Cari Baldwin, Principal at BlueBird Strategies, educates marketers on the different phases of a lead funnel and how they should build and measure around these stages. She emphasizes strategies and tactics to address lead progression, lead acceleration and conversion tactics to move a lead to an opportunity.

1. Lead Generation Quick Start Series
Workshop #5
Building a Lead Funnel

2. Today’s Speakers:
Featuring:
Cari
Baldwin
Principal
BlueBird
Strategies
@caribaldwin
Moderator:
Andrew
Gaffney
Editor
DemandGen
Report
@agaffney

3. Welcome Webinar Attendees
Your
GoToWebinar
A6endee
Viewer
is
made
of
2
parts:
1. Viewer Window 2. Control Panel
Type your question here

4. Build a Lead Funnel to Maximize
Acceleration & Conversion
Cari
Baldwin
cari@bluebirdstrat.com
@caribaldwin
@bbstrategies

5. What We’ll Talk About
! The New Lead Funnel
! How to Build and Measure
! Avoiding the Bad Funnel
! Ensure Leads Progress and Convert

6. The Traditional Funnel
Social
Events
Email
Offers
Custom
Website
Media
Corp
Website
3rd
Websites
/
RegistraGons
MarkeBng
Awareness
EducaGon
MarkeBng?
Sales?
ConsideraGon
Sales
Ready
MQL
Sales
Pipeline
6
6
SQL

7. Phases of The New Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
7

8. How to Build and Measure
! Lead Management
– Marketing & Sales Alignment
– Lead Scoring
– Lead Levels
– Lead Process
! Content Alignment
! Nurturing

9. Bridge the Gap - SLA

10. Lead Scoring
Combine qualification and demographic criteria with
observed behavior to prioritize leads.
• Qualification Criteria
– Budget, Timeline, Pain Point, Current Vendor
• Demographic Criteria
– Company, Industry, Job Title, Job Role
• Interest / Behavior Criteria (+/-)
– Action Taken (web visits, email opens and clicks, webcasts
attended)
Lead
Qual
Demo
Interest
Score

11. Company X Lead Scoring and Levels
Lead Score 50 = Marketing Qualified Lead
Level
DefiniBon
Lead
Score
Level
1
A
response
to
Company
0-­‐9
Level
2
Has
a
minimum
of
2
interacGons
with
company
x
10-­‐29
Level
3
Has
had
a
minimum
of
2
interacGons
with
30-­‐49
Company
AND
responded
with
qualificaGon
and
demographic
data
Level
4
-­‐
MQL
Lead
has
reached
scoring
threshold
–
sent
to
SFDC
50+

12. Fine Tune the Lead Process

13. Map Content to Buying Stage
Awareness
of
a
Problem
Analyst
overview
“I
feel
your
pain”
Thought
leadership
ConsideraBon
of
a
SoluBon
ROI
Case
Study
TCO
OpGons
overview
Decision
on
Vendor
Datasheet
Success
stories
Free
trial
13

14. Avoid The BAD Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
14

15. Causes of the Buddha Funnel
! Messaging and content at the wrong
stage in the buying cycle
! Messaging and content not relevant to
the lead
– Not paying attention to historical activity
and interests
! Bad hand off between marketing & sales
! Lack of agreement between marketing
and sales on the de nition of a lead

16. How to Identify Issues
! Construct your lead mgmt. system as a
production line with speci c steps
! ID where every lead and oppty is on the
production line
! Regular reports
– Is there a normal funnel contraction from
left to right?
– Is there one step or steps causing the
Buddha? Do you have a double Buddha?

17. Course Correction
! Change messaging and/or content at that
stage in a nurture
! Do not base on preconceived notions based
on industry or job title
! Target people caught in the Buddha to push
them to the next stage
– Think long term, not band-aid x
! Review the SLAs and escalation, look for
process problem
! Review the lead de nitions. Are they right
for your company?

18. Just Do It
! Lead nurturing was a top
functional priority for 60% of
marketing automation users prior to
deployment, but only 31% of
respondents in a new DemandGen
Report study said they are using
nurturing effectively.

19. Types of Nurtures – Be Creative!
New
Long
Sales
Score
Cross-­‐sell/
Prospects
Cycles
AcceleraGon
Up-­‐sell
Event
Customer
Role/Title
Industry
Follow-­‐up
RetenGon
Company
Wake
the
Sales
Remarket
Specific
Dead
AcceleraGon

20. Thank you!
Cari Baldwin
650.464.4028
cari@bluebirdstrat.com
@bbstrategies
@caribaldwin

21. Questions
1. Viewer Window 2. Control Panel
Type your question here

22. Thank you for attending!
Last
in
the
series:
#6
The
Science
of
ConverGng
More
Leads
Into
Deals
When:
June
28
at
1pm
ET
Featuring:
Henry Bruce,
President,
The Rock Annand Group
Spread
the
word!
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bit.ly/LeadGen-­‐QuickStart
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