In this webinar, we discuss:
*Marketing and sales alignment
*Lead Qualification using a blend of implicit and explicit factors
*Prospect nurturing rules
*Practical nurturing campaigns for any type of B2B organization
Lead nurturing best practices SolidWorks WorldDerek Grant
This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.
Marketing Automation and Your CRM: Lead Qualification and Nurturing 101for su...Derek Grant
Pardot identifies how Lead Qualification, Lead Management and Lead Nurturing can help NetSuite users objectively identify the best leads, while nurturing the early stage leads until they show buying signals.
Simple Tactics for Shortening your Sales Cycle and Improving ROIDerek Grant
Simple Tactics like Lead Tracking, Lead Qualification and sales alerts definitively shorten the sales cycles for B2B technology sales executives. Additionally nurturing early stage prospects lowers the overall CPO.
This presentation was given at NetSuite's SuiteWorld user's conference.
CRM Best Practices for Hunting, FarmingDerek Grant
This presentation describes ways to generate prospects for Hunters, and ways to identify prospects who are available for cross selling.
We also cover MQL v. SQL, and how to distinguish each.
The Future Of Consultative Selling with RAIN Group and PersistIQBrandon Redlinger
How buyers buy is evolving at an unprecedented pace due to massive changes in the technology that facilitates buying. Information is more available than ever. It's time to change the way you sell.
In this webinar, you will discover:
-How consultative selling has changed, and needs to be redefined for a new era
-How advanced consultative selling is redefining its role in the buying process
-5 ways in which sales is changing
-Why the concept of "cognitive reframing" is key to your success in sales
-The net effect: selling in the Blue Ocean
-The implications technology has on consultative selling
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
Developing a Sales Playbook is the optimal way to have your entire team follow the Best Practices required to have everyone perform as well as your best.
Lead nurturing best practices SolidWorks WorldDerek Grant
This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.
Marketing Automation and Your CRM: Lead Qualification and Nurturing 101for su...Derek Grant
Pardot identifies how Lead Qualification, Lead Management and Lead Nurturing can help NetSuite users objectively identify the best leads, while nurturing the early stage leads until they show buying signals.
Simple Tactics for Shortening your Sales Cycle and Improving ROIDerek Grant
Simple Tactics like Lead Tracking, Lead Qualification and sales alerts definitively shorten the sales cycles for B2B technology sales executives. Additionally nurturing early stage prospects lowers the overall CPO.
This presentation was given at NetSuite's SuiteWorld user's conference.
CRM Best Practices for Hunting, FarmingDerek Grant
This presentation describes ways to generate prospects for Hunters, and ways to identify prospects who are available for cross selling.
We also cover MQL v. SQL, and how to distinguish each.
The Future Of Consultative Selling with RAIN Group and PersistIQBrandon Redlinger
How buyers buy is evolving at an unprecedented pace due to massive changes in the technology that facilitates buying. Information is more available than ever. It's time to change the way you sell.
In this webinar, you will discover:
-How consultative selling has changed, and needs to be redefined for a new era
-How advanced consultative selling is redefining its role in the buying process
-5 ways in which sales is changing
-Why the concept of "cognitive reframing" is key to your success in sales
-The net effect: selling in the Blue Ocean
-The implications technology has on consultative selling
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
Developing a Sales Playbook is the optimal way to have your entire team follow the Best Practices required to have everyone perform as well as your best.
SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurt...Derek Grant
B2B Marketers are turning to Marketing Automation technology to allow them to Technology marketers to Track all prospect interactions, objectively identify the engaged leads that are showing buying signals and immediately get those “hot” leads to SugarCRM. By integrating lead tracking, scoring and prospect nurturing into a single interface, the Marketer is able to objectively identify and nurture their early stage leads to keep their brand "Top of Mind" with the prospect.
Startup founders looking to make their first senior marketing hire often struggle to define what it is that a startup marketer does. Startup marketing is more that just blogging and content, it's bigger than growth hacking and it goes beyond PR. This presentation attempts to show the full spectrum of everything that a head of marketing at a startup does.
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based MarketingB2BCamp
Brought to us by Peter Isaacson, Demandbase, CMO
Session on Account Based Marketing (ABM) and Account Based Sales Development (ABSD) or together ABM&SD. These two concepts are exploding on the scene but also have been around probably as long as “peanut butter and jelly” or at least “peanut butter jelly time with a baseball bat”. This session is going to get “nutty”! Learn about the new normal.
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
"Sales - The new need of Life" represents my seniors experience. Many literature on sales are also used in our day to day experience, though its theoritical but its practical too and may lead to success if implemented accurately.
Sales Strategies & The Use Of Psychology And Neural Linguistics In Negotiatin...Sales Hacker
What You'll Learn:
- How to Use Psychology to Win Negotiations
- The Advantages of Neural Linguistic Patterns of Persuasion
- How to Increase your Close Rate
- Exercises You can Use to Practice Building Rapport
5 Simple Steps to Building an Outbound Growth MachineSales Hacker
Sales Hacker & Growlabs Webinar:
5 Simple Steps to Building an Outbound Growth Machine
Panel:
Ben Raffi - CEO & Co-founder, Growlabs
Scott Barker - Head of Partnerships, Sales Hacker
What You'll Learn:
- How to identify who you should target
- How to find these people
- How to build a communication strategy to engage them through multiple channels
- How to move them down the funnel faster and close bigger deals
- How to scale your process to increase sales and productivity by 5x
Visit SalesHacker.com for more actionable and educational sales content.
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
How predictive marketing enables ABM
Building a martech infrastructure for ABM
How to structure the right ABM programs
Understanding how analytics change with ABM
Achieving marketing and sales alignment
Ancient alchemists spent centuries in search of a way to turn lead (the metal even Superman can't see through) into something a little more valuable. We marketers have always tried to do the same thing - transform thousands of possible buyers into qualified prospects whom we manage to convince to line our pockets with gold. Frankly, our track record’s better, especially if you follow these four simple steps.
This presentation was given by Mac McIntosh, AcquireB2B's President, at NEDMA's 2014 Marketing Technology Summit.
SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurt...Derek Grant
B2B Marketers are turning to Marketing Automation technology to allow them to Technology marketers to Track all prospect interactions, objectively identify the engaged leads that are showing buying signals and immediately get those “hot” leads to SugarCRM. By integrating lead tracking, scoring and prospect nurturing into a single interface, the Marketer is able to objectively identify and nurture their early stage leads to keep their brand "Top of Mind" with the prospect.
Startup founders looking to make their first senior marketing hire often struggle to define what it is that a startup marketer does. Startup marketing is more that just blogging and content, it's bigger than growth hacking and it goes beyond PR. This presentation attempts to show the full spectrum of everything that a head of marketing at a startup does.
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based MarketingB2BCamp
Brought to us by Peter Isaacson, Demandbase, CMO
Session on Account Based Marketing (ABM) and Account Based Sales Development (ABSD) or together ABM&SD. These two concepts are exploding on the scene but also have been around probably as long as “peanut butter and jelly” or at least “peanut butter jelly time with a baseball bat”. This session is going to get “nutty”! Learn about the new normal.
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
"Sales - The new need of Life" represents my seniors experience. Many literature on sales are also used in our day to day experience, though its theoritical but its practical too and may lead to success if implemented accurately.
Sales Strategies & The Use Of Psychology And Neural Linguistics In Negotiatin...Sales Hacker
What You'll Learn:
- How to Use Psychology to Win Negotiations
- The Advantages of Neural Linguistic Patterns of Persuasion
- How to Increase your Close Rate
- Exercises You can Use to Practice Building Rapport
5 Simple Steps to Building an Outbound Growth MachineSales Hacker
Sales Hacker & Growlabs Webinar:
5 Simple Steps to Building an Outbound Growth Machine
Panel:
Ben Raffi - CEO & Co-founder, Growlabs
Scott Barker - Head of Partnerships, Sales Hacker
What You'll Learn:
- How to identify who you should target
- How to find these people
- How to build a communication strategy to engage them through multiple channels
- How to move them down the funnel faster and close bigger deals
- How to scale your process to increase sales and productivity by 5x
Visit SalesHacker.com for more actionable and educational sales content.
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
How predictive marketing enables ABM
Building a martech infrastructure for ABM
How to structure the right ABM programs
Understanding how analytics change with ABM
Achieving marketing and sales alignment
Ancient alchemists spent centuries in search of a way to turn lead (the metal even Superman can't see through) into something a little more valuable. We marketers have always tried to do the same thing - transform thousands of possible buyers into qualified prospects whom we manage to convince to line our pockets with gold. Frankly, our track record’s better, especially if you follow these four simple steps.
This presentation was given by Mac McIntosh, AcquireB2B's President, at NEDMA's 2014 Marketing Technology Summit.
Motarme Customer Development workshop provided to participants of Trinity Launchbox, July 2015. Includes a definition of Customer Development, some techniques for testing and validating a new product, leading into a process for Customer Acquisition. Also quick review of Agile principles. Includes list of recommended links / books.
The 7 Steps to Small Business Marketing Success Small Business WorkshopJudy Habel
6/11/14 Network Now Hands-On Workshop:
The 7 Steps to Small Business Marketing Success.
Join Network Now® Premium-level member Judy Habel, Partner, Partner, Crywolf Marketing and Duct Tape Marketing Authorized Consultant, for a hands-on workshop that will teach you why marketing is not only a system—it may be the most important system in any business.
Judy will help you understand how to approach marketing for your small business, and will teach you the Duct Tape Marketing System definition of marketing. Put simply, marketing is getting someone who has a need to know, like and trust you.
We’ll dive deeply into the 7 core steps that make up the simple, effective, and affordable Duct Tape Marketing System. We’ll also demonstrate why the Sales Funnel is broken and introduce the Marketing Hourglass.
Startup ShowCase is a unique platform to showcase, market and raise your business through crowd funding,events, investor, social networking & marketplace
Sales Time Mastery - Tips on how to be more productiveMichael Galante
24 actionable tips for Salespeople, Account Managers, or anyone who has to secure new business or generate revenue for their company. Plus a few bonus tips thrown in. Published by Michael J Galante
SalesKoch is an advisory platform for sales professionals to guide early stage start-ups on enterprise sales strategies. We advocates entrepreneurial, guerrilla prospecting tactics that lead to shorter sales cycles and larger $$ deals.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
5. Should All Leads Go To Sales?
• 80% of all leads never
have a meaningful
conversation with a
sales professional
-Forrester
• Only 17% of leads
convert to qualified
opportunities
-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
competitor within
24 months
7. The Need for Objective Qualification
Practical Steps
• Define “Marketing Qualified
Lead” (MQL)
• Have a Service Level
Agreement (SLA)
• Measure and Improve
Qualification Leads to:
• Prompt follow up
• Higher conversion rates
• More closed deals
8. Traditional Lead Qualification
Have You Tried?
• BANT (Budget, Authority,
Need, Timeline)
• Explicit Qualification
• Implicit, Activity-based
Qualification
• “Eyeball Approach”
9. Example of Implicit Qualification
Activity 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
Attends a Webinar Product Trial
Exceptional 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 time
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 segmentation 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”
• Education
• 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?
Transition
• Start a more specific one
17. Rule 4 – Be Mindful of Timing
Send at the right times
• Suppress weekends or
after hours
• Send during business hours
improve response rates
Frequency
• Stick to a cadence
• Don’t be a nuisance
18. Rule 5 – Send Appropriate Content
Go Green with Content
• Multi-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
• Opportunities = Eliminate Risk
22. Educate Non-Sales Ready Leads
Premise
• Retain early stage leads as
marketing assets
• “Put the pebble in the shoe”
Strategy
• Heavy HTML from Marketing@
• Whitepapers, broad webinars
Goal
• Create an MQL
23. Recycle Dormant Leads
So They Don’t Want to Talk
• Recycle non-responsive leads
• Automation 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 Marketing@
Goal
• A more responsive MQL
24. Stay Top of Mind
Stay Top-of-Mind
• Stay in touch
• Non-responsive leads
• Re-acquainting the prospect with
key features
Content
• Light HTML from the sales rep
Goal
• Faking sincerity until re-engagement
25. Automate Trial Messaging
Try it before you buy it…
• Product trials
• Consistent messages
• Defined end point
Content
• From Marketing@ & Heavy HTML
• “How To” videos, KB articles,
ROI info
• Align timing with trial timeline
Goal
• Convert from tire kicker to customer
26. Re-Engage after a Loss
They Bought From Who???
• Nurture Closed / Lost Opportunities
• Prospects using a competitive
product
Strategy
• From “Assigned User”
• Light HTML
• Wait several months to start
• Align timing with contract term
Goal
• Another chance to make a first
impression
27. Do’s and Don’ts
DO
Do
Do Don’t
• Use segmentation & • “Nurture” your entire
personas database
• Start with the end in • Send “one size fits all”
mind content
• Be mindful of timing • Assume that newsletters
• General to specific nurture
• Know when to stop • Do it manually
29. Contact Information
Pardot
Derek Grant 950 East Paces Ferry Rd
SVP of Sales Suite 3300
derek.grant@pardot.com Atlanta, Georgia 30326
@derekgrant
404.492.6848
877.3B2B.ROI
www.pardot.com
Editor's Notes
The Campaign – You execute a perfect campaign that drives a third party opt in list and Pay Per Click traffic to a landing page that offers a whitepaper to individuals who convert.The Results – The Whitepaper is downloaded by 500 individuals.The Leads – All of the 500 respondents who downloaded the whitepaper are passed to sales for immediate follow up.The Cost - $10,000.The Results – Sales gripes about the quality of these new leads, and notes an inability to contact the respondents.
Should These Leads Have been Assigned to Sales?The Experts Agree - Marketing Sherpa and Forrester both estimate that 80% of all inbound leads (like the ones we just discussed) never have a meaningful conversation with a sales professional.Do Sales Reps Just Drop the Ball? - No. Sales often attempts to make contact with these leads (e.g., several call attempts and emails), however is unsuccessful.Low Hanging Fruit – Sales is judged on meeting their short term goals (Quotas), and it generally not interested in chatting with prospects who are going to close far into the future.Then What is the Problem? – Often these leads have been advanced to sales too quickly, without an objective level of qualification. Often these leads are too early in the buying process to respond favorably to a call from sales (Like Finding a Needle in a Haystack).
In truth, a large number of the leads who were assigned should have never crossed the chasm into the Sales arm of the organization.Anecdotally – Whitepapers like the one we discussed in our Marketing Campaign are generally considered to be quite generic, meaning that the individual who downloaded that whitepaper is likely an early stage prospect who is attempting to educate him or herself.Sales Calls. The Prospect does not answer. But something else happens…Statistics indicate that nearly 70% of your mishandled leads (those who don’t speak with your Sales people) will buy from a competitor within 24 months.With proper qualification, the 80% of leads who statistically will be mishandled by Sales are retained by Marketing until they show “Buying Signals”
Aligning Sales and Marketing - Best in Class companies know that both Sales and Marketing must get on the same page.A Mutual Definition of a “Lead” – agreed upon by Marketing and SalesService Level Agreement (SLA) - Sales commits to timely follow up and closes the loop on every Marketing Generated Lead, agrees to reject unqualified leads back to marketing for nurturingMeasure - Ongoing communication between both parties to evaluate progress toward goals and gaps in the processPrompt FollowUp – Forrester says 46% of marketers at firms with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads.Higher Conversion Rates –Gartner says when greater integration is accomplished between marketing and sales, conversion rates for leads (defined as earning the designation as qualified and/or committed to the sales pipeline) can increase by as much as 50More closed deals – CSO Insights says -Companies with mature, defined lead generation and management practices have 7% higher sales win rate
Many B2B Marketers do not have a definition of a Marketing Qualified Lead (MQL). Some examples:BANT – Budget, Authority, Need and Timeline – (EXPLICIT) - This is one of the most traditional models of lead qualification, however BANT is actually a model for Opportunity Qualification, not Lead Qualification. Furthermore - BANT is generally people-powered (e.g., Inside Sales Team)Explicit (e.g., Job Title, Company Size, etc…) – (EXPLICIT) - Many Marketers leverage a numeric scoring model based upon Explicit factors, to ensure that the lead fits the company’s “Ideal Customer Profile”Activity – (IMPLICIT) - Many Marketers leverage a subjective “Activity Based” model that advances prospects who have downloaded multiple whitepapers, attended a webinar, etc…Eyeball Approach – (SUBJECTIVE) - a member of marketing reviews and subjectively determines if the lead should go to Sales.
Interest vs. IntentThese two concepts are quite different, however they can both be measured and utilized to qualify a lead:Interest (e.g., “Tire Kickers”)Examples of Interest - When a prospect:Views 25 pages on your websiteDownloads 2 whitepapersAttends a webinarTelling Statistic - Forrester estimates that 70% of the mis-handled leads that are erroneously passed to Sales purchase from a competitor within 24 months. These prospects show interest, but may not show intent to be contacted as part of a sales process.Intent (e.g., “Buyers”)Examples of Intent - When a prospect:Completes the “Contact Me” formSearches for your company by Name (Google) or directly enters your website URL – These show brand recognitionSigns up for a product trial / test driveFor people who show Interest rather than Intent – Nurturing is a key way to move these prospects down the funnel;
Finding the right 20%Reaffirm the 80% Lead Loss statistic.A Blended Model – Identifying the truly “Sales Ready” leads might look something like this:Implicit – Did this prospect take key activities such as downloading multiple whitepapers, or the combination of downloading a whitepaper and attending an educational webinar?Explicit - Does this prospect have:A Buying Title (This is the “A” of BANT) – Is this person capable of making a buying decision (e.g., VP, Chief, Director or Manager)? The Right Department – Are they in the appropriate department to benefit from your solution?The Appropriate Company Size – Is the lead’s company able to afford or have the staff to benefit from your solution.Author’s Note - LinkedIn and Jigsaw can help determine these.