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Lead Qualifica,on And Erosion Strategies to Iden,fy Sales Ready Prospects Presented by: Adam Dewey, Senior Sales Consultant

Make Your Leads Count – Lead Qualification and Erosion

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Explore solid lead qualification and lead erosion and learn valuable actions you can take in improving the quality of leads that your sales team will be acting upon.

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Page 1: 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  

 

Page 2: Make Your Leads Count – Lead Qualification and Erosion

About  Me    •  Sold  Cutlery  •  Worked  With  Celebs  

•  Terminal  Bieber  Fever  

Page 3: Make Your Leads Count – Lead Qualification and Erosion

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

•  Implicit  •  Explicit  •  Blended  Model  •  BANT  

•  Lead  Erosion  •  Wrap-­‐Up    

Page 4: Make Your Leads Count – Lead Qualification and Erosion

Marke,ng  Qualified  Leads    Numbers,  Numbers,  Numbers  

Page 5: Make Your Leads Count – Lead Qualification and Erosion

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  

 

Page 6: Make Your Leads Count – Lead Qualification and Erosion

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    

   

Page 7: Make Your Leads Count – Lead Qualification and Erosion

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  

Page 8: Make Your Leads Count – Lead Qualification and Erosion

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  

Page 9: Make Your Leads Count – Lead Qualification and Erosion

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

Page 10: Make Your Leads Count – Lead Qualification and Erosion

Sales  Ready  Lead  (SRI)    

Ways  to  IdenEfy  SRIs  

•  Demographic  •  Behavior  •  BANT    

 Makes  MarkeEng  a  partner  to  sales  

   

 

Marke,ng   Sales  

Page 11: Make Your Leads Count – Lead Qualification and Erosion

Demographically  Qualified  

Geography  

Industry  

Company  Size  

Annual  Revenue  

Job  Title  

Page 12: Make Your Leads Count – Lead Qualification and Erosion

Lead  Grade  

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

Page 13: Make Your Leads Count – Lead Qualification and Erosion

Behavioral  Qualifica,ons      

Email Open +1

Your Prospect

File Access +3 Webinar +10

Pricing Page +5

Website Chat +10

Social Media +3

Page 14: Make Your Leads Count – Lead Qualification and Erosion

Behavioral  Trump  Card  

Page 15: Make Your Leads Count – Lead Qualification and Erosion

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  

Page 16: Make Your Leads Count – Lead Qualification and Erosion

BANT  Qualifica,on    

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

Page 17: Make Your Leads Count – Lead Qualification and Erosion

Be  Careful  with  BANT  

Page 18: Make Your Leads Count – Lead Qualification and Erosion

Lead  Qualifica,on    

Demographic/BANT   Lead  Score  

Sales  Ready  Lead    Retained  by  MarkeEng  

Page 19: Make Your Leads Count – Lead Qualification and Erosion

Sales  Ready  Lead!!!  

Page 20: Make Your Leads Count – Lead Qualification and Erosion

Lead  Erosion:    Disqualifying  a  Once  Qualified  Lead  

Page 21: Make Your Leads Count – Lead Qualification and Erosion

Erosion  Based  Scoring  Erosion  based  scoring  is  taking  negaEve  prospect  interacEons  

or  inacEons  into  account  when  determining  a  SRI    

Page 22: Make Your Leads Count – Lead Qualification and Erosion

Lead  Aging  

Aging:    Great  For  Wine  Bad  For  Leads    

Page 23: Make Your Leads Count – Lead Qualification and Erosion

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  

Page 24: Make Your Leads Count – Lead Qualification and Erosion

Defining  Erosion  Qualifica,ons  

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

Page 25: Make Your Leads Count – Lead Qualification and Erosion

Ques,ons?  

Page 26: Make Your Leads Count – Lead Qualification and Erosion

Adam  Dewey  Senior  Sales  Mgr.,  Pardot  LLC  

[email protected]  

       @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