How To Qualify More Sales Ready Leads

A Better B2B Marketing Clinic

@Brainrider

Scott Armstrong is your presenter today.

He is a founding partner at Brainrider where he specializes in better B2B marketing.

2

61% of B2B Marketers Send Leads To Sales

Without Any Qualification!

How to identify the

4%-10% of your leads that are sales ready!

Finding Sales Ready Leads

• Targeting sales readiness with the right content

• Identifying sales readiness: tiered calls-to-action

• Tracking sales readiness: MAP/CRM actions

• Three real world examples

3

Sales Readiness Cheatsheet brainrider.com/pardot

Prospect Qualification

•Contact us •Quote request •Trial/demonstration request •Sales ready content

4

Fits Target

Definition

Sales Ready

Activity

•Relationship status •Right role •Right industry •Right size

Targeting Sales Readiness With Content

5

If your customer is asking:

What’s  my  problem

How do I fix my problem

Are you right for me

They want:

Education & Thought Leadership

Solutions & Product Suitability

Decision Support &

Credentials

What to offer:

•Trends, benchmarks & statistics

•What’s  new   & why it matters

•Best-in-class examples

•Problem guides •Opportunity guides •Needs assessments •101 Education

•Solution guides •Solution comparisons •Pitfall analysis •Readiness & suitability assessments

•Strategy & planning templates

•How to find & select the right vendor

•How to build the budget

•Pricing •Trial/demonstrations •Access to subject matter experts

• Implementation plans & requirements

•Delivery examples •Vendor comparisons •Data sheets

3 Poll Questions

6

Identifying Sales Readiness: Tiered Calls-To-Action, Forms, Page Actions

7

Identifying Sales Readiness: Configuring Sales Readiness Tracking In Your MAP

8

Livingston International Example Tiered Calls To Action

9

Empathica Example Ask An Expert/Request A Demo

10

Pitney Bowes and Rythmlink Examples Pricing and No-Price Pages

11

Test A Pricing Page!

12

http://sherpablog.marketingsherpa.com/marketing/blog-30264/

Summary

1. Targeting sales readiness with the right content

2. Identifying sales readiness: tiered calls-to-action

3. Tracking sales readiness: MAP/CRM actions

13

Download the presentation at Brainrider.com/pardot

Resources For Better B2B Marketing

For more helpful B2B Marketing content, visit:

Resources: brainrider.info

Articles: brainrider.com/blog

@Brainrider

www.linkedin.com/company/brainrider

Scott@Brainrider.com

Go to Brainrider.com/pardot

Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist

Let’s  review  your  sales  readiness  offers Free 20-minute consultation