Instructed by Mary Wallace.

1. Lead Scoring
Mary L. Wallace
VP, Client Marketing Services
Activate

2. 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

3. Agenda
• Business Benefits
• Building a Lead Scoring Program
• Keys to Success

4. • VP, Client Marketing Services at
Activate
• 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.
About Me

5. Today You Will Learn
• What IS Lead Scoring
• Value of Lead Scoring
• Components of Lead Scoring Model
• How to Build a Lead Scoring
Program

6. 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

7. What Does Lead Scoring Look For?
High Activity
High
Profile
Low Activity
Low
Profile
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8. Lead Scoring Process
Email
Campaigns
Events
Telemarketing
Form Data
Website
Interaction
ProfileData
Warm Hot
Nurture
Campaign
Sales
50 pts
75 pts

9. What Happens Without Lead Scoring
• Marketing and Sales Cannot Agree on
Qualified Leads
• Sales Cannot Find Qualified Leads
• No Quantifiable Feedback Loop Between
Sales to Marketing to Make Modifications

10. 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

11. What “Dimensions” Should Be Scored?
• Implicit (Actions)
– Email Open/Email Click
– Web Site
• Specific Page (+/1)
• Return
– Content Interaction
– Activity Velocity
• Explicit (Profile)
– Lead Source
– Demographics (job role, company size, location, department)
– BANT Questions/Progressive Profiling

12. Who Should Design the Scoring
Program?
• 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
• Everybody

13. Steps to
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
7. Implement
8. Monitor

14. Step 1:
Ensure Organizational Commitment
• Reason for Lead Scoring
• Timing to Implement

15. Step 2:
Define Quantitative and Qualitative Goals
• Quantitative
– XX increase in lead generation ROI
– XX increase in the number of qualified lead conversions
– XX% increase in year over year run rate
• Qualitative
– 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

16. Step 3:
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?
– Example:
• Warm leads are decision makers or influencers who have shown interest in a
solution.
– 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?
– Nurture
– Route to Sales
– Close

17. Step 4:
Select Scoring Dimensions
• Use Historical Trends, Existing Analytics
• Use Good and Bad Leads As Examples Of What
Works/What Does Not Work
• Include:
– Implicit (actions/digital body language)
– Explicit (profile)
Don’t boil the ocean. Pick the dimensions that will have the biggest impact.

18. Step 3:
Assign Point Values
• Determine impact of each “Dimension”
• Assign Data points categories (High, Medium,
Low)
• Define “Conversion Caps” for each Category. ie:
• Hot
• Warm
• Cold
Conversion Cap Value and Scoring Weights must align for optimal results.

19. Step 4:
Model It!
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

20. Key Points:
• 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.
Step 5:
Build It Now!

21. 1. Joint Commitment
Between Sales and
Marketing
– Conversion Points
– Hand Off Process
2. Clean Data
– Inaccurate Data
Produces Off-Target
Results
– “Re”-Score After Data is
Updated
3. Measure Performance
– Continuous to
Refinement/Optimization
Keys to Success

22. Move The Needle

23. Move The Needle
What Dimensions Will Work For You?
• Start talking about the benefits of Lead
Scoring
• Begin building a list of dimensions that will
work for you
• Here is a spreadsheet to get started
http://activatems.com/WorksheetOMI_Webcast_Deck_LeadScoringV1.xlsx

24. 1. Lead Scoring Done Right Will Reduce Cost/Effort
Of Sales
2. Lead Scoring Is Not The Silver Bullet. It is a
Structured Method For Defining And Qualifying
Leads.
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
Optimized
Key Takeaways

25. www.onlinemarketinginstitute.org
Thank You