dan mcdade
TRANSCRIPT
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Pssst… Do you know The Truth About Leads?
November 16, 2011
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Agenda
The Problem The Cause The Cost What to Do Actions to Take The Truth About Leads
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The Problem
Average Results MQL = 4.4% of inquiries/
targeted suspects SAL = 66.6% of MQL SQL = 48.8% of SAL Close = 20.3% of SQL
MQL = Marketing Qualified LeadSAL = Sales Accepted LeadSQL = Sales Qualified Lead
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The Cause
Reasons Why Marketing and Sales are Not Aligned Lack of standard lead definitions Failure by marketing and sales to accept accountability Focus on quantity instead of quality Lack of technology integration Failure to measure what matters Failure to pass leads back and forth
Source: The Aberdeen Group
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The Cost
Quota trends since 2006
Quota attainment since 2006
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The Solution: Turn Raw Leads Into Real Opportunities
Attributes of a Well-Qualified Lead1 SIC or NAICS Code
2 Firmographics
3 Decision makers identified
4 Environment documented
5 Decision maker engaged
6 Critical business issues validated
7 Decision-making process
8 Budget process documented
9 Competitive landscape documented
10 Compelling event exists
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What to Do: “BANT” vs. “AN”
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What To Do: Define Market, Media, Offer
Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results
Market Media OfferTarget companies? Target contacts?Market
segmentation?
Media mix? Building dialogue?
Compelling calls to action?
What problems will we solve?
Differentiating messaging?
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What to Do: Market
5% Lead Rate
1,000 Companies
50 Leads
Marketing Equally Sized Samples
Sample size Lead Rate # of Leads
200 9% 18
200 7% 14
200 5% 10
200 3% 6
200 1% 2
1,000 5% 50
32 leads (64%)= 40% of spend
42 leads (84%) = 60% of spend
The power of relational segmentation
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What to Do: Media
Multi-touch, multi-media, multi-cycle processes multiply results
Attempt Number If No Connection Business Day Dial Number
1 --- 1 1
2 Voicemail #1 1 2
3 Email #1 1 -
4 --- 2 3
5 --- 3 4
6 Voicemail #2 4 5
7 Email #2 4 -
8 --- 6 6
9 --- 7 7
10 Voicemail #3 8 8
11 Email #3 8 -
12 --- 9 9
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What to Do: Offer
Conditions of need Fear of Loss Perceived Risk Opportunity to Improve
Ultimate benefits Save Money Save Time Improve Save lives
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What to Do: 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
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What to Do: Reap the Value of Long-term Leads
ROI WITH Best-Practice Handling of Short- and Long-Term Leads
CategoryQuantity
Short TermQuantity
Long Term Total
Names 1,000
Short-term leads 40
Long-term leads 40
% Closed ST leads 20%
% Closed LT leads 20%
# of deals 8 8
Average deal $250,000 $250,000
Revenue $2,000,000 $2,000,000
Cost of qualification $59,040 $4,920
Gross after marketing expense $1,940,960 $1,995,080 $3,936,040
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Five Actions to Take
1. Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system)
2. Agree on MQL to SAL to SQL to Close metrics3. Give your sales force fewer leads – more highly
qualified leads4. Nurture longer-term leads. The right content to the
right person at the right time 5. Use multi-touch, multi-media, multi-cycle
processes to multiply results
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The Truth About Leads
Revealing the latest best practices to focus your lead-generation efforts, align your sales and marketing organizations and drive revenues and profits
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Contact
678-533-2722 office@dandade
@pointclearpdhttp://www.linkedin.com/in/danmcdadepointclearllc