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How To Implement An Effective Lead Scoring System
This document summarizes a webinar about implementing an effective lead scoring system. It discusses why lead scoring is important for sales efficiency and nurture routing. It then covers common lead scoring models and provides a case study of a company that implemented a two-dimensional lead scoring system taking into account both lead qualification and interest levels. The webinar concludes by providing key takeaways for companies to successfully develop and utilize their own lead scoring system.
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How To Implement An Effective Lead Scoring System
- 1. Session sponsored by! #LLCseries How To Implement ! An Effective Lead ! Scoring System!
- 2. #LLCseries Questions /ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
- 3. #LLCseries Follow this webinar on Twi>er #LLCSeries Demand Gen Report: @DG_Report DemandGen InternaDonal, Inc.: @demandgenglobal
- 4. #LLCseries Lead LifeCycleSeries Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
- 5. #LLCseries About DemandGen Report! @DG_Report http://linkd.in/DG_Specialists • Launched in 2007 to track best pracDces in lead generaDon • Newsle>er has grown to more than 28,000 readers • We also offer a menu of research and best pracDces reports • New audio/video podcasts at DemandGenReport.com
- 6. #LLCseries Panelists! MODERATOR: David Lewis President and CEO, DemandGen InternaLonal Andrew Gaffney, Editor, Demand Gen Report
- 7. #LLCseries Download YourFree Copy! www.manufacturingdemand.com!
- 8. WARNING! The following showfeatures sales and marketing alignment projects performed under the supervision of professionals.! Accordingly, DemandGen must recommend that no one attempt to recreate or re-enact the activities performed on this show without the help of experienced professionals.!
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- 10. #LLCseries Why LeadScoring Sales Efficiency: Ranks each lead at the top of the funnel to help sales focus on the highest priority leads. Nurture Routing: Ranked leads can be routed to the appropriate nurture program based on the objective of the nurture.
- 11. #LLCseries 5 CommonLead Scoring Models! • Qualification Only (Fit Criteria)! • Interest Only (Engagement Behavior)! • Two-Dimensional (Cumulative roll up score)! • Two-Dimensional (Quadrant intersect rank)! • Predictive!
- 12. #LLCseries 2 Touch 2 Touch 3 Touch 1 +10 – Good Fit Criteria A +10 – Good Fit Criteria B +5 – Engaged on Website +15 – Downloaded Whitepaper Lead Scoring3 5 1 Wait 2 Days Lead Score Reporting6 Website Lead Capture Wait 1 Week Inquiry Nurture4 Campaign Runs MarkeLng AutomaLon CRM Sales Engagement 10 20 25 40
- 13. #LLCseries Two DimensionalLead Scoring! QualificaDon Level (fit) Interest Level (engagement) Lead RaDng A B B C
- 14. Copyright © 2012, DemandGen InternaDonal, Inc. Interest
- 15. #LLCseries In the physical world you can see the interest of a lead.
- 16. #LLCseries Interest scores leverage their digital body language (engagement)
- 17. #LLCseries Measuring InterestLevel! • Website Behavior! • Number of visits to site, # of pages visited, how recent, areas of interest (content)! • Form Activity! • Number of forms submitted, high interest forms (content type)! • Email Responsiveness! • Event Participation!
- 18. Copyright © 2012, DemandGen InternaDonal, Inc. Fit
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- 20. #LLCseries Case Study:Insulet!
- 21. #LLCseries Case Study:Diabetes Management 6. # of Injections/Day? 2. Who are you? (Persona) 3. Which Insurance Provider? 4. Current Treatment Method? 1. What Type of Diabetes? 5. Patients Age?
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- 23. #LLCseries Sample RatingMatrix! C D E B C D A B C Low Medium High High Medium Low Interest Level QualificaDon Level MarkeDng Qualified Lead (MQL) Inquiry
- 24. Copyright © 2012, DemandGen InternaDonal, Inc. CRM ImplementaLon
- 25. #LLCseries Presenting TheScored Leads!
- 26. #LLCseries Sales Team Training
- 27. #LLCseries Service LevelAgreements (SLAs)! *
- 28. #LLCseries Lead ScoringViews!
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- 30. Copyright © 2012, DemandGen InternaDonal, Inc. AudiLng
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- 32. #LLCseries Key Takeawaysfor Success 1. Assemble taskforce to discuss characteristics of sales-ready leads (seek outside expertise from DemandGen.com)! 2. Determine the criteria and behaviors that should be captured and incorporated into the lead scoring model! 3. Review and finalize the model with taskforce! 4. Prepare your forms, MA, and CRM! 5. Build out the lead scoring system and pilot! 6. Train sales on CRM interface and SLA’s! 7. Hold quarterly taskforce meetings to audit ! usage and discuss modifications!
- 33. #LLCseries Download YourFree Copy! www.manufacturingdemand.com!
- 34. #LLCseries Q&A //Panelists! MODERATOR: David Lewis President and CEO, DemandGen InternaLonal david@DemandGen.com Twi>er: @demandgendave Andrew Gaffney, Editor, Demand Gen Report
- 35. #LLCseries Lead LifeCycleSeries Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
- 36. #LLCseries Thanks forattending this session!! Make sure to a>end the next session in the Lead LifeCycle Series: h>p://dg-‐r.co/lls14