KILLING MQLS –BUILD YOUR DEMAND & LEAD GEN FRAMEWORK

CREATED BY: Ljubica Radoicic

FOR MORE INFO OR ASSISTANCE CONTACT: https://www.linkedin.com/in/ljubicaradoicic/

B2B Marketing Leaders Forum, Singapore 2019

BUILD THE ENGINE

HOW A MARKETING FUNNEL WORKS

Content at the top of the funnel facilitates AWARENESS

Content at the middle of the funnel facilitatesEVALUATION

Content at the bottom of the funnel facilitatesCONVERSION

Make PROSPECTSproblem aware and

solution aware

Convert problem aware and solution aware

prospects into LEADS

New leads can now make an INFORMED PURCHASE

DECISION

BlogsSocial Media UpdatesInfographicsPhotographsDigital Magazine / Book

Audio PodcastVideo/Video PodcastMicrositePrint Magazine / NewsletterPrimary Research

Top of Funnel

Educational ResourcesQuiz / Surveys

Discounts / Offers / Loyalty ClubUseful Resources

DownloadsWebinar / Events

Middle of Funnel

DemoCustomer Story

Comparison / Spec SheetWebinar Events

Bottom of Funnel

MARKETING FUNNELSAMPLE FRAMEWORK

AWARENESS & EDUCATION (LEADS – IQL)

• SEO & online advertising (e.g. SEM, PPC, retargeting)

• Social (LI, Twitter)• Blogs, webinars (lead gen)

• Content (eBooks, articles, white papers, video) –early stage

• PR

DEMAND & LEAD GENERATION –(MQL – SQL)

• Campaigns & nurture programs, landing page

• Industry events & company led events (lead gen)

• Webinars• Outbound calls, SDR• Content – mid stage

DEAL ACCELERATION (SQL – SAL –WON)

• Targeted small events (round tables with “case study” –client speaker)

• User conferences• Case studies, testimonials,

references

CUSTOMER SUCCESS & EVANGELISTS

• User community• Case study• Influencer program

WORKSHEET

CRAFT YOUR MARKETING FUNNEL

EXAMPLE

CRAFT YOUR MARKETING FUNNEL

WORKSHEET

SO YOU MADE THE SALE…

KPI SETTING - REVENUE CALCULATOR

Target Regions

Target Sectors

Target ($000) 0 0 0 0

Marketing Contribution ($000) 0 0 0 0

Avg Deal Value ($) 1 1 1 1

# of deals closed 0 0 0 0

SQLs (qty) 0 0 0 0

MQLs (qty) 0 0 0 0

Leads (qty) 0 0 0 0

Marketing Contribution (%) 35% 35% 35% 35%

L to MQL 3% 3% 3% 3%

MQL to SQL 20% 20% 20% 20%

SQL to Sales (win rate) 7% 5% 5% 5%

Program Description

Business Growth Area

Demand Generation

Sales Enablement

Lead Generation

SOLUTION / SEGMENT

BU / SOLUTION / SEGMENT

COMPANY XYZ REVENUE MARKETING PLAN

Date:

Version:

SALES ALIGNMENT & LEAD MANAGEMENT

WORKSHEET

SALES & MARKETING ALIGNMENT

LEAD DEFINITION AND MANAGEMENT

LEAD STAGE DEFINITIONS

SQL CRITERIA

BANT is the suggested qualification criteria

Internally, 2 BANT criteria minimum is used to qualify an opportunity.

BREAKDOWN:

Budget – What is the prospect’s budget?

Authority – Does the prospect have the decision-making authority, or is she an influencer?

Need – What is the prospect’s business need?

Timeframe – In what timeframe will the prospect be implementing a solution?

SAMPLE SQL CRITERIADo you have clearly defined lead stage definitions with sales?

How do you define a MQL?

How do you define a SQL?

When is a lead handed over to sales?

LEAD STAGE DEFINITIONS - EXAMPLE

Prospect

LEAD STAGE DEFINITION

Targeted buyer, fits the ideal buyer persona profile

Inquiry Buyer who has responded to an initial asset; has minimum information (name, email) and answer to an initial qualification question

MQL Prospective buyer who has taken additional steps in engaging with and consuming program content. Has supplied additional demographic information in going through the program and meets the buyer persona criteria

SAL Buyer who has been qualified based on behavioural and demographic criteria and engagement in the demand generation program. Qualified lead has been accepted by sales and be scheduled for follow up

SQL Qualified lead who has been called by inside sales, meets qualified lead criteria and it routed to field sales criteria.

Opportunity A prospect who is ready to buy and is engaged with field sales. Opportunity must have a $ figure assigned to it and be recorded in CRM system.

Closed Won Opportunity that is documented n CRM system as closed / won.

WORKSHEET

SALES & MARKETING ALIGNMENT

SALES & MARKETING SLA

Come up with shared definitions for leads, opportunities, qualified leads

Come up with a clear profile of buyers and customers

Determine what technology you need/have to enable a closed-loop lead generation solution.

Determine how to hold your teams accountable

What type and frequency of communication you need to be successful

Develop SLA document

WORKSHEET

SALES & MARKETING SLA LEAD MANAGEMENT

EXAMPLE

SALES & MARKETING SLA LEAD MANAGEMENT

EFFECTIVE LEAD MANAGEMENT PROCESS

Data Management - determining the validity of database

Lead Routing - Determining how Marketing will pass qualified leads to Sales, how leads will be passed onto nurturing campaigns and how Sales will pass leads back to marketing

Lead Qualification - Defining every step in the buyer journey, assigning attributes to those definitions and then building a lead score model

Lead Nurturing/Scoring - Building a relationship with prospects and nurturing for pipeline acceleration;

Content - Developing of content and offer maps along the buyer’s journey

Metrics - Developing benchmarks and KPIs for your organization to measure against quarterly.

KPIS & REPORTING

WHAT IS YOUR REPORTING FRAMEWORK?

TRADITIONAL LEAD GENERATION DEMAND GENERATION REVENUE MARKETING

DEFINITION Focused on numbers related to activities and is not typically involved in lead generation.

Focused on numbers related to activities. The hot new metric is how many “leads” marketing producers for sales. The definition of a lead at this point is still fuzzy and is often a creation of marketing only, with little sales involvement.

Focused on pipeline and revenue-related metrics.

Focused on pipeline and revenue-related metrics that are now repeatable, predictable and scalable.

METRIC CATEGORIES ACTIVITY REPORTING EMAIL REPORTING FUNNEL REPORTING FUNNEL FORECASTING

SAMPLE METRICS# of events per year # of emails sent Funnel velocity Funnel velocity

# of attendees at each event

Cadence of emails sent # of MQLs, SALs, SQLs # of MQLs, SALs, SQLs

# of ad impressions % open & % click-throughConversion rates from Lead to MQL to SAL to SQL Close

Conversion rates from Lead to MQL to SAL to SQL Close

# of website visitors % bounce% and $ amount of pipeline contributed from marketing

% and $ amount of pipeline contributed from marketing

# of press releases # and % of form competitions% and $ amount of pipeline contributed from marketing

% and $ amount of pipeline contributed from marketing

# of “leads” sent to sales Lead Scoring Lead Scoring

Cost per leadAnalytics and campaign/program ROI

Analytics and campaign/program ROI

MARKETING KPIs AND REPORTING

MARKETING CONTRIBUTION TO SALES PIPELINE

• New Logo Acquisition

• Customer Retention

• Customer Cross-Sell/ Upsell

MARKETING CONTRIBUTION TO REVENUE

• New Logo Acquisition

• Customer Retention

• Customer Cross-Sell/ Upsell

CAMPAIGN/PROGRAM PERFORMANCE (PIPELINE & REVENUE)

• New Logo Acquisition (Soured vs. Influence)

• Customer Retention

• Customer Cross-Sell/ Upsell (Soured vs. Influence)

• Channel/Tactic Performance (without context of campaign)

• Content Performance

CONVERSIONS BY LEAD STAGE

• Prospect

• Inquiry

• MQL

• SAL

• SQL

• Opportunity

• Closed-Won

DEAL VELOCITY

• Measurement of velocity from inquiry to close

• Measurement of velocity at each qualification stage (MQL-SAL; SAL-SQL, etc)

SERVICE LEVEL AGREEMENTS

• Monitor marketing and sales service agreements

PROGRAM BENCHMARKING

• Establish initial benchmarks to measure against to monitor continual improvement

• Compare benchmarks to industry standard

FREQUENCY

• Establish bi-weekly metrics review to ensure continual campaign optimisation

REVENUE MARKETING eBOOK

THANK YOU