B2B Marketing Guide to Lead Qualification and Nurturing Adam Blitzer Co-Founder and COO, Pardot
<ul><ul><li>SaaS Marketing Automation </li></ul></ul><ul><ul><li>275+ clients </li></ul></ul><ul><ul><li>30 team members i...
<ul><ul><li>Background in email marketing </li></ul></ul><ul><ul><li>Worked/lived in Japan for four years </li></ul></ul><...
<ul><ul><li>What is lead qualification? </li></ul></ul><ul><ul><li>How does qualification increase sales? </li></ul></ul><...
<ul><ul><li>The Campaign </li></ul></ul><ul><ul><li>The Execution </li></ul></ul><ul><ul><li>The Leads </li></ul></ul><ul>...
<ul><li>80% of inbound leads never have a meaningful conversation with sales </li></ul><ul><li>Needle in a haystack vs. ...
<ul><li>A large number of the leads who were assigned should have never crossed the into the Sales arm of the organizati...
<ul><li>Defining a “Marketing Qualified Lead” (MQL) </li></ul><ul><li>Service Level Agreement (SLA) </li></ul>Aligning Sa...
<ul><li>Traditional Methods: </li></ul><ul><ul><li>BANT – B udget, A uthority, N eed and T imeline </li></ul></ul><u...
<ul><li>Implicit Factors: What they do </li></ul><ul><li>Explicit Factors: Who they are </li></ul>Finding the right 20%:...
Example Implicit Lead Scoring Model: The Need for Lead Qualification <ul><ul><li>Form or landing page conversion: +50 poi...
Interest vs. Intent The Need for Lead Qualification <ul><li>Interest </li></ul><ul><li>Research Phase </li></ul><ul><ul><...
<ul><li>Most new, inbound leads should not be advanced to Sales </li></ul><ul><li>Many buyers of B2B technology are taking...
<ul><li>Nurturing prevents leaks in the sales funnel: </li></ul><ul><li>Educate non sales-ready leads </li></ul><ul><li>St...
<ul><li>Nurturing leads before a sales call is considered to be the most critical form of nurturing </li></ul><ul><li>Lead...
<ul><li>Deliver a consistent message </li></ul><ul><li>Automate delivery so Sales is not responsible </li></ul><ul><li>Adj...
<ul><li>Automate delivery of “salesy” content – push the right combination </li></ul><ul><li>Inject personal notes from re...
Lead Nurturing How To Reconnect After a Loss <ul><li>Lost opportunities are still assets </li></ul><ul><li>Send “keep in t...
Do’s and Don’ts Lead Nurturing How To <ul><li>Use segmentation </li></ul><ul><li>Use an introduction </li></ul><ul><li>Be ...
<ul><li>Companies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtur...
<ul><ul><li>Lead qualification aligns sales and marketing to reduce lead loss and streamline the funnel </li></ul></ul><...
Think Outside the Inbox: The B2B Marketing Automation Guide Book
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Presenter: Adam Blitzer, VP of Marketing, Pardot Marketing Automation

How to build compelling email campaigns that drive improved results.Lead Management and Marketing Automation: Best practices for deployment* How drip marketing and lead scoring combine to make email marketing more powerful.* Smart techniques for tracking and analyzing leads to improve advertising ROI.* How tools like Pardot, combined with social media intelligence, make cold calling obsolete.
Published on: Mar 4, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - Presenter: Adam Blitzer, VP of Marketing, Pardot Marketing Automation

  • 1. B2B Marketing Guide to Lead Qualification and Nurturing Adam Blitzer Co-Founder and COO, Pardot
  • 2. <ul><ul><li>SaaS Marketing Automation </li></ul></ul><ul><ul><li>275+ clients </li></ul></ul><ul><ul><li>30 team members in Atlanta; one lonely guy in Tallahassee </li></ul></ul>Who are these Pardot guys? Introduction
  • 3. <ul><ul><li>Background in email marketing </li></ul></ul><ul><ul><li>Worked/lived in Japan for four years </li></ul></ul><ul><ul><li>Only bald member of Pardot team </li></ul></ul>Who is this Adam fellow? Introduction
  • 4. <ul><ul><li>What is lead qualification? </li></ul></ul><ul><ul><li>How does qualification increase sales? </li></ul></ul><ul><ul><li>How can nurturing reduce spend? </li></ul></ul>Lead Qualification &Nurturing: Overview Introduction
  • 5. <ul><ul><li>The Campaign </li></ul></ul><ul><ul><li>The Execution </li></ul></ul><ul><ul><li>The Leads </li></ul></ul><ul><ul><li>The Results </li></ul></ul>The Anatomy of a Marketing Campaign A Day in the Life of a B2B Marketer
  • 6. <ul><li>80% of inbound leads never have a meaningful conversation with sales </li></ul><ul><li>Needle in a haystack vs. low-hanging fruit </li></ul>Should All Leads Be Assigned to Sales? The Need for Lead Qualification
  • 7. <ul><li>A large number of the leads who were assigned should have never crossed the into the Sales arm of the organization. </li></ul><ul><li>70% of your qualified but mishandled leads will buy from a competitor within 24 months. </li></ul>The Awful Truth The Need for Lead Qualification
  • 8. <ul><li>Defining a “Marketing Qualified Lead” (MQL) </li></ul><ul><li>Service Level Agreement (SLA) </li></ul>Aligning Sales and Marketing The Need for Lead Qualification <ul><li>Greater alignment means: </li></ul><ul><li>Less Lead Loss </li></ul><ul><li>Higher Opportunity Conversion Rates </li></ul>
  • 9. <ul><li>Traditional Methods: </li></ul><ul><ul><li>BANT – B udget, A uthority, N eed and T imeline </li></ul></ul><ul><ul><li>Explicit Factors (title, company size, etc.) </li></ul></ul><ul><ul><li>Activity Level </li></ul></ul><ul><ul><li>“ Eyeball” Approach </li></ul></ul>What is a MQL? The Need for Lead Qualification
  • 10. <ul><li>Implicit Factors: What they do </li></ul><ul><li>Explicit Factors: Who they are </li></ul>Finding the right 20%: A Blended Model The Need for Lead Qualification
  • 11. Example Implicit Lead Scoring Model: The Need for Lead Qualification <ul><ul><li>Form or landing page conversion: +50 points </li></ul></ul><ul><ul><li>Site search query: +3 points </li></ul></ul><ul><ul><li>Link Click in an Email: +3 points </li></ul></ul><ul><ul><li>Visitor page view of Standard Pages: +1 point </li></ul></ul><ul><ul><li>Visitor page view of “Buying” Pages: +5 to +25 points </li></ul></ul><ul><ul><li>Opportunity created: +50 points </li></ul></ul><ul><ul><li>Opportunity lost: -100 points </li></ul></ul>
  • 12. Interest vs. Intent The Need for Lead Qualification <ul><li>Interest </li></ul><ul><li>Research Phase </li></ul><ul><ul><li>Views 25 pages on your website </li></ul></ul><ul><ul><li>Downloads 2 whitepapers </li></ul></ul><ul><ul><li>Attends webinar </li></ul></ul><ul><li>Intent </li></ul><ul><li>Buying Phase </li></ul><ul><ul><li>Contact Me form </li></ul></ul><ul><ul><li>Searches for your company by name </li></ul></ul><ul><ul><li>Product Trial </li></ul></ul>
  • 13. <ul><li>Most new, inbound leads should not be advanced to Sales </li></ul><ul><li>Many buyers of B2B technology are taking longer to close </li></ul><ul><li>80% of the “Best In Class” companies will implement a Lead Nurturing strategy by end of 2010 </li></ul>Lead Nurturing 101 The Need for Lead Nurturing
  • 14. <ul><li>Nurturing prevents leaks in the sales funnel: </li></ul><ul><li>Educate non sales-ready leads </li></ul><ul><li>Standardize communication </li></ul><ul><li>Stay top-of-mind throughout the sales cycle </li></ul><ul><li>Reconnect after a loss </li></ul>What’s in it for Me? The Need for Lead Nurturing
  • 15. <ul><li>Nurturing leads before a sales call is considered to be the most critical form of nurturing </li></ul><ul><li>Leads have shown interest but not intent </li></ul><ul><li>Content should be educational and come from Marketing – push, don’t pull </li></ul>Education for Leads who are not yet a MQL Lead Nurturing How To
  • 16. <ul><li>Deliver a consistent message </li></ul><ul><li>Automate delivery so Sales is not responsible </li></ul><ul><li>Adjust or terminate the message when the prospect responds </li></ul><ul><li>Turn trial into a customer </li></ul>Standardize Communication Lead Nurturing How To
  • 17. <ul><li>Automate delivery of “salesy” content – push the right combination </li></ul><ul><li>Inject personal notes from rep – nurture with the “human touch” </li></ul><ul><li>Trigger/alert rep-driven follow up processes </li></ul>Stay Top Of Mind In Sales Cycle Lead Nurturing How To
  • 18. Lead Nurturing How To Reconnect After a Loss <ul><li>Lost opportunities are still assets </li></ul><ul><li>Send “keep in touch” content as contract expires (e.g. month 9 of 12) </li></ul>
  • 19. Do’s and Don’ts Lead Nurturing How To <ul><li>Use segmentation </li></ul><ul><li>Use an introduction </li></ul><ul><li>Be mindful of timing </li></ul><ul><li>General to specific </li></ul><ul><li>Know when to stop </li></ul><ul><li>“ Nurture” your entire database </li></ul><ul><li>Assume that newsletters nurture </li></ul><ul><li>Be creepy </li></ul>Do Don’t
  • 20. <ul><li>Companies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtured . </li></ul><ul><li>Nurturing results in a lower cost per opportunity </li></ul>Show Me the Money Lead Nurturing and the Bottom Line
  • 21. <ul><ul><li>Lead qualification aligns sales and marketing to reduce lead loss and streamline the funnel </li></ul></ul><ul><ul><li>Leads that are not yet qualified should be nurtured until sales-ready </li></ul></ul><ul><ul><li>Research shows that companies using lead qualification and nurturing are closing more deals with less resources </li></ul></ul>Conclusion In Closing
  • 22. Think Outside the Inbox: The B2B Marketing Automation Guide Book

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