Real World Rules for
Lead Scoring & Prioritization
What Really Defines a “Hot” Prospect?
Today's Presenters

                      Sham Sao is Chief Marketing Officer of
                      OneSource
         ...
Today’s Agenda

•   Finding Your Sweet Spot:
       How Do You Identify & Attract “Priority Prospects”?

•   Not All Prosp...
Research Shows…
 • According to Forrester Research 48% of B2B Marketers
   reported that lead quality is a top concern

 •...
The Challenge
• Quality is #1, but Quantity is in the top 3 – need to deliver both.

• Getting it right is critical becaus...
Benefits of Scoring

• Enables Sales to close more
  good business

• Empowers Marketing to run
  the right campaigns

• H...
Prioritizing by Objective
Goals by Product/Region:

• Grow revenues as quickly as
  possible?

• Maximize profitability by...
Getting a Clearer Picture
Add to sales & marketing database or CRM system (Industry,
Sector, Functional Area, Title, Geogr...
Poll Question
Have you analyzed what types of deals close the fastest,
generate the most revenues, and drive the most prof...
Lead Scoring & Prioritization

• Defining a “Hot” Lead
    Needs Nurturing?




                       WARM               ...
Why Lead Scoring?
 • Lead scoring has become crucial for marketers. Leads must be
   scored and prioritized for appropriat...
Leads Flow In

• Inquiries and suspects flood in to marketing from all
  directions:
          o   Email
          o   Web...
Guidelines of a Sales Ready Lead
  • What makes a good lead a “good” lead?

     o Fits the criteria of a qualified lead d...
Lead Scoring & Prioritization
• Marketers must figure out how to sort through and find valuable leads
  while they are “ho...
What is Lead Scoring?
 • The process by which marketing can distinguish (prioritize) leads
   that are “sales ready” versu...
Types of Scoring of Scoring
           Types

Demographics:
Information about the prospect
   o Ex: Company size, job titl...
Lead Scoring Model
 • Lead prioritization is a different discipline than categorization, more
   attuned to Marketing acti...
Customer Example
 • Look for “engagement” with the content before having any further
   conversations.

 • How many points...
What Do I Score?

 • An example of what you can score…

 Scoring from an Email Campaign




    2
Metrics that Matter…
By implementing a lead scoring and nurturing process
LeadLife customers have found:
    Increase in q...
Lead Scoring Poll
Q: Do You Currently Have a Formal Lead Scoring Process?

  A. Yes, we have an automated lead scoring pro...
Want to Learn More?

               To request a Product Demo from LeadLife email
               info@leadlife.com or
    ...
Questions & Poll Results…
Poll Question
Have you analyzed what types of deals close the fastest,
generate the most revenues, and drive the most prof...
Lead Scoring Poll
Q: Do You Currently Have a Formal Lead Scoring Process?

  A. Yes, we have an automated lead scoring pro...
About OneSource
Overview:
You can count on OneSource to:

   Constantly monitor and assesses provider content to ensure yo...
About LeadLife Solutions
Overview:

LeadLife Solutions, Inc. is a provider of on-demand lead management software
that enab...
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Real World Rules for Lead Scoring & Prioritization

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Marketing: Do you feel like your leads are being tossed over the wall and you're not sure where they are going? Sales: Do you feel like the leads that you receive aren't targeted and "sales-ready"? If so, we can help.

Discover how lead prioritization and scoring can increase your sales. See real-world examples on how you can find your "sweet spot" and set up lead scoring that can drive superior results.

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Real World Rules for Lead Scoring & Prioritization

  1. 1. Real World Rules for Lead Scoring & Prioritization What Really Defines a “Hot” Prospect?
  2. 2. Today's Presenters Sham Sao is Chief Marketing Officer of OneSource Mr. Sao is responsible for OneSource’s strategic marketing and global lead generation efforts. Lisa Cramer President LeadLife Solutions, Inc.
  3. 3. Today’s Agenda • Finding Your Sweet Spot: How Do You Identify & Attract “Priority Prospects”? • Not All Prospects Are Created Equal: Seeing the 360° Degree View of a Prospect by Appending Data • The Case for Lead Scoring: Why Marketing & Sales Need to Find Common Ground • Lead Scoring & Prioritization Real world rules for evaluating & scoring leads
  4. 4. Research Shows… • According to Forrester Research 48% of B2B Marketers reported that lead quality is a top concern • On average only 16% of the total leads that are deemed “sales-ready” opportunities actually close • But many companies still not using lead scoring because… – Lack the expertise around lead scoring – Have incomplete information on leads (e.g., missing data such as revenues, employee counts, industry, etc.) Sources: Forrester Research, The Aberdeen Group – “2009 Lead Life Cycle Management Study” and “2008 Lead Prioritization and Scoring Study”.
  5. 5. The Challenge • Quality is #1, but Quantity is in the top 3 – need to deliver both. • Getting it right is critical because if the criteria is too loose, you get too much junk; if it’s off or too tight, you miss good leads
  6. 6. Benefits of Scoring • Enables Sales to close more good business • Empowers Marketing to run the right campaigns • Helps Sales and Marketing get on the same page • Drives results for the business overall
  7. 7. Prioritizing by Objective Goals by Product/Region: • Grow revenues as quickly as possible? • Maximize profitability by selectively focusing growth? • Increase throughput by closing more deals, faster?
  8. 8. Getting a Clearer Picture Add to sales & marketing database or CRM system (Industry, Sector, Functional Area, Title, Geography)? • Improved account planning Co. Profile & Industry News • More completed leads with Corp Family Tree Info Rep Notes shorter form (more leads) • Better targeted marketing Prospect Supplied Info Appended Data campaigns • Lead prioritization
  9. 9. Poll Question Have you analyzed what types of deals close the fastest, generate the most revenues, and drive the most profit by industry, size, region, etc… A. Yes, we do this B. No, we do it based on gut-feel C. No, but we are planning on doing this D. No, we are missing some of the data we need
  10. 10. Lead Scoring & Prioritization • Defining a “Hot” Lead Needs Nurturing? WARM HOT COLD WARM “Sales Ready”?
  11. 11. Why Lead Scoring? • Lead scoring has become crucial for marketers. Leads must be scored and prioritized for appropriate action. Otherwise, you’ll be wasting, time, effort and your budget.
  12. 12. Leads Flow In • Inquiries and suspects flood in to marketing from all directions: o Email o Website o Events o Whitepaper Downloads o Google AdWords o Banner Ads o Direct Mail
  13. 13. Guidelines of a Sales Ready Lead • What makes a good lead a “good” lead? o Fits the criteria of a qualified lead defined by your sales and marketing departments. • Title, size, industry, geography, etc. o History and behavior. • What are they doing on your site? What are they downloading? o Shows interest in what you are buying and selling. • They come back to your website repeatedly or respond to your nurturing programs. Bottom Line: A good lead is one that fits your company criteria combined with showing an interest in what you are selling.
  14. 14. Lead Scoring & Prioritization • Marketers must figure out how to sort through and find valuable leads while they are “hot”.
  15. 15. What is Lead Scoring? • The process by which marketing can distinguish (prioritize) leads that are “sales ready” versus those that should be nurtured further. o Method of assigning point values to different criteria for each lead that comes into your organization. o By ranking and prioritizing leads you can decide the likelihood of that lead becoming a customer.
  16. 16. Types of Scoring of Scoring Types Demographics: Information about the prospect o Ex: Company size, job title, geography, etc. Behavior: Monitoring the prospects behavior o Ex: Website visits, whitepaper and/or case study downloads, etc. Demographics + Behavior = The complete picture of your lead.
  17. 17. Lead Scoring Model • Lead prioritization is a different discipline than categorization, more attuned to Marketing action than Sales. It comprises a set of levels for suspects, leads and Sales-ready leads. • A very basic scoring scheme might look like this: Note: Do not expect to get your scoring scheme right the first time. It’s a process, so remain flexible to adjust based on experiences.
  18. 18. Customer Example • Look for “engagement” with the content before having any further conversations. • How many points is that engagement worth? o If/then statements o Is attending an event more important than a Webinar? o How many activities need to happen = engagement? o If nothing happens for 6 months do you reduce? o Keep it simple
  19. 19. What Do I Score? • An example of what you can score… Scoring from an Email Campaign 2
  20. 20. Metrics that Matter… By implementing a lead scoring and nurturing process LeadLife customers have found: Increase in qualified leads by 78% Decrease in sales cycle from months to weeks Increase in first call contact success rate from 12% to 85% Decrease in cost of sales by 10% Improved conversion rates up to 3x Increase in quality of leads going to sales
  21. 21. Lead Scoring Poll Q: Do You Currently Have a Formal Lead Scoring Process? A. Yes, we have an automated lead scoring process in place B. Yes, but we do our lead scoring manually C. No, but we are moving towards a manual lead scoring process D. No, but we are considering an automated lead scoring solution
  22. 22. Want to Learn More? To request a Product Demo from LeadLife email info@leadlife.com or Call 1-800-680-6292 Receive free trial access to OneSource: www.OneSource.com/LeadGen Special Offer for Call-Ins Only: Receive 25% off your data enhancement project (add new contacts or business information, update existing contacts, de-dupe your database) 1-866-632-1910 To request the slides from today's presentation please email info@leadlife.com
  23. 23. Questions & Poll Results…
  24. 24. Poll Question Have you analyzed what types of deals close the fastest, generate the most revenues, and drive the most profit by industry, size, region, etc… A. Yes, we do this B. No, we do it based on gut-feel C. No, but we are planning on doing this D. No, we are missing some of the data we need
  25. 25. Lead Scoring Poll Q: Do You Currently Have a Formal Lead Scoring Process? A. Yes, we have an automated lead scoring process in place B. Yes, but we do our lead scoring manually C. No, but we are moving towards a manual lead scoring process D. No, but we are considering an automated lead scoring solution
  26. 26. About OneSource Overview: You can count on OneSource to: Constantly monitor and assesses provider content to ensure you have access to the highest quality business intelligence possible. Link millions of news items to pertinent companies, industries, geographies and business topics to increase search relevance. Leverage the individual strengths of best-of-breed research firms supplemented by our own proprietary data compilation processes distilled into one, clear, concise, value-rich resource. Customers access our world-class information through portals, application integrations, CRM systems, mobile devices, and many other convenient media. For a Free Trial of OneSource Visit: www.OneSource.com/LeadGen
  27. 27. About LeadLife Solutions Overview: LeadLife Solutions, Inc. is a provider of on-demand lead management software that enables B2B marketers to automatically track, score, prioritize and nurture leads. With LeadLife’s flexible and intuitive software you can increase the value of your lead generation dollars online/offline, qualify sales leads, shorten sales cycles and increase your marketing ROI. At LeadLife it’s not only about leveraging automation, but also delivering lead management best practices to increase marketing and sales success. For more information on lead management and our best practices, please visit www.leadlife.com or call 1-800-680-6292.
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