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Lead Scoring For B2B Marketers

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Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives

Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives

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  • >>> Just intro the title …
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • I’m a B2B marketer …
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • Old challenge: Be at the right tradeshows Allregs is an information provider for mortgage industry professionals. It is the official online provider of Fannie Mae and Freddie Mac underwriting guidelines. In 2006, they attended approx 25 tradeshows which was their major source of lead generation. Since they implemented Engage B2B, they now attend 10 per year. They were putting names from the tradeshow events into their database and then oversaturating their list because there was no way to segment their list. Today, Allregs uses Engage B2B as a lead gen/cross sell tool. Before it was a “shot in the dark” and now it is much more improved. Before: No automation platform; not embracing a lead management mindsetAfter: Better integration; automation platform; lead management mindsetKey capabilities utilized: Nurturing Surveys Engaging w/ prospects and customers based on where they click Using Microsoft Dynamics CRM
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • 70% of leads aren’t waiting on you; you’re waiting on them.
  • We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  • Transcript

    • 1. Lead Scoring for B2B Marketers
      Adam B. Needles
      Director, Field Marketing Twitter: @abneedles
    • 2. Agenda
      Introductions
      B2B marketing defined
      Lead scoring defined
      Context
      The basics
      Advanced issues
      Closing thoughts + Q&A
    • 3. Sales Process – 10%
      Market Definition –
      20%
      52%
      Lead Generation
      Product Marketing – 2%
      Marketing Communications – 12%
      Hiring – 10%
      Leads = your greatest challenge
      52% of B2B marketing organizations say
      lead generation is their #1 marketing challenge
      >>>SiriusDecisions
    • 4. Lead management challenges
      >>>Silverpop
    • 5. Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives
    • 6. What are your goals?
      Tweet: @abneedles + Q&A
    • 7. Introductions
    • 8. Adam
      [B2B marketer]
    • 9. My company
      Solutions for marketers
      B2B + B2C
      Marketing automation + e-mail marketing
      Software-as-a-service
      www.silverpop.com
    • 10. My role
      Director, Field Marketing
      B2B marketing advocate
      Evangelist for the Engage B2B platform
    • 11. B2B marketing
    • 12. B2B marketing is different.
    • 13. B2B marketing is different.
      Direct sales forces
      High-involvement sales process
      Lower volume; higher purchase price
      Rational vs. emotional purchase
      Complex and savvy 'buying unit'
    • 14. B2B marketing legacy
    • 15. B2B case >>> AllRegs
      Mortgage industry data provider
      2006
      25+ tradeshows per year
      Low conversion rates
      Major source of leads
      Today
      10 tradeshows per year
      Higher conversion rates
      New lead-gen avenues (e.g., alerts)
    • 16. B2B marketing’s primary goals:
      drive leads for sales
      cost effectively
      qualified
      improve close rates
      help retain customers
    • 17. sales is marketing’scustomer
    • 18. B2B marketing is focused on pre-sales buyer dialogue
    • 19. Lead scoring defined
    • 20. Lead management
    • 21. Lead management
      Information capture
      Scoring
      Routing
      Sales
      Nurturing
      Monitoring
    • 22. Awareness
      Marketing
      Interest + investigation
      Marketing Qualified
      Sales Accepted
      Sales Qualified
      Sales
      New Business
      Lead stages
    • 23. Awareness
      Marketing
      Interest + investigation
      Marketing Qualified
      L E A D S C O R I N G
      Sales Accepted
      Sales Qualified
      Sales
      New Business
      Lead stages
    • 24. Lead scoring = ‘Propensity to buy’
    • 25. Lead scoring = ‘Resource triage’
    • 26. Lead scoring looks at
      Buyer fit
      Demographic fit
      Behavioral fit
    • 27. Role of lead scoring
      “A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role and activities.”
      >>> SiriusDecisions, “What’s the Score?”
    • 28. Lead scoring: Context
    • 29. Nurturing context
      >>>MarketingSherpa
    • 30. Quality context
      >>>Forrester
    • 31. Awareness
      Marketing
      Interest + investigation
      Marketing Qualified
      3.9% / 3.8%
      Sales Accepted
      58.3% / 64.0%
      Sales Qualified
      49.1% / 45.9%
      Sales
      New Business
      Stages context (w/ average B2B 08/09 conversions)
      23.1% / 20.7%
      2.57:1000 / 2.31:1000
      >>>SiriusDecisions
      2008 / 2009 data
    • 32. Cultural context
    • 33. Cultural context
      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”
    • 34. Why score?
      Align
      Business
      Marketing
      Sales
      Prioritize resources
      Maximize sales team capacity
      Testing, analysis and improvement
    • 35. Lead scoring: The basics
    • 36. What do we know about a prospect?
      VP Sales
      Download a
      Whitepaper
      Evaluating
      Solutions
      Visited Website Last Week
      $100M
      Company
      5000
      Employees
      Has
      2009
      Budget
      Needs
      Fit
      Solution
      36
    • 37. Putting the pieces together ...
      Demographic
      VP Sales
      Download a
      Whitepaper
      Evaluating
      Solutions
      BANT
      Visited Website Last Week
      $100M
      Company
      Has
      2009
      Budget
      5000
      Employees
      Needs
      Fit
      Solution
      Implicit
      37
    • 38. Lead scoring = grading a prospect
    • 39. Lead scoring components
      Explicit
      Implicit
    • 40. Explicit scoring components
      BANT
      Budget
      Authority
      Needs
      Timing
      Demographics
      Individual
      Firm
    • 41. Progressive profiling
      3. Returning Leads –
      Pre-Populate – Gather More
      2. Returning Leads –
      Pre Populate
      1. Basic Lead Form
      4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
    • 42. Lead scoring example
      >>>Silverpop Engage B2B
    • 43. Implicit scoring components
      Recency
      Frequency
      Behavior
    • 44. Use your sales data to learn
      No. Of Closed
      Opportunities (or $)
      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
      Activity/Behavior
      Measuring implicit
    • 45. Lead scoring example
      >>>Silverpop Engage B2B
    • 46. B2B case >>> Edgar Online
      Online corporate financial information
      Challenge managing leads and qualifying them
      Highly-granular lead scoring
      Based on everything lead views
      Helps with campaign evaluation
      Enables greater scale
      Quality vs. quantity of leads
    • 47. Issues for your model
      Sales + executive team collaboration
      Weighting of factors
      Market segmentation
      Managing complexity
      Impact of ‘demand type’ on BANT
    • 48. Silverpop on Lead Management
      Download online: http://www.silverpop.com/marketing-resources/white-papers/engage-b2b.html
    • 49. Lead scoring: Advanced issues
    • 50. Advanced issues
      Dialogue and momentum
      Insights from the communication channel and the nature of the information 'consumed’
      Insights from both online AND offline activity
      Adjusting your model over time
      Re-assessing lead score data
      Tuning the relative 'elasticity' of variables
    • 51. More on advanced issues
      New blog post: http://www.silverpop.com/blogs/demand-generation/lead-scoring/advanced-lead-scoring-secrets.html
    • 52. Closing thoughts
    • 53. Closing thoughts
      Lead scoring is more about process than technology
      Successful lead models come from sales/marketing collaboration
      Efficient, repeatable lead scoring and lead management requires marketing automation
    • 54.
    • 55. Additional Q&A
    • 56. Thank you!
      Phone: 617-413-6087
      E-mail:aneedles@silverpop.com
      Twitter: @abneedles
      Blogs
      Demand Generation (Silverpop):
      http://www.silverpop.com/blogs/demand-generation
      Propelling Brands (personal):
      http://propellingbrands.wordpress.com/
      Silverpop – Lead Scoring for B2B Marketers

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