How to prioritize your leads

www.act-on.com | @ActOnSoftware | #ActOnSW
How To Prioritize Your Leads

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Today’s Presenter
Nidhi Raj Puri
Manager Marketing
nidhi.rajpuri@act-on.net
@nidhirajpuri

Agenda
1. The Failure of demographics
2. Three layers of segmentation
3. Lead scoring programs
4. Building a behavioral data: lead
nurturing
5. Targeted Messages

THE FAILURE OF
DEMOGRAPHICS1

The Failure of Demographics
• Demographics have defined markets since the 50’s
• Messaging centered around conformity & narrow ideals

The Failure of Demographics
Access
+
Choice
_________________
Increased Fragmentation
& Accelerated Change

The Buyer’s Journey has Changed

Vendor Control Over the Buying Process is Over

A New Approach
Demographics
Psychographics (Persona)
Behavior
Digging Deeper: Three Layers of Segmentation

Segmentation for Improving Conversion Rate
of marketers rank segmentation
as the third most valuable
method for improving
conversion rates
96%

THREE LAYERS OF
SEGMENTATION2

Demographics
Demographics & Firmographics
You’ve got this covered!

Demographics
Age: 30
Gender: Male
Job Title: IT Director
Location: Singapore

Persona
Demographicsmap
desktop
Psychographics (Persona)
• Avatars for your primary buying groups
• Defines buyer’s personality, values, attitudes,
interests, and lifestyle
• Defines buyer’s primary goals & concerns, as
related to your product

Persona
desktop
Data Collection - How
• Customer focus groups
• 1-to-1 customer
interviews
• Internal interviews
Data Collection – What
• What is their job level
and job function?
• What keeps them up at
night?
• What are their personal
and professional goals
/ aspirations?
• Where do they spend
time online?
• What problem do you
help them solve in their
day-to-day lives?
• What do they perceive
as valuable?
• What some common
objections your product
or service offering?

Persona
Age: 30
Gender: Male
Location: Singapore
Goals: Seeking a promotion within 12
months
Characteristics: Tech savvy, ambitious,
Spends time online at: Industry blogs,
twitter, linked-in, etc.

Behavior
Demographicsmap
desktop
PsychographicsBehavior
• Online brand interactions including email clicks,
website visits, social interaction, etc.
• Offline brand interactions including event
attendance, sales conversations, etc.

Behavior
Data Collection - How
• Marketing Automation Technology
Data Collection – What
• Website visits (content, path, and conversion event)
• Email opens & clicks
• Social activity
• Event attendance
• Sales & customer service interactions

Behavior
Age: 30
Gender: Male
Location: Singapore
months
Characteristics: Tech savvy, ambitious,
twitter, linked in, etc.
Recent Activity: Visited the company
website within the past 7 days,
downloaded a whitepaper comparing patch
management software vendors

LEAD SCORING
PROGRAMS3

Lead Scoring
So how do you aggregate this data into an
actionable format?
Create a lead scoring program, of course.
Q:
A:

Lead Scoring
• Automatically give points to leads based on behaviors or profile
attributes
• Allows marketing & sales to sort and prioritize leads
• Marketing can nurture leads with lower scores before passing off
to sales
• Re-establishes trust

Lead Scoring
Lead scoring gives your company an objective system for ranking your
leads.
Most scoring systems use ranking criteria that fall into two categories:
Group 1: Profile Group 2: Behavior
Is the user qualified to buy? Is the user engaged w/ the brand?
Demographics
Persona
Behavior

Lead Scoring
EXAMPLE
• You're a small software company that sells patch management software.
• You have two offices, one in India and one in Singapore, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration
Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System
Administrator 3 Sales Engineer -4
Location of
Headquarters Singapore 5 US 4 Romania -5
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry
Information
Technology
Services
5 Computer
Software 4 Automotive -5
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Group 1: Profile – is the user qualified to buy?

Lead Scoring
Behavior Point Value
Visitor downloaded the How Do We Compare To Our
Competition white paper 5
Visitor browsed company website multiple times in the past 7
days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5
Group 2: Behavior – Is the user engaged with the brand?

Lead Scoring
Age: 30
Gender: Male
Location: Singapore
Goals: Seeking a promotion within
12 months
Characteristics: Tech savvy,
ambitious,
Spends time online at: Industry
blogs, twitter, linked in, etc.
Recent Activity: Visited the
company website within the past 7
days, downloaded a whitepaper
comparing patch management
software vendors
+10
+5
+5
Lead Score: 20

BEHAVIORAL BUILD-UP:
LEAD NURTURING3

Lead Nurturing
Engagement with my brand is low. How do
I encourage more interaction?
Create a lead nurturing program, of course.
Q:
A:

Insight
80% of the prospects deemed
“bad leads” by sales go on to
buy within 24 months
Source: Sirius Decisions

Lead Nurturing
Lead nurturing is an automated email program that encourages
prospects to interact with your brand.
Lead nurturing allows you to send highly targeted messages
based on the three layers of data you’re collecting
Demographics
Persona
Behavior
• Dynamic messages based on firm size
• Email release times based on location
• Message content positioned around
goals, aspirations, and pain points
• Reminder emails to non-responders
• Triggered messages based on web activity

Whitepaper
Download
Confirmation
Email with
link to asset
Recorded
webinar on
same topic
eBook on
similar topic
Corresponding
Infographic
Nurture Campaigns

Companies that excel at lead nurturing
generate 50% more sales-ready leads
at 33% lower cost.
- Forrester Research

ONLINE AND OFFLINE:
TARGETED MESSAGES4

Content is Key to Engagement
Develop a curriculum
and content plan that matches a buyer personas.
Become a trusted advisor
by educating before selling.
Reinforce content across
multiple channels.

Content is Key to Engagement
Use Persona Characteristics to Guide
your message positioning
months
Characteristics: Tech savvy, ambitious
twitter, linked in, reddit
Blog post idea: “It Isn’t Easy Being
Agile: The Dilemma of Enterprise-
Sized Teams”

Identify prospects with a
higher probability of buying
Prioritize leads based on lead
score
Offline Messages - Sales Intelligence

Real-time notifications
• Know when prospects or
customers visit the site (or even
a key page)
Timely engagement
• Be alerted when prospects are
most likely ready for a
conversation

• Use every engagement
opportunity to learn more
• Share profile data with
sales – both demographic
and behavioral information
• Gathering intelligence will
save them time and make
will allow them to tailor their
conversation to the individual

Implement a lead
scoring program.
Investigate lead
nurturing and scoring
program
implementation.
Take an inventory
of what you already
have in your
database.
Map out your three
layers – Get input
from multiple teams.
1
2
3
Your Next Steps…

Learn More About Act-On Software
Interested in a demo?
Call +91 80 4098-5338
Email sales@act-on.com
Web www.act-on.com
THE FORRESTER
WAVE™ LEADERS
QUADRANT

Q&A
Nidhi Raj Puri
Manager Marketing
nidhi.rajpuri@act-on.net
@nidhirajpuri

How to prioritize your leads

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