In this webinar, Scott Armstrong, Co-Founder and Partner from Brainrider, will explain how to qualify more sales ready leads by optimizing your content, calls to action, forms, and rules.

1. 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. 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!

3. 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

4. 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

5. 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

6. 3 Poll Questions
6

7. Identifying Sales Readiness:
Tiered Calls-To-Action, Forms, Page Actions
7

8. Identifying Sales Readiness:
Configuring Sales Readiness Tracking In Your MAP
8

9. Livingston International Example
Tiered Calls To Action
9

10. Empathica Example
Ask An Expert/Request A Demo
10

11. Pitney Bowes and Rythmlink Examples
Pricing and No-Price Pages
11

12. Test A Pricing Page!
12
http://sherpablog.marketingsherpa.com/marketing/blog-30264/

13. 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

14. 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