Aligning Sales and Marketing with Effective Lead Scoring Techniques
Introduction <ul><li>BtoB marketers increasingly measured and rewarded for providing Sales with a  continuous  flow of  hi...
Leads – Your Marketing Team’s Biggest Challenge <ul><li>52% of marketing organizations say lead generation is their  #1 ma...
From Too Many “Leads” … to Not Enough?
Recession: The Question Now is For How Long? <ul><li>Marketing Budgets? </li></ul><ul><ul><li>Typically – frozen or cut </...
What Does This Mean? – Opportunities for B2B Marketers <ul><li>Automate lead management processes </li></ul><ul><li>Optimi...
The Marketing and Sales Divide <ul><li>Marketing </li></ul><ul><li>“ They don’t follow up on any leads we give them” </li>...
Marketing’s Opportunity & Responsibility <ul><li>82.5% are ready to buy or  will buy </li></ul><ul><li>70% are long-term o...
So…Marketing’s Role Has to Change <ul><li>Need to be “lead developers” not just “lead generators”  </li></ul><ul><li>Only ...
Keys to Maximizing Lead Management <ul><li>Optimized lead Capture </li></ul><ul><li>Scoring leads – assigning priorities <...
Lead Scoring is critical to Lead Management <ul><li>Scoring assigns worth, and directs future marketing actions </li></ul>...
Lead Scoring…a definition <ul><li>A relative ranking of one prospect versus another </li></ul><ul><li>A way to make an unb...
Lead scoring is just emerging in the B2B world Scoring System to Judge When a  Lead is Ready for Transfer, Organizations 1...
How is a lead defined? Download a  Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget N...
Grouped into Categories Download a  Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget ...
Demographics <ul><li>Individual </li></ul><ul><li>Title/level </li></ul><ul><li>Department </li></ul><ul><li>Role in compa...
BANT <ul><li>Traditional approach of Budget, Authority, Needs,  and Timeframe </li></ul><ul><li>Can cause often-times “fal...
Activity <ul><li>Frequency of contact </li></ul><ul><li>Recency of contact </li></ul><ul><li>Web behavior </li></ul><ul><l...
No. Of Closed  Opportunities (or $) Activity/Behavior Download WP A E-Book campaign Web  Activity In Last 5 Days Visited w...
All Categories are Required <ul><li>Profile of target buyer </li></ul><ul><li>Can you supplement with third-party data? </...
Lead Scoring- Explicit Data <ul><li>Defines the right lead based on your target market segment </li></ul><ul><li>Scoring p...
Lead Scoring- Implicit Data <ul><li>Scores Activity </li></ul><ul><li>Recency and frequency scores with automated  discoun...
Bringing it all together <ul><li>Rank Leads by Score </li></ul><ul><ul><li>Identifies buying phase </li></ul></ul>
<ul><li>Using Lead Score, map communications to prospect’s buying cycle with agreed-upon action plans </li></ul>Interactio...
Example – Tradeshow Leads
Tracking a Lead From First Tough to Lifetime Customer Scoring is key to determining the hand-off between Marketing and Sal...
<ul><li>Include both explicit and implicit factors </li></ul><ul><ul><li>Get buying from all key stakeholders </li></ul></...
Summary <ul><li>Use automated Demand Generation to become  lead developers : </li></ul><ul><ul><li>Capture </li></ul></ul>...
<ul><li>Offers industry leading and highly scalable tools supporting both consumer marketing initiatives and BtoB demand g...
Vtrenz Leads the Pack in Marketing Automation “ According to JupiterResearch analysis of nine vendors in the marketing aut...
Questions To learn more download our  Vtrenz Lead Management Workbook  at  www.vtrenz.com   William Schnabel Vice Presiden...
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Lead Scoring Aligning Sales Marketing

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Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.

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  • Lead Scoring Aligning Marketing and Sales with Effective Lead Scoring Techniques- Will Schnabel, VP International, Silverpop Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. Will Schnabel, vice president and general manager of Vtrenz, will explore this challenge and provide information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This highly informative session will teach you how to accelerate the sales cycle through automated lead scoring.
  • Transcript of "Lead Scoring Aligning Sales Marketing"

    1. 1. Aligning Sales and Marketing with Effective Lead Scoring Techniques
    2. 2. Introduction <ul><li>BtoB marketers increasingly measured and rewarded for providing Sales with a continuous flow of high-quality , closable leads. </li></ul><ul><li>Requires a highly automated lead generation, scoring and nurturing process. </li></ul><ul><li>Webcast will focus on creating a solid foundation using an automated lead scoring process. </li></ul>Will Schnabel VP & GM, EMEA Silverpop Audio Dial-In Information: (641) 715-3222, access code 371-308-461
    3. 3. Leads – Your Marketing Team’s Biggest Challenge <ul><li>52% of marketing organizations say lead generation is their #1 marketing challenge </li></ul>Source: Sirius Decisions Product Marketing – 2% Marketing Communications – 12% Hiring – 10% Market Definition – 20% Sales Process – 10% 52% Lead Generation
    4. 4. From Too Many “Leads” … to Not Enough?
    5. 5. Recession: The Question Now is For How Long? <ul><li>Marketing Budgets? </li></ul><ul><ul><li>Typically – frozen or cut </li></ul></ul><ul><li>ROI/Spend Decisions? </li></ul><ul><ul><li>Cut marketing activities that don’t lead to near-term sales </li></ul></ul><ul><li>Revenue? </li></ul><ul><ul><li>Management focuses on immediate/short-term revenue </li></ul></ul><ul><li>Resources? </li></ul><ul><ul><li>Make do with what you have </li></ul></ul><ul><li>Measurement? </li></ul><ul><ul><li>Real-time, accurate – hard, not soft- ROI focused </li></ul></ul><ul><li>Targeting Current Customers? </li></ul><ul><ul><li>Increased focus on existing relationships </li></ul></ul>
    6. 6. What Does This Mean? – Opportunities for B2B Marketers <ul><li>Automate lead management processes </li></ul><ul><li>Optimize demand generation campaigns </li></ul><ul><li>Focus on: </li></ul><ul><ul><li>Nurturing the “A” and “B” lead pool </li></ul></ul><ul><ul><li>Cross-selling/Up-selling existing customers </li></ul></ul><ul><li>Focus measurement on outputs: </li></ul><ul><ul><li>Revenue </li></ul></ul><ul><ul><li># Sales-ready leads </li></ul></ul><ul><ul><li>Cost per win/Cost per sales-ready lead </li></ul></ul>
    7. 7. The Marketing and Sales Divide <ul><li>Marketing </li></ul><ul><li>“ They don’t follow up on any leads we give them” </li></ul><ul><li>“ A lead to them is a sale” </li></ul><ul><li>“ They ‘cherry-pick’ and act like they know what the leads want before calling them” </li></ul><ul><li>“ They don’t even look at half of the leads we give them ” </li></ul><ul><li>Sales </li></ul><ul><li>“ We have no visibility into what they are doing” </li></ul><ul><li>“ We need more support from them” </li></ul><ul><li>“ The leads they pass to us are worthless” </li></ul><ul><li>“ They don’t understand who our target market is” </li></ul>Audio Dial-In Information: (641) 715-3222, access code 371-308-461
    8. 8. Marketing’s Opportunity & Responsibility <ul><li>82.5% are ready to buy or will buy </li></ul><ul><li>70% are long-term opportunities – Marketing Territory </li></ul>An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa Audio Dial-In Information: (641) 715-3222, access code 371-308-461
    9. 9. So…Marketing’s Role Has to Change <ul><li>Need to be “lead developers” not just “lead generators” </li></ul><ul><li>Only 6 percent of organizations rate themselves as “excellent” demand creators* </li></ul><ul><li>These organizations have three consistent attributes </li></ul><ul><ul><li>Effective Sales/Marketing Communications </li></ul></ul><ul><ul><li>Clear Definition of a Lead </li></ul></ul><ul><ul><li>The ability to track and manage leads </li></ul></ul>* SiriusDecisions 2007 Demand Creation Study
    10. 10. Keys to Maximizing Lead Management <ul><li>Optimized lead Capture </li></ul><ul><li>Scoring leads – assigning priorities </li></ul><ul><li>Timely lead routing and follow up by sales </li></ul><ul><li>Automating the lead nurturing process </li></ul><ul><li>Measuring marketing effectiveness </li></ul>Audio Dial-In Information: (641) 715-3222, access code 371-308-461
    11. 11. Lead Scoring is critical to Lead Management <ul><li>Scoring assigns worth, and directs future marketing actions </li></ul><ul><li>Scoring can determine threshold for lead qualification & transfer to Sales </li></ul><ul><li>Supported by cultivation strategy </li></ul><ul><li>1-to-1 communication vital in moving sales process forward </li></ul><ul><li>Automation takes the burden off the marketing department </li></ul>
    12. 12. Lead Scoring…a definition <ul><li>A relative ranking of one prospect versus another </li></ul><ul><li>A way to make an unbiased determination of which prospective buyers are ready for more attention from your organization </li></ul><ul><li>A way to decide which function should pay that attention </li></ul><ul><li>A way to learn what makes up your ideal buyer profile </li></ul>Score: To evaluate and assign a grade to.
    13. 13. Lead scoring is just emerging in the B2B world Scoring System to Judge When a Lead is Ready for Transfer, Organizations 100MM+* <ul><li>Many organizations do not adhere to the principles of the Lead Spectrum </li></ul><ul><li>Methodologies tend to be single-category focused, resulting in too many “false positives” </li></ul><ul><li>More guidelines than absolutes; significant variations within organizations </li></ul><ul><li>Not predictive </li></ul>Analysis * SiriusDecisions 2008
    14. 14. How is a lead defined? Download a Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week
    15. 15. Grouped into Categories Download a Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week Demographic BANT Activity
    16. 16. Demographics <ul><li>Individual </li></ul><ul><li>Title/level </li></ul><ul><li>Department </li></ul><ul><li>Role in company (financial, technical, business, relationship) </li></ul><ul><li>Buying position (influencer, decision maker, sponsor) </li></ul><ul><li>Business/Organization </li></ul><ul><li>Revenues </li></ul><ul><li>Employees </li></ul><ul><li>Industry/vertical </li></ul><ul><li>Experience buying products/ services that you sell </li></ul><ul><li>Company Relationship </li></ul><ul><li>“ Fit” with your value proposition </li></ul>
    17. 17. BANT <ul><li>Traditional approach of Budget, Authority, Needs, and Timeframe </li></ul><ul><li>Can cause often-times “false positives” </li></ul><ul><li>Difficult to collect </li></ul><ul><li>Must be used in conjunction with other categories </li></ul>
    18. 18. Activity <ul><li>Frequency of contact </li></ul><ul><li>Recency of contact </li></ul><ul><li>Web behavior </li></ul><ul><li>Campaign behavior (e.g. email interactions) </li></ul><ul><li>Specific Actions (downloaded a whitepaper, watched a webinar) </li></ul><ul><li>Can you determine the pattern of activities that indicated who is more likely to become a customer? </li></ul>
    19. 19. No. Of Closed Opportunities (or $) Activity/Behavior Download WP A E-Book campaign Web Activity In Last 5 Days Visited website >10 times Viewed Online Demo Subscribes To Newsletter Nurture Campaign Tradeshow Visit Landing Page Offer Use your sales data to learn
    20. 20. All Categories are Required <ul><li>Profile of target buyer </li></ul><ul><li>Can you supplement with third-party data? </li></ul><ul><li>What happens when your target changes </li></ul><ul><li>Is this different by product line? </li></ul><ul><li>Tire kickers </li></ul><ul><li>Need to be adjusting the activity scoring </li></ul><ul><li>Takes time and technology to understand the appropriate patterns of activity </li></ul><ul><li>Buyers are liars </li></ul><ul><li>Most of us know how the game is played </li></ul><ul><li>Depending on type of demand, could be less relevant (realistic) </li></ul>Demographic BANT Activity
    21. 21. Lead Scoring- Explicit Data <ul><li>Defines the right lead based on your target market segment </li></ul><ul><li>Scoring performed on a unified database to ensure consistency across all leads </li></ul>
    22. 22. Lead Scoring- Implicit Data <ul><li>Scores Activity </li></ul><ul><li>Recency and frequency scores with automated discounts </li></ul><ul><li>Apply points for important interactions indicative of interest </li></ul>
    23. 23. Bringing it all together <ul><li>Rank Leads by Score </li></ul><ul><ul><li>Identifies buying phase </li></ul></ul>
    24. 24. <ul><li>Using Lead Score, map communications to prospect’s buying cycle with agreed-upon action plans </li></ul>Interaction Create Interest- Whitepaper Edu-sell communications- Case Studies Purchase and Validate- Free Trial, Discount Offers 1 3-X X+ Consider Solutions- Webinars & Demo 2 Lead Score, Now What? Search for Solutions Evaluate Solutions Recognize Need Justify Solution Purchase Evaluate Decision
    25. 25. Example – Tradeshow Leads
    26. 26. Tracking a Lead From First Tough to Lifetime Customer Scoring is key to determining the hand-off between Marketing and Sales Marketing Qualified Inquiries Sales Qualified Sales Accepted Impressions Marketing Sales New Business
    27. 27. <ul><li>Include both explicit and implicit factors </li></ul><ul><ul><li>Get buying from all key stakeholders </li></ul></ul><ul><ul><li>Weighted across all attributes </li></ul></ul><ul><li>Factor time decay in activity scores </li></ul><ul><li>Don’t require all information up front </li></ul><ul><ul><li>Allow scores to be updated with 3rd-party information or verified info (w/ telemarketing) </li></ul></ul><ul><li>Link follow-up to lead score approach </li></ul><ul><ul><li>Set rules for lead transfer to sales, and alerts sales on ‘hot’ leads </li></ul></ul><ul><ul><li>Automatically links to nurture campaigns and recycle ‘rejected’ leads </li></ul></ul><ul><li>Provide real-time rescoring & analysis of success </li></ul>Successful Lead Scoring
    28. 28. Summary <ul><li>Use automated Demand Generation to become lead developers : </li></ul><ul><ul><li>Capture </li></ul></ul><ul><ul><li>Score </li></ul></ul><ul><ul><li>Route </li></ul></ul><ul><ul><li>Nurture </li></ul></ul><ul><ul><li>Measure </li></ul></ul><ul><li>… and focus on scoring and converting the long-term leads to near-term opportunities! </li></ul>
    29. 29. <ul><li>Offers industry leading and highly scalable tools supporting both consumer marketing initiatives and BtoB demand generation processes through our Vtrenz solution. </li></ul><ul><li>SaaS approach allows marketers to easily create, automate and execute multi-channel lifecycle marketing campaigns that are timely, relevant and measurable. </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Founded in 1999 </li></ul></ul><ul><ul><li>U.S. headquarters in Atlanta, GA </li></ul></ul><ul><ul><li>International headquarters in London </li></ul></ul><ul><ul><li>Top Tier rankings by Jupiter Research and Sirius Decisions </li></ul></ul>Who is Silverpop
    30. 30. Vtrenz Leads the Pack in Marketing Automation “ According to JupiterResearch analysis of nine vendors in the marketing automation space, Vtrenz stands out of the pack in both business value provided by the product and market suitability, which is a measure of the track record of the company.”
    31. 31. Questions To learn more download our Vtrenz Lead Management Workbook at www.vtrenz.com William Schnabel Vice President and General Manager, EMEA Silverpop wschnabel at silverpop.com www.silverpop.com
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