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B2B Marketers are turning to Marketing Automation technology to allow them to Technology marketers to Track all prospect interactions, objectively identify the engaged leads that are showing buying signals and immediately get those “hot” leads to SugarCRM. By integrating lead tracking, scoring and prospect nurturing into a single interface, the Marketer is able to objectively identify and nurture their early stage leads to keep their brand "Top of Mind" with the prospect.
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Title
Title
Presented by Pardot Marketing Automation
Introduction
Lead Qualification &Nurturing: Overview
• What is Lead Qualification?
• How Does Qualification Increase Sales?
• How Can Nurturing Reduce Spend?
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Presented by Pardot Marketing Automation
A Day In the Life of the B2B Marketer
• The Campaign
• The Execution
• The Leads
• The Results
The Anatomy of aMarketing Campaign
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
• 80% of inbound leads never have a meaningful conversation with sales
• Finding a needle in a haystack
Should All Leads Be Assigned to Sales?
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
The Grim Reality• A large number of the leads who were assigned should have never crossed the into the Sales arm of the organization.
• 70% of your mishandled leads will buy from a competitor within 24 months.
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
Aligning Sales and Marketing• Defining a “Marketing Qualified Lead” (MQL)
• Service Level Agreement (SLA)
Greater alignment means:
• Less Lead Loss
• Higher Opportunity Conversion Rates
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
What is a MQL?•Traditional Methods
• BANT – Budget, Authority, Need and Timeline
• Explicit Factors (Title, Company Size)
• Activity Level
• “Eyeball” Approach
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
Implicit Factors: What they do
Explicit Factors: Who they are
Finding the right 20%: A Blended Model
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
• Form or landing page conversion: +50 points• Site search query: +3 points• Link Click in an Email: +3 points• Visitor page view of Standard Pages: +1 point• Visitor page view of “Buying” Pages: +5 to +25 points• Opportunity created: +50 points• Opportunity lost: -100 points
Example Implicit Lead Scoring Model:
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Presented by Pardot Marketing Automation
The Need for Lead Qualification
Interest vs. IntentInterest
Research Phase
•Views 25 pages on your website
•Downloads 2 whitepapers
•Attends webinar
IntentBuying Phase
•Contact Me form
•Searches for your company by name
•Product Trial
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Presented by Pardot Marketing Automation
The Need for Lead Nurturing
Lead Nurturing 101• Most new, inbound leads should not be advanced to Sales.
• Many buyers of B2B technology are taking longer to close.
• 80% of the “Best In Class” companies will implement a Lead Nurturing strategy by 2010.
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Presented by Pardot Marketing Automation
The Need for Lead Nurturing
What’s in it for Me?Nurturing prevents leaks in the sales funnel:
• Educate non sales-ready leads
• Standardize Communication
• Stay top-of-mind throughout the sales cycle
• Reconnect After a Loss
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Presented by Pardot Marketing Automation
Lead Nurturing How-To
Education for Leads who are not yet a MQL
• Nurturing leads before a sales call is considered to be the most critical form of nurturing.
• Leads have shown interest but not intent
• Content should be educational and come from Marketing
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Presented by Pardot Marketing Automation
Lead Nurturing How-To
Standardize Communication• Deliver a consistent message
• Automate Delivery so Sales is not responsible
• Adjust the message when the prospect responds
• Turn Trial into a Customer
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Presented by Pardot Marketing Automation
Lead Nurturing How-To
Stay Top Of Mind In Sales Cycle• Automate Delivery of “Sales-y” content
• Inject Personal Notes from Rep
• Trigger Rep-Driven follow up processes
Reconnect after a Loss
• Send Keep In Touch content as contract expires
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Presented by Pardot Marketing Automation
Lead Nurturing How-To
Do’s and Don’ts
Do Don’t• Use Segmentation
• Use an Introduction
• Be Mindful of Timing
• General to Specific
• Know When to Stop
•“Nurture” your entire database
• Assume that Newsletters nurture
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Presented by Pardot Marketing Automation
Lead Nurturing & the Bottom Line
•Companies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtured.
•Nurturing results in a lower cost per opportunity
Show Me the Money
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Presented by Pardot Marketing Automation
In Closing
• Lead qualification aligns sales and marketing to reduce lead loss and streamline the funnel
• Leads that are not yet qualified should be nurtured until sales-ready
• Research shows that companies using lead qualification and nurturing are closing more deals with less resources
Conclusion
Title
Presented by Pardot Marketing Automation
About Pardot
Pardot – No Hassle Marketing Automation
Pardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle.
Please feel free to contact us with any additional questions you may have.
www.pardot.com
