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A B2B Marketers Guide toLead Qualification

andNurturing

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Introduction

Lead Qualification &Nurturing: Overview

• What is Lead Qualification?

• How Does Qualification Increase Sales?

• How Can Nurturing Reduce Spend?

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A Day In the Life of the B2B Marketer

• The Campaign

• The Execution

• The Leads

• The Results

The Anatomy of aMarketing Campaign

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The Need for Lead Qualification

• 80% of inbound leads never have a meaningful conversation with sales

• Finding a needle in a haystack

Should All Leads Be Assigned to Sales?

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The Need for Lead Qualification

The Awful Truth• A large number of the leads who were assigned should have never crossed the into the Sales arm of the organization.

• 70% of your mishandled leads will buy from a competitor within 24 months.

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The Need for Lead Qualification

Aligning Sales and Marketing• Defining a “Marketing Qualified Lead” (MQL)

• Service Level Agreement (SLA)

Greater alignment means:

• Less Lead Loss

• Higher Opportunity Conversion Rates

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The Need for Lead Qualification

What is a MQL?• Traditional Methods

• BANT – Budget, Authority, Need and Timeline

• Explicit Factors (Title, Company Size)

• Activity Level

• “Eyeball” Approach

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The Need for Lead Qualification

Implicit Factors: What they do

Explicit Factors: Who they are

Finding the right 20%: A Blended Model

Explicit Implicit

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The Need for Lead Qualification

• Form or landing page conversion: +50 points• Site search query:

+3 points• Link Click in an Email:

+3 points• Visitor page view of Standard Pages: +1 point• Visitor page view of “Buying” Pages: +5 to

+25 points• Opportunity created:

+50 points• Opportunity lost:

-100 points

Example Implicit Lead Scoring Model:

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The Need for Lead Qualification

Interest vs. IntentInterest

Research Phase

•Views 25 pages on your website

•Downloads 2 whitepapers

•Attends webinar

IntentBuying Phase

•Contact Me form

•Searches for your company by name

•Product Trial

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The Need for Lead Nurturing

Lead Nurturing 101• Most new, inbound leads should not be advanced to Sales.

• Many buyers of B2B technology are taking longer to close.

• 80% of the “Best In Class” companies will implement a Lead Nurturing strategy by 2010.

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The Need for Lead Nurturing

What’s in it for Me?Nurturing prevents leaks in the sales funnel:

• Educate non sales-ready leads

• Standardize Communication

• Stay top-of-mind throughout the sales cycle

• Reconnect After a Loss

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Lead Nurturing How-To

Education for Leads who are not yet a MQL

• Nurturing leads before a sales call is considered to be the most critical form of nurturing.

• Leads have shown interest but not intent

• Content should be educational and come from Marketing

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Lead Nurturing How-To

Standardize Communication• Deliver a consistent message

• Automate Delivery so Sales is not responsible

• Adjust the message when the prospect responds

• Turn Trial into a Customer

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Lead Nurturing How-To

Stay Top Of Mind In Sales Cycle• Automate Delivery of “Sales-y” content

• Inject Personal Notes from Rep

• Trigger Rep-Driven follow up processes

Reconnect after a Loss• Send Keep In Touch content as contract expires

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Lead Nurturing How-To

Do’s and Don’ts

Do Don’t• Use Segmentation

• Use an Introduction

• Be Mindful of Timing

• General to Specific

• Know When to Stop

• “Nurture” your entire database

• Assume that Newsletters nurture

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Lead Nurturing & the Bottom Line

• Companies that excel at lead nurturing attribute as much as 50% of new deals to older leads that have been nurtured.

• Nurturing results in a lower cost per opportunity

Show Me the Money

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In Closing

• Lead qualification aligns sales and marketing to reduce lead loss and streamline the funnel

• Leads that are not yet qualified should be nurtured until sales-ready

• Research shows that companies using lead qualification and nurturing are closing more deals with less resources

Conclusion

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About Pardot

Pardot – No Hassle Marketing Automation

Pardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle.

Please feel free to contact us with any additional questions you may have.

www.pardot.com