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How Many Leads Do You Need?

Steps for Benchmarking Leads and Increasing

Volume of Qualified Leads

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About DemandGen Report

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Today’s Speakers

Moderator:

Andrew Gaffney

Editor

DemandGen Report

@AGaffney

Speaker:

Carlos Hidalgo

CEO

The Annuitas Group

@cahidalgo

Developing the Lead

Planning Process August 9, 2011

About The Annuitas Group The Annuitas Group’s mission is to help our clients deliver a measurable

return on their marketing and sales practices. As the recognized leader in

marketing and sales process consulting, development and implementation,

we help clients achieve greater marketing and sales efficiency through

effective lead management, marketing automation and demand generation

programs.

Practice Areas…

– Lead Management Process Audit

– Lead Management FrameworkTM Implementation

– Marketing Automation Selection

– Campaign Management

– Lead Management Advisory Services

©Copyright 2011 The Annuitas Group

Our Clients


What is Lead Planning?

• Process to determine how

many leads marketing must

generate to enable sales to

meet their quota

• Process that will help

determine budget needed for

marketing tactics

• Process that enables visibility

into every conversion stage of

the lead funnel

• One part of the overall Lead

Management Process


• Not just scoring and lead

nurturing

• It is not a practice of individual

silo’s, everything feeds into the

next and has to be looked at

holistically

• Not technology, but supported

by it.

Lead Management – What it isn’t

Source: Sirius Decisions; Forrester


• The operational response to the buyers

power

• It's a process not a program that includes

– Data

– Lead Planning

– Lead Qualification

– Lead Nurturing

– Lead Routing

– Content Blueprint

– Metrics

• Not technology; a process supported by

technology

Lead Management – What it is


The Lead Management FrameworkSM

Lead Management

Data

Lead Planning

Lead Routing

Lead Qualification

Lead Nurturing

Metrics

Content


Prerequisite 1: Lead Qualification

• Definition

– Defining every stage from response

through to customer

• Criteria

– Assigning criteria to these definitions

• Demographic

• Behavioral

• Budget, Authority, Need & Timeframe (

BANT)

• Scoring – Assigning numerical values to the criteria


Prerequisite 2: Data Segmentation

• Segment Your Data Based on Your Qualification Process – A short bio of the typical customer (Persona)

– Person description (not job description)

– Includes Information on • Buyers Background

• Daily Activities

• Current Solutions to Problem

• What’s important to this Buyer

• Why is a persona important? – Difficult to have a conversation if you don’t

know who you are communicating with

– Help you to understand exactly who you are nurturing and what content will be valuable to them


Data Strategy

“The company with the best data wins!”

- Sirius Decisions


The Annuitas Group Lead Planning Funnel

Mktg Nurture Campaign

Lead Nurture Campaigns

Mktg Nurture Campaign

Sales Acceleration Nurture Campaign

240 Mktg Qualified

(MQL)

3,000 Responses

120 Sales Accepted

Leads

Sales Close Rate 33% 24 closed deals

Additional Monthly

Revenue @ $100k ASP

$2.4M per month

60% Conversion

SQL

2,400 Valid

Responses

80% Conversion

10% Conversion

(MQL)

50% Conversion

(SAL)

72 Sales

Qualified Leads(SQL)

Post-Sales Nurture Campaign

Sales Acceleration Nurture Campaign


Key Takeaways

• It is a marketing and sales exercise

• Determine the revenue amount that will

be assigned to marketing

• Will potentially have multiple planning

models based by product, BU, Geo, etc.

• Review consistently (monthly, quarterly,

etc.)

• Benchmark the results


One more thing…

• Dream big, start small, scale

appropriately

• This is a process and process

equals behavior change – be

ready

• Include Sales in the process –

This bears repeating


Contact Information

Carlos Hidalgo

The Annuitas Group

[email protected]

719-966-7548

Twitter: @cahidalgo


mailto:[email protected]

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Next Workshop:

#3 Strategies to Position Your Website

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When: August 25, 2011 • 1pm ET

Featuring: Jeanne Hopkins, HubSpot

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