Posts

Prospect Qualification in the Age of Inbound Marketing

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I recently gave a presentation focused on collaborative qualification and have included the slidedeck here. 

We all know that the web and inbound marketing has changed the buy-sell cycle and that buyers are  well educated before they engage with sales. As a result, some argue that sales lead qualification is now less relevant as prospects are self-qualified on the web before ever engage a sales representative.

We believe that qualification remains an important element of the sales and marketing operating model and requires a new more collaborative approach.

  • Marketing must play a bigger role in deal qualification and provide better decision support for sales.
  • Sales must use a more consultative approach to deal qualification in order focus time and resources and to build win strategies.

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Lead Scoring in Act-On

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By John Nielsen

Lead scoring is the process of evaluating and assigning points to prospects and leads using marketing automation tools. Points are distributed based on the attributes associated with a qualified lead.  It is important to understand whom you are marketing to when managing a campaign, sending irrelevant content to your followers is a quick way to lose.  To make sure this doesn’t happen to you, below are a few tips one can easily follow to update your contact lists and help identify priority focus using lead scoring.

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BANT SCOTSMAN or TAS for Sales Qualification?

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Collaborative Qualification

This post was updated in Q3 2019.

Good Qualification is Vital

One of the critical drivers for revenue success is an increase in close rates by the sales team and effective qualification is critical to that metric. Not only will effective qualification help the sales team focus on the right deals, the very exercise of qualification inspires better engagement tactics in the sale.

Because of the self-directed buyer and the ability to measure engagement levels online, today’s qualification process is collaborative across marketing and sales. BANT, SCOTSMAN, TAS and our own FACT model help with both sales and marketing qualification and should be configured in lead scoring qualification and identifying qualified leads including the MQL – marketing qualified lead and SQL – sales qualified leads or opportunities.

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