Webinar essential guide to lead scoring


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Webinar - how to implement a b2b lead scoring program

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Webinar essential guide to lead scoring

  1. 1. SalesFUSION WebinarThe Essential Guide toImplementing a Lead Scoring Model
  2. 2. What we’ll cover today About SalesFUSION Lead scoring – background Data elements of lead scoring Data sources of lead scoring Building effective scoring models “Lead scoring is a tool Marketing & sales collaboration that can help Sales maximize and optimize Using lead scores for every moment of every  Lead routing day, with minimal waste,  Nurture marketing for less than it would cost to prospect without  ROI Analysis a lead scoring system.”
  3. 3. About SalesFUSION SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide all b2b marketing functionality in a single app Focus on integrating Marketing and Sales (CRM) Only solution built on a CRM database Extensive global partner network Unique Client Services model Game-changing pricing structure 99% retention rate 90% of all new features added in 2011 – customer requests
  4. 4. About lead scoring Grouping and ranking of leads Grouping based on lead data and behavior Standard process for lead management Methodology for keeping CRM clean Grouping drives the routing of leads
  5. 5. About lead scoring MA Software CRM Software A, Hot, SQL Lead Scoring is designed to ensure a smooth transition of leads from Marketing to Sales based on mutually agreed upon rules between the two departments.
  6. 6. Why is lead scoring important? The cost of not using rules-based lead scoring can be high All companies that engage in lead generation suffer from some percentage of lead leakageSource: Forrester Research-October 2006, “Improving B2B Lead Management” report
  7. 7. Data elements of lead scoring Implicit behavior Explicit behavior Demographics CRM information
  8. 8. Data elements of lead scoring Implicit behavior  Web page visits  Website PDF downloads  Time on site  Number of pages per session  Frequency of visits
  9. 9. Data elements of lead scoring Explicit behavior  Email open/CTR  Form completion  Including question response  Event attendance  Telemarketing call disposition
  10. 10. Data elements of lead scoring Demographics  Title  Location  Company data  Email validation  Phone number
  11. 11. Data elements of lead scoring CRM Information  Opportunity data  Lead status  Custom field data  Purchase history
  12. 12. Data Sources Corporate website Email campaigns Forms & landing pages CRM system Appended data from lead intelligence systems Event information (trade show webinars)
  13. 13. Data Sources - Drill Down Corporate website – highest value “honest” data  Lifetime visits  Target pages (pricing, resources)  Visit depth – 5 Minutes, 10 Minutes….  Frequency – X # of visits in 14-day period
  14. 14. Data Sources - Drill Down Forms & landing pages  Craft based on how sales pre-qualifies  Multiple choice – leading questions  Score answers based on impact  Combined with web activity data – provides best case for accurate lead score
  15. 15. Data Sources - dependencies Tagging script on website, email, landing pages Integration between MA/CRMTagging script – places first-party cookie on themachine of a lead – allows for point-of-interactiondata capture & ongoing & repetitive data capture
  16. 16. Building an effective lead scoring modelStep 1 – Marketing & SalesMeeting1. Set a top-down directive from C-Level2. Get VP sales buy-in3. Explain benefits to sales team4. Solicit qualification and “good lead” definition from sales5. Create a spreadsheet with available data to capture and the associated value of the data – marketing and sales rank it independently
  17. 17. Building an effective lead scoring model
  18. 18. Building an effective lead scoring modelStep 2 – Define Groups1. Number of groups2. Hot, Warm, Cold3. Red, Green4. Establish point values for group membership5. Keep groups limited to 2-3 max6. Define groups based on the potential actions to take once someone is in a group7. Use an excel report or other media to help define
  19. 19. Building an effective lead scoring modelStep 2 – Define GroupsSales buy-in is the key to success
  20. 20. Building an effective lead scoring modelStep 3 – Establish scoring attributesand points Website visit – 5,000 seconds = 25 points Email campaign CTR = 10 points Static website form completion = 15 points Website – download product brochure = 20 points
  21. 21. Building an effective lead scoring modelStep 4 – Establish scoring actions Hot lead group 1. Email alert to sales 2. Create lead in CRM 3. Assign task in CRM 4. Remove from all nurture campaigns Cold lead group 1. Enroll in nurture campaign
  22. 22. Building an effective lead scoring modelStep 6 – Implement and test Monitor inbounds for a short period before activating sales scoring actions Monitor scores for individuals and validate Ensure leads are being assigned to proper nurture campaigns Set initial alerts for internal marketing team & a beta group in sales first Do not deploy widespread out of the gate Recommend a 30-day test before rolling out to sales
  23. 23. Questions?• Schedule a demonstration of SalesFUSION• Learn more www.salesfusion.com• Learn more www.webattract.com• Thanks for staying with us! Let’s pick a winner of the Starbucks Card
  24. 24. Enabling technologyBrief demo of SalesFUSION Lead Scoring