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Future Proof: How to Create a
Lead Scoring Model That Scales
Kylie Alexander | Marketing Automation Manager
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Kylie Alexander
Marketing Operations Manager
Adobe
Growing your marketing
team can mean
growing pains
©2020 Adobe. All Rights Reserved. Adobe Confidential.
When growth is fast and furious...
New marketers come onboard fast.
• They specialize in different regions,
priorities, products, etc.
• They build one-on-one relationships
with sales.
• They each may have different goals—
and different opinions of how lead-
scoring should work.
When lead scoring isn’t fully coordinated
across your entire organization, problems
can occur.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Inconsistent data
There is no consistent definition of a qualified
lead. This means:
 You cannot analyze qualified and accepted
leads across your entire organization,
because you’ll be comparing apples to
oranges, pomegranates, etc.
 You can’t find out if your scoring models are
working
 Marketing attribution is a lot more difficult
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Unpredictable results
BDRs and sales reps never know what
they’re going to get.
 The quality of leads offered each BDR
may be wildly different.
 Leads may be allocated based on one-
on-one relationships.
 Lead scores may be manually adjusted
on the fly so marketing and/or sales can
meet short-term targets.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Two years ago, Marketo
faced the very same
challenges
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketo Marketing Operations—2018
 We had a small marketing ops team—
one internal employee and a few
contractors.
 The company had onboarded all kinds of
marketers—customer marketers,
demand gen marketers, event
marketers, etc.
 We had a standardized lead-scoring
model set up in our instance of Marketo
Engage, but no formal governance or
process for changing it.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Our challenges
Things had to change
In some situations, marketers
would manually change system-
generated lead scores to:
 Meet short term goals
 Make lead scores more
accurate for their region or
strategic focus
Occasionally, marketers would tinker
with the companywide lead-scoring
model, which led to:
 Inconsistent lead-scoring data
 Difficulty getting meaningful
reports on marketing
performance
©2020 Adobe. All Rights Reserved. Adobe Confidential.
How did we do it?
©2020 Adobe. All Rights Reserved. Adobe Confidential.
We got buy-in from leadership
and stakeholders.
In every region, we talked
to:
 Sales
 Sales operations
 Business development
 Customer success
 Marketing
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
It took many iterations, but we got there
We updated regional lead-scoring criteria to be more flexible.
 Lead scoring now relies on three types of scoring, which may be weighted differently
for each region:
1. Behavioral
2. Demographic
3. Ideal customer profile
 We implemented a closed loop process for BDRs to provide feedback on
their leads
 We assembled a governance committee and defined a process for periodically
evaluating and updating our scoring model and responding to questions.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Then we spread the word
Communicating our new lead-scoring
processes was critical to their acceptance.
So:
 We onboarded everyone—marketers,
BDRs, sales—with formalized training
sessions.
 We made sure everyone knew what to do
when they had questions or concerns
about lead scoring.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
We became...
More effectiveMore agile More knowledgeable
©2020 Adobe. All Rights Reserved. Adobe Confidential.
More agile
 When sales and marketing teams have
questions about lead quality or quantity, our
governance committee addresses them.
 We use data-driven analysis to investigate
potential problems.
 If we find them, we adjust our approach.
– For example, we discovered that leads from
content syndication were being qualified too
early.
– We updated the lead-scoring model, which led
to higher-quality leads.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
More knowledgeable
 With consistent scoring data, we can get
a better understanding of how well our
marketing programs are performing.
 We’re now confident our reports are
accurate, so we use them to make
forward-looking planning decisions.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
More effective
 By continually evolving our lead-scoring
model and using lead scores to inform our
marketing strategies, we set the stage for
rapid growth.
 Even during our acquisition by Adobe, we
were able to keep growing our pipeline.
 The same agile approach is working for us
today.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Future Proof: How to Create a Lead Scoring Model That Scales

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Future Proof: How to Create a Lead Scoring Model That Scales

  • 1. Future Proof: How to Create a Lead Scoring Model That Scales Kylie Alexander | Marketing Automation Manager
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Kylie Alexander Marketing Operations Manager Adobe
  • 3. Growing your marketing team can mean growing pains
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. When growth is fast and furious... New marketers come onboard fast. • They specialize in different regions, priorities, products, etc. • They build one-on-one relationships with sales. • They each may have different goals— and different opinions of how lead- scoring should work. When lead scoring isn’t fully coordinated across your entire organization, problems can occur.
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Inconsistent data There is no consistent definition of a qualified lead. This means:  You cannot analyze qualified and accepted leads across your entire organization, because you’ll be comparing apples to oranges, pomegranates, etc.  You can’t find out if your scoring models are working  Marketing attribution is a lot more difficult
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Unpredictable results BDRs and sales reps never know what they’re going to get.  The quality of leads offered each BDR may be wildly different.  Leads may be allocated based on one- on-one relationships.  Lead scores may be manually adjusted on the fly so marketing and/or sales can meet short-term targets.
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 9. Two years ago, Marketo faced the very same challenges
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Marketo Marketing Operations—2018  We had a small marketing ops team— one internal employee and a few contractors.  The company had onboarded all kinds of marketers—customer marketers, demand gen marketers, event marketers, etc.  We had a standardized lead-scoring model set up in our instance of Marketo Engage, but no formal governance or process for changing it.
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Our challenges Things had to change In some situations, marketers would manually change system- generated lead scores to:  Meet short term goals  Make lead scores more accurate for their region or strategic focus Occasionally, marketers would tinker with the companywide lead-scoring model, which led to:  Inconsistent lead-scoring data  Difficulty getting meaningful reports on marketing performance
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 13. How did we do it?
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. We got buy-in from leadership and stakeholders. In every region, we talked to:  Sales  Sales operations  Business development  Customer success  Marketing
  • 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential. It took many iterations, but we got there We updated regional lead-scoring criteria to be more flexible.  Lead scoring now relies on three types of scoring, which may be weighted differently for each region: 1. Behavioral 2. Demographic 3. Ideal customer profile  We implemented a closed loop process for BDRs to provide feedback on their leads  We assembled a governance committee and defined a process for periodically evaluating and updating our scoring model and responding to questions.
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Then we spread the word Communicating our new lead-scoring processes was critical to their acceptance. So:  We onboarded everyone—marketers, BDRs, sales—with formalized training sessions.  We made sure everyone knew what to do when they had questions or concerns about lead scoring.
  • 19. ©2020 Adobe. All Rights Reserved. Adobe Confidential. We became... More effectiveMore agile More knowledgeable
  • 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential. More agile  When sales and marketing teams have questions about lead quality or quantity, our governance committee addresses them.  We use data-driven analysis to investigate potential problems.  If we find them, we adjust our approach. – For example, we discovered that leads from content syndication were being qualified too early. – We updated the lead-scoring model, which led to higher-quality leads.
  • 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential. More knowledgeable  With consistent scoring data, we can get a better understanding of how well our marketing programs are performing.  We’re now confident our reports are accurate, so we use them to make forward-looking planning decisions.
  • 22. ©2020 Adobe. All Rights Reserved. Adobe Confidential. More effective  By continually evolving our lead-scoring model and using lead scores to inform our marketing strategies, we set the stage for rapid growth.  Even during our acquisition by Adobe, we were able to keep growing our pipeline.  The same agile approach is working for us today.
  • 23. ©2020 Adobe. All Rights Reserved. Adobe Confidential.

Editor's Notes

  1. Unknown issues because lead scoring updated by folks outside of marketing ops