Establishing Your Demand Funnel

Establishing Your Demand Funnel:
-> Having a Process from Click to Close <-

David Lewis
Founder & CEO
DemandGen International,
Inc.

www.DemandGen.com

Copyright © 2012 | DemandGen® International, Inc. David Lewis | Twitter: @demandgendave

Webinar Agenda
 Aligning sales and marketing into a unified
process
 Defining your Demand Funnel
 Integrating lead scoring and nurturing
 Demand Funnel reporting to measure
pipeline velocity


Demand Generation = Marketing + Sales


The Power of Factory Thinking

Transform from
disjointed activities to an
integrated marketing and sales process
that works as one demand generation
factory that is consistently and predictably
Manufacturing Demand


+25– Fit Criteria 1 Thank You
Wait 1
+25– Fit Criteria 2 Week

Microsite visit
+5 – Watched Demo
Wait 1
Week
+35 – Free Trial Signup
Customer story

90
Capture 4 Nurture Lead
Lead 3 Score Lead
2
1 Run Campaigns

Marketing CRM
Automation

5 One Integrated System

6 Funnel Reporting


What is a Demand Funnel?
• A systematic framework for aligning and grouping similar
prospective customers and marking their progress as they
gradually move through their buying process.

• It’s both a language and a process model for how leads move
from inquiry to customer.

• Defining its stages gives you the foundation for segmentation,
scoring, routing, nurturing, and reporting and creates that
common language between sales and marketing.


Integrated Sales & Marketing Funnel
Key Stages of the B2B Buying Process

Interest Learn Evaluate Justify Purchase

Sales Sales
Marketing
Suspect Inquiry Accepted & Qualified Customer
Qualified Opportunity
Working

Marketing Sales
captures Marketing Sales accepts
facilitates Sales closes
campaign scores and and further
buying opportunity
respondent nurtures qualifies
process


Funnel Taxonomy and Definitions
Primary
Funnel Stage Sample Definition
Owner

A respondent to a marketing campaign who does not yet
Inquiry Marketing
meet minimum qualification/behavior criteria.

An inquiry who meets the minimum fit criteria and has
Marketing Qualified Lead (MQL) Marketing
displayed enough interest to be handed off to sales.

A MQL that has been accepted by sales for further
Sales Accepted Lead (SAL) Sales
qualification to determine pipeline-readiness.

A SAL that has progressed to an opportunity and is now
Sales Qualified Lead (SQL) Sales
committed to pipeline

Closed Won Sales An opportunity that concluded as a closed won deal.

Model Based on Original SiriusDecisions Demand Waterfall


Sample Click to Close Process


Q: When leads don’t progress through
the buying cycle, what should sales do
with them?

A: Recycle


Creating Sales Efficiency

LEAD SCORING


Why Lead Scoring
Sales efficiency: Ranks each lead at
the top of the funnel to help
sales focus on the highest
priority leads.


6 Steps for Lead Scoring Projects
1. Assemble taskforce to discuss characteristics of
sales-ready leads
2. Determine the key fit criteria that should be
captured prior to sales engagement
3. Establish weighted scores for the criteria and values
and for buyer interest levels
4. Review and finalize model with taskforce
5. Implementation and training with Sales
6. Hold regular taskforce meetings to audit results and
discuss changes

Two Dimensional Lead Scoring

Qualification Interest Lead
Level Level Rating
(fit) (buying behavior)

C
B B

A


Lead Scoring Qualification Criteria
What are the best 2-4
questions you can ask a
prospect to determine if
they should go “on a date”
with sales?


Case Study: Diabetes Management
1. What Type
of Diabetes? 2. Who
are
6. # of Injections/Day?
you?(Persona
)

3. Which
Insurance
Provider?

4.
Currently
5. Patients Treatment
Age? Method?


Measuring Interest Level
 Website Behavior
– Number of visits, depth of visit,
frequency of visits, areas of interest
 Form Activity
– Number of forms, high interest forms
 Email Responsiveness
 Event Participation
– Registering for Events
– Attending Events


Scoring Matrix Marketing Qualified Lead (MQL)
Inquiry

High C B A
Qualification Level

Medium
D C B

Low E D C
Low Medium High

Interest Level


Lead Scoring Views


The Buying Cycle Conversation

LEAD NURTURING


What Is Lead Nurturing?

It’s the automated process of
engaging in a two-way dialogue with
prospects to provide and obtain the
information each party needs at key
stages of the buying cycle.


Nurturing through the Funnel


What Does Nurturing Through the
Funnel Really Mean?
• Segmented nurtures based on score and/or
status (ie. Inquiry, MQL, Recycle)
• Nurture tracks by persona
• Delivering the right content at the right time
– Have content relevant for each funnel stage
• Have a purpose: move leads through the funnel


Develop Content Assets
Content Map: A guide for what content works best & when

1. Industry white paper on trends
2. Solution overview
3. Online product demo
4. Customer testimonials/case studies
5. Pricing & product selectors
6. ROI calculators
7. Deployment and service guides


Measuring Pipeline Velocity

REPORTING


Demand Funnel Benchmarks*
Marketing Sales Sales
Inquiries Sales Closes
Qualified Leads Accepted Leads Qualified Leads
Average response (MQLs) (SALs) (SQLs) Opportunity that
to a campaign converts to
Percent of MQL that gets Lead that closed-won from
inquires that accepted by sales progresses to SQL
meet minimum opportunity in
criteria pipeline

2 to 5% 4% to 8% 45% to 75% 50% to 60% 20% to 30%

V1 V1%
V2 V2%
V3 V3%

*Cross-industry averages for b-to-b companies | SiriusDecisions

Source: SiriusDecisions

Sample Funnel Dashboard


More Online Resources
www.demandgen.com/resources.html

• Helpful Online Guides
– Secrets of Successful Lead Scoring
– Lead Nurturing eBrief
• Lead Management Online Videos
– www.demandgen.com/demo (3 min video)
– http://www.demandgen.com/video-resources.html
• Book: Coming Soon
– Manufacturing Demand®
• Available November 2012 on Amazon, iTunes, etc.


Questions?

David Lewis
Founder & CEO

9000 Crow Canyon Road o: 925-678-2501
Suite 180 m. 925-980-6777
Danville, CA 94506 david@DemandGen.com
www.DemandGen.com twitter@demandgendave


Establishing Your Demand Funnel

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