How do you think BANT Campaign Process is related to Sales Closures ?
After marketing our business offering products or services, we get tons of prospects. As the inquiries start coming, a few questions emerge: How do you sort this influx?
What criteria will you use to identify and qualify the most promising prospects?
Many organizations encounter this difficulty while seeking the perfect client or a lead that will convert. The method you use to filter clients, or the right prospects, may not be consistent and can vary from business to business and even from campaign to campaign.
So, what is the standardised process we can use to find leads for any business?
Answer is BANT Campaign Process.
What is the BANT Campaign Process ?
The BANT campaign is the process of qualifying leads who have shown interest in our products or services offered, which will help in identifying and prioritising high-quality leads.
These campaigns help the sales teams to determine whether the client is likely to convert or not by considering four factors.
By qualifying these factors, you will get Sales Ready Leads with whom your sales team can book an appointment for further steps. The four factors of BANT Campaign Process are mentioned below:
B – Budget
A – Authority
N – Need
T – Time
Why is it important?
In this present crowded market, it is easy for businesses to reach the audience as we have digital marketing. But the main issue arises: how will you determine that the clients are ready to buy your offerings?
Let’s assume you’ve found a right way to filter the clients, but is it standardized?
How effective is it & what if your competitor is using a different process to convert leads faster ?
To all these problems, the BANT Campaign process is the only solution and proves its value. So, to gain leads with a standardized process, this approach has become crucial as it offers a clear, structured & universal approach to Lead Qualification. This process ensures the businesses to:
• Focus on leads who have real potential.
• Avoid wasting time on unqualified prospects.
• Align your sales & marketing efforts more effectively.
Key Role in Demand Generation Funnel
When it comes to the Demand Generation Funnel, this BANT plays an important role in converting the prospect’s interest into actions.
The BANT always acts as the bridge between MQL (marketing qualified leads) and SQL (sales qualified leads). If there is no BANT approach, then it becomes difficult, as you will get low-quality leads.
So, this might cause risk by sharing poor-quality leads to sales teams, which leads to in-effective usage of Resources, Lower Conversion Rates & ROI (Return On Investment).
So, BANT Campaign Process & strategy ensures that, Leads who fits your budget, authority, need & time criteria will further advance down the marketing funnel.
BANT Campaign Process: Step by Step approach
1. Budget: Does the lead have the funds to purchase?
Budget is the first and one of the most important steps in the BANT process. No matter how good your product or services is, what if the prospect doesn’t have the budget to afford it.
Thus, before moving forward in the funnel, it becomes crucial to know that the client has the financial capacity to buy.
2. Authority: Are they a decision maker?
Suppose the person has the budget to buy, and your products or services are fabulous, but what if he is the decision maker?
In many organizations, the person or prospect who shows interest in your offering may not be the one who can make the final purchase decision. That’s why it becomes vital to identify the authority-level lead.
3. Need: Do they really need it?
The word “need” may sound simple, but it conveys a powerful sense of sorrow. If you need something, you will strive to buy it as soon as possible. Qualifying leads without knowing their needs is akin to shooting in the dark.
At this stage, a marketing or sales team evaluates whether they require your offering, whether it’s your product or services, and you try to solve prospects’ pain points.
4. Timeline: Is the lead ready to buy now, or later?
This is the last stage of the BANT Campaign, where the marketing or sales team will know what the timeline is to buy this product from prospects. Will they buy in 1 or 2 months, or will they extend to 6 months or more? Though it looks like the last stage, it is an important one.
Every stage in this process holds its own importance. If you miss a single stage, you will lose a lead. After qualifying leads through the BANT process, the next step involved is appointment-setting services.
In this stage, the marketing or sales team will schedule a meeting with leads through email, call, or chat.
Thus, the BANT Campaign Process can effectively transform clients into high-intent sales leads. As it provides a standardised, scalable & most effective way to qualify, it leads by ensuring that your sales team can spend their precious time only on those prospects who are most likely to convert.
If you’re still struggling to find high-intent sales leads, then connect with Resolute B2B. We offer unique strategies for demand generation using this BANT process. This strategy comprises both Calling campaigns and personalized email campaigns.
To learn more about this insightful article on lead generation, visit our blog &
for any queries or suggestions, mail us at info@b2bresolute.com / kireeti@b2bresolute.com
