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Aligning Sales and Marketing with Effective Lead Scoring Techniques
Introduction ,[object Object],[object Object],[object Object],Will Schnabel VP & GM, EMEA Silverpop Audio Dial-In Information: (641) 715-3222, access code 371-308-461
Leads – Your Marketing Team’s Biggest Challenge ,[object Object],Source: Sirius Decisions Product Marketing – 2% Marketing Communications – 12% Hiring – 10% Market Definition – 20% Sales Process – 10% 52% Lead Generation
From Too Many “Leads” … to Not Enough?
Recession: The Question Now is For How Long? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Does This Mean? – Opportunities for B2B Marketers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing and Sales Divide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Audio Dial-In Information: (641) 715-3222, access code 371-308-461
Marketing’s Opportunity & Responsibility ,[object Object],[object Object],An estimated 70-90% of leads generated by marketing are never followed-up with by sales Source: MarketingSherpa Audio Dial-In Information: (641) 715-3222, access code 371-308-461
So…Marketing’s Role Has to Change ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* SiriusDecisions 2007 Demand Creation Study
Keys to Maximizing Lead Management ,[object Object],[object Object],[object Object],[object Object],[object Object],Audio Dial-In Information: (641) 715-3222, access code 371-308-461
Lead Scoring is critical to Lead Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lead Scoring…a definition ,[object Object],[object Object],[object Object],[object Object],Score:  To evaluate and assign a grade to.
Lead scoring is just emerging in the B2B world Scoring System to Judge When a  Lead is Ready for Transfer, Organizations 100MM+* ,[object Object],[object Object],[object Object],[object Object],Analysis * SiriusDecisions 2008
How is a lead defined? Download a  Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week
Grouped into Categories Download a  Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week Demographic BANT Activity
Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BANT ,[object Object],[object Object],[object Object],[object Object]
Activity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
No. Of Closed  Opportunities (or $) Activity/Behavior Download WP A E-Book campaign Web  Activity In Last 5 Days Visited website >10 times Viewed Online Demo Subscribes To Newsletter Nurture Campaign Tradeshow Visit Landing Page Offer Use your sales data to learn
All Categories are Required ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic BANT Activity
Lead Scoring- Explicit Data ,[object Object],[object Object]
Lead Scoring- Implicit Data ,[object Object],[object Object],[object Object]
Bringing it all together ,[object Object],[object Object]
[object Object],Interaction  Create Interest- Whitepaper Edu-sell communications- Case Studies Purchase and Validate- Free Trial, Discount Offers 1 3-X X+ Consider Solutions- Webinars & Demo 2 Lead Score, Now What? Search for Solutions Evaluate Solutions Recognize Need Justify Solution Purchase Evaluate Decision
Example – Tradeshow Leads
Tracking a Lead From First Tough to Lifetime Customer Scoring is key to determining the hand-off between Marketing and Sales Marketing Qualified Inquiries Sales Qualified Sales Accepted Impressions Marketing Sales New Business
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Successful Lead Scoring
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who is Silverpop
Vtrenz Leads the Pack in Marketing Automation “ According to JupiterResearch analysis of nine vendors in the marketing automation space,  Vtrenz stands out of the pack in both business value provided by the product and market suitability, which is a measure of the track record of the company.”
Questions To learn more download our  Vtrenz Lead Management Workbook  at  www.vtrenz.com   William Schnabel Vice President and General Manager, EMEA Silverpop  wschnabel at silverpop.com www.silverpop.com

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Lead Scoring Aligning Sales Marketing

  • 1. Aligning Sales and Marketing with Effective Lead Scoring Techniques
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  • 4. From Too Many “Leads” … to Not Enough?
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  • 14. How is a lead defined? Download a Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week
  • 15. Grouped into Categories Download a Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week Demographic BANT Activity
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  • 19. No. Of Closed Opportunities (or $) Activity/Behavior Download WP A E-Book campaign Web Activity In Last 5 Days Visited website >10 times Viewed Online Demo Subscribes To Newsletter Nurture Campaign Tradeshow Visit Landing Page Offer Use your sales data to learn
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  • 26. Tracking a Lead From First Tough to Lifetime Customer Scoring is key to determining the hand-off between Marketing and Sales Marketing Qualified Inquiries Sales Qualified Sales Accepted Impressions Marketing Sales New Business
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  • 30. Vtrenz Leads the Pack in Marketing Automation “ According to JupiterResearch analysis of nine vendors in the marketing automation space, Vtrenz stands out of the pack in both business value provided by the product and market suitability, which is a measure of the track record of the company.”
  • 31. Questions To learn more download our Vtrenz Lead Management Workbook at www.vtrenz.com William Schnabel Vice President and General Manager, EMEA Silverpop wschnabel at silverpop.com www.silverpop.com

Editor's Notes

  1. Lead Scoring Aligning Marketing and Sales with Effective Lead Scoring Techniques- Will Schnabel, VP International, Silverpop Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. Will Schnabel, vice president and general manager of Vtrenz, will explore this challenge and provide information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This highly informative session will teach you how to accelerate the sales cycle through automated lead scoring.