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May 8 – 12, 2011, Marriott Marquis Hotel, San Francisco
Derek GrantVice President of Sales – Pardot
Marketing Automation and Your CRM: Lead Qualification and Nurturing 101
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Marketing and Sales at Odds
• When sales and marketing play the blame game, no one wins• Marketing says: Sales doesn’t
follow up• Sales says: Marketing
produces bad leads
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Create a Unified Pipeline
• Sales and Marketing in Sync• Increased ROI• Shorter Sales Cycle
• Develop an SLA• Marketing Qualified Leads• Sales Commitment
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LEAD QUALIFICATION
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Should All Leads Be Assigned to Sales?
• 80% of leads never have a meaningful conversation with sales
• Searching for a needle in a haystack
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What is an “MQL?”
• Qualification Methods• BANT• Explicit Factors• Activity Level• “Eyeball” Approach
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Using a Blended Model
• Explicit Factors: Who they are
• Implicit Factors: What they do
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Gauge Interest vs. Intent
Interest – Research Phase
• Views 25 pages• Downloads 2
white papers• Attends Webinar
Intent – Buying Phase
• Contact form• Search by
company name• Product Trial
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MQL to Sales Handoff
• Leads that meet MQL standards are sent to sales
• Less sales-ready leads get nurtured
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LEAD NURTURING
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What is Lead Nurturing?
• Delivering Relevant Content over time
• Designed to move the recipient forward
• Push vs. Pull Content• Aberdeen Group – 80%
of Best in Class Companies will nurture
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Know Your Audience
• Segments and Personas• No “One Size Fits All”• Personalized, relevant content has
higher response rate• Prospect vs. Customer Content
• Explicit Segmentation• Job Title or Department is IT
• Personas• Technology Buyer vs. Economic Buyer
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Start with the End in Mind
• What are you trying to accomplish?• Covey had it right• Mission Statement (Define
success)• Education• Green leads to MQL• Branding/Top of Mind
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Be Mindful of Timing
• Appear Authentic• Business hour mailings• Mindful of other touches
• Frequency• Often enough to be expected, but
not a nuisance• Every 7 – 10 Days
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Know When to Stop
• Start• Not an MQL• Unresponsive
• Stop• Success achieved• Relevant content exhausted
• Transition• Stop one program and start another
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Content
• Go Green• Develop multi-use content• Dust off old content• Blog posts
• General to Specific• Don’t get too specific too soon
• White papers - general• Case studies- specific pain points
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Content Mix
• Heavy HTML• Marketing collateral• Use for white papers
• Text/Light HTML• Custom “from” address• Nurturing with the human touch• Use for case studies and
personal notes
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Example Uses for Nurturing
• Marketing• Educate non sales-ready leads• Re-engage stale leads
• Sales• Standardize communication• Stay top-of-mind• Reconnect after loss
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Nurturing Do’s and Don’ts
• Use segmentation• Start with the end
in mind• Be mindful of timing• General to specific• Know when to stop
• “Nurture” your entire database
• Assume that newsletters nurture
• Do it manually
Do Don’t
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About Pardot
• Pardot provides marketing automation to mid-market B2B technology companies
• Over 500 successful clients
• “No Hassles” Approach• No Contract• Low Monthly Cost• Complimentary On-boarding• NetSuite Integration
Booth 165
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QUESTIONS?
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