There are crucial steps that should be considered and taken between gathering prospect information and handing lead information over to sales. Ultimately, these choices will affect the quality of leads your sales team will be acting upon…and your company’s bottom line. Join Adam Dewey, Senior Sales Manager at Pardot, for a detailed look at when, where and how leads are qualified in your marketing automation process. From there, you, too, can improve lead quality and make the difference your sales team is looking for!

1. Lead
Qualifica,on
And
Erosion
Strategies
to
Iden,fy
Sales
Ready
Prospects
Presented
by:
Adam
Dewey,
Senior
Sales
Consultant

2. About
Me
• Sold
Cutlery
• Worked
With
Celebs
• Terminal
Bieber
Fever

3. What
will
we
talk
about?
• Sales
Ready
Lead
(SRI)
• Lead
QualificaEon
• Implicit
• Explicit
• Blended
Model
• BANT
• Lead
Erosion
• Wrap-­‐Up

4. Marke,ng
Qualified
Leads
Numbers,
Numbers,
Numbers

5. Sound
Like
Your
Last
Campaign?
• The
Campaign
–
Drive
traffic
to
a
landing
page
that
offers
content
to
those
that
convert
• The
Results
–
500
content
downloads
• The
Leads
–
All
500
respondents
are
passed
to
sales
for
immediate
follow
up.
• The
Cost
-­‐
$10,000
• The
Results
–
Sales
gripes
about
lead
quality
and
difficulty
to
connect

6. It’s
All
About
The
Numbers!
• 80%
of
all
leads
never
have
a
meaningful
conversaEon
with
a
sales
professional.
-­‐Forrester
• Only
17%
of
all
leads
convert
to
qualified
sales
opportuniEes.
-­‐Bridge
Group

7. Marke,ng
Qualified
Leads
• A
large
number
of
assigned
leads
should
have
never
crossed
over
to
the
Sales
team
• 70%
of
mishandled
leads
will
buy
from
a
compe7tor
within
24
months

8. Marke,ng
Qualified
Leads
(cont)
Tradi,onal
Model
New
Thinking
Inquiries
/ Inquiries
/
Conversions
Conversions
Assign
To
Sales
Nurture
Sales
Sales
Qualified
Ready
lead
Opp
Opp
Won
Won

9. Sales
Ready
Lead
(SRI):
What
is
the
difference??

10. Sales
Ready
Lead
(SRI)
Ways
to
IdenEfy
SRIs
Marke,ng
Sales
• Demographic
• Behavior
• BANT
Makes
MarkeEng
a
partner
to
sales

11. Demographically
Qualified
Company
Size
Annual
Industry
Revenue
Geography
Job
Title

12. Lead
Grade
• A
=
Excellent
Prospect
• B
=
Good
Prospect
• C
=
Fair
Prospect
• D
=
Poor
Prospect
• F
=
My
Report
Card

13. Behavioral
Qualifica,ons
Email File
Open +1 Access +3 Webinar +10
Your
Prospect
Pricing Website Social
Page +5 Chat +10 Media +3

14. Behavioral
Trump
Card

15. Interest
vs.
Intent
Interest
(Researching)
Intent
(Buying)
Views
10
Pages
“Request
demo”
Form
Downloads
a
Searches
for
Whitepaper
Company
Name
Aaends
a
Webinar
Product
Trial
Excep,onal
Prospects

16. BANT
Qualifica,on
B.A.N.T.
• Budget
• Authority
• Need
• Timeline
Opportunity
QualificaEon
not
Lead
QualificaEon

17. Be
Careful
with
BANT

18. Lead
Qualifica,on
Retained
by
MarkeEng
Sales
Ready
Lead
Demographic/
BANT
Lead
Score

19. Sales
Ready
Lead!!!

20. Lead
Erosion:
Disqualifying
a
Once
Qualified
Lead

21. Erosion
Based
Scoring
Erosion
based
scoring
is
taking
negaEve
prospect
interacEons
or
inacEons
into
account
when
determining
a
SRI

22. Lead
Aging
Aging:
Great
For
Wine
Bad
For
Leads

23. Lead
Scoring
and
Basketball
Jerry
Stackhouse
Year
95-96 PHL
Team
PPG
19.2
96-97 PHI 20.7
97-98 PHI 16
97-98 DET 15.7
97-98 -- 15.8
98-99 DET 14.5
99-00 DET 23.6
00-01 DET 29.8
01-02 DET 21.4
02-03 WAS 21.5
03-04
Great
Lead
Score
WAS 13.9
04-05 DAL 14.9
05-06 DAL 13
06-07 DAL 12
07-08 DAL 10.7
08-09 DAL 4.2
09-10 MIL 8.5
10-11 MIA 1.7
11-12 ATL 2.7
When
the
Hawks
Got
Him

24. Defining
Erosion
Qualifica,ons
Nega,ve
Ac,ons
Unresponsive
to
Campaigns
Recency
Recycled
to
Marke,ng

25. Ques,ons?

26. Contact
Informa,on
Pardot
Adam
Dewey
950
East
Paces
Ferry
Rd
Senior
Sales
Mgr.,
Pardot
LLC
Suite
3300
adam.dewey@pardot.com
Atlanta,
Georgia
30326
@adamdeweypardot
404.492.6845
x144
877.3B2B.ROI
www.pardot.com