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Marketing Automation Meetup - Eloqua Lead Scoring

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On the first Thursday of each month, we host a Marketing Automation Meetup. Generally supporting our Oracle Marketing Cloud Eloqua customers and prospects, these events provide a wide range of information and insight to support Modern Marketers. This event, held 16 April 2015, focussed on Lead Scoring.

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Marketing Automation Meetup - Eloqua Lead Scoring

  1. 1. @MarketingCube C o l l e g e Lead/Engagement Scoring 16 April 2015 An evening of insight & knowledge sharing 1
  2. 2. C o l l e g e @MarketingCube What is 
 Lead Scoring? •Lead scoring is an objective ranking of one sales lead against another. This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process. 2
  3. 3. @MarketingCube3 • In a study of 10 B2B organisations using lead scoring systems, 
 Eloqua found that, on average, deal close rates increased by 30%, company revenue increased by 18% and the revenue per deal increased by 17%. • According to Aberdeen Research, companies that get lead scoring right have a 192% higher average lead qualification rate than those 
 that do not. 2 great reasons to score leads
  4. 4. C o l l e g e @MarketingCube What is Lead Scoring? 4 Explicit • Profile data • Geography • Organisation Profile • Industry Implicit • Website visits • Email Opens • Event Attendance • Opinions expressed Profile Engagement
  5. 5. @MarketingCube C o l l e g e Best Fit Active Interest Who They Are What They’ve Done Legal Librarian Legal Industry $50m Revenue Web Visits Forms Completion Email Click-Through Not a Fit No Interest 5 Effective Lead Scoring
  6. 6. @MarketingCube6 This evening’s Agenda •A model for Lead/Engagement Scoring •The importance of Sentiment •Sales & Marketing Alignment •An Ideal Customer Profile •Engagement versus Fit/Profile
  7. 7. @MarketingCube C o l l e g e 7 A B C D 1 2 3 4Profile Engagement A Lead Scoring Model
  8. 8. @MarketingCube C o l l e g e 7 A B C D 1 2 3 4Profile Engagement A Lead Scoring Model
  9. 9. @MarketingCube C o l l e g e 7 A B C D 1 2 3 4Profile Engagement 7,456 2,897 4,367 6,8765,834 2,567 2,892 5,476 1,189 4,367462 4,567 1,256 674 345 8,367 A Lead Scoring Model
  10. 10. @MarketingCube8 What happens to your 
 Facebook when you fall in love?
  11. 11. @MarketingCube9 Called 'The Formation of Love', the study found that during the 100 days before a relationship starts, there is a slow but steady increase in the number of timeline posts shared between the future couple. However once they get together the posts start to decrease dramatically.
  12. 12. @MarketingCube9
  13. 13. @MarketingCube C o l l e g e Sentiment 10
  14. 14. @MarketingCube11 Facebook data scientists found that, even though the number of wall posts goes down once the relationship starts, the wall posts that are exchanged become happier and sweeter.
  15. 15. @MarketingCube11
  16. 16. @MarketingCube C o l l e g e Sales & Marketing Alignment 12
  17. 17. @MarketingCube
  18. 18. @MarketingCube14 What is a Lead?
  19. 19. C o l l e g e @MarketingCube Customer Focused Language 15 Customer 
 Focused Langauge • Need • Learn • Evaluate • Buy/Engage/Donate Typical 
 Internal Langauge • Leads • Educate • Present • Close
  20. 20. @MarketingCube C o l l e g e @MarketingCube C o l l e g e Implement Closed/Won Negotiate Present Educate Leads Implement Purchase/Donate Negotiate Evaluate Learn Need Advocate The Buyer’s/Donor JourneyThe Sales Process Grow MarketingSales
  21. 21. @MarketingCube C o l l e g e @MarketingCube C o l l e g e Implement Closed/Won Negotiate Present Educate Leads Implement Purchase/Donate Negotiate Evaluate Learn Need Advocate The Buyer’s/Donor JourneyThe Sales Process Grow Marketing&Sales
  22. 22. @MarketingCube Opportunity Lost Opportunity Stalls Sales 
 Rejects Lead Sales & Marketing Process Marketing validates quality of interest Marketing Nurtures to 
 Sales Ready The Buyer’s Journey Interest Learn Evaluate Justify Purchase Name Inquiry Marketing Qualified 
 Lead Sales Accepted 
 Lead Sales Qualified 
 Lead Closed/Won 17
  23. 23. @MarketingCube C o l l e g e Your Ideal Customer Profile (ICP) 18
  24. 24. C o l l e g e @MarketingCube Why do people buy or engage with you today? 19 ? ? ? ?? ? ? ??
  25. 25. C o l l e g e @MarketingCube Why do people buy or engage with you today? 19 ?? ? ?
  26. 26. C o l l e g e @MarketingCube Why do people buy or engage with you today? 19 ??? ?
  27. 27. C o l l e g e @MarketingCube@MarketingCube An Ideal 
 Customer Profile • Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects. • Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects. • Which product or service delivers the highest amount of profit to your business? 20 Customer
  28. 28. C o l l e g e @MarketingCube Value Mapping 21 ValuetotheProspect Value to the You Lo High High
  29. 29. C o l l e g e @MarketingCube Value Mapping 21 ValuetotheProspect Value to the You Lo High High
  30. 30. C o l l e g e @MarketingCube Value Mapping 21 ValuetotheProspect Value to the You Lo High High
  31. 31. @MarketingCube C o l l e g e Segmentation 22
  32. 32. C o l l e g e @MarketingCube The 2 Areas of Focus 23 Explicit • Profile data • Geography • Organisation Profile • Industry Implicit • Website visits • Email Opens • Event Attendance • Opinions expressed Profile Engagement
  33. 33. C o l l e g e @MarketingCube Your key Criteria today? 24 Industry Job Role/Category Revenue Speciality Geography Installed Base
  34. 34. C o l l e g e @MarketingCube Your key Criteria today? 24 ?
  35. 35. @MarketingCube C o l l e g e Engagement versus Fit/Profile 25
  36. 36. C o l l e g e @MarketingCube26 ENGAGEMENT • Opens almost everything. • Downloads 
 most offers. • Attends events • Is engaging via LinkedIn ENGAGEMENT • Opens 
 some emails. • Appears interested in specific topics. • Has not attended an event. ENGAGEMENT • Selective about what he/she opens. • Visits our 
 blog weekly • Does not 
 submit forms. Person A Person B Person C
  37. 37. C o l l e g e @MarketingCube26 Law Student Law Graduate Partner ENGAGEMENT • Opens almost everything. • Downloads 
 most offers. • Attends events • Is engaging via LinkedIn ENGAGEMENT • Opens 
 some emails. • Appears interested in specific topics. • Has not attended an event. ENGAGEMENT • Selective about what he/she opens. • Visits our 
 blog weekly • Does not 
 submit forms.
  38. 38. @MarketingCube27 Be careful how 
 you interpret 
 Digital Body Language.
  39. 39. @MarketingCube C o l l e g e Criteria & Weightings 28
  40. 40. C o l l e g e @MarketingCube Introduce a Formula • Define the weighting of each Engagement criteria to indicate how important one profile point or activity is compared to the others. 29
  41. 41. @MarketingCube C o l l e g e No Lead Left Behind 30 Hello! I want to buy…
  42. 42. @MarketingCube31 What happens to the Rejected or Lost Leads?
  43. 43. @MarketingCube Opportunity Lost Opportunity Stalls Sales 
 Rejects Lead Sales & Marketing Process Marketing validates quality of interest Marketing Nurtures to Sales Ready The Buyer’s Journey Interest Learn Evaluate Justify Purchase Name Inquiry Marketing Qualified 
 Lead Sales Accepted 
 Lead Sales Qualified 
 Lead Closed/Won
  44. 44. @MarketingCube Opportunity Lost Opportunity Stalls Sales 
 Rejects Lead Sales & Marketing Process Sales Rejects Lead: Sales send to Nurture Marketing validates quality of interest Marketing Nurtures to Sales Ready Opp Stalls: Sales send to Nurture Opp Lost: Sales send to Nurture The Buyer’s Journey Interest Learn Evaluate Justify Purchase Name Inquiry Marketing Qualified 
 Lead Sales Accepted 
 Lead Sales Qualified 
 Lead Closed/Won
  45. 45. C o l l e g e @MarketingCube Lead Nurturing • Moving lost opportunities into a Lead Nurturing campaign can be a scored behaviour. • If your products or services are generally on a contracted term, it’s likely your competitors are the same. • If you know when a lost opportunity has signed with a competitor, capture the date and engage via nurturing campaigns. 33
  46. 46. @MarketingCube C o l l e g e What’s Next Refining Your Lead Scoring Model
  47. 47. @MarketingCube35 Feedback from Sales 
 is crucial to maximise your 
 time investment today?
  48. 48. @MarketingCube C o l l e g e Suggestions • Get the Sales & Marketing teams together to build your Lead Scoring model • Let the Scoring Model ‘play’ for 14-21 days. • Review A1, A2, B1, B2 Leads and have Sales validate these Leads following face to face meetings or telephone based conversations. • Refine scoring model as needed based on feedback from sales as well as reporting data. • 2 months from today, revisit scoring model and the quality of the leads passed to the Sales team. • 6 months from now, review scoring model again and adjust as needed. 36
  49. 49. @MarketingCube37 A shameless plug.
  50. 50. @MarketingCube C o l l e g e Eloqua 10 Insight 38
  51. 51. @MarketingCube39
  52. 52. @MarketingCube40
  53. 53. @MarketingCube41
  54. 54. @MarketingCube42
  55. 55. @MarketingCube43 Q&A
  56. 56. Marketing Cube Pty Ltd Level 2, 85 William Street, 
 Darlinghurst, NSW, 2010 Australia Ph: 02 8244 0007 www.marketingcube.com.au @MarketingCube /MarketingCube College

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