Learn how to determine which leads are qualified, actionable and ready to forward to our sales teams (sales qualified leads – SQL).

1. Sales Qualified Leads
Generating Actionable Leads for Your Sales Team!
Presenter: Adam Dewey, Sales Manager"

2. A Little About Me!
• Sold knives to SaaS and
everything in-between"
• Ran marketing/sales for
concrete company"
• Big Batman Fan "

3. What will we talk about today?!
• Sales Qualified Lead (SQL) "
• Lead Qualification"
• Implicit"
• Explicit"
• Blended Model"
• BANT"
• Lead Erosion"
• Wrap-Up "

4. Marketing Qualified Leads!
Numbers, Numbers, Numbers!

5. Sounds like your last campaign?!
• The Campaign – Drive traffic to a landing page
through different channels 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,
difficulty to connect, and marketing has to
manually gauge the ROI of the campaign "

6. It’s All About the Numbers!
• 80% of all leads never
have a meaningful
conversation with a
sales professional. "
-Forrester!
• Only 17% of all leads
convert to qualified
sales opportunities. "
-Bridge Group "

7. Marketing 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 competitor within
24 months"

8. Marketing Qualified Leads – cont’d!
Traditional Model! New Thinking!
Inquiries / Conversions! Inquiries / Conversions!
Assign to Sales! Nurture!
Sales Qualified! Sales Ready!
Opportunity! Opportunity!
Won! Won!

9. Sales Ready Lead!
What is the difference?!

10. Sales Ready Lead!
Ways to Identify SRL’s" Sales! Marketing!
• Demographic"
• Behavior"
"
*Makes Marketing 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 Qualifications!
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 Whitepaper" Searches for Company Name"
Attends a Webinar" Product Trial"
Exceptional Prospects!

16. BANT Qualification!
B.A.N.T."
• Budget"
• Authority "
• Need "
• Timeline "
Traditional Opportunity qualification,
not lead qualification!

17. Be Careful with BANT!

18. Lead Qualification!
Retained byReady Lead "
Sales Marketing"
Demographic/
Lead Score!
BANT!

19. Sales Ready Lead!!!!!

20. Lead Erosion!
Disqualifying a Once Qualified Lead!

21. Erosion Based Scoring!
Erosion based scoring is taking negative prospect interactions
or inactions into account when determining a SRL "

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

23. Lead Scoring and Football!
Michael Turner!
Great
Lead
Score
BAD
FIT

24. Defining Erosion Qualifications!
• Negative Actions!
• Unresponsive to Campaigns!
• Recency!
• Recycled to Marketing!

25. Questions!

26. Contact Info!
Adam Dewey !
Sales Manager"
adam.dewey@pardot.com
@adamdeweypardot
"
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Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"
404.492.6845 | 877.3B2B.ROI | www.pardot.com!