In the words of Lizzo, “I just pulled a revenue report. Turns out I’m 100% off target.” In this session, Amanda Thomas (Marketing Technology Consultant at Etumos) teaches you how to pinpoint where your problems are, and then bring your leads back to life like a boss. Walk away knowing how to build reports to find when and why your leads are falling out of the sales cycle, as well as engagement programs to re-engage your stale leads.

1. Why Leads Great Til’ They
Gotta Be Great?
Resuscitate & Revive Dying Leads
Amanda Thomas| Marketing Technology Consultant

2. About Me
4x Marketo Champion
Co-Lead the Houston Marketo User Group
Nurture & Engagement Specialization
Contact Me!
All Social: /heyamandat
Email: athomas@etumos.com

3. Why do we need to revive
dead leads?
1. Leads cost money; money shouldn’t be wasted
• Acquisition
• Marketing resources
• Technological Resources (database costs)
• Sales resources
2. B2B selling has manual components:
• Phone Calls
• Qualification data collection
• Disposition (recycle)

4. TRUTH HURTS
Collect data to get the
truth about your buyer
journey.
GOOD AS HELL
Run your reports and
check your nails!
JUICE
Send your leads
through a nurture that
gives them something
more exciting.

5. What you need in place to
understand why your leads are
falling out of the buyer journey.
TRUTH HURTS
COLLECT
THE
DATA!

6. 3 Most Important Things You Need to Get
The Truth
LIFECYCLE
PROGRAM
SERVICE LEVEL
AGREEMENTS
(SLAs)
REPORTING
FALL OFF
1 2 3

7. Step 1: Life Cycle
Definition of Stages
PRO TIP: Don’t Stop at
Customer
Marketing Recycled Lead (MRL)
Person that is recycled at the MQL to SAL
stage
Sales Recycled Lead (SRL)
Person that is recycled at the SQL stage or
New Business Opportunity is Closed Lost

8. Step 2: SLAs
Define Your SLAs
(A) Action Item
SLA #1
A: Disposition MQLs
O: Recycle or SAL
D: 24 Hours
SLA #2
A: Disposition SALs
O: Recycle or SQL
D: 14 days
SLA #3
A: Disposition SQLs
O: Recycle or Open
OTY
D: 4 weeks
SLA #4
A: Disposition Open
OTYs
O: Won or Lost
D: 3 Months
R: Recycle Reason &
Lead Owner
R: Recycle Reason &
Lead Owner
R: Recycle Reason &
Contact Owner
R: Closed Lost Reason
& OTY Owner
(O) Outcome (D) Duration (R) Requirements

9. Step 3: Reporting
Your Essential Reports
Database by Lifecycle Status Out of SLA Reporting Recycle Reason Reporting

10. Database By Lifecycle Status
1. Under your lifecycle program create a
people performance report
2. Group by Lifecycle Status
3. Smart List
add filters for specific lifecycle statuses or
lifecycle status is not empty
Step 3: Reporting
Build Your Reports

11. Out of SLA Report
1. Under your SLA Program
create a smart list
2. Add the filters pictured
3. Adjust the Date Stage
timeframes to your SLA
timeframes
Step 3: Reporting
Build Your Reports

12. Recycle Reason Report
1. Under your lifecycle program
create a people performance
report
2. Group by Recycle Reason
3. Smart List add filter that Lifecycle
status is MRL or SRL
Step 3: Reporting
Build Your Reports

13. What you need to get your
leads back in the buyer
journey.
JUICE
BUILD THE
NURTURE!

14. 3 Steps to Deliver Something More Exciting
Pick Your
Recycle
Nurture Type
Build Your
Recycle
Nurture
Implement
Extras
1 2 3

15. Step 1: Pick your Recycle Nurture
INTERROGATION Get more information
from those MRLs that have insufficient data.
(Very Early)
SECOND CHANCE Nurture SRLs based on
recycle reason (Early OTY)
FINAL SHOT Nurture SRLs based on recycle
reason/ Closed Lost Reason (Late OTY)
WIN BACK Nurture your Former Customers
(Post Customer)

16. 1. Create an Engagement Program
2. One folder for Processing
Campaigns
3. One folder for each Stream
4. One folder for landing pages (if
needed)
5. One folder for Reporting
Step 2: Build the Engagement Program
Build the Structure

17. Step 2: Build the Engagement Program
Build Add to Nurture Campaign

18. Step 2: Build the Engagement Program
Build the Pause Nurture Campaign

19. Step 2: Build the Engagement Program
Build the Resume Nurture Campaign

20. Step 2: Build the Engagement Program
Build the Stream Sorting Campaign

21. Build a program for every
email you send
1.The email asset
2.A send campaign
3.A skip campaign
Step 2: Build the Engagement Program
Build the Default Programs to Send Emails

22. Step 2: Build the Engagement Program
Build the Send Campaign

23. Step 2: Build the Engagement Program
Build to Skip Campaign

24. 1.Create your stream
2.Add your programs
3.Set your cadence
Step 2: Build the Engagement Program
Build the Streams

25. Step 3: Implement Extras
Acceleration Logic

26. Step 3: Implement Extras
Acceleration Logic: Transition to Accelerated

27. Step 3: Implement Extras
Acceleration Logic: Transition to Steady

28. Demand Gen Marketing Ops Content Marketing
Step 3: Implement Extras
Personalization

29. 1. A Theme
2. GIFs
3. Whitty Subject Lines
a. Can we rekindle our fire?
b. Do we need to pivot?
c. Why leads great til they gotta be great?
4. Emojis in the subject line
Don’t be afraid to use:
PRO TIP: Nurture is larger than email! Align
with web, social, and paid media!
Step 3: Implement Extras
Final Touch

30. What you need to see how it’s
working!
GOOD AS HELL
SHARE
THE
RESULTS!

31. Database by Lifecycle Status Out of SLA Reporting Recycle Reason Reporting
Your Original Reporting
Subscribe to check in regularly

32. Additional Reporting
To find what’s working
● SLA improvement
○ Use static lists to guide team training
● Recycle to MQL Conversions
○ Incorporate previous stage values
● Velocity Reporting
○ See that people are moving through
the funnel at a faster rate
● Revenue Target reporting
○ Pipeline revenue is more accountable
● Nurture Performance
○ Recycle Reason & Nurture Performance
○ Recycle Stage & Nurture Performance

33. Results you should expect
Overtime
● SLA improvement
○ Timeframes for disposition are more reliable
● Overall lead velocity has improved
○ 20% faster MQL to SQL
● Pipeline revenue is more accountable
● Sales & Marketing are more aligned
● Have more detail around what marketing
programs work and what don’t
● People are re-engaging
○ 3x Recycle to MQL

34. Thank you

35. What’s Next
• Follow-up email with recording
• Save the date, September 8, 2020 for MOPsCON
• Discount code for MOPsCON 2020 for all attendees
• Join the MOPsPROs Slack group
• Feel feel to contact us at Mopscon@etumos.com with any
other questions