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What do you think is the most important BANT criteria when it comes to lead nurturing?
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4 Answers
Of the four -- Budget, Authority, Need and Timeframe -- I would say that need is by far the most important?
Why?
First of all, if the prospect has a need for your product, a real need, they will justify the budget to their firm. If they don't have the authority to buy, they will serve as your internal champion to help smooth the path to acceptance for what you are selling. And if you can activate a person's sense of need, of urgency, you'll find that the time to purchase is also reduced.
Also, need is one of the least likely qualification criteria that people will mislead you about. Plenty of people will say they have the authority or budget in order to get what they want from you, but few will declare they need what you are selling until they are convinced there's a genuine desire.
I agree with Steve. Need drives everything.
Budget comes from Need
Authority comes from Need
Timeframe comes from Need
Without Need, nothing happens.
I agree with Jeff and Steve, the underlying business need is everything. Mind you, I feel BANT is a little limiting. I prefer the SCOTSMAN:
Situation
Competitors
Opportunity
Timeframe
Size
Money (aka budget)
Authority
Need
-Kevin
Hi Everybody,
Assuming that BANT can be applied to lead nurturing, I would agree that NEED is probably the most important driver.
However, at the risk of stepping out of the mainstream, I would lobby that BANT should not be associated with lead nurturing.
BANT is a set of sales-readiness criteria, and is used to evaluate a lead’s progress along sales cycle milestones: qualifying, pipelining, forecasting, etc.
Lead nurturing, on the other hand, is about buyer-readiness, and should advance leads along buying cycle milestones: getting up to speed, defining requirements, researching solutions, making selections, etc. NEED is a given; otherwise, there wouldn’t be a lead in the first place.
If it’s true that buyers – either prospects or customers – now control marketing and sales processes, then lead nurturing should be truly buyer-focused. The good news is that, if it is, sales-readiness automatically grows out of buyer-readiness.
A corollary to this model of the relationship between buyer-readiness and sales-readiness is that lead scoring should be refocused on ranking levels of buyer-readiness instead of evaluating buyer behavior in sales terms. After all, when was the last time a lead wanted to know what it had to do to get added to the sales pipeline?
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