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Hybrid - enhance the scanner data to rival PC-based
4/4/2010 4 TPC Inc.
BANT plus Qualification Questions Budget - Budget Process? Authority – Role in Decision? Need – Is need identified? Size - Size of opportunity? Timeframe – Timeframe to Purchase? Action – Follow-up Required? Status - Current or past customer? Decision Maker Influencer Data Gatherer Salesrep call Immediate Salesrep call 30 days Send literature 4/4/2010 5 TPC Inc. Answers
Lead System Custom QualifiersBANT plus Qualifiers Programmed into Scanner Budget Approved Budget in Process Budget not Approved Decision Maker Influencer Data Gatherer Problem Identified Solution Identified Large Opportunity Medium Opportunity Small Opportunity Immediate 90 days 6 months 12 months plus Salesrep call Immediate Salesrep call 30 days Send literature Current or Past Customer Not a customer 4/4/2010 6 TPC Inc.
Internet Example – Bant + Interaction Tracking 4/4/2010 TPC Inc. 7 “BANT criteria (budget, authority, timing, and need) have limited usefulness since buyers’ answers to those questions are notoriously inaccurate, and as we all know, people’s actions speak louder than their words. This means you should also track a lead’s behaviors so you can you measure their interest and engagement in your solution. “ ReachForce & Marketo - 101 B2B Marketing and Sales Tips from The B2B Lead
Lead Scoring and Rating Rules ∑ (Question weighting) x (Answer Value) A lead ≥ Total A B Lead ≥ Total B C Lead < Total B Question / Answer Combo IF / AND /OR logic Filtering leads by a single variable is easy but rating leads based on many criteria is complex! 4/4/2010 TPC Inc. 8
Every Show can be Different 4/4/2010 TPC Inc. 9 Rules Bant + Other Social Media Advertising Qualification Generation Sales Internet Nurturing Programs Telemarketing Events Trade show leads qualification and data formats vary by show and are not defined by the organization. This results in delays and added costs to integrate with the leads system. Use of Custom Qualifiers can mitigate the problems and increase ROI of the leads.
Events Require a Front End Filter 4/4/2010 TPC Inc. 10 Rules Bant + Other Social Media Advertising Qualification Generation Sales Internet Nurturing Programs Telemarketing Events RapidResponse™ Processing Sales Ready Leads Because Trade Shows are Different
4/4/2010 11 TPC Inc. Collect Analyze Validate Distribute
Benefits of RapidResponse Converts data formats and makes use of custom qualifiers to score leads and then categorizes them using rating rules Targets your efforts to the "sales ready" leads Allows your sales people to spend 70% less on follow-up to improve: close rates, effectiveness and ROI Points you to the "hot" prospects before your competitors can get there Sends attendee “rating-based” action emails with URLs to: