Lead Qualifica,on (Scoring) and Nurturing Tips and Tricks
Presented by: Derek Grant, SVP, Sales
I’m Derek Grant • I manage sales at Pardot
• MoDo: Be Brief, Be Brilliant and Be Gone
Introduc,on
Lead Qualifica,on (Scoring) Iden,fy Excep,onal Prospects
Does This Sound Familiar?
• 80% of all leads never have a meaningful conversa=on with a sales professional
-‐Forrester
• Only 17% of leads convert to qualified opportuni=es
-‐Bridge Group
Should All Leads Go To Sales?
The Grim Reality • A large number of
assigned leads should have never crossed over to the Sales team
• 70% of mishandled
leads will buy from a compe;tor within 24 months
Prac,cal Steps • Define “Marke=ng Qualified
Lead” (MQL) • Have a Service Level
Agreement (SLA) • Measure and Improve
Qualifica,on Leads to: • Prompt follow up • Higher conversion rates • More closed deals
The Need for Objec,ve Qualifica,on
Have You Tried? • BANT (Budget, Authority, Need, Timeline)
• Explicit Qualifica=on • Implicit, Ac=vity-‐based Qualifica=on
• “Eyeball Approach”
Tradi,onal Lead Qualifica,on
Example of Implicit Qualifica,on
Ac,vity Value
Form / Landing Page Submission +50
Email Open 0
Email Link Click +3
Page View +1
Pricing Page View +25
Search +3
Opportunity Created +100
Interest v. Intent
Interest (Researching) Views 25 Pages Downloads Two Whitepapers
A_ends a Webinar
Intent (Buying) “Contact Me” Form
Searches for Company Name Product Trial
Excep,onal Prospects
Implicit – What they do Explicit – Who they are
Finding the Right 20%
Implicit Explicit
Lead Nurturing Stay Top-‐of-‐Mind With Prospects
• 9% higher average deal size
• 23% shorter deal =me The Value of Your DB • Each lead has a cost • Time erodes the value
The ROI is Staggering
Segments, Personas & Interest • No “One Size Fits All” content • Prospect v. Customer-‐Focused • Granular segmenta=on is key
Rule: If the message “fits” everyone, it probably isn’t specific enough for anyone.
Rule 1 – Know Your Audience
What’s Your Goal • Begin at the end • “Mission Statement” • Educa=on • Green to MQL • Brand Building
Example • Nurturing during a product trial should convert prospect to customer
Rule 2 – Start With the End in Mind
Start • Not Yet an MQL • Non-‐responsive to Sales Stop • How was “Success” defined? Transi,on • Start a more specific one
Rule 3 – Know When to Stop & Start
Send at the right ,mes • Suppress weekends or afer hours
• Send during business hours improve response rates
Frequency • S=ck to a cadence • Don’t be a nuisance
Rule 4 – Be Mindful of Timing
Go Green with Content • Mul=-‐use content • Dust off old content • Blog Post
Don’t get too specific too soon • Whitepapers = General, Broad • Webinars = Feature Specific • Case Studies = Pain points, ROI • Opportuni=es = Eliminate Risk
Rule 5 – Send Appropriate Content
Rule 6 – Mix It (Content) Up
Rule 6 – Mix It (Content) Up
Examples of Nurturing Prac,cal Campaigns For Any Organiza,on
Premise • Retain early stage leads as
marke=ng assets • “Put the pebble in the shoe” Strategy • Heavy HTML from Marke5ng@ • Whitepapers, broad webinars Goal • Create an MQL
Educate Non-‐Sales Ready Leads
So They Don’t Want to Talk • Recycle non-‐responsive leads • Automa=on can reclaim Strategy • Revert to broad content
(Whitepapers, Webinars, etc…) If Successful Sales Engagement • From “Assigned User” & Light HTML If No Sales Engagement • Heavy HTML from Marke5ng@ Goal • A more responsive MQL
Recycle Dormant Leads
Stay Top-‐of-‐Mind • Stay in touch • Non-‐responsive leads • Re-‐acquain=ng the prospect with
key features Content • Light HTML from the sales rep Goal • Faking sincerity un=l re-‐engagement
Stay Top of Mind
Try it before you buy it… • Product trials • Consistent messages • Defined end point Content • From Marke5ng@ & Heavy HTML • “How To” videos, KB ar=cles,
ROI info • Align =ming with trial =meline Goal • Convert from =re kicker to customer
Automate Trial Messaging
They Bought From Who??? • Nurture Closed / Lost Opportuni=es • Prospects using a compe==ve
product Strategy • From “Assigned User” • Light HTML • Wait several months to start • Align =ming with contract term Goal • Another chance to make a first
impression
Re-‐Engage aier a Loss
DO Do Do
• Use segmenta,on & personas
• Start with the end in mind
• Be mindful of ,ming
• General to specific
• Know when to stop
Don’t
• “Nurture” your en,re database
• Send “one size fits all” content
• Assume that newsleDers nurture
• Do it manually
Do’s and Don’ts
Ques,ons
Derek Grant SVP of Sales
@derekgrant
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa,on