The Evolution Of Lead Scoring

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Demand Gen Report's Lead Life Cycle Series session presented by Lattice Engines

#LLCSeries

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The Evolution Of Lead Scoring

  1. 1. Session sponsored by! #LLCseries   The Evolution of Lead Scoring!
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   LaBce  Engines:   @La.ce_Engines     Brian  Kardon:   @Brian_Kardon   Ryan  Schwartz:   @schwartzrw  
  4. 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. 5. #LLCseries   About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched  in  2007  to  track  best  pracTces  in   lead  generaTon   •  Newsle>er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   pracTces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  6. 6. #LLCseries   Panelists! MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report   Brian  Kardon,   CMO,   La.ce  Engines       Ryan  Schwartz,     Director  of  MarkeTng  Systems  and   OperaTons,   DocuSign    
  7. 7. What to do?"
  8. 8. ·∙      Purchases ·∙      Items you have added to cart, but abandoned ·∙      “Dwell” times ·∙      Product ratings ·∙      Address ·∙      What your neighbors buy ·∙      Birthday ·∙      Sizes: yours + family + friends ·∙      If you are cheating on your partner!
  9. 9. How  It  Works   Growth  Profile   Employee,  locaTon,  facility,  and  contract  growth   Social  Presence   OperaTng  Diversity   Divisions,  disparity  of  locaTons  &  personnel   Cloud  Maturity   CRM,  MA,  and  provisioned  infrastructure   Company  Profile   Size,  credit  raTng,  news   Technology  Profile   Installed  technologies  and  maturity   ExecuTve  Change   Presence  of  new  personnel   AdverTsing  &  External  Investment   Spend,  trend,  Tming,  events   1,000s  of  Other  A>ributes   Web  Page  Visits   Video  Views  and  Engagement   Title  of  Contact   Form  ConversaTons   Downloads   Webinars  A>ended   Campaign  Response  Rates   Email  Opens   Internal  Data  Sources  
  10. 10. Conversion  Rate   How  It  Works   78%  likelihood  to   convert  (7.8x)     39%  likelihood  to   convert  (3.9x)     Work     by  Sales   Qualified  but   Not  Ready   Historic  Conversion   is  10%     Universe   A]ributes  of  LEADS  in  this  segment:     §  Growth  Events   Company  has  experienced  >15%  employee  growth  in  recent  six  (6)  months   §  New  Loca^on   Company  has  opened  or  will  open  a  new  facility  in  next  three  (3)  months   §  Marke^ng  Response   Rise  (40%+)  in  visits  from  the  domain    
  11. 11. Cumula^ve   Adop^on   Time   A B C D E F 50-60% penetration Source: Sirius Decisions Where  is  marke&ng  automa&on?  
  12. 12. Where is Predictive Marketing and Selling? Cumula^ve   Adop^on   Time   A B C D E F Source: Lattice Engines
  13. 13. The  DocuSign  Challenge  
  14. 14. TradiTonal  Scoring  Couldn’t  Scale  
  15. 15. What  we  needed  
  16. 16. Why  We  Chose  LaBce   •  Leader  in  PredicTve  Lead  Scoring   •  Passed  intense  security  review   •  Commi>ed  to  meet  our  volume  needs   •  Understand  persona  selling  
  17. 17. DocuSign  LaBce  Lead  Score  Rollout  
  18. 18. DocuSign  LaBce  Lead  Score  Rollout   0   Increased score indicators from 4 to 10 4   10  
  19. 19. DocuSign  LaBce  Lead  Score  Rollout  
  20. 20. Original  Scoring  Opportunity  DistribuTon   0.00%   5.00%   10.00%   15.00%   20.00%   25.00%   30.00%   35.00%   C   B   A   D   Lead  Score  
  21. 21. LaBce  Scoring  Opportunity  DistribuTon   0.00%   5.00%   10.00%   15.00%   20.00%   25.00%   30.00%   10   8   9   6   7   4   5   1   3   2   La.ce  Score  
  22. 22. The  Lin  in  Win  Rate   38%     Eloqua  Score  (A,B)   LaBce  Score  (10,9,8,7,6)  
  23. 23. The  Impact  
  24. 24. New  Model  PredicTve  Accuracy   of  Won  OpportuniTes   of  Won  OpportuniTes   of  Won  OpportuniTes  
  25. 25. Example  Predictors  
  26. 26. Tips  for  AdopTon   •  Benchmark  dashboard  to  prove  success   •  Track  original  score,  current  score,  and   last  score  date   •  TransiTon  sales  from  intuiTon  selling  to   predicTve  selling   •  Develop  personas  over  Tme  
  27. 27. #LLCseries   Q&A // Panelists! MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report   Brian  Kardon,   CMO,   La.ce  Engines       Ryan  Schwartz,     Director  of  MarkeTng  Systems  and   OperaTons,   DocuSign    
  28. 28. #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  
  29. 29. #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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