Quality leads are integral to ensuring your Sales team's time and effort is effectively spent.
From your method of capturing new contacts to the moment you hand off that list of qualified leads, there are several steps to ensure Sales is reaching out to the right prospects with the highest probability of success and potential impact on revenue.
In this presentation, you'll learn how to:
→ Capture quality leads with content.
→ Nurture these leads into potential buyers.
→ Ensure more effective lead qualification.
Capturing, Nurturing and Ensuring High Quality Leads
1. HOW TO CAPTURE, NURTURE
AND ENSURE HIGH QUALITY LEADS
Sam Laber
Director of Marketing, Datanyze
@SLaber89
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
40. @Datanyze@Uberflip#uberwebinar
A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
FitTo score or not to score…
• Does sales get enough
leads?
• Do they call them?
• Do we have enough data?
41. @Datanyze@Uberflip#uberwebinar
A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
FitFit (Demographic)
• Revenue > $10M
• Industry → B2B
• Company email
• Using analytics platform
Engagement (Behavioral)
• Content download
• Free trial
• Booth visit
• Blog subscribe
42. @Datanyze@Uberflip#uberwebinar
How should we prioritize follow up?
Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations
43. @Datanyze@Uberflip#uberwebinar
Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations
Qualify: Lead → MQL
• High engagement,
borderline fit
• ‘Qual call’ with inbound
SDR
How should we prioritize follow up?
44. @Datanyze@Uberflip#uberwebinar
Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified
• ‘asdfjkl@hotmail.com’
• Thesis writers
• Unsupported locations
Qualify: Lead → MQL
• High engagement,
borderline fit
• ‘Qual call’ with inbound SDR
Nurture: Lead → MQL
• Great fit, low engagement
• Nurture with mid-funnel
content (webinar, case
study, analyst report)
How should we prioritize follow up?
46. @Datanyze@Uberflip#uberwebinar
Nurture
Qualify
Pass
to
AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE: Lead → SQL
• Great fit, high engagement
???: Lead → MQL
• Qualify if:
• Low volume, high ACV
• Many products
• Complex product
• Nurture if:
• High volume, low ACV
• Lots of content
• Limited # of SDRs
How should we prioritize follow up?
49. @Datanyze@Uberflip#uberwebinar
Gathering data and collecting feedback
Objective (CRM or MA reports)
• What forms of content bring in
leads with the highest average
fit score?
• What content assets have the
highest lead → opportunity
conversion rate?
Subjective (anecdotal)
• Bi-weekly deep dive with
inbound SDR
• What good conversations have
you had? How did they start?
63. @Datanyze@Uberflip#uberwebinar
Email #1
Webinar Link
Email #2
Webinar
Recording
Email #3
eBook: How To
Gate Premium
Content
Email $3
How To Use
Uberflip To
Gate Content
YESNO
Webinar: Content that
Converts
It might look a little like this…
Keep The Content Coming
(more nurture)
Request a
Demo?