Download - Webinar: Lead Qualification and Erosion
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Lead Qualifica,on And Erosion Strategies to Iden,fy Sales Ready Prospects
Presented by: Adam Dewey, Senior Sales Consultant
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About Me • Sold Cutlery • Worked With Celebs
• Terminal Bieber Fever
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What will we talk about? • Sales Ready Lead (SRI) • Lead QualificaEon
• Implicit • Explicit • Blended Model • BANT
• Lead Erosion • Wrap-‐Up
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Marke,ng Qualified Leads Numbers, Numbers, Numbers
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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
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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
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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
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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
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Sales Ready Lead (SRI): What is the difference??
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Sales Ready Lead (SRI)
Ways to IdenEfy SRIs
• Demographic • Behavior • BANT
Makes MarkeEng a partner to sales
Marke,ng Sales
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Demographically Qualified
Geography
Industry
Company Size
Annual Revenue
Job Title
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Lead Grade
• A = Excellent Prospect • B = Good Prospect • C = Fair Prospect • D = Poor Prospect • F = My Report Card
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Behavioral Qualifica,ons
Email Open +1
Your Prospect
File Access +3 Webinar +10
Pricing Page +5
Website Chat +10
Social Media +3
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Behavioral Trump Card
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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
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BANT Qualifica,on
B.A.N.T. • Budget • Authority • Need • Timeline Opportunity QualificaEon not Lead QualificaEon
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Be Careful with BANT
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Lead Qualifica,on
Demographic/BANT Lead Score
Sales Ready Lead Retained by MarkeEng
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Sales Ready Lead!!!
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Lead Erosion: Disqualifying a Once Qualified Lead
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Erosion Based Scoring Erosion based scoring is taking negaEve prospect interacEons
or inacEons into account when determining a SRI
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Lead Aging
Aging: Great For Wine Bad For Leads
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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
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Defining Erosion Qualifica,ons
Nega,ve Ac,ons Unresponsive to Campaigns Recency Recycled to Marke,ng
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Ques,ons?
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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