Make Your Leads Count – Lead Qualification and Erosion

Lead  Qualifica,on  And  Erosion  Strategies  to  Iden,fy  Sales  Ready  Prospects  

Presented  by:    Adam  Dewey,  Senior  Sales  Consultant  

About  Me    •  Sold  Cutlery  •  Worked  With  Celebs  

•  Terminal  Bieber  Fever  

What  will  we  talk  about?  •  Sales  Ready  Lead  (SRI)    •  Lead  QualificaEon  

•  Implicit  •  Explicit  •  Blended  Model  •  BANT  

•  Lead  Erosion  •  Wrap-­‐Up    

Marke,ng  Qualified  Leads    Numbers,  Numbers,  Numbers  

Sound  Like  Your  Last  Campaign?  •  The  Campaign  –  Drive  traffic  to  a  landing  page  that  offers  content  to  those  that  convert  

•  The  Results  –  500  content  downloads  

•  The  Leads  –  All  500  respondents  are  passed  to  sales  for  immediate  follow  up.  

•  The  Cost  -­‐  $10,000    •  The  Results  –  Sales  gripes  about  lead  quality  and  difficulty  to  connect  

It’s  All  About  The  Numbers!    

•  80%  of  all  leads  never  have  a  meaningful  conversaEon  with  a  sales  professional.    

-­‐Forrester  

•  Only  17%  of  all  leads  convert  to  qualified  sales  opportuniEes.    

-­‐Bridge  Group    

Marke,ng  Qualified  Leads  

•  A  large  number  of  assigned  leads  should  have  never  crossed  over  to  the  Sales  team    

 •  70%  of  mishandled  leads  will  buy  from  a  compe7tor  within  24  months  

Inquiries  /Conversions  

Assign  To  Sales  

Sales  Qualified  

Opp  

Won  

Marke,ng  Qualified  Leads  (cont)  Tradi,onal  Model  

Inquiries  /Conversions  

Nurture  

Sales  Ready  lead  

Opp  

Won  

New  Thinking  

Sales  Ready  Lead  (SRI):    What  is  the  difference??    

Sales  Ready  Lead  (SRI)    

Ways  to  IdenEfy  SRIs  

•  Demographic  •  Behavior  •  BANT    

 Makes  MarkeEng  a  partner  to  sales  

Marke,ng   Sales  

Demographically  Qualified  

Geography  

Industry  

Company  Size  

Annual  Revenue  

Job  Title  

Lead  Grade  

•  A  =  Excellent  Prospect  •  B  =  Good  Prospect  •  C  =  Fair  Prospect  •  D  =  Poor  Prospect  •  F  =  My  Report  Card        

Behavioral  Qualifica,ons      

Email Open +1

Your Prospect

File Access +3 Webinar +10

Pricing Page +5

Website Chat +10

Social Media +3

Behavioral  Trump  Card  

Interest  vs.  Intent  

Interest  (Researching)  Views  10  Pages  Downloads  a  Whitepaper  

Aaends  a  Webinar  

Intent  (Buying)  “Request  demo”  Form  

Searches  for  Company  Name  Product  Trial  

Excep,onal  Prospects  

BANT  Qualifica,on    

B.A.N.T.    •  Budget  •  Authority    •  Need    •  Timeline      Opportunity  QualificaEon  not  Lead  QualificaEon    

Be  Careful  with  BANT  

Lead  Qualifica,on    

Demographic/BANT   Lead  Score  

Sales  Ready  Lead    Retained  by  MarkeEng  

Sales  Ready  Lead!!!  

Lead  Erosion:    Disqualifying  a  Once  Qualified  Lead  

Erosion  Based  Scoring  Erosion  based  scoring  is  taking  negaEve  prospect  interacEons  

or  inacEons  into  account  when  determining  a  SRI    

Lead  Aging  

Aging:    Great  For  Wine  Bad  For  Leads    

Lead  Scoring  and  Basketball  Year   Team   PPG  

95-96 PHL 19.2 96-97 PHI 20.7 97-98 PHI 16 97-98 DET 15.7 97-98 -- 15.8 98-99 DET 14.5 99-00 DET 23.6 00-01 DET 29.8 01-02 DET 21.4 02-03 WAS 21.5 03-04 WAS 13.9 04-05 DAL 14.9 05-06 DAL 13 06-07 DAL 12 07-08 DAL 10.7 08-09 DAL 4.2 09-10 MIL 8.5 10-11 MIA 1.7 11-12 ATL 2.7

Great  Lead  Score  

Jerry  Stackhouse  

When  the  Hawks  Got  Him  

Defining  Erosion  Qualifica,ons  

Nega,ve  Ac,ons    Unresponsive  to  Campaigns    Recency    Recycled  to  Marke,ng  

Ques,ons?  

Adam  Dewey  Senior  Sales  Mgr.,  Pardot  LLC  

adam.dewey@pardot.com  

       @adamdeweypardot  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

404.492.6845  x144  877.3B2B.ROI  www.pardot.com  

Contact  Informa,on