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Lead generation is a basic business process that is broken in many companies. This practical presentation sheds light on the secrets that help you focus your B2B lead generation efforts, align your sales and marketing organizations and drive revenue. Created by prospect development expert and PointClear founder and CEO, Dan McDade, “The Truth About Leads” presentation debunks traditional thinking while uncovering the truths that lead to additional, larger and more profitable wins for your company.
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Pssst… Do you know The Truth About Leads?
Agenda
The Problem The Cause The Cost What to Do What Not to Do Ten Questions to Ask Ten Actions to Take The Truth About Leads
The Problem
Best Practice Results MQL = 4.1% of inquiries/
targeted suspects SAL = 62% of MQL SQL = 47.5% of SAL Close = 22.1% of SQL
The Cause
7 Reasons Why Sales and Marketing are Not Aligned Lack of standard lead definitions
Failure by sales and marketing to accept accountability for influencing each step in the buying cycle
Focus on quantity instead of quality
Lack of integration between sales and marketing technologies
Lack of serious, formal discussion between sales and marketing
Failure to measure what matters
Silo approach—failure to pass leads back and forth
Source: The Aberdeen Group
The Cost
Quota trends since 2006
Quota attainment since 2006
The Solution: Turn Raw Leads Into Real Opportunities
Attributes of a Well-Qualified Lead1 SIC of NAICS Code2 Firmographics (revenue, # of employees, # of locations)3 Decision makers and influencers identified4 Environment documented5 Decision maker engaged6 Business pain(s) uncovered/validated7 Decision-making process and time frame documented8 Budget allocated or process for budgeting documented9 Competitive landscape documented10 Sense of urgency or compelling event exists
What to Do: “BANT” vs. “AN”
What To Do: Define Market, Media, Offer
Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results
Market Media OfferWhat companies will
we target? Who are our target
contacts?How can we
segment our market and apply differing approaches?
Which mix of integrated media will be most effective?
How will we navigate to those contacts?
How can we convey a building dialogue?
What compelling calls to action will cause our targets to respond?
How do we articulate what problems we solve and how?
What messaging will differentiate our solution?
What to Do: Market
5% Lead Rate
1,000 Companies
50 Leads
Marketing Equally Sized Samples
Sample size Lead Rate # of Leads
200 9% 18
200 7% 14
200 5% 10
200 3% 6
200 1% 2
1,000 5% 50
32 leads (64%)= 40% of spend
42 leads (84%) = 60% of spend
The power of relational segmentation
What to Do: Media
Multi-touch, multi-media, multi-cycle processes multiply results
Touch
5: Email F
ollowing V
oicemail
Touch
7: Email F
ollowing V
oicemail
Touch
1: Nav
igation Dial
Touch
2: Voice
Touch
3: Email F
ollowing Voice
Touch
4: Voice
Touch
6: Voice
Touch
8: Ove
rnight Packa
ge
Buyer’s Journey
What to Do: Offer
How speaking to buyer’s pain points can help you leapfrog ahead Condition of need
Fear of Loss Perceived Risk Opportunity to Improve
What to Do: Offer
Ultimate benefits Save Money Save Time Improve Save lives
What to Do: Offer
Personal reasons
What to Do: Your Sales Force NeedsFewer Leads
Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel
More leads don’t equal more success
What to Do: Reap the Value of Long-term Leads
ROI WITH Best-Practice Handling of Short- and Long-Term Leads
CategoryQuantity
Short TermQuantity
Long Term Total
Names 1,000
Short-term leads 40
Long-term leads 40
% Closed ST leads 20%
% Closed LT leads 20%
# of deals 8 8
Average deal $250,000 $250,000
Revenue $2,000,000 $2,000,000
Cost of qualification $59,040 $4,920
Gross after marketing expense $1,940,960 $1,995,080 $3,936,040
What Not to Do
Cut budgets/ Increase quota
What Not to Do
Blueprinting
What Not to Do
Single media approach
Ten Questions to Ask
1. How much will it really cost? 2. Is the objective clear: Are we looking to gain awareness,
interest or response? 3. What are the expected results? 4. On what basis are those results expected (best and
worst cases)? 5. Would you approve the campaign if you knew in
advance the results would come in worst case?
Ten Questions to Ask
6. What were the results of previous, similar campaigns? If the answer is “not very good,” why is it being done again?
7. If a campaign has never been tried before, has it been tested? If not, why not?
8. How critical is it to do this campaign now? 9. What process is going to be used to qualify, distribute
and measure follow-up on response? 10.When and how will you assess the results of the
campaign?
Ten Actions to Take
1. Agree on market definition (the largest identifiable market with the tightest possible market definition).
2. Agree on offer (enterprise, point, both, priorities?) .3. Agree on the definition of a lead (“BANT” vs. “AN”…, 10
point system).
Ten Actions to Take
4. Agree on expected metrics (MQL to SAL to SQL to Close).
5. Define required reporting and frequency of reports (recognize that what happens during the course of one-quarter is likely to happen the next quarter without driving change).
6. Give your sales force fewer leads – that is fewer, more highly qualified leads.
7. Effectively nurture longer-term leads. Provide the right content to the right person (from the right person) at the right time.
Ten Actions to Take
8. Design your touch cycle using multi-touch, multi-media, multi-cycle processes to multiply results.
9. Construct offers that take into account: A. The three conditions of needB. The ultimate benefitsC. The personal reasons why people buy things for companies
10.Set realistic actions and timeframes. You cannot solve a sales shortfall when you have a six month sales cycle and you are in Q4.
The Truth About Leads
Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue
Contact
678-533-2722 office@dandade
@pointclearpdhttp://www.linkedin.com/in/danmcdadepointclearllc
