This document discusses how to improve the alignment between marketing and sales through lead nurturing and automation. It outlines how to develop a framework to evaluate, score, and nurture leads. It also discusses how to fit leads into the sales process and employ automated messaging to move leads through the funnel. The document notes that up to 94% of leads passed to sales are unqualified and never followed up on, and only half of sales reps make quota due to a lack of alignment between marketing and sales. It proposes five actions to improve this alignment: accurate market definition, standard lead definition, focus on quality over quantity, measure what matters, and break down silos to share leads.

1. Lead Nurturing and
Marketing Automation:
Going from Chaos to Kick-Ass
Presented June 6, 2012

2. 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

3. 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

4. Something’s got to change
Only half of sales reps
are making quota
Source: Marketo

5. Something’s got to change
Many companies close
a fraction of the deals
they could
Source: SiriusDecisions

6. The Problem
Marketing Sales
Focused on
GAP Focused on
revenue
lead quantity
generation

7. 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

8. The Cost
Quota attainment Quota trends
since 2006 since 2006

9. The Problem
• Bridge the organizations
Marketing Sales
• Eliminate lead leakage
• Implement an integrated
approach to:
• Managing response Focused on
Focused on
• Qualifying leads revenue
lead quantity
• Engaging prospects generation
• Nurturing opportunities

10. 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

11. 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

12. Accurate Market Definition
The power of relational segmentation
1,000
Marketing Equally Sized Samples
Companies
Sample
Lead Rate # of Leads
size
200 9% 18 32 leads (64%)
200 7% 14 = 40% of spend
5%
200 5% 10
Lead Rate 42 leads (84%)
200 3% 6 = 60% of spend
200 1% 2
1,000 5% 50
50 Leads

13. Standard Lead Definition
Identify Document Validate
SIC or NAICS Code Environment Budget
Firmographics Critical Business Decision Process
Issues
Decision makers Competitive Compelling Event
Landscape

14. 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

15. Measure What Matters
Average 1,000 Suspects Optimized
4.4% (44) MQL 9.3% (93)
66.6% (29) SAL 85% (79)
48.8% (14) SQL 61.7% (49)
20.3% (2.8) Close 29.1% (14.3)
Source: SiriusDecisions

16. Tear Down the Silos

17. Keeping Leads Moving

18. 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

19. Prospects -> Leads -> Sales
THE KEY
is to identify who’s responsible
at each stage of the funnel – and to
understand where leads are in the cycle

20. The Funnel
Word of
mouth
• Top of funnel:
• Top of funnel:
Marketing
Marketing
Marketing
• Middle of funnel:
• Middle of funnel:
Lead qualification
Lead qualification Raw leads
Lead
• Bottom of funnel: Qualified leads
Qual
Sales team
• Bottom of funnel:
Sales team Sales
prospects Sales
#AOWEB

21. Keep Score
• Custom to Meet your Needs
• Profile Based
• Behavior Based
• B.A.N.T.

22. What activities should I score?
Email Marketing Web Visits Webinars
• Clicked on message • How many pages did they • Attendees vs. Non-Attendees
• More points for specific visit? • Who visited registration page
messages • Which pages did they visit: but didn’t submit
• Do not assign score for: Contact Us and/or Pricing vs
• “Email sent” – no action Support?
taken on their part • How often do they visit the
• “Opens” site?
• Where did they come from?
Forms Pay-Per-Click Other Demand Gen
• Download whitepaper or
• Submitted /viewed form • Which keywords perform the
media?
• How did they respond to the best?
• Attended a trade show /
questions? • What is my cost per click?
physical event?
• Is the data they provided • Where did they come from?
• Which mailing lists performed
valid?
the best?
• Do they fit your target
• Which print advertising
audience?
generates leads?
#AOWEB

23. 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 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
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

24. 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

25. Thank You!
Dan McDade
Dan.McDade@PointClear.com
678-533-2722 office
@dandade
@pointclearpd
http://www.linkedin.com/in/danmcdadepointclearllc
Atri Chatterjee
Atri@ActOnSoftware.com
@atrichatt
@ActOnSoftware