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A B2B Marketers Guide to<br />Lead Qualification<br />and<br />Nurturing<br />
Introduction<br />Lead Qualification &Nurturing: Overview<br /><ul><li>What is Lead Qualification?
How Does Qualification Increase Sales?
How Can Nurturing Reduce Spend?</li></li></ul><li>A Day In the Life of the B2B Marketer<br />The Anatomy of a<br />Marketi...
The Execution
The Leads
The Results</li></li></ul><li>The Need for Lead Qualification<br />Should All Leads Be Assigned to Sales?<br /><ul><li> 80...
 Finding a needle in a haystack</li></li></ul><li>The Need for Lead Qualification<br />The Awful Truth<br /><ul><li>A larg...
 70% of your mishandled leads will buy from a competitor within 24 months.</li></li></ul><li>The Need for Lead Qualificati...
 Service Level Agreement (SLA)</li></ul>Greater alignment means:<br /><ul><li>Less Lead Loss
 Higher Opportunity     Conversion Rates</li></li></ul><li>The Need for Lead Qualification<br />What is a MQL?<br /><ul><l...
BANT – Budget, Authority, Need and Timeline
Explicit Factors (Title, </li></ul>   Company Size) <br /><ul><li>Activity Level
“Eyeball” Approach</li></li></ul><li>The Need for Lead Qualification<br />Finding the right 20%: A Blended Model<br />Impl...
The Need for Lead Qualification<br />Example Implicit Lead Scoring Model:<br /><ul><li>Form or landing page conversion: 		...
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
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Introduction to lead scoring and Nurturing

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Introduction to Lead Scoring and Nurturing

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Transcript of "Introduction to lead scoring and Nurturing"

  1. 1. A B2B Marketers Guide to<br />Lead Qualification<br />and<br />Nurturing<br />
  2. 2. Introduction<br />Lead Qualification &Nurturing: Overview<br /><ul><li>What is Lead Qualification?
  3. 3. How Does Qualification Increase Sales?
  4. 4. How Can Nurturing Reduce Spend?</li></li></ul><li>A Day In the Life of the B2B Marketer<br />The Anatomy of a<br />Marketing Campaign<br /><ul><li>The Campaign
  5. 5. The Execution
  6. 6. The Leads
  7. 7. The Results</li></li></ul><li>The Need for Lead Qualification<br />Should All Leads Be Assigned to Sales?<br /><ul><li> 80% of inbound leads never have a meaningful conversation with sales
  8. 8. Finding a needle in a haystack</li></li></ul><li>The Need for Lead Qualification<br />The Awful Truth<br /><ul><li>A large number of the leads who were assigned should have never crossed the into the Sales arm of the organization.
  9. 9. 70% of your mishandled leads will buy from a competitor within 24 months.</li></li></ul><li>The Need for Lead Qualification<br />Aligning Sales and Marketing<br /><ul><li>Defining a “Marketing Qualified Lead” (MQL)
  10. 10. Service Level Agreement (SLA)</li></ul>Greater alignment means:<br /><ul><li>Less Lead Loss
  11. 11. Higher Opportunity Conversion Rates</li></li></ul><li>The Need for Lead Qualification<br />What is a MQL?<br /><ul><li>Traditional Methods
  12. 12. BANT – Budget, Authority, Need and Timeline
  13. 13. Explicit Factors (Title, </li></ul> Company Size) <br /><ul><li>Activity Level
  14. 14. “Eyeball” Approach</li></li></ul><li>The Need for Lead Qualification<br />Finding the right 20%: A Blended Model<br />Implicit Factors: What they do<br />Explicit Factors: Who they are<br />
  15. 15. The Need for Lead Qualification<br />Example Implicit Lead Scoring Model:<br /><ul><li>Form or landing page conversion: +50 points
  16. 16. Site search query: +3 points
  17. 17. Link Click in an Email: +3 points
  18. 18. Visitor page view of Standard Pages: +1 point
  19. 19. Visitor page view of “Buying” Pages: +5 to +25 points
  20. 20. Opportunity created: +50 points
  21. 21. Opportunity lost: -100 points</li></li></ul><li>The Need for Lead Qualification<br />Interest vs. Intent<br />Interest <br />Research Phase<br /><ul><li>Views 25 pages on your website
  22. 22. Downloads 2 whitepapers
  23. 23. Attends webinar</li></ul>Intent<br />Buying Phase<br /><ul><li>Contact Me form
  24. 24. Searches for your company by name
  25. 25. Product Trial</li></li></ul><li>The Need for Lead Nurturing<br />Lead Nurturing 101<br /><ul><li>Most new, inbound leads should not be advanced to Sales.
  26. 26. Many buyers of B2B technology are taking longer to close.
  27. 27. 80% of the “Best In Class” companies will implement a Lead Nurturing strategy by 2010.</li></li></ul><li>The Need for Lead Nurturing<br />What’s in it for Me?<br />Nurturing prevents leaks in the sales funnel:<br /><ul><li> Educate non sales-ready leads
  28. 28. Standardize Communication
  29. 29. Stay top-of-mind throughout the sales cycle
  30. 30. Reconnect After a Loss</li></li></ul><li>Lead Nurturing How-To<br />Education for Leads who are not yet a MQL<br /><ul><li>Nurturing leads before a sales call is considered to be the most critical form of nurturing.
  31. 31. Leads have shown interest but not intent
  32. 32. Content should be educational and come from Marketing</li></li></ul><li>Lead Nurturing How-To<br />Standardize Communication<br /><ul><li>Deliver a consistent message
  33. 33. Automate Delivery so Sales is not responsible
  34. 34. Adjust the message when the prospect responds
  35. 35. Turn Trial into a Customer</li></li></ul><li>Lead Nurturing How-To<br />Stay Top Of Mind In Sales Cycle<br /><ul><li>Automate Delivery of “Sales-y” content
  36. 36. Inject Personal Notes from Rep
  37. 37. Trigger Rep-Driven follow up processes</li></ul>Reconnect after a Loss<br /><ul><li> Send Keep In Touch content as contract expires</li></li></ul><li>Lead Nurturing How-To<br />Do’s and Don’ts<br />Do<br />Don’t<br /><ul><li>“Nurture” your entire database
  38. 38. Assume that Newsletters nurture
  39. 39. Use Segmentation
  40. 40. Use an Introduction
  41. 41. Be Mindful of Timing
  42. 42. General to Specific
  43. 43. Know When to Stop</li></li></ul><li>Lead Nurturing & the Bottom Line<br />Show Me the Money<br /><ul><li>Companies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtured.
  44. 44. Nurturing results in a lowercost per opportunity</li></li></ul><li>In Closing<br />Conclusion<br /><ul><li>Lead qualification aligns sales and marketing to reduce lead loss and streamline the funnel
  45. 45. Leads that are not yet qualified should be nurtured until sales-ready
  46. 46. Research shows that companies using lead qualification and nurturing are closing more deals with less resources</li></li></ul><li>About Pardot<br />Pardot – No Hassle Marketing Automation<br />Pardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle. <br />Please feel free to contact us with any additional questions you may have.<br />www.pardot.com<br />
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