Marketing Automation Can Help Qualify Leads With Your B2B Teleprospecting
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Transcript of Marketing Automation Can Help Qualify Leads With Your B2B Teleprospecting
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Partner Logo Here
Best Practices: Marketing Automation Can Help Qualify Leads
with Your B2B Teleprospecting
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Partner Logo Here Chat or Q/A
#AOWEB
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Partner Logo Here Today’s Presenters
Pete GraceyChief Operations Officer and co-
Founder AGSalesworks
Janelle JohnsonDirector, Demand Gen
Act-On Software
#AOWEB
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Partner Logo Here
46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
Marketing Automation Success
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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
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Partner Logo Here Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
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Partner Logo Here Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
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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 Administrator
3 Sales Engineer -4
Location of Headquarters
United States 5 Hong Kong 4 Romania -5
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information Technology
Services
5 Computer Software
4 Automotive -5
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
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Partner Logo Here Insight into Prospect Behavior
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Partner Logo Here Call Planning and Closing the Loop
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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
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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”
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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%
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Partner Logo Here Why call plan your inbound?
Connect Rate Lead Rate Conversion Rate0%
10%
20%
30%
40%
50%
60%
70%
80%
15%
5%
75%
11%
4%
60%
18%
8%
80%
Where you should be
Without a Call Plan
With a Call Plan
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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
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Partner Logo Here What if you don’t?
Conversion Rate Forecast Rate Close Rate0%
10%
20%
30%
40%
50%
60%
70%
80%
59%
40%
6%
79%
65%
10%
No Formal ProcessFeedback Process
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Partner Logo Here
Next Steps
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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
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Partner Logo Here Need Help?
Receive the AG Call Plan by emailing [email protected]
Sign up for a demo
www.act-on.com