Lead scoring Best Practices

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Lead scoring Best Practices

  1. 1. www.edynamic.net Lead Scoring Best Practices Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
  2. 2. Lead Scoring 1
  3. 3. What is Lead Scoring?Determining the Buying Zone Low level of engagement High level of engagement (Low level of how much the lead wants (High level of differentiation driving to talk to us) purchase intent) The Buying Zone High level of Profile Match The only leads we should be (High level of how feeding to the sales field much we want to talk to the lead) Low level of Profile Match (Low level of how much we want to talk to lead) 2
  4. 4. Getting StartedCo-dynamic Lead Scoring Define Profile Fit (Explicit) Score Define Engagement (Implicit) Score Map Scores to a Lead Rating 3
  5. 5. Scoring Process Feed into Score Scoring RESET Send to CRM Sales ForceExplicit and Implicit Scores Calculated Inside Sales Rating Assigned 4 Nurturing Nurturing Program 4
  6. 6. Split the Score Score Description Marketing Action Priority but may need The right prospect but no A4 specific “why now” interest. messaging. Good fit and very Send to sales queue for B1 interested. follow-up. Not the idea prospect but Will they ever be a good fit? C1 very interested. Continue to nurture. 5 Fulfill request and segment D4 Wrong Fit. No interest. out. 5
  7. 7. Over Time – Scoring as a Threshold A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 All go to sales D1 D2 D3 D4 A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 C2 – A1 go to sales only D1 D2 D3 D4 A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 A1 – A3, B1 – B2, C1 6 D1 D2 D3 D4 go to sales only 6
  8. 8. Getting Started– Profile Fit Category Ranking Weighting Define categories. Keep it simple with 4 – 5 Pain / Need / Solution 1 30 % categories max. Interest Rank importance. Job Role 1 30 % Determine % weighting of Industry 2 25 % importance. Weighting drives the calculation. Lead Source 3 15% 100% 7 7
  9. 9. Next– Define the Values Category Ranking Weighting Values Score Tier 1 30 Pain / Need / 1 30 % Tier 2 15 Solution Interest Tier 3 8 Tier 1 30 Job Role 1 30% Tier 2 15 Tier 3 8 Tier 1 25 Industry 2 25 % Tier 2 13 Tier 3 6 Tier 1 15 Lead Source 3 15% Tier 2 8 Tier 3 4 Total Possible Points 100 8 8
  10. 10. Getting Started – Level of Engagement Category Ranking Weighting Define categories. Keep it simple with 4 – 5 High Touch Event 1 30 % categories max. Participation Rank importance. Form Submission 2 25 % Determine % weighting of High Value importance. Weighting 3 20 % drives the calculation. Content Visit > 3 Website visits 4 15% Email Click-through 5 10% 9 Total Possible Points 9
  11. 11. Next – Define Recency Category Ranking Weighting Values Score High Touch Event 1 30 % < 6 Months 30 Participation 3 Days 25 Form Submission 2 25 % 7 Days 15 30 Days 8 3 Days 20 High Value 3 20 % 7 Days 10 Content Visit 30 Days 5 3 Days 15 > 3 Website visits 4 15% 7 Days 8 30 Days 4 3 Days 10 Email Click-through 5 10% 7 Days 5 10 14 Days 2 Total Possible Points 100 10
  12. 12. Co-Dynamic Scoring - Final Matrix Profile Fit Rating > 75% A 50 – 75% B 25 – 50% C < 25% D Level of Engagement Rating > 75% 1 50 – 75% 2 25 – 50% 3 < 25% 4 11 11
  13. 13. Scoring – Do Nots1. Do Not score on too many criteria2. Do Not score on open-text fields3. Be wary of scoring on BANT questions 12
  14. 14. Lead Scoring Best Practices Recap1. Keep it simple.2. Define criteria and set business rules with stakeholders.3. Integrate with CRM to provide visibility and support follow-up prioritization.4. Develop appropriate follow-up actions based on scores. Nurture leads that are not ready to buy.5. Launch in a phased approach.6. Continuous re-evaluation of the scoring system is essential. 13 Monitor / report on lead type and conversion rate. Assess results quarterly and optimize when needed. 13

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