The Truth About Leads


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Lead generation is a basic business process that is broken in many companies. This practical presentation sheds light on the secrets that help you focus your B2B lead generation efforts, align your sales and marketing organizations and drive revenue. Created by prospect development expert and PointClear founder and CEO, Dan McDade, “The Truth About Leads” presentation debunks traditional thinking while uncovering the truths that lead to additional, larger and more profitable wins for your company.

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The Truth About Leads

  1. 1. Pssst… Do you know The Truth About Leads?<br />
  2. 2. Agenda<br />The Problem<br />The Cause<br />The Cost<br />What to Do<br />What Not to Do<br />Ten Questions to Ask<br />Ten Actions to Take<br />The Truth About Leads<br />
  3. 3. The Problem<br />Best Practice Results<br />MQL = 4.1% of inquiries/ targeted suspects<br />SAL = 62% of MQL<br />SQL = 47.5% of SAL<br />Close = 22.1% of SQL<br />
  4. 4. The Cause<br />7 Reasons Why Sales and Marketing are Not Aligned<br />Lack of standard lead definitions<br />Failure by sales and marketing to accept accountability for influencing each step in the buying cycle<br />Focus on quantity instead of quality<br />Lack of integration between sales and marketing technologies<br />Lack of serious, formal discussion between sales and marketing<br />Failure to measure what matters<br />Silo approach—failure to pass leads back and forth<br />Source: The Aberdeen Group<br />
  5. 5. The Cost<br />Quota trends <br />since 2006<br />Quota attainment <br />since 2006 <br />
  6. 6. The Solution: Turn Raw Leads Into Real Opportunities<br />
  7. 7. What to Do: “BANT” vs. “AN”<br />
  8. 8. What To Do: Define Market, Media, Offer<br />
  9. 9. What to Do: Market<br /><ul><li>The power of relational segmentation</li></ul>1,000 Companies<br />5% <br />Lead Rate<br />32 leads (64%)<br />= 40% of spend<br />42 leads (84%) <br />= 60% of spend<br />50 Leads<br />
  10. 10. What to Do: Media<br /><ul><li>Multi-touch, multi-media, multi-cycle processes multiply results</li></ul>Touch 5: Email Following Voicemail<br />Touch 3: Email Following Voicemail<br />Touch 7: Email Following Voicemail<br />Touch 8: Overnight Package<br />Touch 1: Navigation Dial<br />Touch 2: Voicemail<br />Touch 6: Voicemail<br />Touch 4: Voicemail<br />Buyer’s Journey<br />
  11. 11. What to Do: Offer<br /><ul><li>How speaking to buyer’s pain points can help you leapfrog ahead
  12. 12. Condition of need
  13. 13. Fear of Loss
  14. 14. Perceived Risk
  15. 15. Opportunity to Improve</li></li></ul><li>What to Do: Offer<br /><ul><li>Ultimate benefits
  16. 16. Save Money
  17. 17. Save Time
  18. 18. Improve
  19. 19. Save lives</li></li></ul><li>What to Do: Offer<br /><ul><li>Personal reasons</li></li></ul><li>What to Do: Your Sales Force NeedsFewer Leads<br /><ul><li>Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel
  20. 20. More leads don’t equal more success</li></li></ul><li>What to Do: Reap the Value of Long-term Leads<br />
  21. 21. What Not to Do<br /><ul><li>Cut budgets/ Increase quota</li></li></ul><li>What Not to Do<br /><ul><li>Blueprinting</li></li></ul><li>What Not to Do<br /><ul><li>Single media approach</li></li></ul><li>Ten Questions to Ask <br />How much will it really cost? <br />Is the objective clear: Are we looking to gain awareness, interest or response? <br />What are the expected results? <br />On what basis are those results expected (best and worst cases)? <br />Would you approve the campaign if you knew in advance the results would come in worst case? <br />
  22. 22. Ten Questions to Ask<br />What were the results of previous, similar campaigns? If the answer is “not very good,” why is it being done again? <br />If a campaign has never been tried before, has it been tested? If not, why not? <br />How critical is it to do this campaign now? <br />What process is going to be used to qualify, distribute and measure follow-up on response? <br />When and how will you assess the results of the campaign?<br />
  23. 23. Ten Actions to Take<br />Agree on market definition (the largest identifiable market with the tightest possible market definition).<br />Agree on offer (enterprise, point, both, priorities?) .<br />Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system).<br />
  24. 24. Ten Actions to Take<br />Agree on expected metrics (MQL to SAL to SQL to Close).<br />Define required reporting and frequency of reports (recognize that what happens during the course of one-quarter is likely to happen the next quarter without driving change).<br />Give your sales force fewer leads – that is fewer, more highly qualified leads.<br />Effectively nurture longer-term leads. Provide the right content to the right person (from the right person) at the right time. <br />
  25. 25. Ten Actions to Take<br />Design your touch cycle using multi-touch, multi-media, multi-cycle processes to multiply results.<br />Construct offers that take into account: <br />The three conditions of need<br />The ultimate benefits<br />The personal reasons why people buy things for companies<br />Set realistic actions and timeframes. You cannot solve a sales shortfall when you have a six month sales cycle and you are in Q4. <br />
  26. 26. The Truth About Leads<br />Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue<br />
  27. 27. Contact<br />Dan McDade<br /><br />678-533-2722 office<br />@dandade<br />@pointclearpd<br /><br />