Lead scoring gives you insight into activity, but how much can you really tell from a single number? If your content strategy is mature and prospects are highly engaged, you may find yourself wanting more data to act upon. Ben Harrison, Managing Director at Brainrider, and Sam Brennand, VP of Customer Success at Uberflip are here to help.

1. A NEW MODEL FOR
PROSPECT SCORING
Separating Activity and Engagement
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2. HOUSEKEEPING ITEMS
We will send you the recording!
Tweet with us #uberwebinar
(follow us @brainrider and @Uberflip)
Live Q&A at the end of the webinar
Stick around for an Uberflip demo
+

3. +
PARDOT
3

4. +
WHY WE’RE HERE
SALES READY CTAs
130
4
Completing a
contact us form
Reaching a certain score
threshold in Pardot
Filling out a service
demo request form

5. +
PARDOT PROVIDES AN ACTIVITY SCORE
PARDOT
ACTIVITY
SCORE
NOT SALES
READY
ENGAGEMENT
SCORE
130
???
5

6. +
WHAT HAPPENS WHEN SOMEONE SUBMITS A FORM
BROWSER
ACCESS
INBOX
ACCESS
ONE
FORM
ONE PIECE
OF CONTENT
ONE
FORM
ACCESS TO MANY
PIECES OF CONTENT
GET EMAIL
6

7. +
THE INCORRECT ASSUMPTIONS
ASSUMPTION #1 ASSUMPTION #2 ASSUMPTION #3
ALL OF A SINGLE TYPE OF
INTERACTION ARE EQUAL
130
130 = A HIGH
SCORE
=/
7
=/
A+
A HIGH SCORE =
SALES READY

8. +
VISITORS TOP OF THE FUNNEL+10.9%
-2.4%
+10.9%
+1.7%
-5.3%
MIDDLE OF THE FUNNEL
BOTTOM OF THE FUNNEL
PROSPECTS
MARKETING QUALIFIED (MQL)
SALES QUALIFIED (SQL)
55,921
2,594
1,580
42
$58,263.15 TOTAL REVENUE
GOAL BUILD SUCCESSFULLY INTEGRATED PIPELINES
8
WON DEALS
127

9. +
UBERFLIP
CTAs
30 (IN TOTAL)
-1 (DEMO REQUESTS)
-1 (CONTACT US)
28 (LEFT OVER)
9

10. +
ENGAGEMENT SCORE MODEL
IDENTIFY SALES READY
PROSPECTS BY MAPPING
UBERFLIP CONTENT
ENGAGEMENT TO FUNNEL
STAGES
1
0

11. +
ENGAGEMENT SCORE REQUIREMENTS
YOU WILL NEED...
1
1
● 1 LIST OF DIGITAL CONTENT ASSETS
● 1 PARDOT FORM HANDLER PER CONTENT MATRIX CELL
● 1 UBERFLIP FORM CTA PER MATRIX CELL
● 1 UBERFLIP API CONFIGURATION
● CUSTOM SCORING FIELDS IN PARDOT
OPTIONAL:
● DYNAMIC LISTS
● AUTOMATION RULES TO ASSIGN PROSPECTS
● SALES STAGE DRIP CAMPAIGNS

12. +
THE MATRIX (NO NOT THE MOVIE)
WHITEPAPER
1
2
CASE STUDY VIDEO WEBINAR INFOGRAPHIC

13. +
THE MATRIX REVOLUTIONS (NO, NOT THE MOVIE)
WHITEPAPER
CASE STUDY
VIDEO
WEBINAR
INFOGRAPHIC
1
3
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE
FUNNEL

14. +
THE MATRIX RELOADED (NO, NOT THE MOVIE)
1 FORM HANDLER
14
1 CTA FORM
INFOGRAPHIC CELL

15. +
CUSTOM FIELDS – FUNNEL STAGE
TOP OF THE FUNNEL
ENGAGEMENT SCORE
MIDDLE OF THE FUNNEL
ENGAGEMENT SCORE
BOTTOM OF THE FUNNEL
ENGAGEMENT SCORE
100
15
COOL THING #1

16. +
CUSTOM FIELDS – FUNNEL STAGE
COOL THING #2
MOFU >100
BOFU <100
SHARE BOFU CONTENT
TOFU >100
MOFU <100
SHARE MOFU CONTENT
16

17. + 14
CUSTOM FIELDS – FUNNEL STAGE
COOL THING #3
BOFU
SCORE
ACTIVITY
SCORE
100
85
GRADE
ASSIGN SALES LEAD
B+

18. +
UBERFLIP OVERVIEW
LEAD
GENERATION
Create content
experiences optimized
for lead generation
ACCOUNT-BASED
MARKETING
Create better ABM
campaigns in no time
SALES
ENABLEMENT
Fuel your conversations
with content
CONTENT
MARKETING
Create amazing
content experiences
18

19. +
UBERFLIP IN ACTION
19

20. +
UBERFLIP IN ACTION
20

21. +
UBERFLIP IN ACTION
21

22. +
UBERFLIP IN ACTION
22

23. + 23

24. +
UBERFLIP IN ACTION
24

25. +
UBERFLIP IN ACTION
25

26. +
THANK YOU!
QUESTIONS?
26

27. BRAINRIDER TORONTO
171 East Liberty Street, Suite 130
Toronto, Ontario | M6K 3P6 | Canada
1.416.900.3310
www2.brainrider.com/uberflip
UBERFLIP
135 Liberty Street, Suite 401
Toronto, Ontario | M6K 1A7 | Canada
1.888.694.2946
info@uberflip.com