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 [email protected] office@dandade@pointclearpdhttp://www.linkedin.com/in/danmcdadepointclearllc
Atri [email protected]@atrichatt@ActOnSoftware