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How to Create Lead Scoring Models with Marketo Examples

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How to rate what leads are "hot" and what leads are "not"? Marketing automation software technology allows you to do that. The presentations includes best practices for creating Lead Scoring models. The examples given are based on Marketo, however the same principles can be used in many other marketing automation solutions.

The presentation was initially made at the Marketing Automation Toronto MeetUp focused on Lead Scoring.
http://www.macromator.com/lead-scoring-meetup-marketo-examples/

Published in: Marketing, Business, Technology
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How to Create Lead Scoring Models with Marketo Examples

  1. 1. Lead Scoring Behavioral & Demographic Examples Dan Radu Marketing Automation Consultant
  2. 2. What is Lead Scoring? The Lead Score determines a prospect’s level of interest and ranks their profile Why is this important? • Less than 25% of new leads are sales-ready1 • 10% increase in lead quality can translate into 40% increase in sales productivity2 • Decreases the sales cycle time from lead generation to sales conversion3 References 1. 2. 3. Your No-Nonsense Lead Nurturing Plan, Erica Stritch, RainToday.com, http://www.raintoday.com/blog/your-no-nonsense-lead-nurturing-plan The Definitive Guide to Lead Scoring, Marketo, pg. 6 The Definitive Guide to Lead Scoring, Marketo, pg. 48
  3. 3. Behavioral & Demographic Engagement • Opens • Clicks • Page Visits • Downloads • Responses • Meeting Requests • Webinar Attendance • Website Search Query Profile • Revenue • Industry • Number of Employees • Country • Job Title • Role (e.g. Buyer, Supplier, Job Seeker) Data Vendors
  4. 4. Marketo Tokens
  5. 5. Meeting Request Example Smart List Flow Who What {{my. Engagement – Fills Out Meeting Request}} = +50
  6. 6. Job Title Change Example Smart List Flow Who What {{my. D – Job Title - High}} = +20 {{my. D – Job Title – Mid }} = +15 {{my. D – Job Title – Low }} = +10
  7. 7. Lead Scoring Matrix Indicator Lead Score A 1 Hot 81 to 100 B 2 Warm 51 to 80 C 3 Cold 0 to 50
  8. 8. Leads in CRM Microsoft Dynamics CRM – Best Bets Salesforce.com CRM – Sales Insight
  9. 9. Plan and Execute Before • • • • • • Definition of a “lead” Buying behavior Personals Ideal customer profile Sales readiness threshold Sales funnel During • Work closely with sales • Identify behavior / demographic scores and their importance • Establish a lead methodology / indicators • Sample test After • • • • Monitor and review Regular conversations with sales Exclude yourself and your team Adjustments based on new findings
  10. 10. Lead Scoring Decay When should lead score decrease?
  11. 11. Lead Scoring Decay • Browsing job descriptions • Lack of engagement • Unsubscribes • Spam complains • Do not call requests • Undesired country • Unsuitable industry
  12. 12. Lead Scoring Decay • Personal email addresses • Looking for “free services” • Unrealistic interest in products • Negative social media comment
  13. 13. Lead Scoring Decay • False name (e.g. does not contain a vowel) • Inadequate budget • Limited decision making power • Job title is “Student”
  14. 14. Thank You Dan Radu Marketing Automation Consultant 647 760 8629 info@macromator.com www.Macromator.com Skype: Macromator

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