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Using Product Data to Qualify Leads: Emanuelle Skala @ SalesLoft RM17:
This document discusses how companies can leverage product data and referrals to generate qualified leads. It contains the following key points: 1. Buyers trust recommendations from peers and their own experiences over other forms of marketing. Companies should invest in word-of-mouth programs to generate referrals. 2. Product data can be used to identify potential customers based on how similar users interact with a product. This can trigger outreach to convert, upsell, or cross-sell leads. 3. Generating referrals and using product data to identify potential customers provides the most qualified leads, as these individuals are already validated through social connections or product interactions. Companies should make referrals and product qualified leads a central part
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- 1. Using product datato qualify leads Emmanuelle Skala
- 2. Emmanuelle Skala B2B SaaS SalesExec, Love start-ups, Mom of 3 Girls, Runner, Skier, Hot-Yoga Addict, Work Hard & Play Hard! @elleskala
- 3. The most successful SaaS companieshave 2 things in common - they all leverage..
- 4. Tweet this: “The fastestgrowing tech companies INVEST in Word of Mouth programs Word of Mouth
- 5. Tweet this: “The fastestgrowing tech companies Product Usage Data for growth” Product Usage Data
- 6. Buyers Do NotTrust Brands 92%of consumers trust earned media, such as word-of-mouth and recommendations, above all other forms of marketing (Neilson)
- 7. Their Peers TheirExperience Tweet this: Buyers Trust TWO things: Their Peers and Their Experience Buyers Trust….
- 8. The Problem withLead Generation…
- 10. 3 Lead Funnels– All Different!! Tweet this: The only leads that really matter are referrals and existing users Referral MQLPQL
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- 12. How much ofyour marketing/sales spend is on generating referrals/word of mouth? Tweet this: Q: How much of your marketing budget is for Word of Mouth A: Not enough
- 13. You are notgetting enough referrals because…. You don’t Ask You don’t Motivate You make it Hard
- 14. Community Content Social Online Forums Meet Ups ReferralProgram Reviews Ask! Reward Program Sales & Marketing 3rd Party Sites - G2Crowd etc Bloggers/Influencers Analysts How we do it? Word of Mouth
- 15. Lessons Learned –Referrals 1. Map out all the places/times you can “ask” 2. Find out what motivates your users 3. Imbed referrals into their workflow 4. One-Click Referral – keep it simple 5. Company wide effort 6. Go beyond a request for a name….think about all forms of peer validation/word of mouth 7. Surprise and Delight
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- 17. Are you usingyour product data used to trigger conversion/upsell/cross-sell?
- 18. 1. Data Capture Features Users Usage Firmagraphic 2.Data Science 3. Define Outreach Map to ideal customers When to reach out Who to reach What to say How we do it? Product Qualified Leads
- 19. PQLs can applyanywhere in the customer lifecycle
- 20. Lessons Learned fromImplementing PQL 1. Enlist the help of a Data Science team 2. Identify the groups you want to emulate 3. Think about Triggers – not about scoring 4. Watch how the ICP interacts with your product 5. A/B Test 6. Expose as much data to the reps as you can 7. Use the context to define the conversation The Sales Person’s Job is to HELP. Not SELL. Tweet this: Hey Sellers: It’s your job to HELP—not SELL.
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