1. Partner Logo Here
Best Practices: Marketing
Automation Can Help Qualify Leads
with Your B2B Teleprospecting

2. Partner Logo Here
Chat or Q/A
#AOWEB

3. Partner Logo Here Today’s Presenters
Pete Gracey Janelle Johnson
Chief Operations Officer and co- Director, Demand Gen
Founder Act-On Software
AGSalesworks
#AOWEB

4. Partner Logo Here
Marketing Automation Success
46% Increase | Annual Revenue
26% Increase | Lead Conversions
25% Decrease | Cost Per Lead

5. Partner Logo Here Importance of Marketing Automation
Sales  Marketing
Align
Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales
Why is this a Lead
Removes the Complexity
All-in-One
Marketing
Bigger, Stronger, More Effective for Less

6. Partner Logo Here Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers

7. Partner Logo Here
Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.

8. Partner Logo Here
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

9. Partner Logo Here
Insight into Prospect Behavior

10. Partner Logo Here
Call Planning and Closing the Loop

11. Partner Logo Here
Why Call Plan for Inbound
• Guarantee coverage of all MQL’s
• Impact your SQL rate positively
• Validate scoring system assumptions
• Ensure more pipeline from your efforts

12. Partner Logo Here
What is a Call Plan?
AG defines it as…
“A regimented and formulaic approach to the
management of outbound activity to ensure
the fastest time to first conversation and
qualification”

13. Partner Logo Here
Call Plan Metrics to Monitor
• Connect Rate: Call to Conversation ratio
– 15% to 20%
• Lead Rate: Conversation to Lead rate
– 5% to 8%
• Conversion Rate: Lead to Pipeline rate
– 70% to 80%

14. Partner Logo Here
Why call plan your inbound?
80%
80% 75%
70%
60%
60%
Where you should be
50%
Without a Call Plan
40%
30% With a Call Plan
18%
20% 15%
11%
8%
10% 5% 4%
0%
Connect Rate Lead Rate Conversion Rate

15. Partner Logo Here
Closing the Loop With Sales
Drive accountability up and down the funnel
Force interaction on both sides of the aisle
Attach real-time ROI to your campaigns
Increase forecast tracking

16. Partner Logo Here
What if you don’t?
79%
80%
70% 65%
59%
60%
50%
40%
40%
No Formal Process
Feedback Process
30%
20%
10%
10%
6%
0%
Conversion Rate Forecast Rate Close Rate

17. Partner Logo Here
Next Steps

18. Partner Logo Here
Top Performing organizations
outperformed everyone else by
2-3X in revenue growth and lead-
to-sales conversion. These
organizations are 3X more likely
to use a Marketing Automation
tool.
Gleanster Research - 2011

19. Partner Logo Here Need Help?
Receive the AG Call Plan by emailing Pete
pgracey@agsalesworks.com
Sign up for a demo
www.act-on.com