Lead  Qualifica,on  (Scoring)  and  Nurturing  Tips  and  Tricks    

Presented  by:    Derek  Grant,  SVP,  Sales  

 

I’m  Derek  Grant    •  I  manage  sales  at  Pardot  

• MoDo:  Be  Brief,  Be  Brilliant  and  Be  Gone  

Introduc,on  

Lead  Qualifica,on  (Scoring)  Iden,fy  Excep,onal  Prospects  

Does  This  Sound  Familiar?  

•  80%  of  all  leads  never  have  a  meaningful  conversa=on  with  a  sales  professional    

-­‐Forrester    

•  Only  17%  of  leads  convert  to  qualified  opportuni=es  

-­‐Bridge  Group  

Should  All  Leads  Go  To  Sales?  

The  Grim  Reality  •  A  large  number  of  

assigned  leads  should  have  never  crossed  over  to  the  Sales  team    

 •  70%  of  mishandled  

leads  will  buy  from  a  compe;tor  within  24  months  

Prac,cal  Steps  •  Define  “Marke=ng  Qualified  

Lead”  (MQL)  •  Have  a  Service  Level  

Agreement  (SLA)  •  Measure  and  Improve  

Qualifica,on  Leads  to:  •  Prompt  follow  up  •  Higher  conversion  rates  •  More  closed  deals  

The  Need  for  Objec,ve  Qualifica,on  

Have  You  Tried?    •  BANT  (Budget,  Authority,  Need,  Timeline)  

 •  Explicit  Qualifica=on    •  Implicit,  Ac=vity-­‐based  Qualifica=on  

 •  “Eyeball  Approach”    

Tradi,onal  Lead  Qualifica,on  

Example  of  Implicit  Qualifica,on  

Ac,vity   Value  

Form    /  Landing  Page  Submission   +50  

Email  Open   0  

Email  Link  Click   +3  

Page  View   +1  

Pricing  Page  View   +25  

Search   +3  

Opportunity  Created   +100  

Interest  v.  Intent  

Interest  (Researching)  Views  25  Pages  Downloads  Two  Whitepapers  

A_ends  a  Webinar  

Intent  (Buying)  “Contact  Me”  Form  

Searches  for  Company  Name  Product  Trial  

Excep,onal  Prospects  

Implicit  –  What  they  do    Explicit  –  Who  they  are  

Finding  the  Right  20%  

Implicit   Explicit  

Lead  Nurturing  Stay  Top-­‐of-­‐Mind  With  Prospects  

•  9%  higher  average  deal  size  

•  23%  shorter  deal  =me    The  Value  of  Your  DB  •  Each  lead  has  a  cost  •  Time  erodes  the  value  

 

The  ROI  is  Staggering  

Segments,  Personas  &  Interest  •  No  “One  Size  Fits  All”  content  •  Prospect  v.  Customer-­‐Focused    •  Granular  segmenta=on  is  key  

 

Rule:    If  the  message  “fits”  everyone,  it  probably  isn’t  specific  enough  for  anyone.  

Rule  1  –  Know  Your  Audience  

What’s  Your  Goal  •  Begin  at  the  end    •  “Mission  Statement”  •  Educa=on  •  Green  to  MQL  •  Brand  Building    

Example  •  Nurturing  during  a  product  trial  should  convert  prospect  to  customer  

Rule  2  –  Start  With  the  End  in  Mind  

Start  •  Not  Yet  an  MQL  •  Non-­‐responsive  to  Sales    Stop  •  How  was  “Success”  defined?    Transi,on  •  Start  a  more  specific  one  

Rule  3  –  Know  When  to  Stop  &  Start  

Send  at  the  right  ,mes  •  Suppress  weekends  or  afer  hours  

•  Send  during  business  hours  improve  response  rates  

 Frequency  •  S=ck  to  a  cadence  •  Don’t  be  a  nuisance  

Rule  4  –  Be  Mindful  of  Timing  

Go  Green  with  Content  •  Mul=-­‐use  content  •  Dust  off  old  content  •  Blog  Post    

 

Don’t  get  too  specific  too  soon  •  Whitepapers  =  General,  Broad  •  Webinars  =  Feature  Specific  •  Case  Studies  =  Pain  points,  ROI  •  Opportuni=es  =  Eliminate  Risk  

Rule  5  –  Send  Appropriate  Content  

Rule  6  –  Mix  It  (Content)  Up  

Rule  6  –  Mix  It  (Content)  Up  

Examples  of  Nurturing  Prac,cal  Campaigns  For  Any  Organiza,on  

Premise  •  Retain  early  stage  leads  as  

marke=ng  assets  •  “Put  the  pebble  in  the  shoe”    Strategy  •  Heavy  HTML  from  Marke5ng@  •  Whitepapers,  broad  webinars  Goal  •  Create  an  MQL  

Educate  Non-­‐Sales  Ready  Leads  

So  They  Don’t  Want  to  Talk  •  Recycle  non-­‐responsive  leads  •  Automa=on  can  reclaim    Strategy  •  Revert  to  broad  content  

(Whitepapers,  Webinars,  etc…)  If  Successful  Sales  Engagement  •  From  “Assigned  User”  &  Light  HTML  If  No  Sales  Engagement  •  Heavy  HTML  from  Marke5ng@  Goal  •  A  more  responsive  MQL    

Recycle  Dormant  Leads  

Stay  Top-­‐of-­‐Mind    •  Stay  in  touch  •  Non-­‐responsive  leads  •  Re-­‐acquain=ng  the  prospect  with  

key  features  Content  •  Light  HTML  from  the  sales  rep  Goal  •  Faking  sincerity  un=l  re-­‐engagement  

Stay  Top  of  Mind  

Try  it  before  you  buy  it…  •  Product  trials  •  Consistent  messages  •  Defined  end  point  Content  •  From  Marke5ng@  &  Heavy  HTML  •  “How  To”  videos,  KB  ar=cles,  

ROI  info  •  Align  =ming  with  trial  =meline  Goal  •  Convert  from  =re  kicker  to  customer  

Automate  Trial  Messaging  

They  Bought  From  Who???  •  Nurture  Closed  /  Lost  Opportuni=es  •  Prospects  using  a  compe==ve  

product  Strategy  •  From  “Assigned  User”    •  Light  HTML  •  Wait  several  months  to  start  •  Align  =ming  with  contract  term  Goal  •  Another  chance  to  make  a  first  

impression  

Re-­‐Engage  aier  a  Loss  

DO  Do  Do  

   

•  Use  segmenta,on  &  personas    

•  Start  with  the  end  in  mind  

•  Be  mindful  of  ,ming  

•  General  to  specific  

•  Know  when  to  stop        

Don’t    

 

•  “Nurture”  your  en,re  database  

•  Send  “one  size  fits  all”  content  

•  Assume  that  newsleDers  nurture  

•  Do  it  manually      

Do’s  and  Don’ts  

Ques,ons  

Derek  Grant  SVP  of  Sales  

derek.grant@pardot.com  

@derekgrant  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

   

404.492.6848  877.3B2B.ROI  www.pardot.com  

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