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HOW TO BUILD A
LEAD SCORING
PROGRAM
LEAD SCORING
SAMPLE HIERARCHY
WHY LEAD SCORING
BOOST LEAD SCORING
WITH INTERACTIVE CON...
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How to Build a Lead Scoring Program

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Ready to build a lead scoring program? While there are many ways to go about it, RingLead and SnapApp created this infographic to provide one lead scoring hierarchy to get you on your way.

Learn more at http://ringlead.com/lead-scoring-infographic & http://snapapp.com.

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How to Build a Lead Scoring Program

  1. 1. HOW TO BUILD A LEAD SCORING PROGRAM LEAD SCORING SAMPLE HIERARCHY WHY LEAD SCORING BOOST LEAD SCORING WITH INTERACTIVE CONTENT GET STARTED WITH CLEAN DATA Clean, protect and enhance your marketing data. Called sales +30 Contacted sales via web form +30 Attended sponsored conference session +20 +20 Expressed product need/preference via SnapApp content +15 Installed a free app Downloaded decision-stage content +10 +05 Visited pricing page on website +05 Mentioned us on Twitter +05 Came by conference booth Unsubscribed from email list -05 +05 Signed up for the blog +01 Visited any site page Downloaded awareness- stage eBook +05 0 LEAD SCORE = No engagement at all. That’s usually a sign of either no interest or bad data, such as the wrong email address QUICKLY RISING LEAD SCORE = Indicates an immediate handoff to Sales SLOWLY ASCENDING LEAD SCORE = Signals promising Leads that might respond to the right promotional offer NEARLY MAXED OR MAXED ALL POINTS = Handoff to Sales SCORING INDICATORS Even the most organized lead scoring program is doomed to fail without clean, quality data. Dirty data lives within your existing database, and will continue to infiltrate your system as your contact data changes. However, with knowledge, planning and technology, you can clean your existing data, and ensure the new data coming in is clean as well. of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information, which the user willingly shares. 68% 58% 37% 44% of marketers cite shortage of data on which leads to nurture as their biggest challenge of marketers include 5 or more touches in a lead nurture campaign of successful marketers cite lead scoring based on content & engagement as most responsible for improving revenue contribution & Interactive content converts 2x better than static content 11% ONLY Interactive Content Just Works Better Better calls to action that deliver higher click-throughs and conversions 2-3x increase in lead conversion rates in comparison to lead- gated static content Better data for lead scoring and faster MQL creation drives opportunity pipeline 50%of marketers say the quality of their email database inhibits successful marketing. Industry estimates show that data decays at a rate of 25%to 30% per year. of leads in the average B2B contact database are obsolete. 50%Over 1 1 18 4 13 6 10 15 2 173 19 7 16 6 13 9 12 5 20 <25%44% 32% of marketers are doing lead scoring say their lead scoring programs are ineffective of leads are sales ready, so nurturing and scoring is critical 2015 State of Marketing Survey “A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role & activities.” SiriusDecisions, What’s the Score Scoring and nurturing leads can be a challenge without engaging content. Use interactive experiences like polls, quizzes, and calculators to collect valuable data and reach out to your audience more often with content tied directly to their buyer’s journey. Ready to build your lead scoring program? While there are many ways to go about it, here’s one lead scoring hierarchy to get you on your way. of participants in a DemandMetric study cited "content doesn't create opportunities for interaction & engagement" as their most frequently encountered problem with content marketing.

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