5. Need for Scoring
Up To
of sales leads are not properly leveraged
or are completely ignored, thus wasting
marketing program dollars.
(Gartner Research)
6. Impact of Lead Scoring
of survey respondents said that their primary
reason for implementing a lead scoring
system was to achieve added revenue
(GleanSight Lead Prioritization Report, Gleanster Research)
7. Impact of Lead Scoring
The average lead generation ROI for
organizations using a lead scoring
process is
In comparison to lead generation ROI from those
surveyed who were not using a
lead scoring process.
(MarketingSherpa - Jan 2012)
8. Challenges of Scoring
Rate the level of priority given to each functional area PRIOR to
selecting/deploying a marketing automation solution.
Somewhat
Very Important Not Prioritized
Important
Email Marketing 82% 14% 4%
Drip Email Marketing 44% 34% 22%
Lead Nurturing 61% 23% 16%
Lead Scoring 36% 41% 23%
Anonymous Visitor
Tracking 28% 46% 26%
Web Forms 64% 22% 14%
Landing Pages 59% 34% 7%
9. How To
Simple scoring systems
can be established to
factor in both activity and
demographic profiles
10. Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, 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 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour 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
16. Scoring’s Impact On Campaigns
Lead scoring can improve the
effectiveness of online campaigns by
providing intelligence for segmentation
and targeting.
17. What activities should I score?
Email Marketing Web Visits Webinars
• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees
• More points for specific • Which pages did they visit: • Who visited registration page but
messages Contact Us and/or Pricing vs didn’t submit
• Do not assign score for: Support?
• “Email sent” – no action taken • How often do they visit the site?
on their part • Where did they come from?
• “Opens”
Forms Pay-Per-Click Other Demand Gen
• Submitted /viewed form • Which keywords perform the • Download whitepaper or other
• How did they respond to the best? media?
questions? • What is my cost per click? • Attended a trade show / physical
• Is the data they provided valid? • Where did they come from? event?
• Do they fit your target audience? • Which mailing lists performed
the best?
• Which print advertising generates
leads?
#AOWEB
19. Aligning Messaging
What were the business objectives that you were looking
to address when you decide to deploy a marketing
automation solution?
(check all that apply)
Response
Count
Personalizing Communication
With Prospects 43%
Generating
More Leads 68%
Increasing Flow Of Qualified
Sales Opportunities 70%
Re-engaging
Inactive Leads 36%
Learning More About
Interests of Prospects 29%
(GleanSight Lead Prioritization Report, Gleanster Research)
20. The Funnel
Word of
mouth
• Top of funnel:
Marketing
Marketing
• Middle of funnel:
Lead qualification
Raw leads
Lead
• Bottom of funnel: Qualified leads Qual
Sales team
Sales
prospects Sales
#AOWEB
21. Relationship Between Scoring/Nurturing
Categorizing longer-term leads helps to keep them
warm with lead nurturing campaigns
What were the business objectives that you were looking to
address when you decide to deploy a marketing automation (check all that apply)
solution?
Response
Count
Personalizing Communication
With Prospects 43%
Generating
More Leads 68%
Increasing Flow Of Qualified
Sales Opportunities 70%
Re-engaging
Inactive Leads 36%
Learning More About
Interests of Prospects 29%
#AOWEB
22. Nurturing in Action
New leads
• Further qualify prospects
• Maintain prospect mindshare
Re-engage/Re-market
• Reach back out to contacts that are “lost to
no decision”
• Stay top of mind for when they’re ready to
make decision
#AOWEB
26. 8 Tips for Getting Started with Lead Scoring
1. Take Ownership
2. Start Somewhere
3. Stay in Sync with Sales
4. Measure, Measure, Measure
5. Profile your Prospects
6. Set Scoring Parameters
7. Embrace the Negative
8. Automate
#AOWEB
27. Ready to Learn More?
Sign up for a demo:
actonsoftware.com
blog.actonsoftware.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net
