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How Lead Scoring Helps Drive Conversions


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How Lead Scoring Helps Drive Conversions

  1. 1. How Lead Scoring Helps Drive Conversions #AOWEB
  2. 2. Chat or Q/A #AOWEB
  3. 3. Today’s Presenters Andrew Gaffney Atri ChatterjeeEditor, DemandGen Report CMO, Act-On Software
  4. 4. Poll Question:Are you currently using Lead Scoring?
  5. 5. Need for Scoring Up To 70% 70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.(Gartner Research) #AOWEB
  6. 6. Impact of Lead Scoring• Insert Chart from Myths & Realities Showing How Scoring is Top Priority for those implementing #AOWEB
  7. 7. Impact of Lead Scoring 84% of survey respondents said that their primary reason for implementing a lead scoring system was to achieve added revenue(GleanSight Lead Prioritization Report, Gleanster Research) #AOWEB
  8. 8. Impact of Lead Scoring The average lead generation ROI for organizations using a lead scoring process is 138% In comparison to 78% lead generation ROI from those surveyed who were not using a lead scoring process.(MarketingSherpa - Jan 2012) #AOWEB
  9. 9. Challenges of Scoring #AOWEB
  10. 10. How To• How simple scoring systems can be established to factor in both activity and demographic profiles #AOWEB
  11. 11. Lead Scoring ExampleExample• Youre a small software company that sells patch management software.• You have two offices, one in Asia and one in the US, but you arent global yet.• Your software isnt cheap, so you need prospects with reasonably large budgets. Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System 3 Sales Engineer -4 Administrator Location of United States 5 Hong Kong 4 Romania -5 Headquarters Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information 5 Computer 4 Automotive -5 Technology Software Services Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2 Implicit Online Behaviour Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on companys Jobs web page. -5
  12. 12. Impact of Scoring• How prioritizing hot leads improves close rates and ensures timely response to ready buyers #AOWEB
  13. 13. Example: Setting Scoring Rules #AOWEB
  14. 14. Profile-Based Scoring
  15. 15. Behavioral-Based Scoring #AOWEB
  16. 16. Poll Question:What attributes are you scoring?
  17. 17. Scoring’s Impact On Campaigns• How lead scoring can improve the effectiveness of online campaigns by providing intelligence for segmentation and targeting #AOWEB
  18. 18. What activities should I score?Email Marketing Web Visits Webinars• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees• More points for specific • Which pages did they visit: • Who visited registration page but messages Contact Us and/or Pricing vs didn’t submit• Do not assign score for: Support? • “Email sent” – no action taken • How often do they visit the site? on their part • Where did they come from? • “Opens”Forms Pay-Per-Click Other Demand Gen• Submitted /viewed form • Which keywords perform the • Download whitepaper or other• How did they respond to the best? media? questions? • What is my cost per click? • Attended a trade show / physical• Is the data they provided valid? • Where did they come from? event?• Do they fit your target audience? • Which mailing lists performed the best? • Which print advertising generates leads? #AOWEB
  19. 19. Poll Question:How are you prioritizing leads?
  20. 20. Aligning Messaging• How scoring helps to align messaging with buying cycles #AOWEB
  21. 21. The Funnel Word of mouth• Top of funnel: Marketing Marketing• Middle of funnel: Lead qualification Raw leads Lead• Bottom of funnel: Qualified leads Qual Sales team Sales prospects Sales #AOWEB
  22. 22. Relationship Between Scoring/Nurturing• How categorizing longer-term leads helps to keep them warm with lead nurturing campaigns #AOWEB
  23. 23. Nurturing in ActionNew leads• Further qualify prospects• Maintain prospect mindshareRe-engage/Re-market• Reach back out to contacts that are “lost to no decision”• Stay top of mind for when they’re ready to make decision #AOWEB
  24. 24. Example: Re-Marketing Nurture #AOWEB
  25. 25. Poll Question: On a scale of 1-5, how satisfiedare you with your current scoring and nurturing tool?
  26. 26. Next Steps
  27. 27. 8 Tips for Getting Started with Lead Scoring1. Take Ownership2. Start Somewhere3. Stay in Sync with Sales4. Measure, Measure, Measure5. Profile your Prospects
6. Set Scoring Parameters
7. Embrace the Negative 
8. Automate #AOWEB
  28. 28. Ready to Learn More? Sign up for a demo: Can’t Wait?Call our hotline at: 1 (877) 530-1555 Email us: