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Best Practices: Marketing Automation Can Help Qualify Leads

with Your B2B Teleprospecting

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#AOWEB

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Pete GraceyChief Operations Officer and co-

Founder AGSalesworks

Janelle JohnsonDirector, Demand Gen

Act-On Software

#AOWEB

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46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead

Marketing Automation Success

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Sales Marketing Align Sales | Marketing | Customer Buying Process

Remove the Unknown for Sales Why is this a Lead

Removes the Complexity All-in-One

Marketing Bigger, Stronger, More Effective for Less

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What is a Lead

MQL to SQL

Who Decides

The Goal

Automation Tools

Scoring | Qualification

Setting Triggers

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Custom to Meet your Needs

Profile Based

Behavior Based

B.A.N.T.

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Example• You're a small software company that sells patch management software. • You have two offices, one in Asia and one in the US, but you aren't global yet. • Your software isn't cheap, so you need prospects with reasonably large budgets.

Registration Question Excellent Prospect Okay Prospect Bad Prospect

Job Title IT Director 5 System Administrator

3 Sales Engineer -4

Location of Headquarters

United States 5 Hong Kong 4 Romania -5

Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information Technology

Services

5 Computer Software

4 Automotive -5

Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2

Implicit Online Behaviour Point Value

Visitor downloaded the How Do We Compare To Our Competition white paper 5

Visitor browsed  company website multiple times in the past 7 days. 5

Visitor downloaded the Evaluation Guide. 5

Visitor is already a lead in the sales system. 4

Visitor clicked on company's Jobs web page. -5

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Partner Logo Here Call Planning and Closing the Loop

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• Guarantee coverage of all MQL’s

• Impact your SQL rate positively

• Validate scoring system assumptions

• Ensure more pipeline from your efforts

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AG defines it as…“A regimented and formulaic approach to the

management of outbound activity to ensure the fastest time to first conversation and qualification”

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• Connect Rate: Call to Conversation ratio– 15% to 20%

• Lead Rate: Conversation to Lead rate– 5% to 8%

• Conversion Rate: Lead to Pipeline rate– 70% to 80%

Partner Logo Here Why call plan your inbound?

Connect Rate Lead Rate Conversion Rate0%

10%

20%

30%

40%

50%

60%

70%

80%

15%

5%

75%

11%

4%

60%

18%

8%

80%

Where you should be

Without a Call Plan

With a Call Plan

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Drive accountability up and down the funnel

Force interaction on both sides of the aisle

Attach real-time ROI to your campaigns

Increase forecast tracking

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Conversion Rate Forecast Rate Close Rate0%

10%

20%

30%

40%

50%

60%

70%

80%

59%

40%

6%

79%

65%

10%

No Formal ProcessFeedback Process

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Next Steps

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Top Performing organizations outperformed everyone else by 2-3X in revenue growth and lead-to-sales conversion. These organizations are 3X more likely to use a Marketing Automation tool.

Gleanster Research - 2011

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Receive the AG Call Plan by emailing Petepgracey@agsalesworks.com

Sign up for a demo

www.act-on.com