MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
Days
Hours
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Seconds
View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
B2B marketers spend an extraordinary amount of time, energy and resources creating demand for their products and services. But many fail at getting these precious leads to the right team member for timely follow up. In order to extract the full value of every lead, you need a best-in-class lead management strategy. Join our session to learn the recipe to successfully manage your leads by leveraging the right data, technology, and processes across the revenue engine.
Watch to discover:
1. How a solid data management strategy is the foundation for best-in-class lead management
2. The best systems and technology for lead management
3. Best practices from companies using Pardot and LeanData to power their lead management strategy
This session, presented by Jay Vira from LeanData, outlines a critical framework for B2B marketing and sales teams to move beyond suboptimal performance caused by siloed and inaccurate data. The framework focuses on data unification, strategic routing, and continuous iteration to drive revenue growth.
Poor lead management stems from imperfect data, leading to severe negative impacts on both marketing ROI and sales productivity.
Marketing Side:
Inaccurate Segmentation: Sending prospect campaigns to existing customers, resulting in suboptimal customer experiences and low conversion rates.
Suboptimal ROI: Up to a 25% reduction in campaign revenue due to targeting errors.
Sales Side:
Wasted Productivity: Sellers sift through the CRM, looking for quality leads within imperfect territories.
Suboptimal CX: Sellers call existing customers trying to sell them products they already own, damaging the brand image.
Missed Quotas: Lack of productivity hampers speed to lead and pipeline achievement.
This framework is an end-to-end business process designed to align marketing and sales, ensuring every prospect engagement results in a high-quality, fast interaction with the right seller.
Data collected from form fills, trade shows, and webinars is rarely perfect (e.g., spelling variations, non-standard email domains).
Action: Employ Fuzzy Lead-to-Account Matching technology (like LeanData) to confidently link imperfect prospect data (Leads, Contacts) to the correct Account in the CRM.
Benefit: Allows the organization to understand that varying inputs (Joe Langston, Kristen Budd, Rajesh) actually belong to the same buying group (Hewlett Packard) and should be marketed and sold to as such.
Once data is unified and matched to accounts, marketing can execute tailored programs.
Action: Use marketing automation (Pardot) to segment the database based on the matched account information (e.g., Is the account a Customer or a Prospect?).
Benefit: Ensures that customers receive tailored growth campaigns (upsell/cross-sell) rather than inappropriate net new business campaigns, improving the customer experience. Marketers can generate higher quality prospect engagements by tailoring content to fit the target ICP’s industry and revenue band.
Once a prospect engages (e.g., MQLs, fills a demo request), the system must route the hard-earned lead to the best seller instantly. This is where go-to-market complexity must be addressed.
Inbound Motion (High Velocity): Requires speed and productivity. Routing must check rep availability, working hours, and use load balancing to ensure quick response (e.g., aiming for a 5-minute SLA).
Account-Based Motion (ABM): Requires relationship context. Routing must ensure leads from strategic accounts are followed up on by the dedicated Account Owner (AE) who already manages the relationship.
Service Level Agreements (SLAs): Technology is crucial to enforce and monitor SLAs, notifying the right rep (e.g., via Slack) and starting a timer to track and report on speed-to-lead performance.
Lead management is an ongoing, iterative feedback loop.
Engagement Monitoring: Use engagement technology to monitor who is engaging with specific marketing content (webinars, assets) to align sales follow-up. Sales should follow up with a warm, contextual interaction based on the consumed marketing content.
Continuous Improvement: Monitor marketing and sales efforts on pipeline and revenue to ensure optimal performance as go-to-market strategies (territories, channels) constantly change.
The successful execution of this framework relies on pairing marketing automation with a native CRM routing solution.
Pardot’s Role: Pardot drives marketing activities, develops tailored content, executes campaigns, handles lead capture, and performs visitor tracking. It generates the prospect engagement that is then handed off.
LeanData’s Role (Salesforce Native): LeanData picks up the hard-earned marketing effort within the CRM to execute the routing and matching automation, ensuring the right rep gets the lead.
Zoom Example (Scalability): Zoom utilized Pardot, Salesforce, and LeanData to manage explosive lead volume during COVID-19. They replaced a custom, unreliable, code-built solution with LeanData’s robust infrastructure, gaining speed, agility, and scalability to serve their critical mission.
Demandbase Example (ABM Quality): Demandbase used the same stack to pivot from a volume-based “spray and pray” approach to a focused ABM strategy. This enabled their SDR team to deliver quality, targeted interactions and triple their monthly sales pipeline.
