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Lead Scoring in - Part 1


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In this webinar, you will learn the nuts and bolts of implementing lead scoring starting today.

Learn how to:

Develop a lead scoring framework for your organization.

Set up basic lead scoring in

Cary Fulbright, President, SAAS Point

Christopher Doran, Vice President, Marketing – Manticore Technology

Published in: Business
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Lead Scoring in - Part 1

  1. 1. Lead Scoring in Manticore Technology Webinar Series Part One February 13, 2009 Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.
  2. 2. Today’s Webinar <ul><li>Session I - Lead Scoring in </li></ul><ul><li>Part I - Building a Lead Scoring Framework (20 minutes) </li></ul><ul><ul><li>Christopher Doran – Vice President, Manticore Technology </li></ul></ul><ul><li>Part II – Configuring in (20 minutes) </li></ul><ul><ul><li>Cary Fulbright – President Saaspoint North America </li></ul></ul><ul><li>Part III – Q/A </li></ul><ul><li>Don’t Forget Next Weeks Session: </li></ul><ul><li>2/24/09 – 11AM CST – Same Dial in </li></ul><ul><li>Session II – Advanced Lead Scoring </li></ul><ul><li>Adding online behavior to your model </li></ul><ul><li>Multi-model Lead Scoring </li></ul><ul><li>Scoring Depreciation </li></ul><ul><li>Case Study: Intellitactics </li></ul>
  3. 3. <ul><li>Christopher Doran </li></ul><ul><li>Vice President, Marketing, Manticore Technology </li></ul><ul><ul><li>Member of Founding Manticore Team (2003) </li></ul></ul><ul><ul><li>Responsible for company’s worldwide marketing efforts including PR, demand generation and strategic partnerships (including </li></ul></ul><ul><ul><li>Longtime thought leader in the area of demand generation and marketing automation </li></ul></ul>
  4. 4. Why Score Leads? <ul><li>Lead Generation in 2009 is a Faucet: Can increase or decrease flow with budget </li></ul>Likely to buy today… Assign to sales. Lead Scoring Separates Likely buy later… Nurtured by Marketing.
  5. 5. Without Lead Scoring… <ul><li>Actual photo of Sales Reps before lead scoring </li></ul>*Note: Not actual photo of Sales Rep
  6. 6. Manticore Technology <ul><li>Leading provider of demand generation solutions </li></ul><ul><ul><li>Ideal combination of power and ease-of-use </li></ul></ul><ul><li>Unmatched integration with </li></ul><ul><li>Industry leader - Founded in 2001 </li></ul>
  7. 7. Scoring Components Similarity of Lead to Target Market + Behavior lead has exhibited to indicate likelihood of purchase Build in -OR- Demand Generation Solution Need Demand Generation Solution to Accomplish “ Fit” “ Interest” This Week Next Week
  8. 8. STEP I – Build Profile <ul><li>Identify profile of lead most likely to buy today </li></ul><ul><ul><li>Markets that are currently buying (80%) </li></ul></ul><ul><ul><li>Markets you expect to be buying in near future (20%) </li></ul></ul><ul><li>Typical Criteria: </li></ul><ul><ul><li>Region (North America, Europe, Asia, etc) </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><ul><li>More specifically, SIC codes if you like </li></ul></ul></ul><ul><ul><li>Department </li></ul></ul><ul><ul><li>Infrastructure Requirements </li></ul></ul><ul><ul><li>Size (either revenue or employees are good measurements) </li></ul></ul>KEY POINT: Sales and marketing MUST agree on Profile
  9. 9. STEP II – Build Draft Framework Key “Fit” Criteria for your buyer What will populate in CRM? Points Per Attribute KEY POINT: Point Values don’t matter! – no difference between 10 point max score to 1,000 max score for fit – what matters is their relativity to one another. Criteria Data Source Max Points Industry Web Form 10 Size Web Form 10 Region Web Form 10 Title Web Form 10 Infrastructure Form/Sales 10 Budget Form/Sales 10 Timeline Form/Sales 10
  10. 10. Step III – Expand Model <ul><li>Consider weighted distribution for lead attribute </li></ul><ul><ul><li>Are certain attributes more important than another? </li></ul></ul><ul><ul><li>Ex: Title vs Industry </li></ul></ul><ul><li>Create “Buckets” of Quality for Attributes </li></ul><ul><ul><li>Example: </li></ul></ul><ul><ul><ul><li>High Quality </li></ul></ul></ul><ul><ul><ul><li>Moderate Quality </li></ul></ul></ul><ul><ul><ul><li>Low Quality </li></ul></ul></ul><ul><ul><ul><li>Negative Quality </li></ul></ul></ul><ul><li>What is Negative Quality? </li></ul><ul><ul><li>Assign negative points to deal killer attributes to ensure that they can’t meet qualification through other attributes </li></ul></ul><ul><ul><li>Example – </li></ul></ul><ul><ul><ul><li>You don’t do business in Europe – no matter what </li></ul></ul></ul><ul><ul><ul><li>You NEED infrastructure requirement </li></ul></ul></ul>
  11. 11. Build “Fit” Score Example: Expanded Model Criteria Data Source Max Points High Qual Mod Qual Low Qual Negative Qual Industry Web Form 20 Automotive 20     Auto Parts 5     CPG 20             Size Web Form 10 75k-100k emp 10 40k-50k 5         50k-75k emp 10 30k-40k 5         Region Web Form 10 North America 10             Infrastruct. Web Form/ Sales 20 20     Siebel -20             Sugar -20
  12. 12. STEP IV – Match to Salesforce <ul><li>Each criteria must be matched to a field in </li></ul><ul><li> field must be populated with each new lead generated. </li></ul><ul><ul><li>Link all webforms - must ask about the Fit criteria </li></ul></ul><ul><li>Additional fields may be populated by telemarketing or sales </li></ul><ul><ul><li>Budget, Authority, Need, Timeline (BANT) </li></ul></ul><ul><li>Use consistent data fields and values in webforms and data fields in to ensure consistency </li></ul>
  13. 13. STEP V – Test, Iterate, Test <ul><li>No lead scoring model is perfect – accept that </li></ul><ul><li>Re-visit model as necessary (at least quarterly) </li></ul><ul><li>Many factors can impact need to modify model: </li></ul><ul><ul><li>Macro Economic Climate </li></ul></ul><ul><ul><li>Current Pipeline </li></ul></ul><ul><ul><li>Marketing Mix </li></ul></ul><ul><ul><li>Organizational Changes </li></ul></ul>
  14. 14. Building in <ul><li>Cary Fulbright </li></ul><ul><li>President, Saaspoint North America </li></ul><ul><ul><li>First senior vice president of worldwide marketing at </li></ul></ul><ul><ul><ul><li>Helped grow company's revenues from $7 million to $165 million in four years and played a key role in taking the company public. </li></ul></ul></ul><ul><ul><li>Recently </li></ul></ul><ul><ul><ul><li>VP and General Manager of OnDemand for Saba, Inc </li></ul></ul></ul><ul><ul><ul><li>VP, Marketing & Products for Five9 </li></ul></ul></ul>
  15. 15. Lead Scoring in Salesforce CRM Cary Fulbright February 17, 2009
  16. 16. Who is Saaspoint? <ul><li>Over 700 deployments in three years </li></ul><ul><li>Very high levels of repeat business </li></ul><ul><li>Presence in UK, USA, Ireland, Nordics </li></ul><ul><li>55 consultants worldwide </li></ul><ul><li>Early AppExchange developer </li></ul><ul><li>Highest partner level </li></ul><ul><li>Founded and managed by and SaaS alumni </li></ul>
  17. 17. Benefits of Lead Scoring <ul><li>Prioritize best leads for immediate sales attention </li></ul><ul><li>Segment leads for drip-marketing campaigns </li></ul><ul><li>Allow for re-engaging with leads </li></ul><ul><li>React to subsequent data enrichment </li></ul><ul><li>Prove Marketing is delivering leads that Sales asked for </li></ul>
  18. 18. How to Score Leads in Salesforce <ul><li>Filtered reports </li></ul><ul><li>Calculated fields and formulas </li></ul><ul><li>Advanced lead scoring applications </li></ul>
  19. 19. Pros and Cons of Scoring in Salesforce <ul><li>Pros </li></ul><ul><ul><li>Free! </li></ul></ul><ul><ul><li>Easy for simple scoring </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Not as easy to maintain and adapt </li></ul></ul><ul><ul><li>Can’t easily handle multiple scoring models </li></ul></ul><ul><ul><li>Can’t score on behavior </li></ul></ul>
  20. 20. <ul><li>Demo </li></ul>
  21. 21. Q&A
  22. 22. Next Week… <ul><li>Thursday 2/26 11AM CST </li></ul><ul><li>Advanced Lead Scoring. </li></ul><ul><ul><li>Adding Response Behavior to Lead Scoring </li></ul></ul><ul><ul><li>Multi-Model Lead Scoring </li></ul></ul><ul><ul><li>Depreciation </li></ul></ul><ul><li>Case Study: Intellitactics </li></ul>
  23. 23. Contact Information <ul><li>Christopher Doran </li></ul><ul><li>Vice President, Marketing, Manticore Technology </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Cary Fulbright </li></ul><ul><li>President, Saaspoint , NA </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>