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Lead Scoring For B2B Marketers


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Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives

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Lead Scoring For B2B Marketers

  1. 1. Lead Scoring for B2B Marketers<br />Adam B. Needles<br />Director, Field Marketing Twitter: @abneedles<br />
  2. 2. Agenda<br />Introductions<br />B2B marketing defined<br />Lead scoring defined<br />Context<br />The basics<br />Advanced issues<br />Closing thoughts + Q&A<br />
  3. 3. Sales Process – 10%<br />Market Definition –<br />20%<br />52%<br />Lead Generation<br />Product Marketing – 2%<br />Marketing Communications – 12%<br />Hiring – 10%<br />Leads = your greatest challenge<br />52% of B2B marketing organizations say <br />lead generation is their #1 marketing challenge<br />&gt;&gt;&gt;SiriusDecisions<br />
  4. 4. Lead management challenges<br />&gt;&gt;&gt;Silverpop<br />
  5. 5. Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives<br />
  6. 6. What are your goals?<br />Tweet: @abneedles + Q&A<br />
  7. 7. Introductions<br />
  8. 8. Adam<br />[B2B marketer]<br />
  9. 9. My company<br />Solutions for marketers<br />B2B + B2C<br />Marketing automation + e-mail marketing<br />Software-as-a-service<br /><br />
  10. 10. My role<br />Director, Field Marketing<br />B2B marketing advocate<br />Evangelist for the Engage B2B platform<br />
  11. 11. B2B marketing<br />
  12. 12. B2B marketing is different.<br />
  13. 13. B2B marketing is different.<br />Direct sales forces<br />High-involvement sales process<br />Lower volume; higher purchase price<br />Rational vs. emotional purchase<br />Complex and savvy &apos;buying unit&apos;<br />
  14. 14. B2B marketing legacy<br />
  15. 15. B2B case &gt;&gt;&gt; AllRegs<br />Mortgage industry data provider<br />2006<br />25+ tradeshows per year<br />Low conversion rates<br />Major source of leads<br />Today<br />10 tradeshows per year<br />Higher conversion rates<br />New lead-gen avenues (e.g., alerts)<br />
  16. 16. B2B marketing’s primary goals:<br />drive leads for sales<br />cost effectively<br />qualified<br />improve close rates<br />help retain customers<br />
  17. 17. sales is marketing’scustomer<br />
  18. 18. B2B marketing is focused on pre-sales buyer dialogue<br />
  19. 19. Lead scoring defined<br />
  20. 20. Lead management<br />
  21. 21. Lead management<br />Information capture<br />Scoring<br />Routing<br />Sales<br />Nurturing<br />Monitoring<br />
  22. 22. Awareness<br />Marketing<br />Interest + investigation<br />Marketing Qualified<br />Sales Accepted<br />Sales Qualified<br />Sales<br />New Business<br />Lead stages<br />
  23. 23. Awareness<br />Marketing<br />Interest + investigation<br />Marketing Qualified<br />L E A D S C O R I N G<br />Sales Accepted<br />Sales Qualified<br />Sales<br />New Business<br />Lead stages<br />
  24. 24. Lead scoring = ‘Propensity to buy’<br />
  25. 25. Lead scoring = ‘Resource triage’<br />
  26. 26. Lead scoring looks at<br />Buyer fit<br />Demographic fit<br />Behavioral fit<br />
  27. 27. Role of lead scoring<br />“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 and activities.”<br />&gt;&gt;&gt; SiriusDecisions, “What’s the Score?”<br />
  28. 28. Lead scoring: Context<br />
  29. 29. Nurturing context<br />&gt;&gt;&gt;MarketingSherpa<br />
  30. 30. Quality context<br />&gt;&gt;&gt;Forrester<br />
  31. 31. Awareness<br />Marketing<br />Interest + investigation<br />Marketing Qualified<br />3.9% / 3.8%<br />Sales Accepted<br />58.3% / 64.0%<br />Sales Qualified<br />49.1% / 45.9%<br />Sales<br />New Business<br />Stages context (w/ average B2B 08/09 conversions)<br />23.1% / 20.7%<br />2.57:1000 / 2.31:1000<br />&gt;&gt;&gt;SiriusDecisions<br />2008 / 2009 data<br />
  32. 32. Cultural context<br />
  33. 33. Cultural context<br />Marketing<br />“They don’t follow up on any leads we give them”<br />“A lead to them is a sale”<br />“They ‘cherry-pick’ and act like they know what the leads want before calling them”<br />“They don’t even look at half of the leads we give them”<br />Sales<br />“We have no visibility into what they are doing”<br />“We need more support from them”<br />“The leads they pass to us are worthless”<br />“They don’t understand who our target market is”<br />
  34. 34. Why score?<br />Align<br />Business<br />Marketing<br />Sales<br />Prioritize resources<br />Maximize sales team capacity<br />Testing, analysis and improvement<br />
  35. 35. Lead scoring: The basics<br />
  36. 36. What do we know about a prospect?<br />VP Sales<br />Download a <br />Whitepaper<br />Evaluating<br />Solutions<br />Visited Website Last Week<br />$100M<br />Company<br />5000<br />Employees<br />Has<br />2009<br />Budget<br />Needs<br />Fit<br />Solution<br />36<br />
  37. 37. Putting the pieces together ...<br />Demographic<br />VP Sales<br />Download a <br />Whitepaper<br />Evaluating<br />Solutions<br />BANT<br />Visited Website Last Week<br />$100M<br />Company<br />Has<br />2009<br />Budget<br />5000<br />Employees<br />Needs<br />Fit<br />Solution<br />Implicit<br />37<br />
  38. 38. Lead scoring = grading a prospect<br />
  39. 39. Lead scoring components<br />Explicit<br />Implicit<br />
  40. 40. Explicit scoring components<br />BANT<br />Budget<br />Authority<br />Needs<br />Timing<br />Demographics<br />Individual<br />Firm<br />
  41. 41. Progressive profiling<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <br />Pre Populate <br />1. Basic Lead Form <br />4. Returning leads – Personalize – Pre-Populate – Progressively Gather More <br />
  42. 42. Lead scoring example<br />&gt;&gt;&gt;Silverpop Engage B2B<br />
  43. 43. Implicit scoring components<br />Recency<br />Frequency<br />Behavior<br />
  44. 44. Use your sales data to learn<br />No. Of Closed <br />Opportunities (or $)<br />Download<br />WP A<br />E-Book<br />campaign<br />Web <br />Activity<br />In Last 5<br />Days<br />Visited<br />website<br />&gt;10 times<br />Viewed<br />Online<br />Demo<br />Subscribes<br />To<br />Newsletter<br />Nurture<br />Campaign<br />Tradeshow<br />Visit<br />Landing<br />Page<br />Offer<br />Activity/Behavior<br />Measuring implicit<br />
  45. 45. Lead scoring example<br />&gt;&gt;&gt;Silverpop Engage B2B<br />
  46. 46. B2B case &gt;&gt;&gt; Edgar Online<br />Online corporate financial information<br />Challenge managing leads and qualifying them<br />Highly-granular lead scoring<br />Based on everything lead views<br />Helps with campaign evaluation<br />Enables greater scale<br />Quality vs. quantity of leads<br />
  47. 47. Issues for your model<br />Sales + executive team collaboration<br />Weighting of factors<br />Market segmentation<br />Managing complexity<br />Impact of ‘demand type’ on BANT<br />
  48. 48. Silverpop on Lead Management<br />Download online:<br />
  49. 49. Lead scoring: Advanced issues<br />
  50. 50. Advanced issues<br />Dialogue and momentum<br />Insights from the communication channel and the nature of the information &apos;consumed’<br />Insights from both online AND offline activity<br />Adjusting your model over time<br />Re-assessing lead score data<br />Tuning the relative &apos;elasticity&apos; of variables<br />
  51. 51. More on advanced issues<br />New blog post:<br />
  52. 52. Closing thoughts<br />
  53. 53. Closing thoughts<br />Lead scoring is more about process than technology<br />Successful lead models come from sales/marketing collaboration<br />Efficient, repeatable lead scoring and lead management requires marketing automation<br />
  54. 54.
  55. 55. Additional Q&A<br />
  56. 56. Thank you!<br />Phone: 617-413-6087<br /><br />Twitter: @abneedles<br />Blogs<br />Demand Generation (Silverpop): <br /><br />Propelling Brands (personal): <br /><br />Silverpop – Lead Scoring for B2B Marketers<br />