Lead scoring is an important part of any marketing automation campaign. This ensures that only the most qualified leads make it to sales. But, how do you score? Here are do's and don'ts for marketing automation lead scoring.

1. How to score with !
Marketing Automation
CMO’s that implement lead scoring see 138% lead
gen ROI (but only 21% of companies do!)
John Zaterka - IBM Silverpop, a marketing automation platform
Brian Rants – DMX, a marketing automation agency

2. Get more for less
Companies that
excel at nurturing
prospects generate
more leads at a
lower cost
50%
More Leads
33%
Lower Cost
AT
FORRESTER RESEARCH

3. Go big
Nurtured leads
make 47% larger
purchases than
non-nurtured
leads
Nurtured
Non-
nurtured
THE ANNUITAS GROUP

4. Ready Freddy?
Lead scoring alerts
you when your
prospect is all
warmed up, and
sales qualified (SQL)

5. ROI from lead generation
MARKETINGSHERPA
138% for companies currently using lead scoring
78% not currently using lead scoring

6. And yet…
Only 21% of B2B marketers are
engaging in lead scoring.
MARKETINGSHERPA

7. Shhh…the secret
Lead scoring forces enables
collaboration between sales and
marketing by creating a tangible
framework for dialogue.

8. Take me down to paradise city
Here’s a roadmap for engaging in lead scoring to reach
demand generation paradise
It was Guns n’ Roses or Coldplay’s “this could be para, para, paradise…”

9. Let’s get persona
How to identify and
score your ideal
prospect

10. Buyer Personas: 5 Do’s
Do…
1. Understand what triggered this search
2. What this solution will change in their “world”
3. What would keep them from buying from you
4. Who your true competitors are
5. Test assumptions with won/lost sales conversations

11. Buyer Personas: 5 Don’ts
Don’t…
1. Create too many personas
2. Go (immediately) with the HIPPO
3. Get hung up on demographics
4. Believe your own myths
5. Launch your personas without talking to customers

12. Planning the path to purchase
A content planning
matrix for matching
content to your
buyer’s path to
purchase

13. Almost there
Today’s buyers are
before they contact us.
57% OF THE WAY TO A DECISION
CORPORATE EXECUTIVE BOARD

14. Plan your content for all buying stages
Operations Mgr
Sales Executive
Independent
Consultant
Awareness
Top 10 Trends
Top 10 Trends
How to sell our
software tool
Consideration
5 Strategies
Guide
Guide
Decision
Case study –
operations ROI
Case study – lead
gen ROI
Case study – lead
gen ROI
Post-Purchase
Cross-sell
Invite to review
Best practices
video

15. Resources
• Buyer Persona Institute - http://buyerpersona.com
• Silverpop’s B2B Marketers Planning Workbook -
http://bit.ly/1odRmej

16. Prioritize through lead scoring
How to alert sales to the
hottest leads through
lead routing and alerts

17. `
Automation
Engine
Email
Mobile
Apps
Location
Check
In’s
Purchase
Data
Forms
Video
File
Downloads
Site/Page
Visits
Blog
Visits
Support
History
PopIn
Messaging
Social
Mobile
Geo
Business
Data
Web
Analytics
Social
Listening
Web
CRM
Silverpop Engage Platform "
“Every behavior a buyer takes becomes an opportunity to deliver more relevance.” "

18. What’s the right scoring model for me?
• One scoring model for each brand/service/product line
• One scoring model for prospects, another for customers
• Types of scoring models
• Web activity
• Email activity
• Web, Email, Relational table (outside data sources)
• In short: setup, test, watch conversions, optimize

19. Example scoring model
Positive Points
! Best practices material
download: 10 points
! Attended event: 50 points
! Persona match (decision
maker, industry) 10 points
! Strategic account 50 pts
Negative Points
! Competitor: -100 points
! Persona: associate/mgr
level, industry): -20 pts
! Return to nurture, no
conversion: -20 points

20. Pull back the curtains
Our own live scoring
models and how we
built them

21. US/Canada MQL Distribution Model
A
B
C
D
1
1
1
1
2
2
2
2
3
3
3
4
4
4
Right
Fit
Not
a
Fit
Heavy
Interest
Low
Interest
RSM
DG
MKTG
3
4

22. Who Are We Talking About?
• VP
of
Marketing
• Advertising
Agency
• Attends
Public
Demo
A1
• Director
of
Marketing
• Visits
Booth
• Has
Qualifying
Conversation
B1

23. Who Are We Talking About?
• Sales
Department
• Real
Estate
Services
• Downloads
White
Paper
C4
• Some
Kind
of
Specialist
• Downloads
White
Paper
D4

24. …And this Guy!
• Entry
Level
Aspiring
CEO
• Downloads
White
Paper
D4

25. Reclaimed Scoring Model
Nurture-specific actions
! Clicked email
! Viewed replay
Outside of Nurture
! Attended DMU
! Viewed demo
! Viewed case study

26. In the words of Dr. Ian Malcolm
Your CMO: I don't think you're giving us our
due credit. Our marketers have done things
which nobody's ever done before...
Dr. Ian Malcolm: Yeah, yeah, but your
marketers were so preoccupied with whether
or not they could that they didn't stop to think
if they should.

27. KISS
It’s easy to make the simple
complex, but it’s difficult to make
the complex simple.

28. Our background
• Almost two and a half decades in business
• B2B & B2C: Financial services, telecom, higher
education, technology/software
• Fairly confident we knew who, what, where our best
prospects were
• Created a highly specific scoring model

29. DMX Previous Scoring Model

30. DMX Previous Scoring Model

31. Change is a comin’
• Combining our two divisions (direct marketing & digital
marketing) and websites into one
• Found that having a sales person talk to a lead helpful
for qualifying, upselling, and nurturing
• So basically: you may have come in for email delivery,
but we’ll find our way into automating direct mail too

32. Keep it simple
All that really matters to us:
• Decision making ability (title)
• Location, location, location (Colorado or Oregon)
• Actions speak louder than words (activity and recency)

33. DMX Revised Scoring Model

34. Questions?
What obstacles are you facing to implement lead
scoring for your company or clients?
www.dmxengage.com
hello@dmxengage.com
303-339-9300