5. Should
All
Leads
Go
To
Sales?
• 80%
of
all
leads
never
have
a
meaningful
conversa=on
with
a
sales
professional
-‐Forrester
• Only
17%
of
leads
convert
to
qualified
opportuni=es
-‐Bridge
Group
6. The
Grim
Reality
• A
large
number
of
assigned
leads
should
have
never
crossed
over
to
the
Sales
team
• 70%
of
mishandled
leads
will
buy
from
a
compe;tor
within
24
months
7. The
Need
for
Objec,ve
Qualifica,on
Prac,cal
Steps
• Define
“Marke=ng
Qualified
Lead”
(MQL)
• Have
a
Service
Level
Agreement
(SLA)
• Measure
and
Improve
Qualifica,on
Leads
to:
• Prompt
follow
up
• Higher
conversion
rates
• More
closed
deals
8. Tradi,onal
Lead
Qualifica,on
Have
You
Tried?
• BANT
(Budget,
Authority,
Need,
Timeline)
• Explicit
Qualifica=on
• Implicit,
Ac=vity-‐based
Qualifica=on
• “Eyeball
Approach”
9. Example
of
Implicit
Qualifica,on
Ac,vity
Value
Form
/
Landing
Page
Submission
+50
Email
Open
0
Email
Link
Click
+3
Page
View
+1
Pricing
Page
View
+25
Search
+3
Opportunity
Created
+100
10. Interest
v.
Intent
Interest
(Researching)
Intent
(Buying)
Views
25
Pages
“Contact
Me”
Form
Downloads
Two
Searches
for
Whitepapers
Company
Name
A_ends
a
Webinar
Product
Trial
Excep,onal
Prospects
11. Finding
the
Right
20%
Implicit
–
What
they
do
Explicit
–
Who
they
are
Implicit
Explicit
13. The
ROI
is
Staggering
• 9%
higher
average
deal
size
• 23%
shorter
deal
=me
The
Value
of
Your
DB
• Each
lead
has
a
cost
• Time
erodes
the
value
14. Rule
1
–
Know
Your
Audience
Segments,
Personas
&
Interest
• No
“One
Size
Fits
All”
content
• Prospect
v.
Customer-‐Focused
• Granular
segmenta=on
is
key
Rule:
If
the
message
“fits”
everyone,
it
probably
isn’t
specific
enough
for
anyone.
15. Rule
2
–
Start
With
the
End
in
Mind
What’s
Your
Goal
• Begin
at
the
end
• “Mission
Statement”
• Educa=on
• Green
to
MQL
• Brand
Building
Example
• Nurturing
during
a
product
trial
should
convert
prospect
to
customer
16. Rule
3
–
Know
When
to
Stop
&
Start
Start
• Not
Yet
an
MQL
• Non-‐responsive
to
Sales
Stop
• How
was
“Success”
defined?
Transi,on
• Start
a
more
specific
one
17. Rule
4
–
Be
Mindful
of
Timing
Send
at
the
right
,mes
• Suppress
weekends
or
afer
hours
• Send
during
business
hours
improve
response
rates
Frequency
• S=ck
to
a
cadence
• Don’t
be
a
nuisance
18. Rule
5
–
Send
Appropriate
Content
Go
Green
with
Content
• Mul=-‐use
content
• Dust
off
old
content
• Blog
Post
Don’t
get
too
specific
too
soon
• Whitepapers
=
General,
Broad
• Webinars
=
Feature
Specific
• Case
Studies
=
Pain
points,
ROI
• Opportuni=es
=
Eliminate
Risk
22. Educate
Non-‐Sales
Ready
Leads
Premise
• Retain
early
stage
leads
as
marke=ng
assets
• “Put
the
pebble
in
the
shoe”
Strategy
• Heavy
HTML
from
Marke5ng@
• Whitepapers,
broad
webinars
Goal
• Create
an
MQL
23. Recycle
Dormant
Leads
So
They
Don’t
Want
to
Talk
• Recycle
non-‐responsive
leads
• Automa=on
can
reclaim
Strategy
• Revert
to
broad
content
(Whitepapers,
Webinars,
etc…)
If
Successful
Sales
Engagement
• From
“Assigned
User”
&
Light
HTML
If
No
Sales
Engagement
• Heavy
HTML
from
Marke5ng@
Goal
• A
more
responsive
MQL
24. Stay
Top
of
Mind
Stay
Top-‐of-‐Mind
• Stay
in
touch
• Non-‐responsive
leads
• Re-‐acquain=ng
the
prospect
with
key
features
Content
• Light
HTML
from
the
sales
rep
Goal
• Faking
sincerity
un=l
re-‐engagement
25. Automate
Trial
Messaging
Try
it
before
you
buy
it…
• Product
trials
• Consistent
messages
• Defined
end
point
Content
• From
Marke5ng@
&
Heavy
HTML
• “How
To”
videos,
KB
ar=cles,
ROI
info
• Align
=ming
with
trial
=meline
Goal
• Convert
from
=re
kicker
to
customer
26. Re-‐Engage
aier
a
Loss
They
Bought
From
Who???
• Nurture
Closed
/
Lost
Opportuni=es
• Prospects
using
a
compe==ve
product
Strategy
• From
“Assigned
User”
• Light
HTML
• Wait
several
months
to
start
• Align
=ming
with
contract
term
Goal
• Another
chance
to
make
a
first
impression
27. Do’s
and
Don’ts
DO
Do
Do
Don’t
• Use
segmenta,on
&
• “Nurture”
your
en,re
personas
database
• Start
with
the
end
in
• Send
“one
size
fits
all”
mind
content
• Be
mindful
of
,ming
• Assume
that
newsleDers
• General
to
specific
nurture
• Know
when
to
stop
• Do
it
manually
