Lead scoring is a shared Sales and Marketing methodology for ranking leads to determine their sales-readiness. Our Marketo Marketing Operations expert, Jessica Kao, will equip you with helpful tips, step-by-step guide and customizable worksheets to get you started with lead scoring right away. Watch this recording to learn how to:
-Build a global automated lead scoring program with minimal effort
-Ensure success with a proven, standard scoring model used widely in the Marketo community
-Avoid common pitfalls that delay or prevent lead scoring success
Master Nurturing and Marketo Engagement ProgramsJosh Hill
Master lead nurturing with Marketo using Marketo's Engagement Programs and smart campaigns. Includes exclusive tips from marketing tech expert Josh Hill.
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Marketo Engagements and Lead Nurturing - AdvancedJosh Hill
In this follow up to Nurture Your Audience the Way They Want to be Nurtured, I show in more detail how Marketo Engagements help you do this. Presented at the San Mateo Marketo User Group on August 10, 2016.
Marketo Revenue Cycle Model and Lead Lifecycle How ToJosh Hill
Join Marketo experts Josh Hill and Jeff Coveney to learn how to design and implement a Marketo Revenue Cycle Model and gain visibility into your sales funnel metrics.
See the video here: http://summit.marketo.com/2015/sessions/the-tale-of-two-lifecycles-simplify-your-funnel-analysis/
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
As demand for Marketo experts increases, we recognize the need for users to demonstrate their expertise and proficiency in Marketo. We have expanded our certification program offerings to meet this demand. In this webinar our experts will share tips on exam preparation and success.
Master Nurturing and Marketo Engagement ProgramsJosh Hill
Master lead nurturing with Marketo using Marketo's Engagement Programs and smart campaigns. Includes exclusive tips from marketing tech expert Josh Hill.
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Marketo Engagements and Lead Nurturing - AdvancedJosh Hill
In this follow up to Nurture Your Audience the Way They Want to be Nurtured, I show in more detail how Marketo Engagements help you do this. Presented at the San Mateo Marketo User Group on August 10, 2016.
Marketo Revenue Cycle Model and Lead Lifecycle How ToJosh Hill
Join Marketo experts Josh Hill and Jeff Coveney to learn how to design and implement a Marketo Revenue Cycle Model and gain visibility into your sales funnel metrics.
See the video here: http://summit.marketo.com/2015/sessions/the-tale-of-two-lifecycles-simplify-your-funnel-analysis/
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
As demand for Marketo experts increases, we recognize the need for users to demonstrate their expertise and proficiency in Marketo. We have expanded our certification program offerings to meet this demand. In this webinar our experts will share tips on exam preparation and success.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
Take a closer look at Account Based Marketing | TOPOEngagio
In this presentation by Craig Rosenberg, Chief Analyst at TOPO:
1. TOPO introduction and findings
2. Account based strategy overview
3. Key activities for successful execution
4. Takeaways
Got leads? Know how they came in? Know where they are in your nurture process? Know how to score them?
If you answered yes, then bravo! But, it’s most likely that you aren’t quite clear on these answers and lead processes. We find, more times than not, that when it comes to lead management marketers face more questions than answers.
So, how do you get clarity on your process and determine where you can improve?
Top Tips include:
- Why lead management stumps marketers and is one of the most complex processes every business faces
- Tricks to uncovering your process based on lessons learned from Digital Pi Client projects
- How an assessment works and why, even if you did answer yes to the above, it’s always a good idea to direct, learn, and improve
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Three Cool Things You Can Do with Marketo WebhooksRingLead
Slides from a presentation given at the NYC Marketo User Group Meetup on 10/22 - download the full whitepaper at http://www.RingLead.com/MarketoWebhooks
Building World Class MOPS Teams at MOPsCON by EtumosJosh Hill
Running a Marketing Operations or Automation Team? If so, you might be new to management or to the roles required to be successful. In this presentation from MOPSCON 2019, I talk about the 4 Pillars of MOPS, the roles and skills that your team will specialize in, and how to manage personal and team growth.
This is chapter 17 from the Marketing Rockstar's Guide to Marketo. Inside you'll find help on lead nurturing ideas, workflows, and tools that will help you drive revenue.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Do you want to segment customers by their purchase history and relevancy? Then, RFM segmentation is for you.
If you want to learn even more about the RFM segmentation, sign up for the Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Developing a Sales Playbook is the optimal way to have your entire team follow the Best Practices required to have everyone perform as well as your best.
The annual email marketing report contains a detailed analysis with expert tips, industry stats, and data-driven forecasts for sending better emails in 2023.
It covers email marketing objectives, email deliverability, and email design insights for the year 2023.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
ABM Master Class: Market Segmentation for B2B SuccessDemandbase
Learn how to segment your accounts for customized Marketing, Sales, and Advertising campaigns that drive revenue.
Watch the webinar on-demand
https://www.demandbase.com/webinar/abm-master-class-market-segmentation/
Lead Scoring Model PowerPoint Presentation SlidesSlideTeam
In general, most of the leads are not leveraged properly resulting in huge marketing program dollars loss. This template is about optimizing lead scoring mechanism by assessing leads based on their fit, demographics, behaviors, buying tendency. Leads to be qualified, prioritized and scores assigned to leads help sales representatives in focusing on leads with highest scores as it helps in improving sales effectiveness. Marketing team will collect leads and their crucial information through various promotional events and website registrations. The information comprises of lead s demographics and behavioral. The team will analyze the information and assign scores associated to leads. It will implement two types of scoring model explicit and implicit scoring model. Explicit scoring comprises of information which prospect shares directly in the form of job title, name, company name, contact information, etc. Implicit scoring comprises of information that team will observe and infer about lead in the form of online behaviors associated to lead. With the help of lead scoring model, firm will be able to deliver value to their leads and will help in identifying different types of leads and emphasis on them through different mechanisms. The model helps in understanding the conversion chances. It helps in identifying qualified leads that are ready to engage with salesforce team, leads that are to be nurtured and rest leads that needed to be disqualified. https://bit.ly/3bG4cOs
SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relat...SugarCRM
Tim Price, Act-On
Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
Take a closer look at Account Based Marketing | TOPOEngagio
In this presentation by Craig Rosenberg, Chief Analyst at TOPO:
1. TOPO introduction and findings
2. Account based strategy overview
3. Key activities for successful execution
4. Takeaways
Got leads? Know how they came in? Know where they are in your nurture process? Know how to score them?
If you answered yes, then bravo! But, it’s most likely that you aren’t quite clear on these answers and lead processes. We find, more times than not, that when it comes to lead management marketers face more questions than answers.
So, how do you get clarity on your process and determine where you can improve?
Top Tips include:
- Why lead management stumps marketers and is one of the most complex processes every business faces
- Tricks to uncovering your process based on lessons learned from Digital Pi Client projects
- How an assessment works and why, even if you did answer yes to the above, it’s always a good idea to direct, learn, and improve
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Three Cool Things You Can Do with Marketo WebhooksRingLead
Slides from a presentation given at the NYC Marketo User Group Meetup on 10/22 - download the full whitepaper at http://www.RingLead.com/MarketoWebhooks
Building World Class MOPS Teams at MOPsCON by EtumosJosh Hill
Running a Marketing Operations or Automation Team? If so, you might be new to management or to the roles required to be successful. In this presentation from MOPSCON 2019, I talk about the 4 Pillars of MOPS, the roles and skills that your team will specialize in, and how to manage personal and team growth.
This is chapter 17 from the Marketing Rockstar's Guide to Marketo. Inside you'll find help on lead nurturing ideas, workflows, and tools that will help you drive revenue.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Do you want to segment customers by their purchase history and relevancy? Then, RFM segmentation is for you.
If you want to learn even more about the RFM segmentation, sign up for the Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Developing a Sales Playbook is the optimal way to have your entire team follow the Best Practices required to have everyone perform as well as your best.
The annual email marketing report contains a detailed analysis with expert tips, industry stats, and data-driven forecasts for sending better emails in 2023.
It covers email marketing objectives, email deliverability, and email design insights for the year 2023.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
ABM Master Class: Market Segmentation for B2B SuccessDemandbase
Learn how to segment your accounts for customized Marketing, Sales, and Advertising campaigns that drive revenue.
Watch the webinar on-demand
https://www.demandbase.com/webinar/abm-master-class-market-segmentation/
Lead Scoring Model PowerPoint Presentation SlidesSlideTeam
In general, most of the leads are not leveraged properly resulting in huge marketing program dollars loss. This template is about optimizing lead scoring mechanism by assessing leads based on their fit, demographics, behaviors, buying tendency. Leads to be qualified, prioritized and scores assigned to leads help sales representatives in focusing on leads with highest scores as it helps in improving sales effectiveness. Marketing team will collect leads and their crucial information through various promotional events and website registrations. The information comprises of lead s demographics and behavioral. The team will analyze the information and assign scores associated to leads. It will implement two types of scoring model explicit and implicit scoring model. Explicit scoring comprises of information which prospect shares directly in the form of job title, name, company name, contact information, etc. Implicit scoring comprises of information that team will observe and infer about lead in the form of online behaviors associated to lead. With the help of lead scoring model, firm will be able to deliver value to their leads and will help in identifying different types of leads and emphasis on them through different mechanisms. The model helps in understanding the conversion chances. It helps in identifying qualified leads that are ready to engage with salesforce team, leads that are to be nurtured and rest leads that needed to be disqualified. https://bit.ly/3bG4cOs
SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relat...SugarCRM
Tim Price, Act-On
Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.
Managing the Lifecycle of Large Sales looks at methods to make your revenue funnel run more effectively. We will discuss examples of revenue funnels, examine the importance of aligning marketing and sales, and dive into best practices for reporting and how to action on reported data. We'll also explores Marketing Automation and CRM as platforms to support the revenue funnel as well as tools and marketing tactics that can better enable sales and drive revenue.
Companies spends precious money on online advertisements, organic optimization but yet they are unsatisfied with the outcome. Typical problems faced by a Website/Portal are as following.
1) High Traffic but high bounce rate.
2) High Traffic but low conversion rate (sale or enquiry).
3) Low Overall Traffic
4) Ever increasing budget on Digital Marketing without improvement in average cost of customer acquisition.
5) Low Average Order Value.
Are you facing any of these issues?
Some Global statistics.
Conversion rate typically range from 1 to 3 percent
Companies typically spend $92 to bring customers, but only $1 to convert
Only 22 percent companies are satisfied with their conversion rate
About 75 percent of businesses have problems finding suitable expertise to optimise their landing page
Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages
The presentation will help you to work out a Digital Marketing Strategy with quick ROI.
The Power of Discovery for Increasing Win RatesMike Kunkle
Webinar Recording: http://bit.ly/SMMWebinar-04182018
_____________________________________________
Webinar Description from SMM Connect:
Depending on which sales research you’re reading, Win Rates hover under 50% and No Decision rates vary greatly from 25% to over 50%. The bottom-line? We can do better. And many of us must, to make our number.
What’s the single best thing you can do to radically move these numbers for your sales force? The answer is better sales discovery.
In this webinar, sales transformation expert Mike Kunkle will share a situation assessment framework that will enable your sales force to understand your customers better than ever before – especially the things that matter most to the decision makers – so your pursuit team can build a compelling case for change and co-create solutions that deliver what your buyers really value.
Join Mike for this webinar (where your questions are welcomed and expected) and learn how you can increase your Win Rates and decrease Losses and No Decisions, through the power of effective discovery.
Successful Lead Scoring Models in Marketing AutomationVbout.com
Explore this comprehensive presentation from our recent webinar on 'Successful Lead Scoring Models in Marketing Automation'. The slides delve into the fundamental aspects of lead scoring, its benefits, different models, best B2B practices, and practical steps to build a lead scoring system using VBOUT. A must-have resource for marketing professionals seeking to improve their lead qualification and conversion processes.
Turning Sales Enablement into Sales Success with Badgeville and CDWBadgeville, Inc.
Turning Sales Enablement into Sales Success
How do you ensure your sales and channel enablement programs are effective? How do you motivate sellers to complete online versus training? Retain that training?
Join our hour-long webcast with CDW, a leading provider of technology solutions for business, government, education and healthcare in the US and Canada. Hear how they used gamification and digital motivation to motivate their sales teams to complete training that led to a 56% rise in average training completion per account manager and increasing sales confidence by 10%.
Un-Break My Heart: Help Your Prospects Love You Again Using Intent DataMarketo
So you have a database of thousands of ‘dead’ leads. How do you find the few that are still interested in hearing from you and get them to love you (again) with content that’s relevant? Watch Bombora's Millie Resnick and Marketo’s Mike Madden, Director of Demand Generation, as they broke down how intent data can help you find prospect love again among new and ‘dead’ leads, and prioritize them for sales.
Using Real-Time Financial Benchmarks to Drive Dynamic Decision-Making and Act...Niels Pflaeging
Slides for the Proformative webinar
"Using Real-Time Financial Benchmarks to Drive Dynamic Decision-Making and Action"
by Niels Pflaeging, BetaCodex Network
The right team structure can unlock additional revenue today, without more people, marketing spend, or additional leads. Whether you call it sales development (SDR), business development (BDR), or lead qualification (LQ), building the team can accelerate revenue from both your inbound and outbound efforts. In this webinar, you’ll learn: How you can turn your inbound marketing leads into revenue growths, How you can improve your outbound/self-sourced sales leads, Best practices for building, measuring, incenting and equipping an SDR team that can unlock sales growth.
Whether your looking to build a new SDR team or optimize the team you already have, join Mike Plante and Tom Pilkington for this must-see webinar.
Marketing: Do you feel like your leads are being tossed over the wall and you're not sure where they are going? Sales: Do you feel like the leads that you receive aren't targeted and "sales-ready"? If so, we can help.
Discover how lead prioritization and scoring can increase your sales. See real-world examples on how you can find your "sweet spot" and set up lead scoring that can drive superior results.
CEO's Measuring Paid Search & SEO To Increase Profit MarginsJustin Croxton
In this seminar, Justin Croxton, the CEO of Que Commerce, discusses how companies and marketing firms can more effectively measure paid search and SEO to increase ROI and attract more customers.
A detailed explanation of the Digalign assessment process and the initial report we provide prospective clients looking to improve Traffic, Leads, and grow within the Digital Marketplace.
How to increase your business with a strong marketing planBrian Bateman
“ Counselors to Americas Small Businesses”. Provides quality, free and confidential counseling to small businesses. In person at a SCORE, neutral, or client locations. Telephone counseling, Email counseling
Provides low cost workshops. 50+ highly experienced active volunteers with varying skills and talents. Many have run small businesses. Others have worked in banking, real estate, law, or for local corporations.
Housed with the SBA at 310 W. Wisconsin Ave. (Blue Reuss building). Anyone wanting business counseling can call the SCORE Office (414-297-3942) or sign up on the SCORE Milwaukee website www.scoresewisconsin.org.
OpsStars Boston Workshop | Connecting Data to People Across Any Go-to-Market ...LeanData
Lucas Lam – Partner & Client Solutions Manager, LeanData
Today companies leverage a wide variety of GTM strategies and tactics to grow their revenue. In this session, LeanData product experts will walk you through the process, metrics, and future state of multiple GTM strategies - such as inbound, outbound, ABM, Demand Unit Waterfall, etc. Learn best practices from real-world examples of how businesses leverage LeanData Matching, Routing and Marketing Attribution to ensure they get to revenue faster. Irrespective of how you design your sales and marketing funnel, the LeanData platform can be customized to connect your CRM data to the right people in the organization who can use it to win deals. Attend this session to learn how to thrive with multiple GTM strategies and optimize them constantly.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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How to use the Video Matrix
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Key Takeaways:
- New framework for examining and safeguarding an online reputation
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SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
1. 5 Steps to Getting Started with
Lead Scoring
Jessica Kao
Marketing Operations Consultant
Marketo
2. • This webinar is being recorded! Slides and recording will
be sent to you after the webinar concludes.
• Have a question? Chat in the bottom left, and I’ll get to
your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
3.
4. What is Lead Scoring
Demographic
Channel
Behavior
5. • Global approach and strategic planning
• Start with the end goal in mind
• Continued optimization
Keys to Robust Lead Scoring Model
20. Score Type of Field Definition
Lead Score/Person Score System Field Cumulative
Behavioral Score Custom Field Activities
Demographic Score Custom Field Person or company data
Scoring Field Set Up
Thanks Amber, As an marketing operations consultant I’ve worked with a lot of different companies and seen a lot of different scenarios and what I’m going to share with you today is the best practice in how to build a really robust lead scoring model for your company. At the end of this webinar you will have an actionable plan, you will know what your next steps are and will have all the tools you need to go and build a lead scoring model. So stick with me for the next 45 minutes and we will get you there. Presumably, you’re here because you know already know why lead scoring is important, but I do want to take a few moments to go over the benefits that go beyond just marketing so if you find your self needing to educate, a new team member, new boss, sales, etc, you are can confidently accomplish that. Because as we all know getting buy in is equally important as what you are building.
- MODERATOR SLIDE 2 -
SCRIPT:
Before we get started, I’d like to run through some housekeeping items.
Our webinar is being recorded, and slides will be sent to you after the presentation
If you have questions, please enter them in the chat box in the bottom left corner of your window, and we will get to as many as we can after the webinar.
Please share thoughts and takeaways on social using #mktgnation
And with that, I’m going to hand it over to [Speaker Name]!
LS is at the heart of M and S alignment. When M and S are aligned, your DG and sales lead follow up moves like a well oiled machined, and everybody wins. When you have that conversation and agreement with sales about who to follow up with first and how to prioritize, that is at the crux of your lead scoring conversation. Lead scoring model is the engine that drives the delivery of those leads to sales. And Your lead scoring model plays an equally important role in how sales provide feedback to marketing for optimization.
And when you as a marketer get this right, you become a hero to Sales. And who doesn’t want that? What exactly is lead scoring?
Lead Scoring is a shared sales and marketing methodology an agreed upon methodology for ranking leads in order to determine their sales readiness
You award points as a way to differentiate leads for prioritization and this can be based on several types of information such as demographic, channel related, and global behavior.
Where do you get started and how do you set yourself up for success. First you want to take a global and strategic approach. This is just a fancy way of saying to plan and document your plan for scoring for all of your behavior based activities, channel based activities, and demographic based characteristics. Sometimes we get excited, we come back from a tradeshow and we really want to score everyone who came by the booth 10 points and put that in a local flow step. Bad idea, start with a wholistic plan first. Don’t’ worry. I’ll walk you through all the steps.
Second is keep in mind what our goal is. Lead scoring is a way to prioritize leads so that when they cross a magic threshold we want sales to be all over them. The goal is not to put 10 ppl in a room some from sales and some from marketing to determine how much downloading a white paper is worth. I see this all the time and I made this mistake myself when I was a newbie 7 years ago. That is a guarantee way to no where fast. We’ll touch on this a little bit later when we talk about that magic threshold.
Finally, continued optimization. You will not get lead scoring right the first time so don’t even try. Every body’s data is different, I don’t have a crystal ball, I have no idea how your leads will flow through your scoring model, but you need to have data in order to fine tune and adjust, so the sooner you put something out there and for it to start collecting data, the sooner you can adjust. Don’t try for perfect because there isn’t one.
What are the key components of lead scoring.
You can think of this as the ingredients that go into a lead scoring model
When getting started there are generally 3 main score types, Demo and firmographic scores, these are based on fixed characteristics like your job title, company size. If you are going after only large enterprise companies, this is where you might want to give a boost for those companies that fall within a particular bracket.
Global behavior are those that are generic and aren’t associated with a specfic Channel/Marketing tactic. These are typically associated with the website and email such as filling out a form, clicking an email.
I separate Channel behavior from Global behavior because we think of them slightly differently and they are built differently in Marketo. So it makes it easier when you transition from planning to building. Channel behaviors are those that are tied to a tactic such as a tradeshow or a webinar, each of these channels will have multiple progressions statuses some of which will be awarded points. For example for a webinar, you will award points for registering, those that attended ,and attended on demand. Next, you’ll need to determine a scale.
The reason we have a scale is so that the score is meaniful. You need to have a min and a max. Without a scale, the number doesn’t mean a whole lot. If someone has been in your system for 4 years and has a score of 390 but someone who came in last week and is all over your website has a score of 50, which one should be prioritized.
At the end of every day, you can have campaigns that lopp off the top and bottom. When the score goes above 100, the score is reset back at 100. When the score goes below 0, the score is reset at 0
I like to set the min and max and 0 and 100 for several reasons. We all understand a 100 pt scale, we all went to school, we aim for 100%. Lead Scoring is something that you will have to train the sales team on, they will need to understand what it means, keeping it simple the better. Next up. Threshold. The magic
This is about drawing a line in the sand. The conversation with sales should be more about a consensus of when follow up should happen. What I mean by this is, marketing asking sales, do you think every lead who attended a webinar should be followed up, yes or no. Sales says probably too soon. If a lead attended one webinar and downloaded a meaty piece of contact like a big ebook, should that person be followed up, let’s say sales says yes. Now you have your north star and benchmark relative interest and you have an idea from sales at what point a person should be following up. Determining the actual number of points that is awarded falls into marketing/MOPs. I see a lot of people obsessing over if it should be 50 pts or 65 or 80 and the fact is it is more important to draw a line in the sand, have a fixed point and adjust the number of points given for the various behaviors. The reason why I recommend 80 points is because it gives enough breathing room for having demo/firmo scores. If your threshold is too low, then your fixed scores make up a larger proportion of your total score and it makes the behavior part less meaningful. Finally, decay
Keep it simple
Ask “When should a person be followed up?”
Consensus with sales and other stake holders
Let the data speak to you
A lot of times we forget that negative behavior, no behavior or in action is also an indication of interest or lack of interest
How are all the scores related to each other? Your Lead Score/Person Score has a scale let’s say from 0 – 100. This is made up of beh and demo. You want to make sure that your demo score isn’t taking up a huge chunk of your total lead score. There are additional custom scoring types out there that could be additional components to your lead score, but if your just getting started just focus on these. If you haven’t figured out your demographic score you can always implement that part later.
This is probably the part you’ve been waiting for. The part where you get to give points out.
Here’s our score types again. We have our behavior score, there are 2 types, global and channel. For Demo/Firmo there are again two types, one related to people, and one related to the company, and finally the decay related scores. I’ve listed them here in this particular structure because this is how I actually set up my folders and campaigns in marketo. The next step is creating several worksheets for each of these categories and populating them. With your scale and your threshold, now you are ready to document your scoring model. Let’s take a look at the global behaviors
Reason for creating a spread sheet like this is two fold. Not only does this capture your work in progress, but now you have documented your lead scoring model, and WHEN you are completely finished with your worksheets, you use this when you go to build it, these are your instructions. Once the worksheets are done, building it can be completed in a few hours. You have your min and max, you have your threshold,
In your worksheet you have the name of the activity, a very specific description and the number of points. In your description you want to be as specific as possible because this will feed into your smart list criteria. Every company that I have worked with, I use this as a starting point, don’t feel like you have to reinvent the wheel. Let’s take a look at channel behviour. They are based on the channel tag in Marketo. What?
In the admin section under tags, click on channels, and under each channel you can designate the status.
In your channel behavior, your worksheet is set up slightly different. Your channels are your marketing tactics, like Roadshows, content syndication, sponsored emails, webinars, tradeshows. These should mirror your channel tags in marketo. Under Progression column, list out the progression steps in each of the channel tags, and then have a column for score. This is also a great way to Document your channels and progression statuses. Hint hint. I’m a big fan of documenting.
For a webinar we have these different statuses, invited, reg, no show attended, attended on demand, and in the score column you will put your score, These are cumulative. Meaing if I reg for a webinar and then I attend I et 45 points if I then attend on demand I get a total of 85 points for the whole campaign. Does that work for you? If not then adjust the score. You can actually score on percentage viewed but that’s for another discussion. Let’s look at our next worksheet Demo/Firmo
for each demo firmo characteristic, you’ll need to further define that category and award those points. For job level you might have multiple tiers, and they get an extra bump. In your spread sheet, column 1 is your characteristic, column 2 I like to use primary, secondary, etc, This will be important when building our your scoring campaings. column 3 is your values, column 4 is your scores.
And finally your decay behaviors. I mentioned earlier that scoring is where your sales can give you feed back and don’t mean the kind where they stop by your desk demanding for more leads. I mean an automated way of providing feedback. Just as prospects and their behavior can affect scores. Response from sales can also affect the scoring.
Change in lead status in you CRM ie sales disqualifying a lead set score = 0. This is where the feedback loop happens. If you send a ton of leads to sales and they disquaulify them all setting your scores back to 0 means you might want to take a look at what you are sending.
The hard part is over, you have your worksheets, your instructions, time to build. This is the easy part. Let’s see what these look like in Marketo.
The first thing to do is to set up any necessary fields. Person score is a Marketo system scoring field its already there. Create new custom scoring fields for beh and demo.
Does sales need visibility? If they do then first create these fields in your CRM and they will then sync over to your Marketo.
Create one global socring program. Having one program, simplifies managing your infrastructure and also makes tis scalable. See there are my folders, and oh look, we have one worksheet for each of those categories. How convenient.
For every single line in your worksheet, create a token and plug in your score. Using tokens makes changing scores easier because there is one place to go to change your scores.
For the Global Behavior, create a smart campaign for each behavior. This is a trigger campaign, in this case opens email is any. Flow step will increase both the lead and behavior score. You have two flow steps, one for beh and one for lead score, you use tokens local tokens for the score. Scores are not additive in Marketo. Meaning you can’t add beh + demo = lead score.
For Channel behavior, I like to create a folder for each channel, and create one smart campaign for each progression status that receives a score. The smarlist for the smart campaign is a little different. In this example where I want to award points for attending a webinar, I set the trigger for a program status change, in any program where the new status is webinar>attended. That is what it is listening for. The caveat is that in order for the scoring to happen, people need to be set to their appropriate progressing statuses in a program. This is something that you should already be doing. The flow step is the same, changing both beh and lead score by the amt designated in the local token.
Demo/Firmo smart list is set up slightly differently. If a lead is created or there is a change in value and that field isnt’ empty. Remember triggers are always or logic, then give me my points, In this case I want to add a certain number of points for different employee size so I use choices. If the value is between 200 – 499 then add this number of points, if the value is greater than 499 than add this many points. I repeat the same thing for lead score, bec scores are not additive between scoring fields.
Share your documentation with marketing but more importantly, before you kick off your lead scoring, train sales on what to expect, what do the points mean and what is expected of them to make the hand off of the leads go as smoothly as possible. I’ve found it helpful is to position it as I want sales feedback, I’m not going to get it right the first time and I want your help so that I can bring you better leads. Use the lead status field, to give that feedback to marketing so we can get better.
Finally, Review and adjust, Create this report and break out your leads by groups of ten. You can filter this by any number of criteria. Review your top scorers, Does it make sense, are they getting too many points, is there a rogue campaign that you need to pull back. Have a monthly check in with sales and review 5-10 leads that have made it to the MQL threshold, walk through the activities that got them there and get confirmation, is this person worthy of being followed up by sales right away, Yes gives you affirmation from sales, gives them an opportunity to have that open dialogue, no means, an opportunity to refine your model.