to go into n3 this is what you're going to have to get to or at least some version of it this is not simple though and there's a lot of different pieces within each one of these stages that need to have at their own specific items aligned to it like campaigns so if you have a lead funnel that that built out to start with you're also going to have to align campaigns and messaging that goes out at each one of those stages so now you've got all these campaigns that you got to build out and deal with a lot of content it's not to say that you might I don't know all the stuff out at the get-go but in terms of getting from starts to your first launch where you're actually starting to use a lead management process this is a lot to bite off into doing all of this at once it's probably going to take like six months there's integrations not just between sales and marketing systems which you probably got website systems and advertising systems that need to come into the mix as well so looking at all of it in one is pretty difficult in terms of the flow okay but what do I need to actually execute and what do I need to get built out in my platforms today so I can just connect things and you know once these that see how things work and then I can apply it to the end of the group II like you see here so what we really want to do is actually blow this down to a photo that looks a little bit more like this we've got prospects as you saw on that top funnel but these are not like yet leads so again when we're talking about weed management everything that's happening on your website with inbound marketing yes it's very important if it's certainly a big piece of your overall marketing strategy and obviously it does generate those leads so there won't be any leads to manage if you didn't have that top of the funnel very top of the funnel inbound marketing happen to the anonymous users that you don't yet know as I mention before though we have to have an identifying event that ends up capturing that lead and really truly putting it into the lead funnel so now that we can truly call this person to lead now we can start thinking about lead management so let's separate hopefully all the you guys have website teams that handle all the UX and you know banner advertising and social network advertising and SEO and a lot of you on the phone you don't have that part figure out or have somebody else doing it so you can focus in on the lead management starts after that lead capture happens so now we get into the actual funnel and we really only need four stages here so rather than that giant you know funnel with all sorts of true stages which you might get you if you've got that you know incredibly sure marketing and you've got you know a lot of different teams that are involved but again trying to get this done you know within the next month let's start here in let's start simple let's just call these guys a newly that's gonna be captured we're gonna acknowledge and welcome them once they've engaged with us a little bit on you know that next message we've got an engaged weed or warm lead typically called and people they're interested at this point we're going to nurture and educate them to try and get them ready for sales once they are ready for sales now we're going to call them an empty well what we're already at that marketing qualified we stage right stage number three so again what we're really simplifying this down and if you have something with just these three stages from a marketing perspective you're now at the point where you're delivering much higher quality leads to the sales team then if you didn't have this in place so you don't have to go from zero to you know the ten stages all at once in order to deliver those truly qualified leads it doesn't really take to many stages to actually up the quality of leads you're giving the sales by quite a bit and also a really demon sense more information about where that lead is within the buying process and listen to their decision making process so right now you could even stop right here and say let's just get some campaigns that are going to get this done and for what really truly is an MQL and just push that over to sale so of course when we push it for sales it goes to the CRM and it ends up becoming an SQL once sales go through their process of evaluating usually BAM criteria different sales teams do different things and becoming an SQL we saw before that we will recycle the back into earlier stages if they don't end up being a qualified C um but for now we don't really have to worry about that right this side if we get this done right here from a marketing perspective especially if you don't have and you need this right now and we're just doing batch of blasting and shooting over every single person who we've got on our list who kind of the pulse over to our sales team we're going to be actually upping our game quite a bit getting the bar for it's going over to sales so the other thing here is we want to start with just one campaign to get the process in place once we have that foundation we can always build on it we can always add additional stages if we feel like we need to do that but let's just get a campaign built that uses this principle and start testing it and maybe all we have to do then is replicate that campaign and change the messaging change the target audience and we've got the same exact process for nurturing and managing leads all the way through to sales so this is really getting provide version of the crew here um and I do want to make sure that I'm not missing any questions so I just want to see if there's any questions in here sound is bad is it is it so bad is are we still having issues hearing if anyone could just uh type in the comments we'll make sure that um I'll get my closer to the microphone and hopefully everyone is hearing apologize for that Oh other questions on what the lead stages that you really need to get started with are we'll move on to the next slide which is how do we actually set up where so once we've we've you know used this very simplified you know three to four leap stages and no more version of lead management what do we have to do to actually get it rolling that's the next question I just want to make sure I'm liking it better now okay great thank you and again no no juice for that I'll keep my mouth as close as I can to this microphone alright so how do we end up starting out setting up our infrastructure for actually getting this done there's a thing to have in place we've got to have a nurture campaign in usually it's a marketing automation platform you might be doing that manually right now if you don't have a marketing automation platform but certainly you'll be able to get away from a lot of these manual tasks once you have that in place and obviously there because we only need one campaign it's going to probably be a drip nurture campaign with multiple touches if we're only got one email we're still doing bachelor glass and that kind of defeats the purpose so content is always a bottleneck from the perspective of planning and getting things and so emails landing pages forms do we need them usually the answer is yes there we want to gather all that content and just make sure we've got what we need from a Content perspective from a planning perspective though we really want to understand well what is the qualified response that we're looking for from this campaign that is going to tell us that this is now an MQL or at least to tell us that someone is is warmer than a new lead so was that a click is that a click on a specific link to say a download is it a contact us form it could be any of these things but the decisions you're going to have to make and there might be multiple ones there might be what denote an MQL as opposed to a warm lead so we just have to keep that in mind and if we do have a different lead stage so for instance if we do have someone who comes in and they engage a little bit but not so much that tells us they're in MQL well ok they're warm lead well what did we do with them that's different than we would if they are at the MQL stage or if they've chose no engagement and they're still just considered a newly so the qualified response that event just needs to be worked out keep it simple the theme for this webinar keep it simple make it forms a bit make it a link click make it something that's very easy for the user to do if it's something that has to be a derivation of a whole bunch of different behaviors for instance that well they downloaded an article and it then submitted our contact form and we're not going to actually consider that a qualified leaf until they do all of those things that is a consideration as well so make sure that whatever that qualified lead behavior is or if it does have multiple behaviors that you're looking for you're again going to have to have the proper content that backs up people being able to take those actions so keeping it simple it really means any behavior that you want someone to perform does usually require content so if you're trying to keep your content the production needs to a minimum you would want to minimize what those behaviors are that actually show you this is a MQL so this should be impactful I touched on the path for Warmington so again maybe because if somebody doesn't make it you know all the way to this MQL so it's like we want them to and we're again also going to have to have some content for those situations as well so your nurture campaign to gather the elements make sure you've got them ready to go on when we're talking about campaign and obviously the messaging is what we're most simply looking at so that's generally where were you start your your planning from a campaigning perspective once you have that though we need some lead management elements as I call them we need some things that we have to get into either our forms our contact innovation CRM usually that would be in both places or if we're still doing things like um you know collect the informed data in two times well we at least need to make sure we've got the field for these particular items in that report so that we can send it off to the next step and have the next person you know send out the next email based on that information so it's important to understand where in the process you're going to change your lead stages and you're going to have to have things like the lead stage pick lists the lead assignment rules and CRM integration calls again if you are integrating from an email system or a marketing automation platform into a CRM those are all gonna have to be set up I'm not really going to get into the technical ways of setting those up or the other considerations that you might have for that type of integration but it doesn't have to be complicated either when you're talking about CRM integration in particular a lot of it has to do with field mappings and you get into these conversations about well I want every single field that's ever existed in CRM and we're going to get transfer all this data over or things aren't going to work that's not actually the case you really only need a couple of data points going over in order to get these things done and you really see just about all of them here at the league stage picklist and we've just got four values newly that comes in from capture warm lead after they've engaged MQL and we'll have an SQL phase if we get you know some data back from the sales team that says yes this is an SQL we have to send out some different messaging to support that process from there so we only need four values it's one field to lead assignment rules maybe we need a field for that if it's regional or if we want to use some sort of random ID to create a round robin but again probably only need one field for that and we might do the entire process just out of CRM so we might not even need to consider that in your email system or your marketing automation platform but it is something that you do need to into account because if we're gonna send these ampules are I'm sure that we understand how the leads Simon works within your organization so that we can give the proper data to the sales team to perform that especially if it's regional or if it's based on you know brand or product interest or something like that that's data that we then have to make sure we collect throughout that nurturing process so we can send it over and kickoff at that assignment process so a couple of administrative things that we do have to keep in mind and the last we see here is the non SQL and or clothes lost reason pick lists so again this is usually something that sits in CRM but we do need to have a field for it in our marketing automation platform so we can trigger the next action based off of this reason coming in a lot of serums are starting to put this sort of stuff in by default but you might need to change the value so you have your own custom reasons and I've just got some examples of values here like no budget we're on product wrong time and I'm not very personal at the account just any sort of common reasons why it MQL would not become an SQL we want to know that so we can recycle them back into the proper nurture campaigns we can pivot our messaging especially if it's the wrong product you know perhaps a sales person mention what the right product is maybe we want to put a selection in for you know product of interest that they can change so we can again reinforce market information we need to reamer that contact but that's about it that's really truly about it so again you see a lot of very complicated integration and and you know lead management processes out there it doesn't have to be so complicated and that's really again one of yours in what I hope you get out of this so a few elements you know some creative assets a campaign and obviously we're going to have some some triggering in that we have to set up which I'll go through in a moment but those are about all the elements that you really need to get lead management happening right now today so I want to just plus for a second we'll go into a quick example that I'll show you it happens to be an eloquent example as I mentioned before you can use just about any platform well you know we've done this for our clients in ELQ in poor dot and ExactTarget I'm using Salesforce CRM I'm using Microsoft Dynamics CRM and I using various CMS platforms so we've done this with a number of platforms and again you can probably do it with the platforms you have available to you right now so the other consideration oh wow I'm gonna have to buy like three four platforms for this not necessarily and in the absence of automated platforms you can do a lot of this manually I know that's painful we don't want to do it manually especially not in the long term but to get it started we might have to do some or you know hopefully at all but some pieces manually let's to start out rambled on long enough there that I'll give everyone a chance to got some questions if they have any and if not I don't think I see em coming in so in that case we will end the show and I want to get into an instance about way where I've got some things set up to show you so just give me I'm on the floor again and we'll get started now so I think as I'm logging in one of the things to keep in mind here is that most of what you're about to see you actually trigger all of what you're about to see is out of box functionality within the elephant system so this isn't something where you need you know crazy customizations and your platforms or you know very complicated integrations put in place again most of the marketing automation platforms out there have very similar functionality you know if you drill down into the details you'll start to see differences in you know more advanced functionality but the basics that I'm about to show you again you can do in most so you should not be scared away just because you know I might be an elk WA and I know you know eloquent Oracle now they have a reputation for maybe be a little bit expensive and being a little bit more than than you might need but a lot and lots and lots of platforms do this so you shouldn't worry that excuse me laggy only seems to take a second longer when I am running a webinar on top of it it will come up you you okay so we have the elliptical platform set up here and as an example you know we use our club internally as well this happens to be our sandbox when we do a lot of testing out of it even if you do have a marketing automation platform in house today and there might be a bunch of other things going on in it you can again use very very simple basic features of it in order to get some very good very quick lead management and leave your trip what I've done here in Elko is I've started this elite management webinar campaign which is quite simple and will show you how you can use platform like this to just track all of your lead stages quite quickly and also get some messaging out quite complete Mon that's going to be a pretty impactful for Gurcharan especially those leads that might come into your website and you think they might not be back interested but once they start submitting forms and things as you get some messaging out to them you'll see that you can actually get quite a few empty rows back over to sales by just continuing to nurture and continuing to have another touch ready based on what their previous behavior was so what we have in the campaign and this is just eliquids interface it's drag and drop a lot of interfaces again will look similar though I'm different icons but it's usually a norm workflow it's got items flowing into each other decision rules with a yes/no path you know what do we do if someone has an email what if we do if they have it so all we have here is a form and I'll show you the form we'll watch to submit it that person's going to come in and get a thank-you ebook offer so the form is the actual lead capture as we were talking about before we had an unknown person on the website if you had the website team at the prospecting phase with all sorts of things on the website to drive them to a lead capture point capture points your informant comes in and we send them an email immediately now this can be done in just about any marketing automation or CRM platform form that you're using does not have some sort of form integration tool your web developers can probably get it done but I would be very surprised if that's the case so we do need that trigger point between the lead capture and kicking off the next step which is of course the lead nurturing process we can also use that lead form to update things like lead stage or to send things to a CRM system so for instruments are important not just to identify people but they actually give you the ability to kick off a lot of different processing and again that's ubiquitous across most marketing automation platforms once they get this first email which has an e-book thank you offer in it we're going to check and see on that email and there's a link in that email that goes directly to that ebook so it's not just you know any link to click it's a quick - our goal to our qualified response at this stage which is clicking to get to the ebook download page the event we're actually going to update their lead stage for new so they're a new lead women come in from a form capture with Adam yes it could another link they've engaged now they're a warm lead and because they're warm leads we're going to go on to the next stage so women linkage they see another form if they submit that form we now have an MQL and we're going to send that MQL into CRM so our instance of eloquent is integrated with our Salesforce platform happens to be Salesforce and eloquent as does Marketo as does sitecore in fact it does obviously par dots and exact targets turnout of Salesforce marketing cloud and in fact a number of other platforms that might be lesser-known basically all of them have some sort of connector where you can send a new lead into a CRM platform so this is not just you know functionality this is how it looks in Elle as well but you're going to be able to have this ability like in most platforms and again if you're doing this manually it's a matter of getting into Excel and uploading them or you know if you don't even have CRM mobile you are gonna have to do some manual stuff in Excel but you would simply just capture this and you'd be sending like the next email your next touch manually I hope you don't have to do that for too long but you can certainly still get this done in a manual way using something like a cop's contact law you know your own email service so let's look at what a couple of these things look like just we can do some test missions of this forum so you can see what it looks like to kick this process off so I'm just going to get into this page that got created again this is just on this is not connection error you I'll just share yeah and I do get slowed down in terms of internet connection when I'm recording a webinar and doing a demo so my apologies you you you should be getting back in here you this is my very crude design work here just to get a quick landing base so we can show this example up and it's still loading a little bit here but the important part is that I get to submit the form so here we go now it's up I'll just do quick submit you you you all right so that's successfully submitted what happens in LA is there is a form submit and again this has very similar functionality in most platforms here so that is the signup form that we ended up submitting on that landing page what happens in LFO and again most other form tools is that we have processing steps that update our contact records in the system we're going to add them to that campaign we were just looking at we're gonna add them to what's on the program builder this is so we can send them through to the CRM platform and create a lead so the program where we've got here is create lead and it's going to be a newly so the status in Salesforce is going to be new usually that means that the assignment rules to assign that lead out in your M platform are not going to kick it off because it's not an empty well status so even if you know CRM wants the data and allows your admins out there will insist on having all data in their system run into that quite a lot but that's fine we'll send it over we definitely want to create leads we don't want to hold anything back what we're gonna add of course give that lead stage or sometimes it's called lead status but we're gonna update that field and we're gonna make sure that the sales team knows yeah we generated a lead here but it's not ready it's not at a qualified status if you gave them a call they would probably be upset because they're not ready to purchase right now as they move further nurturing so it makes your again that we have that leads stage or the status field and we do have the appropriate values that's gonna have an impact on the sales team if they start getting assigned leads that are new and they're calling people up who are very unready to buy and then of just getting upset that not only so thing gonna be upset because they waste the time but that leads going to reactivate we're not ready to talk to sales and sales are trying to reach out to them we actually see more drop-off when that happens and it takes longer to reactivate a lead if we can even reactivate it if sales gets involved prematurely so that's a very important step and we want to make sure that we do send the lead over in the right way and then normal ever redirect webpage but because I've submitted that form if I go back into my campaign here I should be in this campaign now and so we can see this little one and that should be me I can double-click in here and I'll go ahead and take a look at who that is you left me so now I'm in this campaign and very soon I should get this email in my inbox there yet but it will come in very soon and here it is here's the first offer that we have and if I click on this I will actually be verified down the yes path work email so I'll go ahead and click on it and we'll see what happens so I could submit this form which would make me an empty well but in Ellicott I should have been very least I think I was quote down on me is an eloquent at the very least that should when i refresh this to go down into the next path and then I will get the subsequent email and subsequent status updates on to my leave stage and that will all end up sinking over to CRM especially once I become an EMA excuse me an empty mouth so that's the basic pathway we have or you know getting a very simple lead management process in place using one campaign I can replicate this campaign save as or save as template would replicate it for me in Ellicott put in different carpet link it up with a different form and now it's got another bleed management campaign ready to go hooked into that same exact process so then this doesn't take a whole lot of time to get set up even the forms you saw there's not a whole lot of field in there that we need to at least get things started and subsequent something that's campaign you can start collecting even more data send over to the sales team to give them even more qualified information that they can use to help close the sale you but that is a for our presentation I do want to open it up to questions at this time and I hope everyone's gotten a lot of at least really really hope that people started realize that lead management doesn't have to be complicated it doesn't have to be a long drawn-out process you can get things done very quickly you can start off very simple and starting off simple will still have quite a big impact on not just your mql delivery to sales but your ROI attribution at the end of the day because if you're delivering higher quality sales you're I'm sorry higher quality leads you're certainly gonna close more sales than if you're just sending over every Salib that happens to you know touch your brand and anyway any questions out there I don't see anything quite yet in the chat take a look doesn't look like it look everyone a few minutes for questions and I'll comes up again thank you for attending today you you