Poll Question:Are you currently using Lead Scoring?
Need for Scoring Up To of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.(Gartner Research)
Impact of Lead Scoring of survey respondents said that their primary reason for implementing a lead scoring system was to achieve added revenue(GleanSight Lead Prioritization Report, Gleanster Research)
Impact of Lead Scoring The average lead generation ROI for organizations using a lead scoring process is In comparison to lead generation ROI from those surveyed who were not using a lead scoring process.(MarketingSherpa - Jan 2012)
Challenges of ScoringRate the level of priority given to each functional area PRIOR toselecting/deploying a marketing automation solution. Somewhat Very Important Not Prioritized Important Email Marketing 82% 14% 4% Drip Email Marketing 44% 34% 22% Lead Nurturing 61% 23% 16% Lead Scoring 36% 41% 23% Anonymous Visitor Tracking 28% 46% 26% Web Forms 64% 22% 14% Landing Pages 59% 34% 7%
How ToSimple scoring systemscan be established tofactor in both activity anddemographic profiles
Lead Scoring ExampleExample• Youre a small software company that sells patch management software.• You have two offices, one in Asia and one in the US, but you arent global yet.• Your software isnt cheap, so you need prospects with reasonably large budgets. Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System 3 Sales Engineer -4 Administrator Location of United States 5 Hong Kong 4 Romania -5 Headquarters Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information 5 Computer 4 Automotive -5 Technology Software Services Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2 Implicit Online Behaviour Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on companys Jobs web page. -5
Impact of ScoringPrioritizing hot leads improves closerates and ensures timely response toready buyers #AOWEB
Example: Setting Scoring Rules #AOWEB
Behavioral-Based Scoring #AOWEB
Poll Question:What attributes are you scoring?
Scoring’s Impact On CampaignsLead scoring can improve theeffectiveness of online campaigns byproviding intelligence for segmentationand targeting.
What activities should I score?Email Marketing Web Visits Webinars• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees• More points for specific • Which pages did they visit: • Who visited registration page but messages Contact Us and/or Pricing vs didn’t submit• Do not assign score for: Support? • “Email sent” – no action taken • How often do they visit the site? on their part • Where did they come from? • “Opens”Forms Pay-Per-Click Other Demand Gen• Submitted /viewed form • Which keywords perform the • Download whitepaper or other• How did they respond to the best? media? questions? • What is my cost per click? • Attended a trade show / physical• Is the data they provided valid? • Where did they come from? event?• Do they fit your target audience? • Which mailing lists performed the best? • Which print advertising generates leads? #AOWEB
Poll Question:How are you prioritizing leads?
Aligning Messaging What were the business objectives that you were looking to address when you decide to deploy a marketing automation solution? (check all that apply) Response Count Personalizing Communication With Prospects 43% Generating More Leads 68% Increasing Flow Of Qualified Sales Opportunities 70% Re-engaging Inactive Leads 36% Learning More About Interests of Prospects 29%(GleanSight Lead Prioritization Report, Gleanster Research)
The Funnel Word of mouth• Top of funnel: Marketing Marketing• Middle of funnel: Lead qualification Raw leads Lead• Bottom of funnel: Qualified leads Qual Sales team Sales prospects Sales #AOWEB
Relationship Between Scoring/NurturingCategorizing longer-term leads helps to keep themwarm with lead nurturing campaigns What were the business objectives that you were looking to address when you decide to deploy a marketing automation (check all that apply) solution? Response Count Personalizing Communication With Prospects 43% Generating More Leads 68% Increasing Flow Of Qualified Sales Opportunities 70% Re-engaging Inactive Leads 36% Learning More About Interests of Prospects 29% #AOWEB
Nurturing in ActionNew leads• Further qualify prospects• Maintain prospect mindshareRe-engage/Re-market• Reach back out to contacts that are “lost to no decision”• Stay top of mind for when they’re ready to make decision #AOWEB
Example: Re-Marketing Nurture #AOWEB
Poll Question: On a scale of 1-5, how satisfiedare you with your current scoring and nurturing tool?
8 Tips for Getting Started with Lead Scoring1. Take Ownership2. Start Somewhere3. Stay in Sync with Sales4. Measure, Measure, Measure5. Profile your Prospects6. Set Scoring Parameters7. Embrace the Negative8. Automate #AOWEB
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