Mary L. Wallace
VP, Client Marketing Services
Lead Scoring is Analytics for Success!
• On average, organizations that use lead scoring
experience a 77% lift in lead generation ROI,
over organizations that do not use lead scoring.
• Companies that get lead
scoring right have a 192%
higher average qualification
rate than those that do not
• Business Benefits
• Building a Lead Scoring Program
• Keys to Success
• VP, Client Marketing Services at
• Expert at engaging B2B audiences
and delivering marketing results that
produce 400% ROI for clients
• Optimize marketing programs
performance through the use of
strategic marketing models and
processes that leverage marketing
and sales automation solutions.
Today You Will Learn
• What IS Lead Scoring
• Value of Lead Scoring
• Components of Lead Scoring Model
• How to Build a Lead Scoring
What is Lead Scoring?
• Objective Ranking of each sales
prospect based on their interests, profile,
and buying intentions.
• Analytical Approach to lead prioritization
• Lead score
– 360 view
– Program/Campaign centric view
– Product centric
What Does Lead Scoring Look For?
Lead Scoring Process
What Happens Without Lead Scoring
• Marketing and Sales Cannot Agree on
• Sales Cannot Find Qualified Leads
• No Quantifiable Feedback Loop Between
Sales to Marketing to Make Modifications
Business Benefits of Lead Scoring
• Improves alignment and collaboration
between marketing and sales teams.
• Greater sales efficiency.
• Higher conversion to opportunity.
– Focus sales on better opportunity leads
• Increases marketing effectiveness.
– Pipeline Health
– Lead Management
What “Dimensions” Should Be Scored?
• Implicit (Actions)
– Email Open/Email Click
– Web Site
• Specific Page (+/1)
– Content Interaction
– Activity Velocity
• Explicit (Profile)
– Lead Source
– Demographics (job role, company size, location, department)
– BANT Questions/Progressive Profiling
Who Should Design the Scoring
• Sales and Marketing
– What does a “good” opportunity look like?
– What is the make-up of a “bad” lead?
– Who should be scored?
• New Leads
• e-Engaged Prospects
• Active Contacts
Building Your Lead Scoring Program
1. Ensure Commitment Across Organization
2. Define Quantitative and Qualitative Goals
3. Build Lead Prioritization Agreement
4. Select Implicit and Explicit Dimensions
5. Assign Weight/Impact to Data Points
6. Model It
Ensure Organizational Commitment
• Reason for Lead Scoring
• Timing to Implement
Define Quantitative and Qualitative Goals
– XX increase in lead generation ROI
– XX increase in the number of qualified lead conversions
– XX% increase in year over year run rate
– Pre and post surveys to the sales and marketing team
– Improved relationship between sales and marketing
Agree on when and frequency results will be reviewed
Build Lead Prioritization Agreement
• Who Will be Scored?
• What Purview will be Scored?
• What are Scored Lead Category Definitions?
– What do cold, warm, hot leads look like?
• Warm leads are decision makers or influencers who have shown interest in a
– A lead with XYZ title who engaged with 3+ assets
– A contact with defined need who is a decision maker
• What Process Does Each Lead
Category Follow POST Scoring?
– Route to Sales
Select Scoring Dimensions
• Use Historical Trends, Existing Analytics
• Use Good and Bad Leads As Examples Of What
Works/What Does Not Work
– Implicit (actions/digital body language)
– Explicit (profile)
Don’t boil the ocean. Pick the dimensions that will have the biggest impact.
Assign Point Values
• Determine impact of each “Dimension”
• Assign Data points categories (High, Medium,
• Define “Conversion Caps” for each Category. ie:
Conversion Cap Value and Scoring Weights must align for optimal results.
If a lead…
• who is has a high job role, in a high industry
• that visits my website twice
• picks up 1 content
• and opens and clicks in 3 emails (2 high, 1 medium)
• attended a webinar
…Is that a Hot, a Warm, or a lead at the top of the funnel?
Historical Trends, Existing Data Analytics will help validate model
• Build Incrementally to Test Each Module
• Test all Permutations
• Scoring Environments Are Unlimited
– MAS solutions is different
– Not all lead scoring is built in a MAS solution.
Build It Now!
1. Joint Commitment
Between Sales and
– Conversion Points
– Hand Off Process
2. Clean Data
– Inaccurate Data
– “Re”-Score After Data is
3. Measure Performance
– Continuous to
Keys to Success
Move The Needle
What Dimensions Will Work For You?
• Start talking about the benefits of Lead
• Begin building a list of dimensions that will
work for you
• Here is a spreadsheet to get started
1. Lead Scoring Done Right Will Reduce Cost/Effort
2. Lead Scoring Is Not The Silver Bullet. It is a
Structured Method For Defining And Qualifying
3. Lead Scoring Criteria Should Include Both Implicit
And Explicit Data Points
4. Model and Validate the Lead Scoring Program
before Building it out
5. Lead Scoring Should be Continually Reviewed and