In the online world, understanding the wants and needs of your leads can be the difference between a sale and a lost opportunity and prioritizing leads based on those cues, can help your sales teams be more productive and effective. Understanding which leads are hot can help you improve your sales team’s ROI and improve sales and marketing alignment, but do you know how to create a successful lead scoring strategy? This webinar helps you learn: • The rationale behind scoring and prioritizing leads • The main benefits that lead scoring can have for your organization • The basics of developing and implement a lead scoring strategy

1. Hot or Not? Building Sales with
Leads Scoring:
Effective lead scoring can be the difference between a sale
and a lost opportunity.
Presented by:
Richard Sharp

2. What is LEAD SCORING ?
Lead scoring is a method for
quantifying the value of a lead
based on its expected value.

3. What are the
of lead scoring?

4. Increase prospect-to-lead and lead-to-sale conversion rates.
By PRIORITIZING LEADS you can help push leads through
your sales funnel.

5. Incorporate more leads into your nurturing programs.
Lead scoring allows you to determine which leads may turn “hot” in
the future. This helps you avoid MISSED OPPORTUNITIES .

6. Allows for more efficient allocation of sales and marketing resources.
Lead scoring allows marketers to better JUDGE THE SUCCESS
of their marketing process and efforts .

7. Improves communication between marketing and sales.
Lead scoring can help to sales and marketing teams.

8. How do you a score?
First you need to evaluate lead scoring elements and assign points to
each by exploring
• Implicit data – This is based on observed user behavior and are the
buying signals that you need to pick up on. You can judge these
activities by looking at activity recency and type, how active (or
inactive) the contact is etc.
• Explicit data - This is based on specific information provided by the
lead via a web form, telephone call, or other channel (ex. Company
and contact information, job title, function, buying timeframe, need
for a product or solution).
Information Contact Details Lead Points
Company Information Company size and/or revenue +15 or -15
Contact Information Title +15 or -15
Buying Timeframe Can this be determined by a form or call? +10 or -10
Buyer’s Need Does this lead have a specific solution in mind? +10 or -10

9. What implicit criteria can be ?
• Website clickthrough activities
• Event attendance (webinars, workshops etc)
• Direct marketing response
• Email interactions (read, open, clickthrough, forward)
• Thought-leadership content downloads
• Personalized URL tracking on campaigns
• Live chats, phone calls, contact forms filled out
• All form fills
Activity Details Score
Resource Download Webinar or whitepaper downloaded 15
Product Section Visitor viewed important content area on your 15
Clickthrough website

10. What does a score ?
How should leads be scored?
Rather than assigning leads scores based on a personal judgment call
you can use the facts. You’re criteria used to score leads will vary by
industry, this is just a basic scoring model.
Score Rating
70 - 100 “A” – Plans to use a solution similar to
yours to solve their pain points.
50 – 70 “B” – Plans to do “something” to solve
their problems but they don’t know
what the solution is.
30 – 50 “C” – Is aware that there is a problem,
no plans to do something yet.
< 30 “D” – Is in the target market for your
product.

11. What should a SCORING SYSTEM look
like?
The biggest advantage of lead scoring process is the ability to make
more strategic decisions towards your prospects based on their
scores.
Sales rep should follow
Lead Score = A
up with lead ASAP
Send to CRM for follow Sales rep should follow
Lead score = B
up up after “A” leads
Lead fills out a form
Send to a lead Nurture lead until score
Lead Score = C
nurturing program improves
Keep in lead database
Lead Score = D until more information
is gathered.

12. Lead Scoring Process OPTIMIZATION
1. Evaluate current lead scoring process and assess areas for
improvement.
2. Determine how the process can be improved and develop plan for
implementation
3. Determine what can be automated and research automated lead
scoring solutions.
4. Determine how implicit data will be included in your lead scoring
process.
5. Determine metrics that drive optimization. If you don’t know what
indicates success then it’s difficult to work towards improvement.
6. Monitor and measure for improvement. Using the metrics you’ve
determined, measure and optimize your process.

13. Thank You!
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Contact me!
Richard Sharp, VP Marketing
richard@marqui.com
604.484.8543

14. Image Sources
• http://www.flickr.com/photos/greeblie/33387
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• http://www.flickr.com/photos/pezlet/239145
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• http://www.flickr.com/photos/60588258@N0
0/3293465641/sizes/l/
• http://www.flickr.com/photos/nouspique/541
2370642/sizes/l/