What’s Next:
21st Century Lead Cultivation
Marketing II
Steve Gershik, Eloqua
Jason Hekl, InQuira
Simon Peel, Cast Iron

Agenda
 Introduction
 What is 21st Century Lead Cultivation?
 How to score – Jason Hekl
 Nurturing – Simon Peel
 Q&A

Why you should (not) hit the bar early
Sales’ View of Marketing’s View of Sales
Marketing
“Marketing is… “Sales does…
…out of touch with …not get the
the customer.” importance
of branding.”
…not delivering
enough ‘qualified’
…not work the leads
leads.”
we give them.”
…not accountable for …focus too much on
how dollars are spent” their own
compensation.”

Our Mission
“Make Customers the most
Effective Marketers on
Earth” 1400%
1000%
•1000
400%
200%
SALES OPPORTUNITIES
LEADS
100%
85%
100% 76%
•100
EFFECTIVENESS
40%
PRODUCTIVITY
CONVERSION
OPPORTUNITIES
CAMPAIGN
REDUCED
20%
EMAIL
COSTS
RATE
REVENUE
10%
•10
•1
© 2007 ELOQUA CORPORATION

20th Century Lead “Cultivation”
20th Century Lead “Cultivation”

Now that you
have generated
a lead, what
next?

Does this stuff work?
After
Before
Lead Scoring
Lead Scoring
1,372 1,058
Leads sent to
sales
Want a copy of the full report?
Email me at 31.3% 40.9%
score@eloqua.com
Close ratio
Revenue per deal
$39.1k $45.9k
TOTAL REVENUE
$16.8mm $19.8mm
Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6 months)

What is lead scoring?
“Ranking one
prospective buyer
against another”

How do you do it?
 Explicit vs Implicit
$
 HAT vs Current Period
Who benefits from it?
 Marketing
$
 Inside Sales
 Outside Sales
$
 Prospective Customers
$
$
$
$
$

Meeting Scheduled
Rep Accepts Lead
Project Defined
Qualified Oppty (BANT)
Fully Engaged
Strategy Set
Position of Strength
Comp Eliminated
Contracts
Establishing Context – Enterprise Software

Meeting Scheduled
Rep Accepts Lead
Project Defined
Qualified Oppty (BANT)
Fully Engaged
Lead Management Challenges
Strategy Set
Position of Strength
the RFP
Prospects
Comp Eliminated
Positioned to Write
Calling on the Right
Contracts
Reading Demand and Preventing Leakage

Lead Scoring at InQuira
There are three primary components to our
lead scoring programs
 Explicit Score and Lead Rating
 Triggered by registration form data
 Resets with each new registration
 Implicit Score
 Triggered by Prospect Behavior
 Increments over time
 Time
 Current Score Resets in 6-month intervals

Lead Scoring at InQuira
Assign Numerical Values to Data Captured on
Registration Forms
Project Revenue Range Responsibility
Timeline Company Size Industry

Lead Scoring at InQuira
Define an “A,B, or C” Rating from Explicit Score
Thresholds

Lead Scoring at InQuira
We make a distinction between explicit and implicit
scoring – the former can be manipulated and will never
be 100% accurate; the latter is tied to discrete
behaviors, but requires more interpretation
 We evaluate:
 Form submissions
 Email clickthroughs
 Visits to High Value Website Content (HVWC)
 Search engine hits on InQuira and misspellings
 Historical All-Time vs Current Period
 Reset implicit score after set period of
time
 Allows you to distinguish current
interest from historical

Eloqua lead scoring allows us to
mine our data and target
integrated sales and marketing
efforts

Scoring provides a clear picture of who at each
account is responding to our marketing programs

Based on title alone, we would usually not
call this individual. The consistent activity,
however, causes the inside rep to dig into
this account.

Cold Calling, Hard
Rock Mining, Dialing
for Dollars…
It’s about calling the
right people, at the
right time, for the
right reasons

Every salesperson can quickly see which
prospects and customer are sending the
most signals

For outside reps, implicit scores provide a reality check
on their pipelines

For inside reps, tracking implicit scores helps identify
opportunities we might otherwise miss

Summary: Lead scoring is critical to both sales and
marketing
Marketing Inside Outside
 Improved  Real-time alerts  Validates pipeline
segmentation and when highly of existing
targeting scored prospects opportunities
are on the website  Reinforces target
 More relevant
 Call prioritization
communications account selling
processes
 Improves nurture  Automated filtering
 Identifies
programs of unqualified
leads opportunities that
 Better campaign
might otherwise be
analysis
missed

What’s Next / Possible
 Use lead scoring data to
determine which qualified
prospects will receive premium
offers (this works especially well
in our nurture programs)
 Incorporate Target Account
identification into the lead
scoring programs
 Incorporate lead scoring into
lead assignment and workflow
rules
 Threshold-based
communications
 Very targeted micro-campaigns

Imagine it. Learn it. Use it.
 How to apply what you’ve learned when you get
home
• Automate
• Centralize
• Implement
• Integrate

Cast Iron Systems
Integrate Salesforce.com In Days

Why Nurture?
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Fall Out
Tradeshows
Online Visibility
Website
Product
Other 6%
8%
Project Fit
Sales
31%
Process
30%
Project Not
Budgeted
Too
25%
Expensive
10%
15%

Why Nurture?
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Fall Out
Tradeshows
Online Visibility
Website
Nurture Bucket
73,585 leads/Opps

Why Nurture?
Within 24 months from
Source: Sirius Decisions target company or
competitor 29
Automating Demand Generation

How We Nurture
Google Search
Whitepapers
Tradeshows
Email blasts
Webinars
Online Newsletters
Public Relations
Website
Executive Breakfasts
Fall Out
Online Visibility
Special Events
5,000/Qtr
Nurture Bucket
73,585 leads/Opps

How We Nurture
Campaign
Leads are automatically assigned to
5,000 New Leads per Qtr
nurturing campaigns and contacted
Trade Shows
Whitepapers
Website
Google Search
Webinars
Call
Score
Hottest leads bubble to the top
through lead scoring
Top 300 leads go into
automated calling system

Campaign Email 1
 Define campaign goals
7 days
 Create messaging strategy
 Develop campaign flow Email 2
 Write copy & build microsite
 Test Campaign and timelines 14 days
 Watch for interest indicators
 Tune Campaign Direct Mail 3
 Continue to score until qualified

Consistent
The Basics Branding
Clear
Message
Clear and
compelling
offer
Clear &
repeated
call to
action

Score
Lead calculated by Eloqua
based on actions and behaviors
listed below
Lead Score 95
Nurturing Campaigns defined and
emails are sent out via Eloqua
Prospect views emails and
visits site raising their lead score

Call
• Appliance synchronizes salesforce
with automated calling system each
night so the top 300 leads (by territory
and lead score) are ready and waiting
for the Telesales team each morning
• Telesales calls only the hottest leads
Dashboards show each Sales Rep
their hottest leads each day

Lead Nurturing Results
No. of Nurturing % of Emails Click Through
No. of Emails Sent
Campaigns Viewed Percentage
110 53,633 23.60% 1.55%
47%
:
ing
e
rtur
Lin
Top Nurturing Campaigns:
u
tom yN
t b
Bo ted Avg. Click
ac Through Rate
Rank* Campaign Open Rate
imp
vely
iti
1 Webinar: Thanks for Attending 15.45% 44.95%
pos
ls Sorry We Missed You
2 Event: Various Post Show Emails 3.25% 36.72%
Dea
3 Webinar: 2.15% 26.02%
4 Partner Email 1.96% 9.97%
5 Event: Pre-Show Email 1.43% 29.49%
6 Webinar Invite 1.32% 22.90%
* Based on click through rate

How Do I Start Nurturing?
1. Define your Objectives
2. Identify Target Audience
3. Identify Content Assets and
Tools
Delivery Touch Points
• E-Mails
• Phone Scripts
Content Assets
• White papers
• Analyst reports
• Articles
Interactive Media
• Poll / survey
• Benchmark Tool / ROI Calculator
4. Launch Campaign and Report
5. Ongoing Evaluation

Other Reading
Brian Carroll,
Lead Generation for the Complex Sale
Bob Schmonsees,
Escaping the Black Hole
The Innovative Marketer blog
www.theinnovativemarketer.com

What’s Next?
21st Century Lead Cultivation
Steve Gershik
Jason Hekl
Simon Peel