Aligning Sales and Marketing with Effective Lead Scoring Techniques

Introduction BtoB marketers increasingly measured and rewarded for providing Sales with a continuous flow of high-quality , closable leads. Requires a highly automated lead generation, scoring and nurturing process. Webcast will focus on creating a solid foundation using an automated lead scoring process. Will Schnabel VP & GM, EMEA Silverpop Audio Dial-In Information: (641) 715-3222, access code 371-308-461

BtoB marketers increasingly measured and rewarded for providing Sales with a continuous flow of high-quality , closable leads.

Requires a highly automated lead generation, scoring and nurturing process.

Webcast will focus on creating a solid foundation using an automated lead scoring process.

Leads – Your Marketing Team’s Biggest Challenge 52% of marketing organizations say lead generation is their #1 marketing challenge Source: Sirius Decisions Product Marketing – 2% Marketing Communications – 12% Hiring – 10% Market Definition – 20% Sales Process – 10% 52% Lead Generation

52% of marketing organizations say lead generation is their #1 marketing challenge

From Too Many “Leads” … to Not Enough?

Recession: The Question Now is For How Long? Marketing Budgets? Typically – frozen or cut ROI/Spend Decisions? Cut marketing activities that don’t lead to near-term sales Revenue? Management focuses on immediate/short-term revenue Resources? Make do with what you have Measurement? Real-time, accurate – hard, not soft- ROI focused Targeting Current Customers? Increased focus on existing relationships

Marketing Budgets?

Typically – frozen or cut

ROI/Spend Decisions?

Cut marketing activities that don’t lead to near-term sales

Revenue?

Management focuses on immediate/short-term revenue

Resources?

Make do with what you have

Measurement?

Real-time, accurate – hard, not soft- ROI focused

Targeting Current Customers?

Increased focus on existing relationships

What Does This Mean? – Opportunities for B2B Marketers Automate lead management processes Optimize demand generation campaigns Focus on: Nurturing the “A” and “B” lead pool Cross-selling/Up-selling existing customers Focus measurement on outputs: Revenue # Sales-ready leads Cost per win/Cost per sales-ready lead

Automate lead management processes

Optimize demand generation campaigns

Focus on:

Nurturing the “A” and “B” lead pool

Cross-selling/Up-selling existing customers

Focus measurement on outputs:

Revenue

# Sales-ready leads

Cost per win/Cost per sales-ready lead

The Marketing and Sales Divide Marketing “ They don’t follow up on any leads we give them” “ A lead to them is a sale” “ They ‘cherry-pick’ and act like they know what the leads want before calling them” “ They don’t even look at half of the leads we give them ” Sales “ We have no visibility into what they are doing” “ We need more support from them” “ The leads they pass to us are worthless” “ They don’t understand who our target market is” Audio Dial-In Information: (641) 715-3222, access code 371-308-461

Marketing

“ They don’t follow up on any leads we give them”

“ A lead to them is a sale”

“ They ‘cherry-pick’ and act like they know what the leads want before calling them”

“ They don’t even look at half of the leads we give them ”

Sales

“ We have no visibility into what they are doing”

“ We need more support from them”

“ The leads they pass to us are worthless”

“ They don’t understand who our target market is”

Marketing’s Opportunity & Responsibility 82.5% are ready to buy or will buy 70% are long-term opportunities – Marketing Territory 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

82.5% are ready to buy or will buy

70% are long-term opportunities – Marketing Territory

So…Marketing’s Role Has to Change Need to be “lead developers” not just “lead generators” Only 6 percent of organizations rate themselves as “excellent” demand creators* These organizations have three consistent attributes Effective Sales/Marketing Communications Clear Definition of a Lead The ability to track and manage leads * SiriusDecisions 2007 Demand Creation Study

Need to be “lead developers” not just “lead generators”

Only 6 percent of organizations rate themselves as “excellent” demand creators*

These organizations have three consistent attributes

Effective Sales/Marketing Communications

Clear Definition of a Lead

The ability to track and manage leads

Keys to Maximizing Lead Management Optimized lead Capture Scoring leads – assigning priorities Timely lead routing and follow up by sales Automating the lead nurturing process Measuring marketing effectiveness Audio Dial-In Information: (641) 715-3222, access code 371-308-461

Optimized lead Capture

Scoring leads – assigning priorities

Timely lead routing and follow up by sales

Automating the lead nurturing process

Measuring marketing effectiveness

Lead Scoring is critical to Lead Management Scoring assigns worth, and directs future marketing actions Scoring can determine threshold for lead qualification & transfer to Sales Supported by cultivation strategy 1-to-1 communication vital in moving sales process forward Automation takes the burden off the marketing department

Scoring assigns worth, and directs future marketing actions

Scoring can determine threshold for lead qualification & transfer to Sales

Supported by cultivation strategy

1-to-1 communication vital in moving sales process forward

Automation takes the burden off the marketing department

Lead Scoring…a definition A relative ranking of one prospect versus another A way to make an unbiased determination of which prospective buyers are ready for more attention from your organization A way to decide which function should pay that attention A way to learn what makes up your ideal buyer profile Score: To evaluate and assign a grade to.

A relative ranking of one prospect versus another

A way to make an unbiased determination of which prospective buyers are ready for more attention from your organization

A way to decide which function should pay that attention

A way to learn what makes up your ideal buyer profile

Lead scoring is just emerging in the B2B world Scoring System to Judge When a Lead is Ready for Transfer, Organizations 100MM+* Many organizations do not adhere to the principles of the Lead Spectrum Methodologies tend to be single-category focused, resulting in too many “false positives” More guidelines than absolutes; significant variations within organizations Not predictive Analysis * SiriusDecisions 2008

Many organizations do not adhere to the principles of the Lead Spectrum

Methodologies tend to be single-category focused, resulting in too many “false positives”

More guidelines than absolutes; significant variations within organizations

Not predictive

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

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

Demographics Individual Title/level Department Role in company (financial, technical, business, relationship) Buying position (influencer, decision maker, sponsor) Business/Organization Revenues Employees Industry/vertical Experience buying products/ services that you sell Company Relationship “ Fit” with your value proposition

Individual

Title/level

Department

Role in company (financial, technical, business, relationship)

Buying position (influencer, decision maker, sponsor)

Business/Organization

Revenues

Employees

Industry/vertical

Experience buying products/ services that you sell

Company Relationship

“ Fit” with your value proposition

BANT Traditional approach of Budget, Authority, Needs, and Timeframe Can cause often-times “false positives” Difficult to collect Must be used in conjunction with other categories

Traditional approach of Budget, Authority, Needs, and Timeframe

Can cause often-times “false positives”

Difficult to collect

Must be used in conjunction with other categories

Activity Frequency of contact Recency of contact Web behavior Campaign behavior (e.g. email interactions) Specific Actions (downloaded a whitepaper, watched a webinar) Can you determine the pattern of activities that indicated who is more likely to become a customer?

Frequency of contact

Recency of contact

Web behavior

Campaign behavior (e.g. email interactions)

Specific Actions (downloaded a whitepaper, watched a webinar)

Can you determine the pattern of activities that indicated who is more likely to become a customer?

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

All Categories are Required Profile of target buyer Can you supplement with third-party data? What happens when your target changes Is this different by product line? Tire kickers Need to be adjusting the activity scoring Takes time and technology to understand the appropriate patterns of activity Buyers are liars Most of us know how the game is played Depending on type of demand, could be less relevant (realistic) Demographic BANT Activity

Profile of target buyer

Can you supplement with third-party data?

What happens when your target changes

Is this different by product line?

Tire kickers

Need to be adjusting the activity scoring

Takes time and technology to understand the appropriate patterns of activity

Buyers are liars

Most of us know how the game is played

Depending on type of demand, could be less relevant (realistic)

Lead Scoring- Explicit Data Defines the right lead based on your target market segment Scoring performed on a unified database to ensure consistency across all leads

Defines the right lead based on your target market segment

Scoring performed on a unified database to ensure consistency across all leads

Lead Scoring- Implicit Data Scores Activity Recency and frequency scores with automated discounts Apply points for important interactions indicative of interest

Scores Activity

Recency and frequency scores with automated discounts

Apply points for important interactions indicative of interest

Bringing it all together Rank Leads by Score Identifies buying phase

Rank Leads by Score

Identifies buying phase

Using Lead Score, map communications to prospect’s buying cycle with agreed-upon action plans 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

Using Lead Score, map communications to prospect’s buying cycle with agreed-upon action plans

Example – Tradeshow Leads

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

Include both explicit and implicit factors Get buying from all key stakeholders Weighted across all attributes Factor time decay in activity scores Don’t require all information up front Allow scores to be updated with 3rd-party information or verified info (w/ telemarketing) Link follow-up to lead score approach Set rules for lead transfer to sales, and alerts sales on ‘hot’ leads Automatically links to nurture campaigns and recycle ‘rejected’ leads Provide real-time rescoring & analysis of success Successful Lead Scoring

Include both explicit and implicit factors

Get buying from all key stakeholders

Weighted across all attributes

Factor time decay in activity scores

Don’t require all information up front

Allow scores to be updated with 3rd-party information or verified info (w/ telemarketing)

Link follow-up to lead score approach

Set rules for lead transfer to sales, and alerts sales on ‘hot’ leads

Automatically links to nurture campaigns and recycle ‘rejected’ leads

Provide real-time rescoring & analysis of success

Summary Use automated Demand Generation to become lead developers : Capture Score Route Nurture Measure … and focus on scoring and converting the long-term leads to near-term opportunities!

Use automated Demand Generation to become lead developers :

Capture

Score

Route

Nurture

Measure

… and focus on scoring and converting the long-term leads to near-term opportunities!

Offers industry leading and highly scalable tools supporting both consumer marketing initiatives and BtoB demand generation processes through our Vtrenz solution. SaaS approach allows marketers to easily create, automate and execute multi-channel lifecycle marketing campaigns that are timely, relevant and measurable. Overview Founded in 1999 U.S. headquarters in Atlanta, GA International headquarters in London Top Tier rankings by Jupiter Research and Sirius Decisions Who is Silverpop

Offers industry leading and highly scalable tools supporting both consumer marketing initiatives and BtoB demand generation processes through our Vtrenz solution.

SaaS approach allows marketers to easily create, automate and execute multi-channel lifecycle marketing campaigns that are timely, relevant and measurable.

Overview

Founded in 1999

U.S. headquarters in Atlanta, GA

International headquarters in London

Top Tier rankings by Jupiter Research and Sirius Decisions

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.”

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