Lead Nurturing and Marketing Automation:

Going from Chaos to Kick-Ass

Presented June 6, 2012

Agenda

Develop a framework to evaluate, rank and nurture leads

Fit leads into the sales process

Align communication between marketing and sales

Employ automated messaging to keep leads moving through your sales funnel

Convert more prospects into leads, and more leads into sales

Something’s got to change

Up to 94% of leads turned over to sales by marketing are raw, unfiltered … and never followed up on

Source: SiriusDecisions

Something’s got to change

Only half of sales reps are making quota

Source: Marketo

Something’s got to change

Many companies close a fraction of the deals they could

Source: SiriusDecisions

The Problem

Marketing

G A PSales

Focused on lead quantity

Focused on revenue

generation

The Cause

5 Reasons why Sales and Marketing are not Aligned

• Lack of accurate market definition• Lack of standard lead definition• Focus on quantity instead of quality• Failing to measure what matters• Silo approach – failure to pass leads back and forth

The Cost

Quota trends since 2006

Quota attainment since 2006

The Problem

Marketing • Bridge the organizations• Eliminate lead leakage• Implement an integrated

approach to:• Managing response• Qualifying leads• Engaging prospects• Nurturing opportunities

Sales

Focused on lead quantity

Focused on revenue

generation

Align Leads with the Sales Process

• Find a pain (or a need)• Get agreement there is pain• Get agreement to do something about the

pain• Agree on a generic solution• Agree on a customized, specific solution

Five Actions to Take

• Accurate market definition• Standard lead definition• Focus on quality, not just quantity• Measure what matters• Tear down silos, allow leads to be passed back

and forth

Accurate Market Definition

Marketing Equally Sized Samples

Sample size Lead Rate # of Leads

200 9% 18

200 7% 14

200 5% 10

200 3% 6

200 1% 2

1,000 5% 50

5% Lead Rate

1,000Companies

50 Leads

32 leads (64%)= 40% of spend

42 leads (84%) = 60% of spend

The power of relational segmentation

Standard Lead Definition

Identify Document ValidateSIC or NAICS Code Environment BudgetFirmographics Critical Business

IssuesDecision Process

Decision makers Competitive Landscape

Compelling Event

Why Your Sales Force Needs Fewer Leads

• Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel

• More leads don’t equal more success

Measure What Matters

1,000 Suspects

MQL

SAL

SQL

Close

9.3% (93)

85% (79)

61.7% (49)

29.1% (14.3)

4.4% (44)

66.6% (29)

48.8% (14)

20.3% (2.8)Source: SiriusDecisions

Average Optimized

Tear Down the Silos

Keeping Leads Moving

Types of Automated Messages

Drip Programs• Maintain prospect mindshare until they are sales-ready• Recycle leads that were found to be not ready• Deliver sequence of relevant and personalized

communications -- at appropriate intervals

Triggered Emails• Follow-up email from

registration form• Webinar confirmation

& reminder emails• Actions taken on website

THE KEY is to identify who’s responsible

at each stage of the funnel – and to

understand where leads are in the cycle

Prospects -> Leads -> Sales

The Funnel

• Top of funnel: Marketing

• Middle of funnel: Lead

qualification

• Bottom of funnel: Sales team

Raw leads

Qualified leads

Sales prospects

Word of mouth

Marketing

Lead Qual

Sales

#AOWEB

• Top of funnel: Marketing

• Middle of funnel:

Lead qualification

• Bottom of funnel: Sales team

• Custom to Meet your Needs

• Profile Based

• Behavior Based

• B.A.N.T.

Keep Score

What activities should I score?

Email Marketing• Clicked on message• More points for specific

messages• Do not assign score for:• “Email sent” – no action

taken on their part• “Opens”

Web Visits• How many pages did they

visit?• Which pages did they visit:

Contact Us and/or Pricing vs Support?

• How often do they visit the site?

• Where did they come from?

Webinars • Attendees vs. Non-Attendees• Who visited registration page

but didn’t submit

Forms• Submitted /viewed form• How did they respond to the

questions?• Is the data they provided

valid?• Do they fit your target

audience?

Pay-Per-Click• Which keywords perform the

best?• What is my cost per click?• Where did they come from?

Other Demand Gen• Download whitepaper or

media?• Attended a trade show /

physical event?• Which mailing lists performed

the best?• Which print advertising

generates leads?

#AOWEB

Lead Scoring Example

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

After scoring, then what?

• Continual measurement and program adjustments

• Engage with prospects to drive increase lead score and turn them into sales-ready leads

• Test messaging to different segments to see what they respond to

Thank You!

Dan McDadeDan.McDade@PointClear.com678-533-2722 office@dandade@pointclearpdhttp://www.linkedin.com/in/danmcdadepointclearllc

Atri ChatterjeeAtri@ActOnSoftware.com@atrichatt@ActOnSoftware