ANNUITAS

NOVEMBER 5, 2020

By tracking if a lead has sustained engagement, if they are the right persona from the right type of company, and if they have signaled lower funnel behavior, you can build a comprehensive scoring model that weights each interaction and moves the lead through different lead qualification stages.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

FEBRUARY 26, 2015

When building the lead qualification strategy, sales should be the key driver. After all, they know better than anyone else what constitutes a “qualified lead”. Blog lack of alignment with sales lead qualification process marketing strategy sales and marketing alignment short term vision'

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

ANNUITAS

NOVEMBER 15, 2021

Between self-service information and quick calls between reps and prospects, inside sales helps you focus on the right leads without a long lead time. ? Ease of scale. Adaptability to changing environments.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

APRIL 7, 2016

Every B2B marketer walks a lead qualification tightrope, and to fall to either side imperils the reputation and success of their entire department. On one side lies the Void of Over-Qualification, where marketing sets interest thresholds too high and leads never qualify. How does a marketer stay balanced?

Lead Qualification 100

Lead Qualification B2B B2B Thought Leadership Lead Ranking 100

ANNUITAS

NOVEMBER 10, 2015

No matter what terms you use, sales and marketing should agree on the definition for each stage a lead goes through and what place it has in your lead qualification model, along with any corresponding lead scoring values. This should be documented and become part of any on-boarding process for new hires.

Lead Ranking 100

Lead Ranking Enterprise Management Work Management Lead Scoring 100

ANNUITAS

NOVEMBER 2, 2021

You need to know things like: at what point in the lead qualification process does inside sales reach out? Who is responsible for determining if a lead has gone cold? We recommend that a marketing qualified lead be owned by inside sales. Who creates an opportunity, sales or inside sales?

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

MARCH 8, 2022

To be successful here, you’ll need a lead management framework with clearly defined lead qualification stages, a robust lead scoring model, and appropriate SLAs to ensure that your sales team is prepared to handle incoming chats when a person is routed to a live rep.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

OCTOBER 15, 2020

You should then be able to track the elasticity (conversion rate of leads that interact with this channel) velocity (how quickly those who interact with this channel move through the funnel) and the number of overall contributions email has made to your pipeline, segmented by lead qualification stage. . Brand Awareness.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

APRIL 17, 2014

Sales is also a must-have for any lead qualification and scoring conversation. After all, how can marketing deliver pre-qualified leads to sales if we don’t know how sales defines “qualified”? Find out who they want to talk to and who they don’t want to talk to and use that to build your lead qualification strategy.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

AUGUST 12, 2020

Our Lead Management Framework should then support this dialogue. Essentially, our lead qualification process should focus less on demographics and firmographics, and instead prioritize building sustained buyer engagement and understanding where the buyer is in the buying process. .

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

FEBRUARY 23, 2021

Instead, everyone is on the same page and has agreed upon a process that supports efficient lead qualification. Once that’s in place, there’s no more debate between the two teams as to who is or isn’t delivering quality.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

OCTOBER 6, 2010

Define Your Lead Qualification Process. Earlier this year I was speaking at a conference about developing a lead management process. Sure, you could deploy a drip campaign, but that’s not lead nurturing. Before effective lead nurturing can be enabled, a lead qualification process has to be developed.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

JULY 15, 2014

Blog closed loop process Demand Generation Strategy lead qualification misalignment sales and marketing' Marketing and sales misalignment doesn’t have to be inevitable like death and taxes…it can and should be a great combination, more like peanut butter and jelly.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

MAY 28, 2015

At ANNUITAS we help marketing and sales align in what we call a Lead Management Framework℠ session. Over two days we work with our clients to define lead qualification stages, set scoring thresholds and define the age old question,“What is a lead?”.

Lead Ranking 100

Lead Ranking Marketing Automation Services Lead Scoring Eloqua 100

ANNUITAS

MARCH 10, 2011

Lead Management is a defined set of processes that manage the acquired lead from creation through close of sale and into the customer lifecycle. A solid lead management process framework is made up of a set of seven individual yet connected processes including: Data Management. Lead Planning. Lead Routing.

Work Management 100

Work Management Marketing Management Marketing Automation Services Lead Qualification 100

ANNUITAS

APRIL 9, 2015

Raising the bar on lead qualification rules builds respect for marketing generated leads within the sales organization, without which, even the most qualified opportunities can grow stale sitting in sales queues.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation 100

ANNUITAS

MARCH 1, 2016

An example of an outcome-driven KPI is one that examines the elasticity of engagement channels and of content offers from the perspective of lead stage — i.e., connecting the dots between channel and content activity and how it is driving buyers through lead qualification stages.

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

ANNUITAS

MAY 12, 2015

Additionally, questions on the roles each team plays in the areas of demand generation, lead qualification and content development kept the panel busy. With candid questions coming from both the audience and hosts, some fresh perspectives on sales and marketing alignment were uncovered.

Lead Qualification 100

Lead Qualification Paid Search Agency Barriers B2B Sales 100

ANNUITAS

MAY 26, 2015

That is a good start, but what about Lead Qualification teams, Inside Sales, and Customer Support? The expertise is usually found at the sales level and a perhaps a few people within marketing that can write content to address unique industry challenges.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

JANUARY 28, 2014

Unfortunately, most organizations begin designing their lead qualification and scoring models by assigning scores to specific asset types in a workshop type setting. With this being the case, how can an organization be successful with their content marketing without a strategy?

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing & Strategy 100

ANNUITAS

OCTOBER 28, 2010

Yet the lead planning process, while important, will not solve the alignment issue on its own. It must be combined with other components of the lead management process such as lead qualification, lead nurturing and lead routing.

Planning 100

Planning Process Lead Qualification Top of Funnel 100

ANNUITAS

MARCH 17, 2015

Without leaving the CRM, he/she can identify recent pages a prospect has visited, which forms the prospect has submitted and see how the prospect progressed through the lead scoring model. The Sales User leverages the marketing automation tool to review the lead qualification stage to determine if the prospect is ready for sales contact.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Work Management Automation 100

ANNUITAS

SEPTEMBER 25, 2014

That is a good start, but what about Lead Qualification teams, Inside Sales, and Customer Support? The expertise is usually found at the sales level and a perhaps a few people within marketing that can write content to address unique industry challenges.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

JANUARY 8, 2015

It is then you can begin to determine the best way to implement so that the technology can enable the strategy: Will you sync all leads over to your CRM or wait until they have reached a desired lead qualification stage? Will other systems be integrated into your MAP? Perhaps a webinar or data enrichment vendor?

Marketing Automation Services 100

Marketing Automation Services Resource Management Marketing Automation Work Management 100

ANNUITAS

APRIL 4, 2012

Depending on how your lead qualification process is developed, this contact (assuming it is) is somewhere between an inquiry and MQL which begs the question, just what is it? What do you call the leads that are in this “funnel purgatory”? So that makes them an “Inquiry” according to the funnel definitions, right?

Lead Ranking 100

Lead Ranking Top of Funnel Marketing Qualified Leads MQL 100

ANNUITAS

AUGUST 30, 2011

To define the current process, identify gaps, and create a new lead management process that fills those gaps. This process should cover areas such as data management, lead qualification, lead routing, lead nurturing, and metrics. Obtain Executive Buy-in. So now you have a newly defined process.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buy Automation 100

ANNUITAS

DECEMBER 7, 2011

If your goal is to produce an effective lead nurturing program that has tangible results (qualified leads that convert to sales) you must ensure the following components are in place: A data management process. Lead qualification process (hard to know how to nurture them, if you don’t know how qualified they are).

Work Management 100

Work Management Marketing Automation Services Marketing Management Sales Qualified Leads 100

ANNUITAS

JANUARY 20, 2015

It is all about Engage, Nurture and Convert in this optimized model.

Top of Funnel 100

Top of Funnel Lead Ranking Demand Generation Agencies Demand Generation 100

ANNUITAS

AUGUST 23, 2011

Lead Planning. Lead Routing. Lead Nurturing. Lead Qualification (this includes the scoring). While scoring and nurturing are certainly important components to your overall process, they are not enough. To truly develop a closed-loop process you must develop a full Process Framework that includes: Data.

Lead Ranking 100

Lead Ranking Lead Scoring Work Management Lead Qualification 100

ANNUITAS

APRIL 26, 2011

When developing a lead management process, there are six key areas that should be taken into account. At The Annuitas Group, we’ve defined this as the Lead Management Framework TM. Lead Planning. Lead Qualification (Includes lead scoring). Lead Routing. Lead Nurturing.

Lead Management 100

Lead Management Work Management Marketing Management Lead Ranking 100

ANNUITAS

OCTOBER 21, 2021

The overarching question is: did demand marketing activities increase the value of leads over time and was demand marketing highly net present value positive? If the answer is yes, it’s a sign of good lead quality. If not, it may be time to reassess both your marketing tactics and your lead qualification process.

Demand 232

Demand Top of Funnel Planning High Quality Lead 232

ANNUITAS

DECEMBER 18, 2014

Blog Buyer''s Journey Content marketing strategy lead nurture lead qualification marketing automation solution MAS' Understanding what the buyer might be interested in as they make their journey needs to be the foundation of your new content strategy. Author: Jason Stewart @jstewart_1 is VP Strategy, ANNUITAS.

Enterprise Management 100

Enterprise Management Lead Ranking Lead Scoring Content 100

ANNUITAS

SEPTEMBER 15, 2020

how fast are leads that come in through this channel moving through the funnel). how likely is it that the leads that come in through this channel convert to the next Lead Qualification Stage). Velocity of Engagement Channel (i.e. Elasticity of Engagement Channel (i.e. Engagement Channel ROI.

Social Media 147

Social Media Social Marketing B2B Marketing Top of Funnel 147

ANNUITAS

MAY 15, 2015

As marketers we’ve tried (or should have tried) to focus on gaining alignment with sales on things such as lead qualification models and service level agreements (SLAs). And there you have it, the theme of the conference.

B2B Sales 100

B2B Sales B to B Lead Ranking B2B 100

ANNUITAS

AUGUST 19, 2010

.  This technology can help marketers score prospects, nurture leads, deliver dynamic content, track prospect marketing history and report on marketing activities.    Lead management goes beyond focusing on the top of the funnel i.e., demand generation. .  lead scoring). 

Work Management 100

Work Management Marketing Management Lead Ranking Marketing Automation Services 100

ANNUITAS

NOVEMBER 10, 2010

Steve is a thought leader in the world of marketing automation and lead management and is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. We are glad to have Steve Woods, CTO of Eloqua as a guest contributor to The Annuitas Group blog.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 100

ANNUITAS

SEPTEMBER 21, 2010

I’ve recently been involved in an ongoing online discussion regarding marketing automation, lead generation, and lead management (including lead nurturing). The discussion has been focusing on the approach organizations should take in implementing marketing automation.

Top of Funnel 100

Top of Funnel Gartner Forrester Lead Nurturing 100