lead generation & qualification tactics with allyson barr, vp marketing at boxever
TRANSCRIPT
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Lead Generation
&
Qualification Tactics
Allyson Barr
VP Marketing, Boxever
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Agenda
• Modeling Backward from your Revenue/Customer Acquisition Goals
• Budgeting & Planning with Goals in Mind
• Staffing for Qualification Activities
• Qualifying
• Measuring
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Modeling from Goals
• Marketing needs goals that are tied to revenue
• Start with the end in mind
• Build a model from goals
• Determine allocation & ownership
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Demand Funnel
Marketing Captured Leads (MCLs)
Marketing Qualified Leads (MQLs)
Sales Accepted Leads (SALs)
Sales Qualified Leads (SQLs)
Won*Sirius Decisions
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Definitions
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Modeling
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Complex (!) Demand Funnel
*Sirius Decisions
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Budgeting & Planning
• CPL by channel/activity type
– Events $400-1000
– Webinars $50-$100
– Content Syndication $35-75
• Personas/Segments
– Work with PM/PMM
– Document & circulate
– Use to find appropriate partners & vet outcomes
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Sample Budget
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Sample PersonaMatt Marketer
– Head of Digital – 35-45 years old – What keeps him up at night?
• Exceeding goals & managing spend• Out-marketing the competition• Making an impression professionally
– Technology profile• Digital Immigrant• Technophile
– Personal attributes• Ambitious • Calculated risk taker
– Where he gets info from• Tech Blogs• Twitter• Peer recommendations – in and outside
his vertical
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How many BDRs do I need?
• BDR critical lynchpin between marketing and sales
• Underrated role
• Modeling capacity
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Qualification
• B – Budget
• A – Authority
• N – Need
• T – Time
• C – Competition
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Measuring Success
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Q&A