Lead Generation

&

Qualification Tactics

Allyson Barr

VP Marketing, Boxever

Agenda

• Modeling Backward from your Revenue/Customer Acquisition Goals

• Budgeting & Planning with Goals in Mind

• Staffing for Qualification Activities

• Qualifying

• Measuring

Modeling from Goals

• Marketing needs goals that are tied to revenue

• Start with the end in mind

• Build a model from goals

• Determine allocation & ownership

Demand Funnel

Marketing Captured Leads (MCLs)

Marketing Qualified Leads (MQLs)

Sales Accepted Leads (SALs)

Sales Qualified Leads (SQLs)

Won*Sirius Decisions

Definitions

Modeling

Complex (!) Demand Funnel

*Sirius Decisions

Budgeting & Planning

• CPL by channel/activity type

– Events $400-1000

– Webinars $50-$100

– Content Syndication $35-75

• Personas/Segments

– Work with PM/PMM

– Document & circulate

– Use to find appropriate partners & vet outcomes

Sample Budget

Sample PersonaMatt Marketer

– Head of Digital – 35-45 years old – What keeps him up at night?

• Exceeding goals & managing spend• Out-marketing the competition• Making an impression professionally

– Technology profile• Digital Immigrant• Technophile

– Personal attributes• Ambitious • Calculated risk taker

– Where he gets info from• Tech Blogs• Twitter• Peer recommendations – in and outside

his vertical

How many BDRs do I need?

• BDR critical lynchpin between marketing and sales

• Underrated role

• Modeling capacity

Qualification

• B – Budget

• A – Authority

• N – Need

• T – Time

• C – Competition

Measuring Success

Q&A

THANK YOUallyson@boxever.com