Lead Scoring in Salesforce.com Part 2: Advanced Lead Scoring - Integrating Online Behavior


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In a tough economy, successful marketers focus on sales optimization. Lead scoring in a must-have to becoming more optimized - leading to higher close ratios, shortened sales cycles and more accountability between marketing and sales.

Learn how to:
•Develop a lead scoring framework for your
•Set up basic lead scoring in Salesforce.com.

Published in: Business, Technology
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  • Lead Scoring in Salesforce.com Part 2: Advanced Lead Scoring - Integrating Online Behavior

    1. 1. Lead Scoring in Salesforce.com Part Two – Advanced Lead Scoring February 26, 2009 Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.
    2. 2. Today’s Webinar <ul><li>Agenda </li></ul><ul><li>Adding Online Behavior to a Model </li></ul><ul><li>Scoring Depreciation </li></ul><ul><li>Multi-Model Lead Scoring </li></ul><ul><li>Case Study: Intellitactics </li></ul><ul><ul><li>Michaela Dempsey – Director of Marketing, Intellitactics </li></ul></ul><ul><li>Q&A </li></ul>
    3. 3. Introductions <ul><li>Christopher Doran </li></ul><ul><li>Vice President, Marketing, Manticore Technology </li></ul><ul><ul><li>Member of Founding Manticore Team (2003) </li></ul></ul><ul><ul><li>Responsible for company’s worldwide marketing efforts including PR, demand generation and strategic partnerships (including salesforce.com) </li></ul></ul><ul><ul><li>Longtime thought leader in the area of demand generation and marketing automation </li></ul></ul>
    4. 4. Scoring Components Similarity of Lead to Target Market + Behavior lead has exhibited to indicate likelihood of purchase Build in Salesforce.com -OR- Demand Generation Solution Need Demand Generation Solution to Accomplish “ Fit” “ Interest” Last Week This Week
    5. 5. Manticore Technology <ul><li>Leading provider of demand generation solutions </li></ul><ul><ul><li>Ideal combination of power and ease-of-use </li></ul></ul><ul><li>Unmatched integration with salesforce.com </li></ul><ul><li>Industry leader - Founded in 2001 </li></ul>
    6. 6. Build “Fit” Score Example: Expanded Model Criteria Data Source Max Points High Qual Mod Qual Low Qual Negative Qual Industry Web Form 20 Automotive 20     Auto Parts 5     CPG 20             Size Web Form 10 75k-100k emp 10 40k-50k 5         50k-75k emp 10 30k-40k 5         Region Web Form 10 North America 10             Infrastruct. Web Form/ Sales 20 Salesforce.com 20     Siebel -20             Sugar -20
    7. 7. Problem with “Fit” Scoring <ul><li>QUESTION: </li></ul><ul><li>If you purchase a list of leads with perfect score are they ready for sales? </li></ul><ul><li>ANSWER: </li></ul><ul><li>Obviously not. They may have no idea who you are or what your product or services are. </li></ul>We remedy by adding a scoring component called “ interest” or “behavior”. This is based on behavior a lead has taken to become a qualified lead.
    8. 8. STEP I - Build Activity List <ul><li>List out activities that give indication of a lead’s level of interest/buying propensity </li></ul><ul><ul><li>Contact forms – demo, trial, sales contact </li></ul></ul><ul><ul><li>Download Collateral – datasheets, case studies, whitepapers </li></ul></ul><ul><ul><li>Webinar attendance </li></ul></ul><ul><ul><li>Organic search terms used </li></ul></ul><ul><ul><li>PPC words clicked </li></ul></ul><ul><ul><li>Number of pages viewed on website </li></ul></ul><ul><ul><li>Frequency of visit to website </li></ul></ul><ul><ul><li>Think negative behaviors as well! </li></ul></ul>
    9. 9. STEP II – Bucket By Indicator <ul><li>Create three to four buckets of actions based on what you think would be an indicator of level of interest: </li></ul><ul><ul><li>High Interest </li></ul></ul><ul><ul><li>Moderate Interest </li></ul></ul>These buckets should consider each action independent of other actions. Total “Interest” score will consider aggregate actions. <ul><ul><li>Low Value </li></ul></ul><ul><ul><li>Negative Value </li></ul></ul>
    10. 10. Sample Buckets <ul><li>High Value </li></ul><ul><ul><li>Sales contact form </li></ul></ul><ul><ul><li>Demo/trial request </li></ul></ul><ul><li>Moderate Value </li></ul><ul><ul><li>High value PPC or Organic search term </li></ul></ul><ul><ul><li>Whitepaper/Case Study </li></ul></ul><ul><li>Low Value </li></ul><ul><ul><li>Registered for webinar – didn’t attend </li></ul></ul><ul><ul><li>Low value PPC word </li></ul></ul><ul><ul><li>Datasheet </li></ul></ul><ul><li>Negative Value </li></ul><ul><ul><li>Excessive Career page </li></ul></ul>
    11. 11. STEP III – Identify SQL Threshold <ul><li>Identify tentative score for “Interest” for lead to become sales qualified lead (SQL) </li></ul><ul><ul><li>For example – 15 points </li></ul></ul><ul><li>Think of this value independent yet relative to “fit” score </li></ul><ul><ul><li>Can’t have max “fit” as 1,000 and “interest” as 10 </li></ul></ul>KEY POINT: Sales and marketing MUST agree on Score and threshold to become sales qualified lead (SQL)
    12. 12. STEP IV – Assign Value <ul><li>Take a first swag assigning “interest” score to each bucket </li></ul><ul><ul><li>High Value = 20 </li></ul></ul><ul><ul><li>Mod Value = 10 </li></ul></ul><ul><ul><li>Low Value = 5 </li></ul></ul><ul><ul><li>Negative Value = -10 </li></ul></ul>KEY POINT: Point Values don’t matter! – no difference between 10 point max score to 1,000 max score for Interest – what matters is their relativity to one another – and relationship to “Fit” score. Proposed SQL “Interest” Score Threshold - 15
    13. 13. STEP V – Test, Iterate, Test <ul><li>Run through scenarios </li></ul><ul><ul><li>If a lead takes two moderate actions each worth 5 points (10 total) is this a sales qualified lead? </li></ul></ul><ul><ul><li>If so, 10 should be threshold </li></ul></ul><ul><ul><li>If not change threshold OR score values </li></ul></ul><ul><ul><li>High Value = 22 </li></ul></ul><ul><ul><li>Mod Value = 9 </li></ul></ul><ul><ul><li>Low Value = 2 </li></ul></ul><ul><ul><li>Negative Value = -5 </li></ul></ul>Change Points SQL = 15 <ul><ul><li>High Value = 20 </li></ul></ul><ul><ul><li>Mod Value = 10 </li></ul></ul><ul><ul><li>Low Value = 5 </li></ul></ul><ul><ul><li>Negative Value = -10 </li></ul></ul>Change Threshold SQL = 18
    14. 14. STEP V – Test, Iterate, Test <ul><li>No lead scoring model is perfect – accept that </li></ul><ul><li>Re-visit model as necessary (at least quarterly) </li></ul><ul><li>Many factors can impact need to modify model: </li></ul><ul><ul><li>Change in online actions </li></ul></ul><ul><ul><ul><li>New PPC words </li></ul></ul></ul><ul><ul><ul><li>New collateral, etc </li></ul></ul></ul><ul><ul><li>Macro Economic Climate </li></ul></ul><ul><ul><li>Current Pipeline </li></ul></ul><ul><ul><li>Marketing Mix </li></ul></ul><ul><ul><li>Organizational Changes </li></ul></ul>
    15. 15. Adding Score Depreciation <ul><li>SCENARIO: </li></ul><ul><li>If a lead downloaded a whitepaper one year ago, what should be the interest score for that lead today? </li></ul><ul><li>ANSWER: 0 </li></ul><ul><li>To effectively score interest, you must add depreciation (decay) element to model </li></ul><ul><li>This reduces the interest score by a certain percentage over time to correspond with decreasing level of interest </li></ul>
    16. 16. Depreciation Table Period of Time % Depreciation of Interest Score for the period of time Depreciation should be running against all your leads and contacts to ensure recency of interest is incorporated
    17. 17. Common Salesforce Sync Mistake KEY POINT: Relativity of “Interest” and “Fit” Score to one another is critical – deliver it to your sales team! EXAMPLE: Salesforce.com Field: QUESTION: What insight does sales have to the lead’s “fit” and “interest”? ANSWER: NONE! To be effective, sync, “Fit”, “Interest”, & Total Score into individual fields so that sales has insight into how the components create the score
    18. 18. Scenario <ul><li>Your company has ten different products in your portfolio </li></ul><ul><li>Targets different verticals and business sizes </li></ul><ul><li>Four Different sales groups </li></ul><ul><li>New Lead enters your system “Joe Hotlead” </li></ul><ul><li>Which sales group gets the lead? </li></ul><ul><li>What product is Joe “Hot” for? </li></ul><ul><li>How does your sales team know what product to sell Joe”? </li></ul>You don’t know.
    19. 19. Multi-Model Lead Scoring <ul><li>SOLUTION: Build Lead Scoring Models for various products in your portfolio </li></ul><ul><li>Match inbound leads with their “Fit” with each target market and their “Interest” in each individual product </li></ul>Six different lead scoring models match leads with target markets Create model to match customers with cross-sell/up-sell opportunities
    20. 20. Case Study: Intellitactics <ul><li>Michaela Dempsey </li></ul><ul><li>Director of Marketing, Intellitactics </li></ul><ul><ul><li>Responsible for marketing activities including lead generation, web presence, customer relations programs, marcom and sales support activities.  </li></ul></ul><ul><ul><li>Prior to Intellitactics, Michaela was the Director of Demand Generation and Customer Advocate at EMC SMARTS. </li></ul></ul><ul><ul><li>Michaela’s former positions include Senior Marketing Executive at RiverSoft, Product Marketing Manager at CrowdBurst, Director of Multi-Media at SDA . </li></ul></ul>
    21. 21. Advanced Lead Scoring Implement, Analyze & Improve! Michaela Dempsey Director of Marketing, Intellitactics
    22. 22. Advanced Lead Scoring Overview <ul><li>About Intellitactics </li></ul><ul><li>Why Lead Nurturing </li></ul><ul><li>Why Lead Scoring </li></ul><ul><li>How to Create a Framework </li></ul><ul><li>Sample of Our Framework </li></ul><ul><li>What to Look for - Analyzing Data </li></ul><ul><li>Refine for Improvement </li></ul><ul><li>Results </li></ul>
    23. 23. About Intellitactics <ul><li>Intellitactics, headquartered in Reston, Virginia is a global B2B information security management technology company </li></ul><ul><li>Intellitactics’ portfolio of products enable enterprise security managers to effectively and efficiently protect information assets from malicious insiders, fraud, data loss and criminal hackers </li></ul><ul><li>3000 companies around the world benefit from Intellitactics products and services either directly or through managed security service providers </li></ul>
    24. 24. Why Lead Nurturing <ul><li>Thousands of suspects in DB that needed incubation </li></ul><ul><ul><li>Analytic visibility into suspects patterns/trends </li></ul></ul><ul><ul><li>Ability to “control” virtual behavior and influence </li></ul></ul><ul><li>Allocation of resources </li></ul><ul><ul><li>Provides marketing greater reach with existing budget/headcount </li></ul></ul><ul><li>Align marketing to sales </li></ul><ul><ul><li>Team is “Riding the Same Bus” </li></ul></ul><ul><ul><li>Build a repeatable process </li></ul></ul><ul><li>Measurable return on investment for marketing dollars </li></ul><ul><ul><li>Critical knowledge on programs: working / not working </li></ul></ul><ul><ul><li>Market interest knowledge </li></ul></ul>
    25. 25. Why Lead Scoring <ul><li>Suspects are entering the DB from multiple sources daily </li></ul><ul><ul><li>Suspects are self qualifying their companies for solutions without human interaction or very minimal interaction </li></ul></ul><ul><ul><li>Impossible to manually detect the activity level of suspects and prioritize follow up </li></ul></ul><ul><li>With Lead Scoring your organization can: </li></ul><ul><ul><li>Actively monitor suspects digital body language and direct them through a controlled nurture process </li></ul></ul><ul><ul><li>Receive immediate notification when a suspect reaches interest score </li></ul></ul><ul><ul><li>Convert uncovered suspect into a qualified lead </li></ul></ul>
    26. 26. How to Create a Framework <ul><li>Critical Step 1: sales and marketing team to define key actions, trigger points and score values </li></ul><ul><li>Critical Step 2: clean & segment DB before starting process </li></ul><ul><li>Items to score </li></ul><ul><ul><li>Personal or demographic details on suspect </li></ul></ul><ul><ul><li>Source of suspect </li></ul></ul><ul><ul><li>Behavioral actions </li></ul></ul><ul><li>Items to negatively score </li></ul><ul><ul><li>Visiting career, management, ect. page </li></ul></ul><ul><ul><li>No activity in x time </li></ul></ul><ul><ul><li>Source of subject </li></ul></ul>
    27. 27. Sample of Our Framework <ul><li>Suspect Personal/Demographic Data </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Etc </li></ul></ul><ul><li>Behavioral Data (positive and negative) </li></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Organic and Paid Search </li></ul></ul><ul><ul><li>Website visits over time </li></ul></ul><ul><ul><li>Multiple page visits </li></ul></ul><ul><ul><li>Targeted page visits, targeted PDF visits </li></ul></ul><ul><ul><li>Etc </li></ul></ul><ul><ul><li>New Suspects </li></ul></ul><ul><ul><li>Qualified Lead Pipeline Prospect </li></ul></ul><ul><ul><li>Lead Scoring Prospects </li></ul></ul><ul><li>Customer Data </li></ul><ul><li>Behavioral Data (positive and negative) </li></ul><ul><ul><li>Targeted/multiple page visits </li></ul></ul><ul><ul><li>Requested PDF’s </li></ul></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Etc </li></ul></ul><ul><ul><li>New Customers & Up Sell </li></ul></ul><ul><ul><li>Customers </li></ul></ul>
    28. 28. What to Look For – Analyzing Data <ul><li>Repeatable overtime – “the Usual Suspects” </li></ul><ul><li>You can only improve what you measure </li></ul><ul><li>Test groups are critical </li></ul>
    29. 29. Refine for Improvement Marketing Sherpa Year End Survey: Jan 2009 <ul><li>39% of Marketers feel that they are underutilizing their automation system </li></ul><ul><li>29% of Marketers say utilization is only fair </li></ul><ul><li>You are now ready for layering in different rule sets </li></ul><ul><ul><li>Sets for particular verticals </li></ul></ul><ul><ul><li>Sets for particular products </li></ul></ul><ul><ul><li>Sets for stages in the sales cycle </li></ul></ul><ul><li>One size does not fit all </li></ul><ul><ul><li>You will always be learning and refining </li></ul></ul>
    30. 30. Results <ul><li>171% increase of sales opportunities accepted into pipeline </li></ul><ul><li>Telemarketing follow-up calls 200% higher connect rate due to educated prospects </li></ul><ul><li>Shortened sales cycle by 30% due to added efficiency of a coordinated buyers journey </li></ul><ul><li>Qualifying about 60% of marketing prospects </li></ul>
    31. 31. Thank You <ul><ul><ul><li>To learn more about Intellitactics’ implementation </li></ul></ul></ul><ul><ul><ul><li>or other companies having success with Manticore contact: [email_address] </li></ul></ul></ul>
    32. 32. <ul><li>Q&A </li></ul>
    33. 33. Contact Information <ul><li>Christopher Doran </li></ul><ul><li>Vice President, Marketing, Manticore Technology </li></ul><ul><li>[email_address] </li></ul><ul><li>www.manticoretechnology.com </li></ul><ul><li>Michaela Dempsey </li></ul><ul><li>Director of Marketing, Intellitactics </li></ul><ul><li>[email_address] </li></ul><ul><li>www.intellitactics.com </li></ul>