Lead Qualification: Defining Your A-list Prospects for Focused Sales Efforts Dave Bloch Implementation Specialist
Kate Geerlings Implementation Manager
The problem: We’re at War!?
Statistics • 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. (MarketingSherpa)
• Lead Scoring provides an ROI of 138% versus companies that don’t score leads (78%). (MarketingSherpa, 2012)
• 70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions)
Agenda: Defining your “A” list prospects • Buying Stage Theory: Nail down what stage someone is in.
• Scoring Theory: Helps us to gauge interest and identify stage.
• Grading Theory: Which leads should we focus on based on best fit?
• Practical Tips: 4 must-haves
Use to introduce a demo,
video, Q&A, etc.
Buying Stages Content distribution
Buying Stages Awareness / Identifying issues “All about them”
Solutions focused (No BANT) “Social proof” Types of content: • Case Studies on how
others benefitted • Feature/benefit highlights • Testimonials and statistics
on your product/service
Why are you the best choice? “About you” Types of content: • How to buy • ROI proof • Pricing guides • Sales Sheets
Types of content: • 5 industry tips • Blog articles • Personalized emails w/
links to articles • Help someone do their
job better!
Use to introduce a demo,
video, Q&A, etc.
Scoring Theory Insights into engagement / buying stage
Scoring Theory Not all content is created equal: Score based on buying stage.
How? Baseline scoring vs. item specific
Item Early Stage Later Stage
Forms (Completion actions, Auto rules)
Newsletter = 10 pts Contact Sales= 50 pts
Pages (Page Actions, piPoints=“n”;)
Homepage = 1 pt Pricing page = 25 pts
Email CTA (2 calls to action / Email)
Trial download= 10 pts How to Buy= 25 pts
Use to introduce a demo,
video, Q&A, etc.
Grading Theory Insights into fit
Advanced Grading – Three Tiered Grading Map out your grading strategy (A+ through F) in three steps:
1. Choose 3 criteria: – Examples: Job Title, Company Size, Industry
2. Break each criterion into 3 tiers: – Example: Job Title Tier 1 (“A”), Tier 2 (“B”), Tier 3 (“C”)
3. Map out values for each Tier: Examples – Job Title Tier 1 = CEO; President; CMO – Job Title Tier 2 = VP; director; Manager – Job Title Tier 3 =Specialist; Associate
Use to introduce a demo,
video, Q&A, etc.
Practical Tips 4 must-haves
Create Custom Views in Salesforce
Keep Dynamic Lists of your “Hot” Prospects
Set Up Alerts/Assignments for Sales Score-based using Automation Rules
Set Up Alerts/Assignments for Sales Via Completion Actions for important content / activity • Examples: Stage 3 Content, Contact Sales Form
Set Up a Score Depreciation Rule for Inactivity
Use to introduce a demo,
video, Q&A, etc.
Wrap up
Conclusions
• Track everything and score content based on buying stages.
• Decide to pass to sales at a certain score or when later-stage content is accessed.
• Grading is a massive help to prioritize leads in the queue.
