How to Handle

Your Sales

Team’s

Objections on

Lead Quality

What’s Covered

1. Why Sales & Marketing Don’t Get Along

2. Defining an MQL

3. Common Concerns & Pitfalls on Lead Quality & Quantity

4. Decoding Objections from Sales

5. Measuring Lead Quality

6. Tactics for Increasing Lead Volume

Why Sales & Marketing Don’t Get Along

Why Sales & Marketing Don’t Get Along

Lead generation and nurturing takes dedicated time and effort.

But salespeople want leads now, and they (naturally) want to work with

prospects & opportunities most likely to close now.

Marketers think in terms of aggregate customers; sales people think in

terms of individual customers.

Marketing may say things like “We work hard to and generated good leads

for sales, but they didn’t follow up.”

Sales may say “Marketing’s leads aren’t worth my time; the last lead they

gave us was for a business that shut down two years ago”.

Defining a Marketing Qualified Lead

Our MQL Definition1. Demographic

2. Behavioral

Regression Analysis 1. Who has turned into won deals &

revenue?

2. What characteristics differentiate

good vs bad leads?

Common Lead Quality Concerns

1. Do I have the right job

title?

2. Is this lead ready to buy

now?

3. Is this lead a good fit

based on budget, size &

industry?

Common Lead Quantity Pitfalls

1. The undistributed lead

gen programs

2. Getting too specific with

MQL definition

3. Diminishing returns with

CTAs

Decoding Objections

When I hear _______, I translate _______.

“The leads aren’t responding to me.”

“These leads just don’t convert.”

“We can’t sell to this industry.”

“This person is not the right contact.”

“This person isn’t interested in our solution.”

“This person is not in our market.”

Decoding Objections

“The leads aren’t

responding to me.”

“These leads just don’t

convert.”

“We can’t sell to this

industry.”

“Leads need more nurturing.”

“They need more specific

assets/talk tracks.”

“We haven’t yet sold to this

industry, let’s find a similar

case study.”

Decoding Objections

“This person is not the right contact.”

“This person isn’t interested in our solution.”

“This person is not in our market.”

“Data about the lead is just wrong”.

“We need more targeted campaigns.”

“Our behavioral lead scoring model is wrong.”

“Our demographic lead scoring model is

wrong.”

“We need to turn off this data source.”

Measuring Lead Quality

Core Metrics:

1. Contact rates

2. Opportunity rates

3. Close rates

4. Average selling price

Tactics for Increasing Lead Volume

1. …But not at the expense of quality!

2. Analyze your database

a. Find a new segment that has potential to convert & batch over to sales

b. Quick win campaigns – what CTA right now will have the most impact, regardless of lead stage?

3. CPL programs to buy new leads as an “injection”

Want to learn more?

Check out the on-demand webinar on this topic: http://bit.ly/2ld9OsD

Visit our website: www.Socedo.com