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How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
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How To Implement An Effective Lead Scoring System

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Demand Gen Report's Lead LifeCycle Series presented by DemandGen …

Demand Gen Report's Lead LifeCycle Series presented by DemandGen

#LLCSeries

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  • 1. Session sponsored by! #LLCseries   How To Implement ! An Effective Lead ! Scoring System!
  • 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  • 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCSeries     Demand  Gen  Report:   @DG_Report   DemandGen  InternaDonal,  Inc.:   @demandgenglobal  
  • 4. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  • 5. #LLCseries   About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched  in  2007  to  track  best  pracDces  in   lead  generaDon   •  Newsle>er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   pracDces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  • 6. #LLCseries   Panelists! MODERATOR:     David  Lewis     President  and  CEO,   DemandGen  InternaLonal       Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  • 7. #LLCseries   Download Your Free Copy! www.manufacturingdemand.com!
  • 8. WARNING! The following show features sales and marketing alignment projects performed under the supervision of professionals.! Accordingly, DemandGen must recommend that no one attempt to recreate or re-enact the activities performed on this show without the help of experienced professionals.!
  • 9. #LLCseries  
  • 10. #LLCseries   Why Lead Scoring Sales Efficiency: Ranks each lead at the top of the funnel to help sales focus on the highest priority leads. Nurture Routing: Ranked leads can be routed to the appropriate nurture program based on the objective of the nurture.
  • 11. #LLCseries   5 Common Lead Scoring Models! •  Qualification Only (Fit Criteria)! •  Interest Only (Engagement Behavior)! •  Two-Dimensional (Cumulative roll up score)! •  Two-Dimensional (Quadrant intersect rank)! •  Predictive!
  • 12. #LLCseries   2   Touch  2   Touch  3   Touch  1   +10 – Good Fit Criteria A +10 – Good Fit Criteria B +5 – Engaged on Website +15 – Downloaded Whitepaper Lead Scoring3   5   1   Wait 2 Days Lead Score Reporting6   Website Lead Capture Wait 1 Week Inquiry Nurture4   Campaign Runs MarkeLng   AutomaLon   CRM   Sales Engagement 10  20  25  40  
  • 13. #LLCseries   Two Dimensional Lead Scoring! QualificaDon   Level   (fit)   Interest   Level   (engagement)   Lead   RaDng   A B  B   C  
  • 14. Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.   Interest  
  • 15. #LLCseries   In  the  physical  world  you   can  see  the  interest  of  a  lead.  
  • 16. #LLCseries   Interest  scores  leverage  their   digital  body  language  (engagement)  
  • 17. #LLCseries   Measuring Interest Level! •  Website Behavior! •  Number of visits to site, # of pages visited, how recent, areas of interest (content)! •  Form Activity! •  Number of forms submitted, high interest forms (content type)! •  Email Responsiveness! •  Event Participation!
  • 18. Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.   Fit  
  • 19. #LLCseries  
  • 20. #LLCseries   Case Study: Insulet!
  • 21. #LLCseries   Case Study: Diabetes Management 6. # of Injections/Day? 2. Who are you? (Persona) 3. Which Insurance Provider? 4. Current Treatment Method? 1. What Type of Diabetes? 5. Patients Age?
  • 22. #LLCseries  
  • 23. #LLCseries   Sample Rating Matrix! C   D   E   B   C   D   A   B   C                      Low                                                  Medium                                                High   High         Medium           Low   Interest  Level   QualificaDon  Level   MarkeDng  Qualified  Lead  (MQL)   Inquiry    
  • 24. Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.   CRM  ImplementaLon  
  • 25. #LLCseries   Presenting The Scored Leads!
  • 26. #LLCseries   Sales  Team  Training  
  • 27. #LLCseries   Service Level Agreements (SLAs)! *  
  • 28. #LLCseries   Lead Scoring Views!
  • 29. #LLCseries  
  • 30. Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.   AudiLng  
  • 31. #LLCseries  
  • 32. #LLCseries   Key Takeaways for Success 1.  Assemble taskforce to discuss characteristics of sales-ready leads (seek outside expertise from DemandGen.com)! 2.  Determine the criteria and behaviors that should be captured and incorporated into the lead scoring model! 3.  Review and finalize the model with taskforce! 4.  Prepare your forms, MA, and CRM! 5.  Build out the lead scoring system and pilot! 6.  Train sales on CRM interface and SLA’s! 7.  Hold quarterly taskforce meetings to audit ! usage and discuss modifications!
  • 33. #LLCseries   Download Your Free Copy! www.manufacturingdemand.com!
  • 34. #LLCseries   Q&A // Panelists! MODERATOR:     David  Lewis     President  and  CEO,   DemandGen  InternaLonal   david@DemandGen.com   Twi>er:  @demandgendave         Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  • 35. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  • 36. #LLCseries   Thanks for attending this session!! Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:   h>p://dg-­‐r.co/lls14  

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