Establishing Your Demand Funnel

Copyright © 2012 | DemandGen® International, Inc. David Lewis | Twitter: @demandgendave

Establishing Your Demand Funnel: -> Having a Process from Click to Close <-

David LewisFounder & CEO

DemandGen International, Inc.

www.DemandGen.com


Webinar Agenda

Aligning sales and marketing into a unified process

Defining your Demand Funnel Integrating lead scoring and nurturing Demand Funnel reporting to measure

pipeline velocity


Demand Generation = Marketing + Sales


The Power of Factory Thinking

Transform fromdisjointed activities to an

integrated marketing and sales process

that works as one demand generation factory that is

consistently and predictably

Manufacturing Demand


2

Microsite visit

Customer story

Thank You+25– Fit Criteria 1

+25– Fit Criteria 2

+5 – Watched Demo

+35 – Free Trial Signup

Score Lead3

One Integrated System5

1

Wait 1 Week

Funnel Reporting6

CaptureLead

Wait 1 Week

90Nurture Lead4

Run Campaigns

MarketingAutomation

CRM


What is a Demand Funnel?

• A systematic framework for aligning and grouping similar prospective customers and marking their progress as they gradually move through their buying process.

• It’s both a language and a process model for how leads move from inquiry to customer.

• Defining its stages gives you the foundation for segmentation, scoring, routing, nurturing, and reporting and creates that common language between sales and marketing.


Key Stages of the B2B Buying Process

CustomerInquiry Marketing Qualified

Sales Accepted &

WorkingSuspect

Sales Qualified

Opportunity

Evaluate PurchaseLearn JustifyInterest

Marketing captures campaign

respondent

Marketing scores and nurtures

Sales accepts and further

qualifies

Sales facilitates

buying process

Sales closes opportunity

Integrated Sales & Marketing Funnel


Funnel Taxonomy and Definitions

Funnel Stage PrimaryOwner Sample Definition

Inquiry Marketing A respondent to a marketing campaign who does not yet meet minimum qualification/behavior criteria.

Marketing Qualified Lead (MQL) Marketing An inquiry who meets the minimum fit criteria and has displayed enough interest to be handed off to sales.

Sales Accepted Lead (SAL) Sales A MQL that has been accepted by sales for further qualification to determine pipeline-readiness.

Sales Qualified Lead (SQL) Sales A SAL that has progressed to an opportunity and is now committed to pipeline

Closed Won Sales An opportunity that concluded as a closed won deal.

Model Based on Original SiriusDecisions Demand Waterfall


Sample Click to Close Process


Q: When leads don’t progress through the buying cycle, what should sales do with them?

A: Recycle


LEAD SCORINGCreating Sales Efficiency


“A”Lead

“B”Lead

“C”Lead

Why Lead Scoring

Sales efficiency: Ranks each lead at

the top of the funnel to help

sales focus on the highest

priority leads.


6 Steps for Lead Scoring Projects1. Assemble taskforce to discuss characteristics of

sales-ready leads2. Determine the key fit criteria that should be

captured prior to sales engagement3. Establish weighted scores for the criteria and values

and for buyer interest levels4. Review and finalize model with taskforce5. Implementation and training with Sales6. Hold regular taskforce meetings to audit results and

discuss changes


Two Dimensional Lead Scoring

QualificationLevel

(fit)

InterestLevel

(buying behavior)

Lead Rating

A

BBC


Lead Scoring Qualification Criteria

What are the best 2-4 questions you can ask a prospect to determine if

they should go “on a date” with sales?


Case Study: Diabetes Management

6. # of Injections/Day?

2. Who are you?(Persona)

3. Which InsuranceProvider?

4. Currently Treatment Method?

1. What Type of Diabetes?

5. Patients Age?


Measuring Interest Level Website Behavior

– Number of visits, depth of visit, frequency of visits, areas of interest

Form Activity– Number of forms, high interest forms

Email Responsiveness Event Participation

– Registering for Events– Attending Events


Scoring Matrix

C

D

E

B

C

D

A

B

C Low Medium High

High

Medium

Low

Interest Level

Qu

alif

icat

ion

Lev

elMarketing Qualified Lead (MQL)

Inquiry


Lead Scoring Views


LEAD NURTURINGThe Buying Cycle Conversation


It’s the automated process of engaging in a two-way dialogue with prospects to provide and obtain the information each party needs at key

stages of the buying cycle.

What Is Lead Nurturing?


Nurturing through the Funnel


What Does Nurturing Through the Funnel Really Mean?

• Segmented nurtures based on score and/or status (ie. Inquiry, MQL, Recycle)

• Nurture tracks by persona• Delivering the right content at the right time

– Have content relevant for each funnel stage • Have a purpose: move leads through the funnel


Develop Content AssetsContent Map: A guide for what content works best & when

1. Industry white paper on trends

2. Solution overview

3. Online product demo

4. Customer testimonials/case studies

5. Pricing & product selectors

6. ROI calculators

7. Deployment and service guides


REPORTINGMeasuring Pipeline Velocity


Inquiries Average response

to a campaign

2 to 5%

Marketing Qualified Leads

(MQLs)Percent of

inquires that meet minimum

criteria

4% to 8%

Sales Accepted Leads

(SALs) MQL that gets

accepted by sales

45% to 75%

SalesQualified Leads

(SQLs) Lead that

progresses to opportunity in

pipeline

50% to 60%

Sales ClosesOpportunity that

converts to closed-won from

SQL

20% to 30%

*Cross-industry averages for b-to-b companies | SiriusDecisions

Demand Funnel Benchmarks*

Source: SiriusDecisions

V1V2

V3

V1%V2%V3%


Sample Funnel Dashboard


More Online Resourceswww.demandgen.com/resources.html

• Helpful Online Guides– Secrets of Successful Lead Scoring– Lead Nurturing eBrief

• Lead Management Online Videos– www.demandgen.com/demo (3 min video)– http://www.demandgen.com/video-resources.html

• Book: Coming Soon– Manufacturing Demand®

• Available November 2012 on Amazon, iTunes, etc.

http://www.demandgen.com/resources.html

http://www.demandgen.com/resources.html

http://www.demandgen.com/demo

http://www.demandgen.com/video-resources.html

http://www.demandgen.com/video-resources.html


Questions?

9000 Crow Canyon RoadSuite 180Danville, CA 94506www.DemandGen.com

o: 925-678-2501m. 925-980-6777

[email protected]@demandgendave

David LewisFounder & CEO

Establishing Your Demand Funnel

Technology

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