SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurturing Campaigns
Pardot Webinar - Lead Qualification (Scoring) and Nurturing
Click here to load reader
Transcript of Pardot Webinar - Lead Qualification (Scoring) and Nurturing
![Page 1: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/1.jpg)
Lead Qualifica,on (Scoring) and Nurturing Tips and Tricks
Presented by: Derek Grant, SVP, Sales
![Page 2: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/2.jpg)
I’m Derek Grant • I manage sales at Pardot
• MoDo: Be Brief, Be Brilliant and Be Gone
Introduc,on
![Page 3: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/3.jpg)
Lead Qualifica,on (Scoring) Iden,fy Excep,onal Prospects
![Page 4: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/4.jpg)
Does This Sound Familiar?
![Page 5: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/5.jpg)
• 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?
![Page 6: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/6.jpg)
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
![Page 7: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/7.jpg)
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
![Page 8: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/8.jpg)
Have You Tried? • BANT (Budget, Authority, Need, Timeline)
• Explicit Qualifica=on • Implicit, Ac=vity-‐based Qualifica=on
• “Eyeball Approach”
Tradi,onal Lead Qualifica,on
![Page 9: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/9.jpg)
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
![Page 10: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/10.jpg)
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
![Page 11: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/11.jpg)
Implicit – What they do Explicit – Who they are
Finding the Right 20%
Implicit Explicit
![Page 12: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/12.jpg)
Lead Nurturing Stay Top-‐of-‐Mind With Prospects
![Page 13: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/13.jpg)
• 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
![Page 14: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/14.jpg)
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
![Page 15: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/15.jpg)
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
![Page 16: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/16.jpg)
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
![Page 17: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/17.jpg)
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
![Page 18: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/18.jpg)
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
![Page 19: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/19.jpg)
Rule 6 – Mix It (Content) Up
![Page 20: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/20.jpg)
Rule 6 – Mix It (Content) Up
![Page 21: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/21.jpg)
Examples of Nurturing Prac,cal Campaigns For Any Organiza,on
![Page 22: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/22.jpg)
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
![Page 23: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/23.jpg)
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
![Page 24: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/24.jpg)
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
![Page 25: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/25.jpg)
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
![Page 26: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/26.jpg)
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
![Page 27: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/27.jpg)
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
![Page 28: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/28.jpg)
Ques,ons
![Page 29: Pardot Webinar - Lead Qualification (Scoring) and Nurturing](https://reader037.fdocuments.us/reader037/viewer/2022100309/554ce275b4c905d6488b54a3/html5/thumbnails/29.jpg)
Derek Grant SVP of Sales
@derekgrant
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa,on