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There are crucial steps that should be considered and taken between gathering prospect information and handing lead information over to sales. Ultimately, these choices will affect the quality of leads your sales team will be acting upon…and your company’s bottom line.Join Adam Dewey, Senior Sales Manager at Pardot, for a detailed look at when, where and how leads are qualified in your marketing automation process. From there, you, too, can improve lead quality and make the difference your sales team is looking for!
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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
@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
