Introduction to lead scoring and Nurturing
- 1. A B2B Marketers Guide toLead QualificationandNurturing
- 2. IntroductionLead Qualification &Nurturing: OverviewWhat is Lead Qualification?
- 3. How Does Qualification Increase Sales?
- 4. How Can Nurturing Reduce Spend?A Day In the Life of the B2B MarketerThe Anatomy of aMarketing CampaignThe Campaign
- 6. The Leads
- 7. The ResultsThe Need for Lead QualificationShould All Leads Be Assigned to Sales? 80% of inbound leads never have a meaningful conversation with sales
- 8. Finding a needle in a haystackThe Need for Lead QualificationThe Awful TruthA large number of the leads who were assigned should have never crossed the into the Sales arm of the organization.
- 9. 70% of your mishandled leads will buy from a competitor within 24 months.The Need for Lead QualificationAligning Sales and MarketingDefining a “Marketing Qualified Lead” (MQL)
- 10. Service Level Agreement (SLA)Greater alignment means:Less Lead Loss
- 11. Higher Opportunity Conversion RatesThe Need for Lead QualificationWhat is a MQL?Traditional Methods
- 12. BANT – Budget, Authority, Need and Timeline
- 13. Explicit Factors (Title, Company Size) Activity Level
- 14. “Eyeball” ApproachThe Need for Lead QualificationFinding the right 20%: A Blended ModelImplicit Factors: What they doExplicit Factors: Who they are
- 15. The Need for Lead QualificationExample Implicit Lead Scoring Model:Form or landing page conversion: +50 points
- 16. Site search query: +3 points
- 17. Link Click in an Email: +3 points
- 18. Visitor page view of Standard Pages: +1 point
- 19. Visitor page view of “Buying” Pages: +5 to +25 points
- 20. Opportunity created: +50 points
- 21. Opportunity lost: -100 pointsThe Need for Lead QualificationInterest vs. IntentInterest Research PhaseViews 25 pages on your website
- 23. Attends webinarIntentBuying PhaseContact Me form
- 24. Searches for your company by name
- 25. Product TrialThe Need for Lead NurturingLead Nurturing 101Most new, inbound leads should not be advanced to Sales.
- 26. Many buyers of B2B technology are taking longer to close.
- 27. 80% of the “Best In Class” companies will implement a Lead Nurturing strategy by 2010.The Need for Lead NurturingWhat’s in it for Me?Nurturing prevents leaks in the sales funnel: Educate non sales-ready leads
- 29. Stay top-of-mind throughout the sales cycle
- 30. Reconnect After a LossLead Nurturing How-ToEducation for Leads who are not yet a MQLNurturing leads before a sales call is considered to be the most critical form of nurturing.
- 31. Leads have shown interest but not intent
- 32. Content should be educational and come from MarketingLead Nurturing How-ToStandardize CommunicationDeliver a consistent message
- 33. Automate Delivery so Sales is not responsible
- 34. Adjust the message when the prospect responds
- 35. Turn Trial into a CustomerLead Nurturing How-ToStay Top Of Mind In Sales CycleAutomate Delivery of “Sales-y” content
- 36. Inject Personal Notes from Rep
- 37. Trigger Rep-Driven follow up processesReconnect after a Loss Send Keep In Touch content as contract expiresLead Nurturing How-ToDo’s and Don’tsDoDon’t“Nurture” your entire database
- 38. Assume that Newsletters nurture
- 39. Use Segmentation
- 40. Use an Introduction
- 41. Be Mindful of Timing
- 42. General to Specific
- 43. Know When to StopLead Nurturing & the Bottom LineShow Me the MoneyCompanies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtured.
- 44. Nurturing results in a lowercost per opportunityIn ClosingConclusionLead qualification aligns sales and marketing to reduce lead loss and streamline the funnel
- 45. Leads that are not yet qualified should be nurtured until sales-ready
- 46. Research shows that companies using lead qualification and nurturing are closing more deals with less resourcesAbout PardotPardot – No Hassle Marketing AutomationPardot 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