The document discusses lead qualification and nurturing in B2B marketing. It notes that lead qualification helps reduce lead loss by ensuring only sales-ready leads are passed to sales. It also discusses how lead nurturing can educate and maintain engagement with prospects not yet ready for sales, reducing costs and increasing deal conversion over time. Effective lead nurturing involves personalized, segmented communications to prospects at different stages in their buying process. Companies that properly qualify leads and nurture prospects are shown to close more deals with fewer resources.
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
ABM from Customer Attraction to Loyalty & Advocacy - Scaling Your Organizatio...Anastasia Valentine
Are you getting the most out of your CRM and your marketing stack? Are you delivering personalized and tailored experiences that match your customer buying signals and conversion points? Does your Account Based Marketing end when the deal is signed or does it continue on through to Customer Success? Join Anastasia Valentine, CMO at Versature to learn how you can leverage marketing automation and artificial intelligence to scale, customize the client experience, and mine the hidden value laying dormant in your CRM data today. She will walk through the entire customer journey from the marketing experience through to customer success and advocacy, including investments in technology and people, measuring marketing and sales metrics and staying focused on delighting the customer using a powerful end to end technology stack.
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.
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.
Dan Tyre talking about Sales Enablement at our virtual Solent HUG (HubSpot User Group) recently. It was great to see so many enthusiastic and engaged attendees at the webinar.
The feedback so far has been fantastic.
We look forward to inviting you to the next one in due course and we plan to run them at least quarterly.
Please visit our chapter and keep an eye on upcoming events:
https://bit.ly/39DyZN6
#SolentHUG
Best wishes
Sam (Solent HUG team).
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
ABM from Customer Attraction to Loyalty & Advocacy - Scaling Your Organizatio...Anastasia Valentine
Are you getting the most out of your CRM and your marketing stack? Are you delivering personalized and tailored experiences that match your customer buying signals and conversion points? Does your Account Based Marketing end when the deal is signed or does it continue on through to Customer Success? Join Anastasia Valentine, CMO at Versature to learn how you can leverage marketing automation and artificial intelligence to scale, customize the client experience, and mine the hidden value laying dormant in your CRM data today. She will walk through the entire customer journey from the marketing experience through to customer success and advocacy, including investments in technology and people, measuring marketing and sales metrics and staying focused on delighting the customer using a powerful end to end technology stack.
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.
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.
Dan Tyre talking about Sales Enablement at our virtual Solent HUG (HubSpot User Group) recently. It was great to see so many enthusiastic and engaged attendees at the webinar.
The feedback so far has been fantastic.
We look forward to inviting you to the next one in due course and we plan to run them at least quarterly.
Please visit our chapter and keep an eye on upcoming events:
https://bit.ly/39DyZN6
#SolentHUG
Best wishes
Sam (Solent HUG team).
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Combine usage data, predictive analytics and best practices to understand which customers to up-sell to and who to cross-sell to. Take your subscription business to new heights using ServiceSource technology and salesforce. This is a customer success presentation from Dreamforce 2014
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.
Pardot Webinar Lead Qualification and NurturingDerek Grant
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
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
5 Best Practices of Lead Generation for Facilities Managers Andrew Mason
A massive 81% of clients do not want to be sold to at least before doing the research themselves so outward bound marketing, and cold calling destroys trust with nearly 70% saying that they would usually or always be put off by suppliers that cold call.
The 31% saying that they are never or only sometimes put off by cold calling, you can market this way but the odds are against you as
Clients don’t want to be sold to or interrupted
This deck gives us the 5 best practices of lead generation for Facilities Managers.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
How to Use Sales Enablement to Increase Pipeline and Drive RevenueBrandon Redlinger
“Sales enablement has the most leverage in driving the productivity of your salesforce.”
-Matt Heinz, President, Heinz Marketing
Sales enablement is yet another hot new term that's been injected into sales lingo and it’s getting more budget allocated in high growth companies. These companies are deploying this role with incredible results as they jump on the opportunity to supercharge the revenue generating side of the business.
On this presentation, you'll discover:
The keys to an effective sales enablement program
How technology can help you drive revenue and shorten the sales cycle
How to track, measure and improve your sales enablement program
How Sales Enablement drives productivity and closes more deals
How marketing and sales can develop effective Sales Enablement content
4 types of content sales can use to close faster
Sales and marketing strategy for 2018 is an overview of the different marketing coaching, consultancy and technical solutions on offer to help business owners with their small business marketing in planning their marketing strategy, in how to write a marketing plan, managing their lead generation system, and sales pipeline management with an integrated marketing solution and marketing webinar delivery platform to achieve their social media marketing plan objectives for 2018.
It also helps how to generate leads on linkedin and all aspects of your social media strategy in order to generate the results you want.
Rethinking Sales and Marketing alignment: [How Marketing will help close deals]CRMT Digital
Better Marketing and Sales alignment improves profits, customer services and internal relationships. Most organisations have already realised that traditional business unit divisions hinder more than they help and are now seeking to improve internal relationships between departments. For successful alignment between Marketing and Sales, employees need to be empowered by technology.
A panel of 8 best-of-breed MarTech leaders share their thoughts on how B2B marketing operations professionals can best navigate the complex MarTech landscape.
Using Account-Based Selling To Crush Your Sales Development KPIsDatanyze
How can you map out an airtight outreach strategy that effectively penetrates your named account list? Can you setup your cadence to complement marketing's nurture paths or are these efforts forever doomed to clash?
In this month's webinar, we've teamed up with our fellow outbound sales experts at PersistIQ to help you target your most complex buyers with account-based selling tactics.
This webinar will cover:
-How to map out organization charts
-How to reach key decision makers at your target accounts
-How to tailor your email and phone messaging by title and seniority level
-How to create an outbound nurture checklist that leaves no stone unturned
Generic presentation on how to establish an Inside Sales (telephone sales) department, including determining team objectives, development of Inside Sales team, adapting marketing messages to Inside Sales delivery, sales call process, and evaluation of both team and individual team members.
Presentation is a sanitized version of one delivered to a specific company; budgets, specific marketing messages, and timeline implementation targets have been removed.
Lead Nurturing: The Blueprint for Building Successful CampaignsG3 Communications
This webinar will present case study examples and guidance around how marketers can successfully build successful lead nurturing campaigns, with specific insights into:
The Right Content Offers for Nurturing Programs
Customizing Email Offers/Landing Pages for Nurture Campaigns
Developing the right cadence and sequence to increase relevancy and response
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Combine usage data, predictive analytics and best practices to understand which customers to up-sell to and who to cross-sell to. Take your subscription business to new heights using ServiceSource technology and salesforce. This is a customer success presentation from Dreamforce 2014
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.
Pardot Webinar Lead Qualification and NurturingDerek Grant
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
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
5 Best Practices of Lead Generation for Facilities Managers Andrew Mason
A massive 81% of clients do not want to be sold to at least before doing the research themselves so outward bound marketing, and cold calling destroys trust with nearly 70% saying that they would usually or always be put off by suppliers that cold call.
The 31% saying that they are never or only sometimes put off by cold calling, you can market this way but the odds are against you as
Clients don’t want to be sold to or interrupted
This deck gives us the 5 best practices of lead generation for Facilities Managers.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
How to Use Sales Enablement to Increase Pipeline and Drive RevenueBrandon Redlinger
“Sales enablement has the most leverage in driving the productivity of your salesforce.”
-Matt Heinz, President, Heinz Marketing
Sales enablement is yet another hot new term that's been injected into sales lingo and it’s getting more budget allocated in high growth companies. These companies are deploying this role with incredible results as they jump on the opportunity to supercharge the revenue generating side of the business.
On this presentation, you'll discover:
The keys to an effective sales enablement program
How technology can help you drive revenue and shorten the sales cycle
How to track, measure and improve your sales enablement program
How Sales Enablement drives productivity and closes more deals
How marketing and sales can develop effective Sales Enablement content
4 types of content sales can use to close faster
Sales and marketing strategy for 2018 is an overview of the different marketing coaching, consultancy and technical solutions on offer to help business owners with their small business marketing in planning their marketing strategy, in how to write a marketing plan, managing their lead generation system, and sales pipeline management with an integrated marketing solution and marketing webinar delivery platform to achieve their social media marketing plan objectives for 2018.
It also helps how to generate leads on linkedin and all aspects of your social media strategy in order to generate the results you want.
Rethinking Sales and Marketing alignment: [How Marketing will help close deals]CRMT Digital
Better Marketing and Sales alignment improves profits, customer services and internal relationships. Most organisations have already realised that traditional business unit divisions hinder more than they help and are now seeking to improve internal relationships between departments. For successful alignment between Marketing and Sales, employees need to be empowered by technology.
A panel of 8 best-of-breed MarTech leaders share their thoughts on how B2B marketing operations professionals can best navigate the complex MarTech landscape.
Using Account-Based Selling To Crush Your Sales Development KPIsDatanyze
How can you map out an airtight outreach strategy that effectively penetrates your named account list? Can you setup your cadence to complement marketing's nurture paths or are these efforts forever doomed to clash?
In this month's webinar, we've teamed up with our fellow outbound sales experts at PersistIQ to help you target your most complex buyers with account-based selling tactics.
This webinar will cover:
-How to map out organization charts
-How to reach key decision makers at your target accounts
-How to tailor your email and phone messaging by title and seniority level
-How to create an outbound nurture checklist that leaves no stone unturned
Generic presentation on how to establish an Inside Sales (telephone sales) department, including determining team objectives, development of Inside Sales team, adapting marketing messages to Inside Sales delivery, sales call process, and evaluation of both team and individual team members.
Presentation is a sanitized version of one delivered to a specific company; budgets, specific marketing messages, and timeline implementation targets have been removed.
Lead Nurturing: The Blueprint for Building Successful CampaignsG3 Communications
This webinar will present case study examples and guidance around how marketers can successfully build successful lead nurturing campaigns, with specific insights into:
The Right Content Offers for Nurturing Programs
Customizing Email Offers/Landing Pages for Nurture Campaigns
Developing the right cadence and sequence to increase relevancy and response
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Drive Marketing Automation Success Across the Enterprise: Measurement and Rep...Marketo
Looking to establish a baseline for measurement and reporting, so you can prove your programs' contribution to revenue pipeline?
Check out these slides from the Marketo webinar with Tim Kirby, Sr. Enterprise Solutions Consultant, for an overview of the optimal blend of analytics to implement to accelerate performance at your enterprise organization.
Learn how a LeadLife customer, designed a successful lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
See the blueprint they used and gain valuable insight on how your organization can increase "sales ready" leads and drive marketing ROI.
See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI
If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
Product Marketing Content Curator: Why do you need one?NeuronLeaders
A proficient Content Curator can help increase sales, lower costs and improve results by auditing, evaluating, creating, managing, and optimizing your product marketing assets.
Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.
This presentation is from our Sales and Marketing seminar conducted in April 2011, where we covered essential topics on Sales and Marketing management including Lead Nurturing, Automating lead Generation, Social Media Marketing and Aligning Sales with Marketing function. The seminar was well received by the audience as they found it informative and interesting. Uploading the presentation on slideshare to reach out and share our knowledge with a wider audience.
Similar to SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurturing Campaigns (20)
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
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.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
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.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
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/
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.
SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurturing Campaigns
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19. About Pardot Pardot – No Hassle Marketing Automation Pardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle. Please feel free to contact us with any additional questions you may have. 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 and align themselves. This requires: A Mutual Definition of a “Lead” – agreed upon by Marketing and Sales Service 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 nurturing Measure - Ongoing communication between both parties to evaluate progress toward goals and gaps in the process Greater alignment between these teams leads to: Less Lead Loss - Sales commits to follow up on all leads Higher Conversion Rates - Gartner noted that 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 50%.
Lead Qualification 101 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.
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.
Interest vs. Intent These 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 website Downloads 2 whitepapers Attends a webinar Telling 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” form Searches for your company by Name (Google) or directly enters your website URL – These show brand recognition Signs up for a product trial / test drive For people who show Interest rather than Intent – Nurturing is a key way to move these prospects down the funnel;
Lead Nurturing 101 As we discussed in the first portion of this presentation – 80% of all leads should not be advanced to Sales. Additionally, due to economic drivers, many buyers of B2B technology (particularly CAPEX), are taking longer to close. The Experts Say – In 2009, Aberdeen Group noted that 80% of the “Best In Class” companies will implement a Lead Nurturing strategy by 2010. To Stop Lead Loss by Sales To Stay Top of Mind with prospects across a long sales cycle ROI Statistic - Marketing Profs noted that a basic ROI calculations can demonstrate how investing in additional marketing touch points prior to handing leads off to Sales can generate significant returns from increased revenues.
Although Nurturing Technology will empower Marketers to stay top of mind with prospects, many Marketers do not have a vision for how this technology can be impactful to their business processes: Education for leads who do not meet the MQL definition – Nurture these leads until they show buying signals and are passed to Sales. Standardized Communication during a Product Trial or Test Drive – Send consistent messages to prospects to engage them during a trial, without relying on sales to manually deliver these messages Stay Top of Mind throughout the Sales Cycle – Design programs that deliver high level information to responsive / non-responsive prospects who are being called on by Sales. Timely Reconnect after a Loss – Personalized, “On Behalf Of” the sales rep communication can be delivered prior to a technology refresh / contract renewal.
Education for Leads who are not yet a MQL Nurturing, pre engagement by a sales professional, is considered to be the most critical form of nurturing. Leads have likely shown interest (downloaded a whitepaper) but not intent (completing the “Contact Me” form). Content should be of an Educational Nature, and should appear to come from the Marketing Department (not Sales). Push v. Pull – Push out relevant educational content, rather than hoping that the prospect will return to your website and Pull the data. The recipients of this type of program are the 80% who will likely not engage with Sales, so rather than pass them over to be lost, these leads are retained as a Marketing asset.
Standardize Communication Through a Product Trial / Test Drive Clearly defined Sales Cycles such as a product trial offer a great opportunity for consistent messaging to be delivered The message can be designed to move the prospect through the steps of the trial: Initial login Deliver instructions / How To Videos to Accomplish simple tasks Have the message terminate when the prospect takes the desired action (e.g., creating an account in the Trial) Send Messages indicating that the trial is nearing completion
Segmentation – Based upon Personas, Vertical, Products. Just make sure it is granular Timing – 3-4 times / month at a maximum (however if you are nurturing for a trial, you may elect to send out 1 email over each of the first 5 days). If you touch too frequently, the prospect will opt out If you touch too infrequently, the prospect will not be acclimated to getting email messages from you. Accelerate when prospects respond to messages, Decelerate when prospects are non-responsive 3. Know when to stop – If you have achieved your goal (e.g., deal won) – STOP NURTURING.
Rapport / brand building shows in the Pipeline- As a general rule, at companies without lead nurturing, very few Closed - Won opportunities are derived from older leads (e.g., Generated more than 90 days prior to Qualification as a SQL or Opportunity Creation). Companies that excel at lead nurturing attribute as much as 50% of Closed - Won opportunities to older leads that have been nurtured. This broad nurturing keeps CPO lower, since all leads are retained by Marketing, and only passed to Sales once they have met a level of qualification (MQL).