Ai Lead Scoring And Lead Rating

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This presentation describes how leads are being nurtured using, scores, and, ratings, based on marketing, automation, with, Eloqua,

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Ai Lead Scoring And Lead Rating

  1. 1. Lead Scoring and Lead Rating The ASERVO Approach based on Eloqua Conversion Suite March 29, 2009
  2. 2. Definitions – ASERVO Demand Generation Process Term Data base Description Visitor Eloqua Visitor on website (unknown with Eloqua Cokie)´; will be flagged with “Target ID” based on product/solution related web pages visited (Targetting) Lead Eloqua/CRM Known Visitor with email- open/qualified/converted Marketing Qualified Lead that has been qualified by Marketing to be handed over to Sales. Lead (MQL) Sales Accepted Lead Leads from Marketing that has been accepted by Sales und has been (SAL/SQL) handed over (B/A/N/T) Contact Eloqua/CRM Qualified Contact assigned to Sales Scoring Eloqua/CRM Lead/Contact has visited relevant product pages (quantitative reflection); cumulative Scoring # represents activity on relevant web pages, form submits and other online touch points (e.g. SEM criteria) Rating Eloqua/CRM Reflects highest ranked marketing touch point over a certain period of time turned into product/solution-rated A/B/C/D Rating – “A”-rated leads should be qualified by phone before handed over to sales Derived from nomenclature in Eloqua and salesforce.com 2 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  3. 3. ASERVO Demand Generation Process Google Banner Events 3 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  4. 4. ASERVO Targeting Group your web pages into business-driven approach (using page tagging) Mark interest of every contact based on web and email behavior 4 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  5. 5. ASERVO Lead Scoring Based on number of visits on website • Page visit 10P • Pdf Download 15P • Form Submit 30P • Event registration 50P • Evaluation 100P Cumulative, Quantitative Approach 5 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  6. 6. ASERVO Lead Rating Based on number of visits on website LP = D-Rating Pdf = C-Rating Submit = B-Rating Eval = A-Rating Qualitative Approach 6 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  7. 7. Driven by CRM Dashboards Eloqua KPI‘s New leads generated by Eloqua no of web activities in target groups email marketing results 7 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  8. 8. Driven by CRM Dashboards Rating by Business A/B/C/D-Leads by product 8 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  9. 9. Driven by CRM Dashboards Target Groups Subscribed/ Unsubsribed 9 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  10. 10. CRM Sales Reports Eloqua Activities by contacts/lead 10 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  11. 11. Eloqua Sales Reports 11 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  12. 12. Outlook Emails (*) Sales Emails including Tracking Contact import into Eloqua by outlook Daily Reports on opens, clicks and forwards Sales Signatures in all Emails (*) Requires Eloqua for Outlook © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  13. 13. Outlook Email Reporting 13 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  14. 14. Our Approach 1. Workshop „Lead Scoring and Lead Rating“  Define Target groups  Define Lead Scoring  Define Lead Rating 2. Implementation Phase • Building Segments, Programs and Reports • Setting up Eloqua Sales Reports • Setting up SFDC dashboards and reporting 3. Sales Enablement • Workshop or Webinar to educate Sales Team and explain benefits • Option: Implement Eloqua for Outlook incl. Reporting 4. Review and Refinement • 4 weeks and three months after implementation 14 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  15. 15. Benefits of Lead Management Better qualified leads Faster closure Higher revenues by innovative tools ongoing processes focussed resources 15 © ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.
  16. 16. Thank you. ASERVO Interactive GmbH Raiffeisenallee 5 82041 Oberhaching Tel.: +49 89 143673 21 rjanning@aservo.com leadmanagement.aservo.com

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