sales qualified leads – generating actionable leads for your sales team
TRANSCRIPT
Sales Qualified Leads Generating Actionable Leads for Your Sales Team!Presenter: Adam Dewey, Sales Manager"
A Little About Me!• Sold knives to SaaS and
everything in-between"• Ran marketing/sales for
concrete company"• Big Batman Fan "
What will we talk about today?!• Sales Qualified Lead (SQL) "• Lead Qualification"• Implicit"• Explicit"• Blended Model"• BANT"
• Lead Erosion"• Wrap-Up "
Marketing Qualified Leads!Numbers, Numbers, Numbers!
Sounds like your last campaign?!• The Campaign – Drive traffic to a landing page
through different channels 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,
difficulty to connect, and marketing has to manually gauge the ROI of the campaign "
It’s All About the Numbers!• 80% of all leads never
have a meaningful conversation with a sales professional. "
-Forrester!
• Only 17% of all leads convert to qualified sales opportunities. "
-Bridge Group "
Marketing 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 competitor within 24 months"
Marketing Qualified Leads – cont’d!Traditional Model!
Assign to Sales!
Sales Qualified!
Opportunity!
Won!
Inquiries / Conversions!
New Thinking!
Nurture!
Sales Ready!
Opportunity!
Won!
Inquiries / Conversions!
Sales Ready Lead!What is the difference?!
Sales Ready Lead!Marketing!Sales!Ways to Identify SRL’s"
• Demographic"• Behavior"
"*Makes Marketing a
partner to 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 Qualifications!
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"
Attends a Webinar"
Intent (Buying)!
“Request demo” Form"
Searches for Company Name"Product Trial"
Exceptional Prospects!
BANT Qualification!
B.A.N.T."• Budget"• Authority "• Need "• Timeline "
Traditional Opportunity qualification,not lead qualification!
Be Careful with BANT!
Retained by Marketing"Lead Qualification!
Demographic/BANT! Lead Score!
Sales Ready Lead "
Sales Ready Lead!!!!!
Lead Erosion!Disqualifying a Once Qualified Lead!
Erosion Based Scoring!Erosion based scoring is taking negative prospect interactions
or inactions into account when determining a SRL "
Lead Aging!
Aging:!!Great For Wine!Bad For Leads
Lead Scoring and Football!Michael Turner!
Great Lead Score
BAD FIT
Defining Erosion Qualifications!• Negative Actions!• Unresponsive to Campaigns!• Recency!• Recycled to Marketing!
Questions!
Contact Info!Adam Dewey!Sales Manager"
@adamdeweypardot """""
Pardot™, An ExactTarget® Company950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326" 404.492.6845 | 877.3B2B.ROI | www.pardot.com!