Quality leads are integral to ensuring your Sales team's time and effort is effectively spent. From your method of capturing new contacts to the moment you hand off that list of qualified leads, there are several steps to ensure Sales is reaching out to the right prospects with the highest probability of success and potential impact on revenue. In this presentation, you'll learn how to: → Capture quality leads with content. → Nurture these leads into potential buyers. → Ensure more effective lead qualification.

1. HOW TO CAPTURE, NURTURE
AND ENSURE HIGH QUALITY LEADS
Sam Laber
Director of Marketing, Datanyze
@SLaber89
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

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Join in on
Twitter!
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)

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Stick around to see how we use Uberflip & Datanyze together!

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Leads or Subscribers?
1. Company Blog
2. Resource Center
3. Gating Premium Content

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It’s about commitment…

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It’s about commitment…
But don’t propose right away…

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It’s about commitment…
But don’t propose right away… it’s creepy.

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Company Blog
Build Subscribers à Drive Traffic, Build Growth

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Source: anumhussain.com
Company Blog
Build Subscribers à Drive Traffic, Build Growth

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Source: anumhussain.com
Company Blog
Build Subscribers à Drive Traffic, Build Growth

11. Design + Value + No Distractions = 8% Conversion Rate

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Embed
Form

13. Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip

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We boosted blog
subscribers by 9X
in one month
with this guy.

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Source: anumhussain.com
Generating Leads With Your
Company Blog
Text Link (first link has the most weight)
CTAs (bottom, side, slide-in)
Pop-Up / Overlay

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PREMIUM CONTENT
GENERATING LEADS WITH

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PREMIUM CONTENT
GENERATING LEADS WITH
ü Resource center

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PREMIUM CONTENT
GENERATING LEADS WITH
ü Resource center
ü Content hub

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PREMIUM CONTENT
GENERATING LEADS WITH
ü Resource center
ü Content hub
ü Content library etc.

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This tells me
nothing!

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Should I gate it,
or leave it?

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What is
your goal?
More leads
Increase
awareness
and reach
Is the
content
high value?
Yes!
Leave It No
No
Is there a
big enough
audience?
Yes! Gate It!Content

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2 APPROACHES TO GATE
CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs

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ü Simple, clear and concise
ü Call-to-action
ü Optimize forms for goals
ü Add a human being
Landing Pages

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ü Concise message
ü Context matters
ü Source traffic matters
CTA Overlays

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A few examples…

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Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

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Only one field
(higher conversion)
Relevant
Image
Credibility
Value prop is clear
Clear CTA

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Lots of fields (better
qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action

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Smart fields and
Progressive Profiling

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Keep Your Eye On The Prize
Give just enough info to get the
right person to click

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Life After

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Another webinar, another funnel…
100,000 Visits
2,000 Leads
800 MQLs
100 SQLs
85 Opps
25 Customers
1. Lead qualification/
scoring
2. Predictive scoring
3. Lead nurturing

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A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
FitTo score or not to score…
• Does sales get enough
leads?
• Do they call them?
• Do we have enough data?

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A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
FitFit (Demographic)
• Revenue > $10M
• Industry → B2B
• Company email
• Using analytics platform
Engagement (Behavioral)
• Content download
• Free trial
• Booth visit
• Blog subscribe

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How should we prioritize follow up?
Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations

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Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations
Qualify: Lead → MQL
• High engagement,
borderline fit
• ‘Qual call’ with inbound
SDR
How should we prioritize follow up?

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Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations
Qualify: Lead → MQL
• High engagement,
borderline fit
• ‘Qual call’ with inbound SDR
Nurture: Lead → MQL
• Great fit, low engagement
• Nurture with mid-funnel
content (webinar, case
study, analyst report)
How should we prioritize follow up?

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Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE: Lead → SQL
• Great fit, high engagement
How should we prioritize follow up?

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Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE: Lead → SQL
• Great fit, high engagement
???: Lead → MQL
• Qualify if:
• Low volume, high ACV
• Many products
• Complex product
• Nurture if:
• High volume, low ACV
• Lots of content
• Limited # of SDRs
How should we prioritize follow up?

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SQL follow up time should be a KPI
Qualify
Nurture
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass
to
AE

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An idea for faster follow up

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Gathering data and collecting feedback
Objective (CRM or MA reports)
• What forms of content bring in
leads with the highest average
fit score?
• What content assets have the
highest lead → opportunity
conversion rate?
Subjective (anecdotal)
• Bi-weekly deep dive with
inbound SDR
• What good conversations have
you had? How did they start?

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Predictive lead scoring: it’s new, it’s shiny
Source: 2014 SiriusDecisions predictive lead scoring report

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How predictive lead scoring works

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How predictive lead scoring works

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A
A
A
A
A
A
B
B
B
B
B
BC
C
C
How predictive lead scoring works

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Predictive lead scoring and net-new?
Uncover the leads most
likely to convert that are
currently outside your CRM
or MA database

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Awesome!
Now you have all of the (qualified) leads…
now what?

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Using Content to Nurture Leads
Engaged
Informed
Sales-Ready

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Email #1
eBook Link
Email #2
Webinar
Email #3
Product
Related
Request a
Demo?
YES
NO
eBook Submit
An oversimplification…
Keep The Content Coming
(more nurture)

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ENGAGED
Sending them the right content à segment, segment, segment!
Previous Content Consumed (topic)
Content type (video vs. eBook vs. blog post)
Who are they? Job title, vertical etc.

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Segmenting your audience can help you decide
what content to send, but it can also tell you what
content to create.

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INFORMED
What do they know? What can you teach?
Category-marketing
Identify their problem
Present the solution

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SALES-READY
#CONTENTISFORCLOSERS
Understand The Conversation Between
Sales and Buyers
Manage Objections
Identify Pain Points
Customer Marketing

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Email #1
Webinar Link
Email #2
Webinar
Recording
Email #3
eBook: How To
Gate Premium
Content
Email $3
How To Use
Uberflip To
Gate Content
YESNO
Webinar: Content that
Converts
It might look a little like this…
Keep The Content Coming
(more nurture)
Request a
Demo?

64. It’s the content, stupid.“
experience

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But are they really ready?

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FROM NURTURE TO SALES
Qualify
Nurture
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap

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BUBBLE UP LEADS THROUGH
AUTOMATION
Higher scores

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ASSIGN A MINIMUM SQL VALUE
Higher scores
5 + 5 + 10 + 20 = 40

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REMEMBER
Defining a sales qualified lead involves the sales team

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QUESTION TIME!
Sam Laber
Director of Marketing, Datanyze
@SLaber89
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

72. THANK YOU!