The document discusses how lead scoring helps drive conversions by prioritizing sales leads most likely to turn into customers. It provides examples of how to set up a basic lead scoring system taking into account factors like a lead's online behavior, demographic profile, and activities. Implementing lead scoring can improve campaign effectiveness and close rates by allowing companies to better target messaging to prospects at different stages in the buying cycle.

1. How Lead Scoring Helps
Drive Conversions
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2. Chat or Q/A
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3. Today’s Presenters
Andrew Gaffney Atri Chatterjee
Editor, DemandGen Report CMO, Act-On Software

4. Poll Question:
Are you currently using Lead
Scoring?

5. Need for Scoring
Up To
70%
70% of sales leads are not properly leveraged or
are completely ignored, thus wasting marketing
program dollars.
(Gartner Research)
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6. Impact of Lead Scoring
• Insert Chart from Myths & Realities
Showing How Scoring is Top Priority for
those implementing
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7. Impact of Lead Scoring
84%
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)
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8. Impact of Lead Scoring
The average lead generation ROI
for organizations using a lead
scoring process is
138%
In comparison to
78% lead generation ROI from those
surveyed who were not using a lead
scoring process.
(MarketingSherpa - Jan 2012)
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9. Challenges of Scoring
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10. How To
• How simple scoring systems can be
established to factor in both activity and
demographic profiles
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11. 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

12. Impact of Scoring
• How prioritizing hot leads improves close
rates and ensures timely response to ready
buyers
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13. Example: Setting Scoring Rules
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14. Profile-Based Scoring

15. Behavioral-Based Scoring
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16. Poll Question:
What attributes are you scoring?

17. Scoring’s Impact On Campaigns
• How lead scoring can improve the
effectiveness of online campaigns by
providing intelligence for segmentation and
targeting
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18. 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?
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19. Poll Question:
How are you prioritizing leads?

20. Aligning Messaging
• How scoring helps to align messaging with
buying cycles
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21. 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
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22. Relationship Between Scoring/Nurturing
• How categorizing longer-term leads helps to
keep them warm with lead nurturing
campaigns
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23. 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
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24. Example: Re-Marketing Nurture
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25. Poll Question:
On a scale of 1-5, how satisfied
are you with your current scoring
and nurturing tool?

26. Next Steps

27. 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
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28. Ready to Learn More?
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Call our hotline at: 1 (877) 530-1555
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