Webinar: Lead Qualification and Erosion

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There are crucial steps that should be considered and taken between gathering prospect information and handing lead information over to sales. Ultimately, these choices will affect the quality of leads your sales team will be acting upon…and your company’s bottom line.

Join Adam Dewey, Senior Sales Manager at Pardot, for a detailed look at when, where and how leads are qualified in your marketing automation process. From there, you, too, can improve lead quality and make the difference your sales team is looking for!

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Webinar: Lead Qualification and Erosion

  1. 1. Lead  Qualifica,on  And  Erosion  Strategies  to  Iden,fy  Sales  Ready  Prospects  Presented  by:    Adam  Dewey,  Senior  Sales  Consultant    
  2. 2. About  Me    •  Sold  Cutlery  •  Worked   With  Celebs  •  Terminal   Bieber  Fever  
  3. 3. What  will  we  talk  about?  •  Sales  Ready  Lead  (SRI)    •  Lead  QualificaEon   •  Implicit   •  Explicit   •  Blended  Model   •  BANT  •  Lead  Erosion  •  Wrap-­‐Up    
  4. 4. Marke,ng  Qualified  Leads    Numbers,  Numbers,  Numbers  
  5. 5. Sound  Like  Your  Last  Campaign?  •  The  Campaign  –  Drive  traffic  to  a   landing  page  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  and  difficulty  to  connect    
  6. 6. It’s  All  About  The  Numbers!    •  80%  of  all  leads  never   have  a  meaningful   conversaEon  with  a   sales  professional.     -­‐Forrester  •  Only  17%  of  all  leads   convert  to  qualified   sales  opportuniEes.     -­‐Bridge  Group        
  7. 7. Marke,ng  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   compe7tor  within  24   months  
  8. 8. Marke,ng  Qualified  Leads  (cont)   Tradi,onal  Model   New  Thinking   Inquiries  / Inquiries  / Conversions   Conversions   Assign  To  Sales   Nurture   Sales   Sales   Qualified   Ready  lead   Opp   Opp   Won   Won  
  9. 9. Sales  Ready  Lead  (SRI):    What  is  the  difference??    
  10. 10. Sales  Ready  Lead  (SRI)    Ways  to  IdenEfy  SRIs   Marke,ng   Sales   •  Demographic   •  Behavior   •  BANT      Makes  MarkeEng  a  partner  to  sales      
  11. 11. Demographically  Qualified   Company   Size   Annual   Industry   Revenue  Geography   Job  Title  
  12. 12. Lead  Grade  •  A  =  Excellent  Prospect  •  B  =  Good  Prospect  •  C  =  Fair  Prospect  •  D  =  Poor  Prospect  •  F  =  My  Report  Card        
  13. 13. Behavioral  Qualifica,ons       Email File Open +1 Access +3 Webinar +10 Your Prospect Pricing Website Social Page +5 Chat +10 Media +3
  14. 14. Behavioral  Trump  Card  
  15. 15. Interest  vs.  Intent  Interest  (Researching)   Intent  (Buying)   Views  10  Pages   “Request  demo”  Form   Downloads  a   Searches  for   Whitepaper   Company  Name   Aaends  a  Webinar   Product  Trial   Excep,onal  Prospects  
  16. 16. BANT  Qualifica,on    B.A.N.T.    •  Budget  •  Authority    •  Need    •  Timeline      Opportunity  QualificaEon  not  Lead  QualificaEon    
  17. 17. Be  Careful  with  BANT  
  18. 18. Lead  Qualifica,on     Retained  by  MarkeEng     Sales  Ready  Lead  Demographic/ BANT   Lead  Score  
  19. 19. Sales  Ready  Lead!!!  
  20. 20. Lead  Erosion:    Disqualifying  a  Once  Qualified  Lead  
  21. 21. Erosion  Based  Scoring  Erosion  based  scoring  is  taking  negaEve  prospect  interacEons   or  inacEons  into  account  when  determining  a  SRI    
  22. 22. Lead  Aging  Aging:    Great  For  Wine  Bad  For  Leads    
  23. 23. Lead  Scoring  and  Basketball  Jerry  Stackhouse   Year   95-96 PHL Team   PPG   19.2 96-97 PHI 20.7 97-98 PHI 16 97-98 DET 15.7 97-98 -- 15.8 98-99 DET 14.5 99-00 DET 23.6 00-01 DET 29.8 01-02 DET 21.4 02-03 WAS 21.5 03-04 Great  Lead  Score   WAS 13.9 04-05 DAL 14.9 05-06 DAL 13 06-07 DAL 12 07-08 DAL 10.7 08-09 DAL 4.2 09-10 MIL 8.5 10-11 MIA 1.7 11-12 ATL 2.7 When  the  Hawks  Got  Him  
  24. 24. Defining  Erosion  Qualifica,ons   Nega,ve  Ac,ons     Unresponsive  to  Campaigns     Recency     Recycled  to  Marke,ng  
  25. 25. Ques,ons?  
  26. 26. Contact  Informa,on   Pardot  Adam  Dewey   950  East  Paces  Ferry  Rd  Senior  Sales  Mgr.,  Pardot  LLC   Suite  3300  adam.dewey@pardot.com   Atlanta,  Georgia  30326          @adamdeweypardot       404.492.6845  x144   877.3B2B.ROI   www.pardot.com  

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