BANT and Lead Nurturing

While sales folks are well versed with the BANT paradigm, there are many folks on the marketing side of the fence who are not aware of BANT and its implications for lead nurturing. I believe BANT is one of the critical factors in the design and execution of lead nurturing programs.

Budget

  • Does the prospect have the budget for buying our product or services?
  • At what stage in the buying process do we need to address this question? Right upfront in the first form that the prospect fills out or much later in the buying cycle?

Authority

  • Does the prospect have the authority to sign-off on buying our products?
  • Do all my forms incorporate the Job Title?
  • Is my Lead Routing taking the job title of the prospect into account

Needs

  • Does this customer need our product?
  • What aspects of the product would appeal to prospects from different verticals

Timeline

  • What is the prospects timeline?
  • Does my lead scoring strategy take into account prospects readiness to buy?
  • Am I doing the lead hand-off to sales at the appropriate time?