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Webinar essential guide to lead scoring


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Webinar - how to implement a b2b lead scoring program

Webinar - how to implement a b2b lead scoring program

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  • 1. SalesFUSION WebinarThe Essential Guide toImplementing a Lead Scoring Model
  • 2. What we’ll cover today About SalesFUSION Lead scoring – background Data elements of lead scoring Data sources of lead scoring Building effective scoring models “Lead scoring is a tool Marketing & sales collaboration that can help Sales maximize and optimize Using lead scores for every moment of every  Lead routing day, with minimal waste,  Nurture marketing for less than it would cost to prospect without  ROI Analysis a lead scoring system.”
  • 3. About SalesFUSION SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide all b2b marketing functionality in a single app Focus on integrating Marketing and Sales (CRM) Only solution built on a CRM database Extensive global partner network Unique Client Services model Game-changing pricing structure 99% retention rate 90% of all new features added in 2011 – customer requests
  • 4. About lead scoring Grouping and ranking of leads Grouping based on lead data and behavior Standard process for lead management Methodology for keeping CRM clean Grouping drives the routing of leads
  • 5. About lead scoring MA Software CRM Software A, Hot, SQL Lead Scoring is designed to ensure a smooth transition of leads from Marketing to Sales based on mutually agreed upon rules between the two departments.
  • 6. Why is lead scoring important? The cost of not using rules-based lead scoring can be high All companies that engage in lead generation suffer from some percentage of lead leakageSource: Forrester Research-October 2006, “Improving B2B Lead Management” report
  • 7. Data elements of lead scoring Implicit behavior Explicit behavior Demographics CRM information
  • 8. Data elements of lead scoring Implicit behavior  Web page visits  Website PDF downloads  Time on site  Number of pages per session  Frequency of visits
  • 9. Data elements of lead scoring Explicit behavior  Email open/CTR  Form completion  Including question response  Event attendance  Telemarketing call disposition
  • 10. Data elements of lead scoring Demographics  Title  Location  Company data  Email validation  Phone number
  • 11. Data elements of lead scoring CRM Information  Opportunity data  Lead status  Custom field data  Purchase history
  • 12. Data Sources Corporate website Email campaigns Forms & landing pages CRM system Appended data from lead intelligence systems Event information (trade show webinars)
  • 13. Data Sources - Drill Down Corporate website – highest value “honest” data  Lifetime visits  Target pages (pricing, resources)  Visit depth – 5 Minutes, 10 Minutes….  Frequency – X # of visits in 14-day period
  • 14. Data Sources - Drill Down Forms & landing pages  Craft based on how sales pre-qualifies  Multiple choice – leading questions  Score answers based on impact  Combined with web activity data – provides best case for accurate lead score
  • 15. Data Sources - dependencies Tagging script on website, email, landing pages Integration between MA/CRMTagging script – places first-party cookie on themachine of a lead – allows for point-of-interactiondata capture & ongoing & repetitive data capture
  • 16. Building an effective lead scoring modelStep 1 – Marketing & SalesMeeting1. Set a top-down directive from C-Level2. Get VP sales buy-in3. Explain benefits to sales team4. Solicit qualification and “good lead” definition from sales5. Create a spreadsheet with available data to capture and the associated value of the data – marketing and sales rank it independently
  • 17. Building an effective lead scoring model
  • 18. Building an effective lead scoring modelStep 2 – Define Groups1. Number of groups2. Hot, Warm, Cold3. Red, Green4. Establish point values for group membership5. Keep groups limited to 2-3 max6. Define groups based on the potential actions to take once someone is in a group7. Use an excel report or other media to help define
  • 19. Building an effective lead scoring modelStep 2 – Define GroupsSales buy-in is the key to success
  • 20. Building an effective lead scoring modelStep 3 – Establish scoring attributesand points Website visit – 5,000 seconds = 25 points Email campaign CTR = 10 points Static website form completion = 15 points Website – download product brochure = 20 points
  • 21. Building an effective lead scoring modelStep 4 – Establish scoring actions Hot lead group 1. Email alert to sales 2. Create lead in CRM 3. Assign task in CRM 4. Remove from all nurture campaigns Cold lead group 1. Enroll in nurture campaign
  • 22. Building an effective lead scoring modelStep 6 – Implement and test Monitor inbounds for a short period before activating sales scoring actions Monitor scores for individuals and validate Ensure leads are being assigned to proper nurture campaigns Set initial alerts for internal marketing team & a beta group in sales first Do not deploy widespread out of the gate Recommend a 30-day test before rolling out to sales
  • 23. Questions?• Schedule a demonstration of SalesFUSION• Learn more• Learn more• Thanks for staying with us! Let’s pick a winner of the Starbucks Card
  • 24. Enabling technologyBrief demo of SalesFUSION Lead Scoring