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How to qualify, score and nurture leads for optimal ROI                     Sponsored by:
Introductions and expectations                   • Jen Doyle, Senior Research Manager, MarketingSherpa                    ...
Join the conversation on Twitter                   #SherpaWebinarJoin the conversation: #SherpaWebinar
About:Provider of audio and web conferencing and webinarservices, now including direct integrations with:•Eloqua•Salesforc...
About  Research firm and publisher of marketing know-how      •   MarketingSherpa, founded in 2,000, is part of the MECLAB...
How to qualify, score and nurture leads foroptimal ROI - Agenda     • Introduction & FUEL methodology for B2B marketing ef...
Research Background•   Over 900 B2B marketers surveyed on:     • Top challenges     • Best marketing tactics     • Lead sc...
The Growing Challenges facing B2B Marketers                                               2009                            ...
FUEL Up…….. and Drive Effectiveness                                 Uncover qualified      Establish automated      Find a...
Finding the gold with lead qualification and                                                 scoringJoin the conversation:...
Finding the Gold: Identifying and QualifyingLeads                                 What is a lead?Join the conversation: #S...
Defining a lead      “By definition, a universal Sales lead is one that has beendetermined to fit the profile of the ideal...
Benefits of Lead QualificationLead Qualification will enable you to:    • Generate a greater volume of qualified, sales-re...
Information Required Before Passing a Lead to        Sales   Lead has entered basiccontact information in a lead          ...
How to Get Started with Lead QualificationStep #1 – Analyze past sales-ready leads    • Identify common characteristics am...
How to Get Started with Lead QualificationStep #2 – Meet with Sales    • Gain support from key influencers first    • Act ...
How to Get Started with Lead QualificationStep #4 – Draft and roll out    • Draft ULD based on insights that were consiste...
Sample Universal Lead Definition  A sales-ready lead for our company has a need for CRM software, and gets it. They    hav...
Identify Qualified Leads with Scoring Processes• Lead scoring – the process of adding or  subtracting points as a result o...
Lead Scoring Processes and Calculation  Lead has responded to a marketing campaign by providing basic contact             ...
Components of a Successful Lead ScoringCampaign CRITERIA         EXECUTION               ASSUMPTIONS             FLEXIBILI...
Attributes and Behaviors for Lead Scoring  Lead Scoring Attributes               Lead Scoring Behaviors  Industry         ...
Sample Lead Score CalculationLead scoring criteria                                          Addition / Subtraction of poin...
Harvesting high quality leads with lead nurturing                                          strategiesJoin the conversation...
Harvesting High-Quality Leads with NurturingPrograms• What is lead nurturing?• Ongoing nurturing    -Consistent communicat...
Six Steps for Establishing Lead Nurturing CampaignsStep #1 – Define segments    • Deliver highly relevant content by segme...
Six Steps for Establishing Lead Nurturing CampaignsStep #3 – Add a human touch with teleprospecting    • Collect prospect ...
Frequency of Lead Nurturing Touches  Multiple times a day                                      9%                         ...
Drafting Lead Nurturing Content                                           Stage of the buying cycle                       ...
MarketingSherpa case studyJoin the conversation: #SherpaWebinar
Case Study: Lead-Gen Revamp with Automationand Scoring                                        • Software provider Jasperso...
Campaign Goals                                                 • Communicate effectively to all“We’ve got this huge funnel...
Campaign Tactic: Centralize and segmentdatabase                                        • The team had a lack of integratio...
Campaign Tactic: Centralize and segmentdatabase                                           • Segmented database according t...
Campaign Tactic: Customize Communications                                        • The team applied segmentation to       ...
Campaign Tactic: Triggered Lead Nurturing                              • The team set up triggered communications         ...
Campaign Tactic: Dynamic Registration Forms                                        • Automation application enabled       ...
Campaign Tactic: Lead Qualification, Scoring, and Hand-off                                              • Lead scores were...
Campaign Results                                           • Since implementation, the team                               ...
Lead Scoring – great practices!Chris PetkoSenior Director, Expert Services
Poll QuestionWhat stage of Lead Scoring are you currently in?1.    Don’t understand it yet2.    Understand, but haven’t im...
Focus on the core scenario        Define a lead        Capture their DBL,        Qualify,        Hand off to sales,       ...
Focus on the core scenario        Define a lead        Capture their DBL,        Qualify,        Hand off to sales,       ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a leadStage Owner         Definition                       Action                          SLA                     ...
Define a lead - ExplicitTitle – Normalized                                      ScoreMarketing Title (VP, Director, Manage...
Define a lead - ExplicitTitle – Normalized                                      ScoreMarketing Title (VP, Director, Manage...
Define a lead - ImplicitHVWC                                                  ScoreServices pages                         ...
Define a lead - ImplicitHVWC                                                  ScoreServices pages                         ...
Qualify         WebsiteJoin the conversation: #SherpaWebinar
Qualify         Website                        Campaign InquiryJoin the conversation: #SherpaWebinar
Qualify         Website                        Campaign Inquiry                                             Think in terms...
Implicit Score                                                                         40   Qualify                       ...
Implicit Score                                                                                47 Qualify                  ...
Qualify – tips for the first timeJoin the conversation: #SherpaWebinar
Qualify – tips for the first timeJoin the conversation: #SherpaWebinar
The hand off to SalesJoin the conversation: #SherpaWebinar
The hand off to SalesJoin the conversation: #SherpaWebinar
The hand off to SalesJoin the conversation: #SherpaWebinar
The hand off to SalesJoin the conversation: #SherpaWebinar
The hand off to SalesJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … Repeat            http://www.youtube.com/watch?v=2zTMaJlv764Join the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
Measure, Optimize … RepeatSome sources of names      Lead Sourceprovide moreopportunities thanothersJoin the conversation:...
Measure, Optimize … Repeat                           Lead SourceSome sources producefaster wins. (laterbuyers stage)Join t...
Measure, Optimize … Repeat                           Lead SourceSome sources givehigher Win RatesJoin the conversation: #S...
Poll QuestionWhat is your biggest challenge to Lead Scoring?1.   Don’t have the knowledge to implement or optimize2.   Don...
In conclusion…       Define a lead       Capture their DBL,       Qualify,       Hand off to sales,       Measure, Optimiz...
Connect with Chris Petko                      chris.petko@eloqua.comJoin the conversation: #SherpaWebinar
Top Takeaways                                        •   Marketers must qualify, score and nurture                        ...
Join the conversation: #SherpaWebinar
Join the conversation: #SherpaWebinar
Questions, CommentsSend us your feedback:  Jen.Doyle@MECLABS.com  Kaci.Bower@MECLABS.com  Webinars@MarketingSherpa.com  Ch...
Thank youJoin the conversation: #SherpaWebinar
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How to Qualify, Score and Nurture Leads for Optimal ROI

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B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.

So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?

Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.

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Transcript of "How to Qualify, Score and Nurture Leads for Optimal ROI"

  1. 1. How to qualify, score and nurture leads for optimal ROI Sponsored by:
  2. 2. Introductions and expectations • Jen Doyle, Senior Research Manager, MarketingSherpa @JenLDoyle http://www.linkedin.com/in/jenldoyle Jen.Doyle@MECLABS.com • Kaci Bower, Research Analyst, MarketingSherpa @KaciBower http://www.linkedin.com/in/kacibower Kaci.Bower@MECLABS.com • Chris Petko, Senior Director of Expert Services, Eloqua @ChrisPetko http://www.linkedin.com/in/chrispetko Chris.P etko@eloqua.comJoin the conversation: #SherpaWebinar
  3. 3. Join the conversation on Twitter #SherpaWebinarJoin the conversation: #SherpaWebinar
  4. 4. About:Provider of audio and web conferencing and webinarservices, now including direct integrations with:•Eloqua•Salesforce•Custom integrations with our open APIEliminate time-consuming manual steps and streamlineyour webinar process. Focus on your campaigns, demos,and training sessions - not on the amount of effort tomove important data back and forth.For additional information visit:www.readytalk.com/products-servicesSponsor of 2011 B2B Marketing Advanced Practices HandbookJoin the conversation: #SherpaWebinar
  5. 5. About Research firm and publisher of marketing know-how • MarketingSherpa, founded in 2,000, is part of the MECLABS Sciences Group • Content read by hundreds of thousands in the marketing community weekly Research Newsletters Events Membership Access to Benchmark Case Studies Summits Extensive Reports Library Discounts on How-to Best Practice Sherpa Research and Handbooks articles Training EventsJoin the conversation: #SherpaWebinar
  6. 6. How to qualify, score and nurture leads foroptimal ROI - Agenda • Introduction & FUEL methodology for B2B marketing effectiveness • Finding the gold with lead qualification and scoring • Harvesting high quality leads with lead nurturing strategies • MarketingSherpa Case Study: Lead-gen revamp with scoring, nurturing and automationJoin the conversation: #SherpaWebinar
  7. 7. Research Background• Over 900 B2B marketers surveyed on: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Marketing automation • Marketing analysis • Marketing operations• Key finding: The B2B marketing environment is becoming increasingly challenging• Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversionJoin the conversation: #SherpaWebinar
  8. 8. The Growing Challenges facing B2B Marketers 2009 2010 Generating high-quality leads 69% • B2B marketing challenges have 78% become more pertinent to 35% organizations over time Generating a high volume of leads 44% 39% • Balancing quality and quantity ofMarketing to a lengthening sales cycle leads generated 41% Generating perceived value in 37% “cutting-edge” product benefits 37% • Sales cycles becoming more complex 33% Generating public relations “buzz” 36% Competing in lead generation across 27% multiple media 36% Marketing to a growing number of 33%people involved in the buying process 34% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  9. 9. FUEL Up…….. and Drive Effectiveness Uncover qualified Establish automated Find and attract leads Lift results leads marketing processes Building a How to select Bridging the gap foundation for your marketing Lead generation between Marketing lead generation automation analysis and Sales programs software Marketing Identifying the Mastering essential automation Marketing-Sales Automation analysis lead generation implementation and funnel upkeep How to select your Identifying and Metrics that matter lead generation mix qualifying leads Delivering marketing Harvesting high value to the C-Suite quality leads & marketing leadershipJoin the conversation: #SherpaWebinar
  10. 10. Finding the gold with lead qualification and scoringJoin the conversation: #SherpaWebinar
  11. 11. Finding the Gold: Identifying and QualifyingLeads What is a lead?Join the conversation: #SherpaWebinar
  12. 12. Defining a lead “By definition, a universal Sales lead is one that has beendetermined to fit the profile of the ideal customer, has been qualified as Sales-ready, and spells out the responsibilities and accountabilities of the participants in the program, Sales and Marketing.” -Brian Carroll Executive Director of Applied Research, MECLABS & CEO, InTouchJoin the conversation: #SherpaWebinar
  13. 13. Benefits of Lead QualificationLead Qualification will enable you to: • Generate a greater volume of qualified, sales-ready leads • Dramatically reduce any frustrations that exist among Sales • Improve Sales and Marketing alignment • Increase sales effectiveness • Accelerate sales pipeline performance • Ultimately increase overall revenuesJoin the conversation: #SherpaWebinar
  14. 14. Information Required Before Passing a Lead to Sales Lead has entered basiccontact information in a lead 80% • 80% of organizations requireform on our website, a mail… contact information Lead has indicated a valid 42% business need • Only 42% of organizations are Lead has identified themselves as a decision 26% verifying a valid business need maker Lead has reached a certain • All other qualifications showlead score through expressing 25% interest in a number of… Lead has indicated an 26% participation or lower acceptable time frame to 23% purchase Lead has indicated an 23% • B2B sales teams need salesacceptable purchasing budget opportunities, not just Lead has potential for large 16% inquiries deal size Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  15. 15. How to Get Started with Lead QualificationStep #1 – Analyze past sales-ready leads • Identify common characteristics among best leads and best customers. • Which leads closed the fastest and had the largest deal sizes? • Which customers make the most repeat purchases and recommend your products and services? • Are there common job titles? Locations? Industries? Company sizes? Etc.Join the conversation: #SherpaWebinar
  16. 16. How to Get Started with Lead QualificationStep #2 – Meet with Sales • Gain support from key influencers first • Act as a facilitator of this meeting • Plan ahead & prepare • Ask “What is a qualified lead for our company?” then listen • See Page #27 for more questions to askStep # 3 – Confirm with Sales • Schedule a second meeting to confirm universal lead definition • Establish accountabilities • Set expectationsJoin the conversation: #SherpaWebinar
  17. 17. How to Get Started with Lead QualificationStep #4 – Draft and roll out • Draft ULD based on insights that were consistent from initial meeting to confirmation meetingStep #5 – Confirm again • Once drafted, confirm with Sales to make any necessary edits and receive final buy inStep #6 – Publish • Make the ULD as public as possibleStep #7 – Edit and Republish • Over time, leads changeJoin the conversation: #SherpaWebinar
  18. 18. Sample Universal Lead Definition A sales-ready lead for our company has a need for CRM software, and gets it. They have some level of education on CRM and a clear understanding of the benefits. They have an adequate budget set aside for their purchase and they have downloaded one of our whitepapers on CRM software benefits. Approximately 30% of leads generated from Marketing will be sales-ready and approximately 15% of sales-ready leads will be closed by the sales team. -CRM Software developerJoin the conversation: #SherpaWebinar
  19. 19. Identify Qualified Leads with Scoring Processes• Lead scoring – the process of adding or subtracting points as a result of various lead attributes and behaviors that identify sales-ready leads.• Once a lead enters the system, an initial score is assigned• Points are added and / or subtracted over time• Methodologies evolve over timeJoin the conversation: #SherpaWebinar
  20. 20. Lead Scoring Processes and Calculation Lead has responded to a marketing campaign by providing basic contact information 80% • 25% of organizations Lead has indicated a valid business following best practice for 42% need lead scoring Lead has identified themselves as a 26% decision maker • Behavior-based scoringLead has reached a certain lead score through expressing interest in a 25% criteria both popular and number of categories effective Lead has indicated an acceptable 23% time frame to purchase • Marketing automation Lead has indicated an acceptable purchasing budget 23% enables automated behavior- based scoringLead has potential for large deal size 16% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  21. 21. Components of a Successful Lead ScoringCampaign CRITERIA EXECUTION ASSUMPTIONS FLEXIBILITY FEEDBACK Launch with a best Manual execution Demographics & guess for qualified Continual process Check in with Sales for a small number attributes lead threshold of trial and error regularly of criteria or leads score Automated Test and adjust Gather qualitative Identify problems Behaviors execution to threshold over feedback and early on ensure consistency time quantitative data Join the conversation: #SherpaWebinar
  22. 22. Attributes and Behaviors for Lead Scoring Lead Scoring Attributes Lead Scoring Behaviors Industry Website visit Company size (number of High-value website page visit employees) Annual revenue Email open Location Email clickthrough Budget Whitepaper download Job title Webinar registration Key problem / pain point Phone call Current solution Email sent Education Visited booth at tradeshowJoin the conversation: #SherpaWebinar
  23. 23. Sample Lead Score CalculationLead scoring criteria Addition / Subtraction of pointsLead works for a company with more than 100 employees +3Lead has indicated an acceptable budget of US $5,000 for +5purchaseLead has indicated a timeframe to purchase of three months +5Lead has a job title that includes the word Manager or Director +3Lead indicated that they wanted to be contacted by a +8consultant or salespersonLead visited the website +1Lead visited the pricing page of our website +2Lead opened a company email +1Lead clicked through on a company email +2Lead unsubscribed from the email list -5Lead has not shown any activity for 14 days -3Join the conversation: #SherpaWebinar
  24. 24. Harvesting high quality leads with lead nurturing strategiesJoin the conversation: #SherpaWebinar
  25. 25. Harvesting High-Quality Leads with NurturingPrograms• What is lead nurturing?• Ongoing nurturing -Consistent communications intended to keep brands on prospects minds• Outreach nurturing - Captures new leads, permissions, additional data, etc.• Engagement nurturing - Targets early stage prospects to build stronger relationships and increase interest• Conversion nurturing - Targets later stage prospects to convert• New customer nurturing…Join the conversation: #SherpaWebinar
  26. 26. Six Steps for Establishing Lead Nurturing CampaignsStep #1 – Define segments • Deliver highly relevant content by segmenting based on multiple factors, and developing unique lead nurturing tracks for segments • Buyer personas identify traits, interests and needs • Balance buyer personas with buying cycle stage – ongoing, outreach, engagement, conversion and new customer nurturingStep #2 – Collect and develop content • Audit your library of existing content • Develop content that meets the interests and needs of various buyer personas in specific buying cycle stagesJoin the conversation: #SherpaWebinar
  27. 27. Six Steps for Establishing Lead Nurturing CampaignsStep #3 – Add a human touch with teleprospecting • Collect prospect information - Outreach nurturing • Teleprospecting VS telemarketingStep #4 – Further expand the types of lead nurturing touch points • Deliver content in the preferred formats of your segments • Consider original lead generation campaignsStep #5 – Perfect your timing • Deliver content to various segments when they need it the most • Timing & frequency of delivery • Scheduled & triggered nurturing messages • Make an educated guess for launchStep #6 – Test, test and test againJoin the conversation: #SherpaWebinar
  28. 28. Frequency of Lead Nurturing Touches Multiple times a day 9% • Achieving the right timing Once per day 5% and frequency of lead nurturing touches is of A few times a week 20% paramount importance Once a week 18% • Majority have a frequencyOnce every other week 17% of a few times a week, Once every three once a week, or once every 8% weeks other week Once a month 12% More than once a • Start with an educated 11% month guess, then test and tweak Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 over time Join the conversation: #SherpaWebinar
  29. 29. Drafting Lead Nurturing Content Stage of the buying cycle Ongoing Outreach Engagement Conversion New customer Buyer persona 1Buyerpersonas Buyer persona 2 Buyer persona 3 Buyer persona 4 Join the conversation: #SherpaWebinar
  30. 30. MarketingSherpa case studyJoin the conversation: #SherpaWebinar
  31. 31. Case Study: Lead-Gen Revamp with Automationand Scoring • Software provider Jaspersoft used automated lead scoring and nurturing campaigns to increase Sales conversion rates • Segmented in-house database of open-source subscribers, paying customers, and subscribers interested in making a purchase • Steps to successJoin the conversation: #SherpaWebinar
  32. 32. Campaign Goals • Communicate effectively to all“We’ve got this huge funnel. Plenty of people segments to improve sales know us and use our software. My challenge conversion ratesis not to increase the number of leads, but toget improved conversion rates throughout the funnel.” • Profile audience and segment their database -Nick Halsey VP Marketing • Establish automated processes Jaspersoft for lead scoring and nurturing Join the conversation: #SherpaWebinar
  33. 33. Campaign Tactic: Centralize and segmentdatabase • The team had a lack of integration between Marketing and Sales databases • CRM for commercial sales leads, separate database for open-source community, email tool, web analytics, accounting platform for ecommerce transactions • Created a centralized database by: • Implementing a marketing automation platform • Integrated existing databasesJoin the conversation: #SherpaWebinar
  34. 34. Campaign Tactic: Centralize and segmentdatabase • Segmented database according to demographics and behaviors • Prospects who registered on“Over time, we get a pretty good matrix of the community site were information about each contact.” considered non-commercial -Nick Halsey prospects until further actions VP Marketing or demographic information Jaspersoft indicated otherwise • Allowed visitors to self- segment by specifying interestsJoin the conversation: #SherpaWebinar
  35. 35. Campaign Tactic: Customize Communications • The team applied segmentation to a series of scheduled outbound email communications • Four editions of their quarterly newsletter • Customer • Community member • Corporate Europe Edition • Corporate North America Edition • Announcements for events and new productsJoin the conversation: #SherpaWebinar
  36. 36. Campaign Tactic: Triggered Lead Nurturing • The team set up triggered communications • 30-day trial download triggered a series • Thank you / welcome • Links to tools • Links to online documentation and forums • Request for permission to engage with Sales • Behaviors triggered automated sub- campaigns • Indications of readiness to buy triggered hand-off to Sales • Purchasing documentation • Signing up for a training courseJoin the conversation: #SherpaWebinar
  37. 37. Campaign Tactic: Dynamic Registration Forms • Automation application enabled the team to develop dynamic registration forms • Asked prospects for information depending on the action they were taking, or information already collected • Entry level actions only required name and email • Subsequent actions triggered additional questionsJoin the conversation: #SherpaWebinar
  38. 38. Campaign Tactic: Lead Qualification, Scoring, and Hand-off • Lead scores were developed based on demographics and behaviors over time“We have hundreds of thousands of names of • Once a community member people just simmering in the background. reached the qualified lead Scoring helps to make you aware when their behavior shows signs of life.” threshold, they were handed off to Sales -Nick Halsey • They routed leads to the VP Marketing appropriate sales person based Jaspersoft on sales team expertise and specialties Join the conversation: #SherpaWebinar
  39. 39. Campaign Results • Since implementation, the team has achieved a 190% increase in sales conversion rate from“Marketing automation is a must-have for qualified leads to closed deals us, it’s not a nice-to-have.” • Top closing prospects asked to be -Nick Halsey contacted VP Marketing • 2nd greatest closing rates from 30 Jaspersoft day trial drip • 3rd greatest closing rates from e- commerce campaignsJoin the conversation: #SherpaWebinar
  40. 40. Lead Scoring – great practices!Chris PetkoSenior Director, Expert Services
  41. 41. Poll QuestionWhat stage of Lead Scoring are you currently in?1. Don’t understand it yet2. Understand, but haven’t implemented it yet3. Currently using Lead Scoring, but am looking to optimize it4. Have been using lead scoring for years and have made many enhancements5. Not relevant for my business. Join the conversation: #SherpaWebinar
  42. 42. Focus on the core scenario Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize …Join the conversation: #SherpaWebinar
  43. 43. Focus on the core scenario Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  44. 44. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  45. 45. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  46. 46. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  47. 47. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  48. 48. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  49. 49. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  50. 50. Define a leadStage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database.Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit.MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring.SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage).SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  51. 51. Define a lead - ExplicitTitle – Normalized ScoreMarketing Title (VP, Director, Manager, Professional) 50C-LevelNon Sales Directors and VPs 20“Vice President of Sales”Sales titles 10Exclude: Vice President of SalesIndustry ScoreBusiness Services, Banking, Insurance, Technology, 20Computer Hardware, SoftwareCRM ScoreSalesforce.com, Siebel (on Demand), Microsoft CRM 30Other 10Exclude: blank or “None” Join the conversation: #SherpaWebinar
  52. 52. Define a lead - ExplicitTitle – Normalized ScoreMarketing Title (VP, Director, Manager, Professional) 50C-LevelNon Sales Directors and VPs 20Sales titles Accelerator:“Vice President of Sales” 10Exclude: Vice President of SalesIndustry Opportunity that was Score disqualified, lost or stalled withinBusiness Services, Banking, Insurance, Technology, 20Computer Hardware, SoftwareCRM the last 12 months. ScoreSalesforce.com, Siebel (on Demand), Microsoft CRM 30Other 10Exclude: blank or “None” Join the conversation: #SherpaWebinar
  53. 53. Define a lead - ImplicitHVWC ScoreServices pages 25Product Pages 25Platform Pages 10About Us 5Customer Success, Case Studies, Videos, Whitepapers 5Frequency ScoreWebsite visits in last 7 days > 1 20Inquiry Score# of Inquiries in last 30 days > 1 10 Join the conversation: #SherpaWebinar
  54. 54. Define a lead - ImplicitHVWC ScoreServices pages 25Product Pages 25Platform Pages 10About Us Accelerator: 5 Contact Us Form SubmissionCustomer Success, Case Studies, Videos, Whitepapers 5Frequency Viewed Demo on eloqua.com ScoreWebsite visits in last 7 days > 1 20Inquiry Score# of Inquiries in last 30 days > 1 10 Join the conversation: #SherpaWebinar
  55. 55. Qualify WebsiteJoin the conversation: #SherpaWebinar
  56. 56. Qualify Website Campaign InquiryJoin the conversation: #SherpaWebinar
  57. 57. Qualify Website Campaign Inquiry Think in terms of productionJoin the conversation: #SherpaWebinar
  58. 58. Implicit Score 40 Qualify Add/Subtract Joe Blow, VP Marketing, (50) Technology Inc. (20) SFDC (30) A A2 0 1 2 3 4 5 6 7 14Website Visit = 40Product page (25 pts)About (5 pts)Platform page (10 pts) Join the conversation: #SherpaWebinar
  59. 59. Implicit Score 47 Qualify Add/SubtractJoe Blow,VP Marketing, (50)Technology Inc. (20)SFDC (30) A -3 +20 +10 -7 -4 (1 per day) (1 per day) A1 A2 0 1 2 3 4 5 6 7 14 Campaign Inquiry = 10Join the conversation: #SherpaWebinar
  60. 60. Qualify – tips for the first timeJoin the conversation: #SherpaWebinar
  61. 61. Qualify – tips for the first timeJoin the conversation: #SherpaWebinar
  62. 62. The hand off to SalesJoin the conversation: #SherpaWebinar
  63. 63. The hand off to SalesJoin the conversation: #SherpaWebinar
  64. 64. The hand off to SalesJoin the conversation: #SherpaWebinar
  65. 65. The hand off to SalesJoin the conversation: #SherpaWebinar
  66. 66. The hand off to SalesJoin the conversation: #SherpaWebinar
  67. 67. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  68. 68. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  69. 69. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  70. 70. Measure, Optimize … Repeat http://www.youtube.com/watch?v=2zTMaJlv764Join the conversation: #SherpaWebinar
  71. 71. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  72. 72. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  73. 73. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  74. 74. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  75. 75. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  76. 76. Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  77. 77. Measure, Optimize … RepeatSome sources of names Lead Sourceprovide moreopportunities thanothersJoin the conversation: #SherpaWebinar
  78. 78. Measure, Optimize … Repeat Lead SourceSome sources producefaster wins. (laterbuyers stage)Join the conversation: #SherpaWebinar
  79. 79. Measure, Optimize … Repeat Lead SourceSome sources givehigher Win RatesJoin the conversation: #SherpaWebinar
  80. 80. Poll QuestionWhat is your biggest challenge to Lead Scoring?1. Don’t have the knowledge to implement or optimize2. Don’t have the bandwidth/not a priority.3. Don’t know how to optimize it.4. Internal adoption/don’t see the value5. Hand off to sales/lack of support from Sales to follow up6. Lead scoring is not relevant for my business.Join the conversation: #SherpaWebinar
  81. 81. In conclusion… Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize … RepeatJoin the conversation: #SherpaWebinar
  82. 82. Connect with Chris Petko chris.petko@eloqua.comJoin the conversation: #SherpaWebinar
  83. 83. Top Takeaways • Marketers must qualify, score and nurture leads for optimal revenues and lead generation ROI • Gain agreement from Sales on criteria for qualified leads • Score leads based on demographics and behaviors • Consider personas and stage of the buying cycle for optimal lead nurturing content • Precise management of hand-off is criticalJoin the conversation: #SherpaWebinar
  84. 84. Join the conversation: #SherpaWebinar
  85. 85. Join the conversation: #SherpaWebinar
  86. 86. Questions, CommentsSend us your feedback: Jen.Doyle@MECLABS.com Kaci.Bower@MECLABS.com Webinars@MarketingSherpa.com Chris.petko@eloqua.comJoin the conversation: #SherpaWebinar
  87. 87. Thank youJoin the conversation: #SherpaWebinar
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