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Lead Scoring
Mary L. Wallace
VP, Client Marketing Services
Activate
Lead Scoring is Analytics for Success!
• On average, organizations that use lead scoring
experience a 77% lift in lead gen...
Agenda
• Business Benefits
• Building a Lead Scoring Program
• Keys to Success
• VP, Client Marketing Services at
Activate
• Expert at engaging B2B audiences
and delivering marketing results that
produ...
Today You Will Learn
• What IS Lead Scoring
• Value of Lead Scoring
• Components of Lead Scoring Model
• How to Build a Le...
What is Lead Scoring?
• Objective Ranking of each sales
prospect based on their interests, profile,
and buying intentions....
What Does Lead Scoring Look For?
High Activity
High
Profile
Low Activity
Low
Profile
*
*
*
*
*
*
*
**
*
*
**
*
*
*
*
Lead Scoring Process
Email
Campaigns
Events
Telemarketing
Form Data
Website
Interaction
ProfileData
Warm Hot
Nurture
Campa...
What Happens Without Lead Scoring
• Marketing and Sales Cannot Agree on
Qualified Leads
• Sales Cannot Find Qualified Lead...
Business Benefits of Lead Scoring
• Improves alignment and collaboration
between marketing and sales teams.
• Greater sale...
What “Dimensions” Should Be Scored?
• Implicit (Actions)
– Email Open/Email Click
– Web Site
• Specific Page (+/1)
• Retur...
Who Should Design the Scoring
Program?
• Sales and Marketing
– What does a “good” opportunity look like?
– What is the mak...
Steps to
Building Your Lead Scoring Program
1. Ensure Commitment Across Organization
2. Define Quantitative and Qualitativ...
Step 1:
Ensure Organizational Commitment
• Reason for Lead Scoring
• Timing to Implement
Step 2:
Define Quantitative and Qualitative Goals
• Quantitative
– XX increase in lead generation ROI
– XX increase in the...
Step 3:
Build Lead Prioritization Agreement
• Who Will be Scored?
• What Purview will be Scored?
• What are Scored Lead Ca...
Step 4:
Select Scoring Dimensions
• Use Historical Trends, Existing Analytics
• Use Good and Bad Leads As Examples Of What...
Step 3:
Assign Point Values
• Determine impact of each “Dimension”
• Assign Data points categories (High, Medium,
Low)
• D...
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 ...
Key Points:
• Build Incrementally to Test Each Module
• Test all Permutations
• Scoring Environments Are Unlimited
– MAS s...
1. Joint Commitment
Between Sales and
Marketing
– Conversion Points
– Hand Off Process
2. Clean Data
– Inaccurate Data
Pro...
Move The Needle
Move The Needle
What Dimensions Will Work For You?
• Start talking about the benefits of Lead
Scoring
• Begin building a l...
1. Lead Scoring Done Right Will Reduce Cost/Effort
Of Sales
2. Lead Scoring Is Not The Silver Bullet. It is a
Structured M...
www.onlinemarketinginstitute.org
Thank You
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Lead Scoring Fundamentals

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Lead Scoring Fundamentals

  1. 1. Lead Scoring Mary L. Wallace VP, Client Marketing Services Activate
  2. 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. 3. Agenda • Business Benefits • Building a Lead Scoring Program • Keys to Success
  4. 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. 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. 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. 7. What Does Lead Scoring Look For? High Activity High Profile Low Activity Low Profile * * * * * * * ** * * ** * * * *
  8. 8. Lead Scoring Process Email Campaigns Events Telemarketing Form Data Website Interaction ProfileData Warm Hot Nurture Campaign Sales 50 pts 75 pts
  9. 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. 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. 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. 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. 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. 14. Step 1: Ensure Organizational Commitment • Reason for Lead Scoring • Timing to Implement
  15. 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. 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. 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. 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. 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. 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. 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. 22. Move The Needle
  23. 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. 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. 25. www.onlinemarketinginstitute.org Thank You

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