strategies to identify sales ready prospects - lead qualification and erosion
DESCRIPTION
As a marketer, you’re bringing in tons of leads through marketing campaigns, website, trade shows and other marketing efforts. From there, the leads are forwarded directly to sales, right? Well, almost. There are steps every marketer should consider, prior to passing leads over to sales. View this recorded webinar to learn more!TRANSCRIPT
![Page 1: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/1.jpg)
Lead Qualifica,on And Erosion Strategies to Iden,fy Sales Ready Prospects
Presented by: Adam Dewey, Senior Sales Consultant
![Page 2: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/2.jpg)
About Me • Sold Cutlery • Worked With Celebs
• Terminal Bieber Fever
![Page 3: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/3.jpg)
What will we talk about? • Sales Ready Lead (SRI) • Lead QualificaEon
• Implicit • Explicit • Blended Model • BANT
• Lead Erosion • Wrap-‐Up
![Page 4: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/4.jpg)
Marke,ng Qualified Leads Numbers, Numbers, Numbers
![Page 5: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/5.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/6.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/7.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/8.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/9.jpg)
Sales Ready Lead (SRI): What is the difference??
![Page 10: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/10.jpg)
Sales Ready Lead (SRI)
Ways to IdenEfy SRIs
• Demographic • Behavior • BANT
Makes MarkeEng a partner to sales
Marke,ng Sales
![Page 11: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/11.jpg)
Demographically Qualified
Geography
Industry
Company Size
Annual Revenue
Job Title
![Page 12: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/12.jpg)
Lead Grade
• A = Excellent Prospect • B = Good Prospect • C = Fair Prospect • D = Poor Prospect • F = My Report Card
![Page 13: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/13.jpg)
Behavioral Qualifica,ons
Email Open +1
Your Prospect
File Access +3 Webinar +10
Pricing Page +5
Website Chat +10
Social Media +3
![Page 14: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/14.jpg)
Behavioral Trump Card
![Page 15: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/15.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/16.jpg)
BANT Qualifica,on
B.A.N.T. • Budget • Authority • Need • Timeline Opportunity QualificaEon not Lead QualificaEon
![Page 17: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/17.jpg)
Be Careful with BANT
![Page 18: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/18.jpg)
Lead Qualifica,on
Demographic/BANT Lead Score
Sales Ready Lead Retained by MarkeEng
![Page 19: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/19.jpg)
Sales Ready Lead!!!
![Page 20: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/20.jpg)
Lead Erosion: Disqualifying a Once Qualified Lead
![Page 21: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/21.jpg)
Erosion Based Scoring Erosion based scoring is taking negaEve prospect interacEons
or inacEons into account when determining a SRI
![Page 22: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/22.jpg)
Lead Aging
Aging: Great For Wine Bad For Leads
![Page 23: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/23.jpg)
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: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/24.jpg)
Defining Erosion Qualifica,ons
Nega,ve Ac,ons Unresponsive to Campaigns Recency Recycled to Marke,ng
![Page 25: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/25.jpg)
Ques,ons?
![Page 26: Strategies to Identify Sales Ready Prospects - Lead Qualification and Erosion](https://reader034.vdocument.in/reader034/viewer/2022051412/54958fe2ac79591d2e8b4e34/html5/thumbnails/26.jpg)
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