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May 08, 2015
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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
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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