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all right welcome back to the channel you are here on demand gen TV where we teach you the methods and technologies for driving growth I'm your host and hey if you're new to the program don't forget to click on the subscribe button cuz we'd love to have you part of the demand genius community today we are diving back into the topic of lead management and I am gonna be joined by my co-host Sabrina Killian to teach you guys a little bit more on lead management in terms of what you might set up in your marketing automation system you guys ready let's do it [Music] there she is Sabrina what's up I'm fantastic do you know why because I'm wearing my got Marr Tech t-shirt that our marketing team made and I love it it's super soft you know it's like that soft t-shirt I love that idea would you guys like some some t-shirts would you like some t-shirts we got some cool ones we got some demand geniuses one which is what we call our community here that's you guys that's what Sabrina's wearing let's see it again I missed that one the demand genius clever clever demand gen demand genius brilliant being a low guy hey so hit subscribe maybe drop some comments and they in the videos likes and we'll we'll find you guys and we'll announce some some giveaways here on the program sound good so Brown's great let us know your t-shirt size yeah that's that's how that's helpful to know so what do you got in store for us today you are our marketing operations head for those of you who don't know Sabrina she is not only my co-host but she runs marketing operations here at demand gen and in these programs it's all about this is how we do it we want to show you guys the methods and technologies that we use at the mansion and as I said we are on the topic of lead management if you didn't watch the first episode go and check it out but there's a little series a little mini series within the channel around lead management but what's in store for us today Sabrina well um today David I thought for this episode in the series I would you know dive us in and talk a little bit more about our lead management flow and those definitions and then take a quick look at how to operationalize that in your marketing automation system and then look at a few examples and if you might have this in your lead management flow you might not but we'll talk about some areas of the lead management of what happens when sales dispositions a lead back to market Oh diving into alright let's go do it you ready I'm ready gonna push this little magic button right here and take a look at your desktop all right guys are you ready let's do it okay you look mad in you look logged in to Marquette oh and I see I have to Marquette oh we're gonna take a kind of look at you know how we've operationalized our lead management flow in Marketo which eventually ends up into our CRM which we're using Salesforce for I will note that like for instance our you know lead assignment and routing happens in Salesforce so what we're looking at here as far as the operationalizing our lead management demand funnel this is not actually doing like they lead assignment and routing that happens for us in our Salesforce instance and maybe in one of these episodes we'll dive into that as well so what we're looking at here is how we've opera operationalize our demand funnel here in our instance of Marketo you'll see again just kind of if you didn't view the lead scoring series you should go back there and take a look at that but you're looking at something very similar here where we've created a folder structure with a program hierarchy and then smart campaigns that actually help us trigger and then do the actions as the flow happens throughout our lead management flow but I wanted to talk briefly so that you guys get a little bit more understanding of a lead management flow and what that really looks like for us just here at the mansion now this might not look like yours or how yours is supposed to be as David mentioned in episode 1 and 2 these are really conversations for you guys to have between your marketing and sales teams to determine what this lead management flow and the definitions of that flow and each part in the flow should look like you have a really important point Sybrina which is even at the mansion like we didn't do this in a vacuum we sit down with sales and say let's come up with these stage names so that everybody's on the same page on what an inquiry is and what an MQL is and now as Sabrina's about to take us you can see there's there's a program for each one of those stages that she has designed to place people almost like an inventory system to place contact records into each of those stages so so how does it work what you do there so we start out with what we call an inquiry stage now if you're looking at this program here in Marketo you'll say he's Sabrina but you have an inquiry a and you have an inquiry B and the reason why we have an inquiry a an inquiry B is because of actually this stage in the process which is a QL for us it means it's an auto qualified lead and here at dimension we like to follow all of the best practices and promote those best practices so the reason we have an a Q L stage and that actually means auto qualified lead and those auto qualified leads actually come from our sales team which means our salespeople you know have found this contact through their own means and these people come in to both our CRM and our marketing automation database but marking treats those AQL it's a little differently meaning that until that person opts into our database through a form through an event that type of activity with us we do not actually you know email market to them through our marketing automation system you know following all the great fan laws out there and so and we really treat our database as an opt-in database so we have a stage called a chaos to again those are auto qualified leads those are coming from our sales team into our databases in this example when we're talking about that we have an A and a B inquiry the a is for all in net new leads that come into our database come in as an inquiry into our database for marketing to start nurturing them to eventually hopefully you know create them as a marketing qualified lead you know to give to sales and hopefully that sales is going to accept and start working but the difference between the a and B here is that these inquiries are coming from marketing and we know that these folks are opted in when sales creates someone they come in under this AQL stage but we're also the sales is also trying to get those folks opted in into the marketing database so that we can help nurture them and so they're doing that you know trying to send those folks maybe a piece of gated content to fill out a form they're asking them to attend a webinar or to attend an event and when one of those aq ELLs actually attends an event fills out one of those forms they actually then are opted into our marketing communications through our marketing automation system and get moved from an AQL to an inquiry so that's why you'll see that we have the two a and B enquiries so this B is flipping people once they've opted in into a marketing inquiry for marketing to start actually nurturing them with sales and I just want to come back to that point Sabrina because everybody takes a different approach at the top of the funnel and in terms of marketing and sales where we at the mansion if sales adds a record to the CRM as sales forces Sabrina said we let them own that contact record we don't consider that person as having we don't have their permission to marketing to start communicating like them that's our process and so sales can sales can continue that engagement and they can send them and direct them to stuff and then when they do engage on the website and submit a form that engagement then Sabrina's activating that contact record within our marketing database so we can continue the engagement so that's why you see those different almost like train tracks different different flows into the marketing automation system for those aq l's and where they land as inquiries so what happens after well I should say this before you go deeper into the funnel we have we have nurture set up for those that inquiry stage right so you're not only using it as a status indicator but you're but you're doing some nurturing and maybe hey on demand and TV we should talk about some of the nurture great nurture programs that you do cool yeah that can be for some future episodes to talk about how the structure and operationalize them nurtures whether people and events Lo and and as David just mentioned and clarified for everyone you know we're really about permission based marketing here and so this is why we have this differentiation and these different kind of paths at the top of our funnel yours might be different but we we believe that here at the mansion is that's best practice so moving along though in the funnel you know as David mentioned just now you know we at the inquiry state have actual nurtures for people in an inquiry state and depending upon you know what lead source they're coming through what their job titles and mas might be those people are going into specific nurtures and we're trying to take them along really a journey and those nurtures and let them figure out and find out more about who we are at the mansion and what we do and where we can help them as well it's like resources that we have at their disposal for information that they might be looking for as a marketers so um in that inquiry stage you know marketing is really trying to nurture those folks we're also trying to gather more information about those folks and in that process you know we're using our lead scoring to help us identify then that we have all of that fit criteria and that this person is truly interested and engaged and when they show those signs through our lead scoring model that was in a previous series that you can check out on DG TV those folks will move into an MQL you'll notice that though I have brackets here in the naming convention that say first-time and we'll talk about why that is here in just a minute but in MQL once it becomes an MQM they actually go into a whole new nurturer as you know David 4mq else for us that one is based off of the the MA information that we know and we're it's just kind of a placeholder until sales has actually been assigned that lead and they look at that lead and they then flip the status in our lead management flow from marketing qualified to sales accepted which as David mentioned in episode 1 and 2 of this series around lead management means that it's a safe accepted lead they've accepted the lead and are now going to start actively working the lead from marketing once people move from an SI L to an SQL that really means that our sales team has identified an opportunity and is going to you know convert this lead eventually which will probably cover in another episode of DG TV um they're gonna convert this lead to an opportunity and if we don't have it already an account and contact records into the database but as many of you know it doesn't always work out that way right with the lead from sales sometimes it's too early there are numerous reasons why lead the husband assigned from marketing to sales to nurture further might actually get dispositioned back to marketing and so to account for those in our own demand chain you know lead management demand funnel we have additional stages called recycle and re-engage so when sales dispositions will lead back to marketing they actually move it into a recycled status for us and in that recycled status they also give us some reasons why it's been recycled you know those reasons can range from it's too early they don't have budget because we'd like to have a little bit more context around that so in this recycle stage we can continue to nurture them but based on the information that the sales team has provided so let me weigh in on that as someone who is disposition to many leads here at the mansion as Sabrina points out most of the demand that you generate is not going to end up as closed one business that just is not the way that it works be wonderful if you did but it's not the world works so sales has to recycle a lot of people that they interact with and it may be because they actually don't get the interaction right marketing may generate an inquiry the inquiry progresses and its lead score becomes a marketing qualified lead is handed off the sales sales accepts it all in CRM and starts trying to do some outreach and that outreach has not met with success well based on a service level agreement sales would hand that back so change the lead status which we'll show you in the next episode show you that they hand it back to marketing and by changing it down to recycle it flows you know that update comes into the marketing automation system and that program right there that Sabrina's got our mouse over is to handle those recycled leads and staged them appropriately and so it just works like a very nice integrated system it flows from marketing and back to sales so for example Sabrina and I know we can show this in our nurturing episodes what do you do in terms of recycle when it when it gets into that program what happens yes so those folks get you know status toss recycle they might go into another nurture okay based on that recycled reason that sales has given us and then marketing continues to try to market and nurture that person to increase their engagement and if they were also maybe a poor fit as one of those recycled reasons to gather more information to qualify that person's fit a little further for sales so in that process once they're recycled it's really marketing's responsibility again to try and gather more information and to also increase the interest and engagement with that person and if marketing is doing that well and we are increasing the engagement and we are finding more information about that person to make sure that it's in our sweet spot and our fit our qualifications when that happens when we talked about MQL for the first time here right and I have the first-time bracket there was a reason for that so when they became an MQL for the first time you know they come in with a marketing qualified status but once they've been recycled and marketing has nurtured them further they've engaged with us more and again gotten more of that qualification information that determines that they're a good fit they might become an MQL again which is then again is taken from marketing and assigned to a salesperson on our team for additional nurturing but instead of coming in as an MQL that person comes in as our MQL second time stage which we consider to be re-engaged and so that is the status that we have operationalized here and that again that status has some additional pieces of routing and reassignment that happens in our Salesforce and States as well as some notifications that are sent to let the sales team know that you know this person has again reached our lead scoring threshold and we have more information about them and it's time to reach out and start trying to nurture them from a sales perspective we just had one of those happen today I woke up this morning and right before I head into the office I saw that Salesforce alert the email actually in Outlook that someone had reengaged which is exactly what you said it had previously been recycled back to marketing and the reason that Sabrina sets it up that they just can't don't come back in as a MQL because to be like wow John Doe I could swear he was an MP well like a couple weeks ago why is it showing back up so instead of having that experience for sales to go this person looks awfully familiar didn't I recycle them by saying yeah you did and they come back as we engaged so you know oh this person's re engaging with maybe it's our they've they've signed up for a piece of content it's not just a matter of stepping on the website we don't reengage someone just because of that kind of digital body language they're actually engaging with our content or maybe filling out a form and in some way so I love that you set it up that way and certainly this is a model that's very common for us to work with our clients and set up their but it's that it helps sales know like no you're not seeing this lead again for the first time you're not having like deja vu yes this person is back but it's because they're reading gauging yeah it lets them know that you know there's been more interest there and so it's worthy of their time again so then you got the DQ stage yeah unfortunately as I was good say you know this is the stage that none of us like whether you're in marketing or sales is the disqualified stage and and you're gonna have a good amount of these for us people end up in this disqualified stage you know if they're DQ'd by our sales team once they've been handed off and assigned from marketing over to sales someone might get disqualified you know beat for a number of reasons maybe we find out that you know they really are truly a bad fit for instance marketing also disqualifies folks even from the inquiry stage sometimes into the seven disqualified stage for instance if we have a bad email address for you and your your hard balancing in our database or you've unsubscribe before we can you know really qualify you for sales those are instances where in our lead management flow you might end up in this disqualify bucket unfortunately but we all have one of these so we do I love it well thanks for walking us through that you can see that sabrina does a really good job of structuring the programs it's very intuitive if there were other Marketo users inside the system they would see that that organizational of these systemic programs these operational programs that sabrina has with really strong naming conventions just that the thing to take away from this this episode is that we as you saw in the previous one we come up with the nomenclature come up with the taxonomy and then we operationalize that in both the marketing automation and CRM system and what I like to say to people and I cover this in the book and you don't have a copy of my book just grab a copy there's a link in the comments below as well as some other resources for you is that it doesn't necessarily reflect the buyers journey let's not get hung up on that we're not saying that a buyer's gonna go through every single one of these stages we certainly don't want to go through disqualified or they'll never become a buyer but it's that we're like it's like inventory Sabrina is moving them into these different areas or segmentation areas of the database because we treat them differently if they're an inquiry they're going to go down a certain track of nurtures if they're now a marketing qualified lead sales is getting engaged and they're getting a different set of nurture so it's a way for us to organize and that's what we call it demand manage the work that we're trying to do in terms of engaging prospects well thank you Sabrina what are we gonna learn on the next episode we don't take a look at Salesforce I think so all right well we should do it hey that is gonna do it for this episode of demand gen TV I want to thank you guys for tuning in there are a bunch of lead scoring episodes that are really relevant to lead management the demand funnel so be sure to take a look at those and also if you haven't already click on the subscribe button so that you are a member of this demand genius community and get all the different videos that we're making inside of your your feed there in YouTube and then click on the notifications button that little bell so that your weather on your mobile phone or we're inside your browser get notified when we push up new episodes which we are doing every week for you guys and we really appreciate you engaging with us so drop some comments smash that like button and even send us some notes if there's some particular areas that you want Sabrina and I to cover on demand in TV all right that's gonna do it we'll catch you guys on the next episode take care [Music]