Sales Qualified Leads – Generating Actionable Leads for Your Sales Team
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Learn how to determine which leads are qualified, actionable and ready to forward to our sales teams (sales qualified leads – SQL).
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Sales Qualified Leads – Generating Actionable Leads for Your Sales Team
- 1. Sales Qualified Leads Generating Actionable Leads for Your Sales Team! Presenter: Adam Dewey, Sales Manager"
- 2. A Little About Me! • Sold knives to SaaS and everything in-between" • Ran marketing/sales for concrete company" • Big Batman Fan "
- 3. What will we talk about today?! • Sales Qualified Lead (SQL) " • Lead Qualification" • Implicit" • Explicit" • Blended Model" • BANT" • Lead Erosion" • Wrap-Up "
- 4. Marketing Qualified Leads! Numbers, Numbers, Numbers!
- 5. Sounds like your last campaign?! • The Campaign – Drive traffic to a landing page through different channels that offers content to those that convert" • The Results – 500 content downloads " • The Leads – All 500 respondents are passed to sales for immediate follow up" • The Cost – $10,000" • The Results – Sales gripes about lead quality, difficulty to connect, and marketing has to manually gauge the ROI of the campaign "
- 6. It’s All About the Numbers! • 80% of all leads never have a meaningful conversation with a sales professional. " -Forrester! • Only 17% of all leads convert to qualified sales opportunities. " -Bridge Group "
- 7. Marketing Qualified Leads! • A large number of assigned leads should have never crossed over to the Sales team " ! • 70% of mishandled leads will buy from a competitor within 24 months"
- 8. Marketing Qualified Leads – cont’d! Traditional Model! New Thinking! Inquiries / Conversions! Inquiries / Conversions! Assign to Sales! Nurture! Sales Qualified! Sales Ready! Opportunity! Opportunity! Won! Won!
- 9. Sales Ready Lead! What is the difference?!
- 10. Sales Ready Lead! Ways to Identify SRL’s" Sales! Marketing! • Demographic" • Behavior" " *Makes Marketing a partner to Sales*"
- 11. Demographically Qualified! Company Size Annual Industry Revenue Geography Job Title
- 12. Lead Grade! • A = Excellent Prospect" • B = Good Prospect" • C = Fair Prospect" • D = Poor Prospect" • F = My Report Card "
- 13. Behavioral Qualifications! Email File Open +1 Access +3 Webinar +10 YOUR PROSPECT Pricing Website Social Page +5 Chat +10 Media +3
- 15. Interest vs. Intent! Interest (Researching)! Intent (Buying)! Views 10 Pages" “Request demo” Form" Downloads a Whitepaper" Searches for Company Name" Attends a Webinar" Product Trial" Exceptional Prospects!
- 16. BANT Qualification! B.A.N.T." • Budget" • Authority " • Need " • Timeline " Traditional Opportunity qualification, not lead qualification!
- 17. Be Careful with BANT!
- 18. Lead Qualification! Retained byReady Lead " Sales Marketing" Demographic/ Lead Score! BANT!
- 20. Lead Erosion! Disqualifying a Once Qualified Lead!
- 21. Erosion Based Scoring! Erosion based scoring is taking negative prospect interactions or inactions into account when determining a SRL "
- 22. Lead Aging! Aging:! ! Great For Wine! Bad For Leads
- 23. Lead Scoring and Football! Michael Turner! Great Lead Score BAD FIT
- 24. Defining Erosion Qualifications! • Negative Actions! • Unresponsive to Campaigns! • Recency! • Recycled to Marketing!
- 25. Questions!
- 26. Contact Info! Adam Dewey ! Sales Manager" adam.dewey@pardot.com @adamdeweypardot " " " " " Pardot™, An ExactTarget® Company 950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326" 404.492.6845 | 877.3B2B.ROI | www.pardot.com!