Here are 10 best practices to follow once you have deployed predictive lead scoring, based on the blog post by Keith Burrows, our senior director of alliances and partnerships. Read more here: http://www.lattice-engines.com/blog/predictive-lead-score-best-practices

1. YOU HAVE A
PREDICTIVE
LEAD SCORE
NOW
WHAT?

2. More and more marketers
are buying into predictive
marketing.
They are looking to take their marketing automation to the next
level to lift conversions and achieve revenue growth. We’ve
reviewed more than 100 customer implementations and pulled
together a set of 10 best practices any marketer can implement
after a predictive lead-scoring launch.

3. RE
1
ALIGN
WITH SALES

4. Once you launch predictive lead scoring, you must
educate your sales team on what it means and how
it will alter their processes. You are now delivering
a lead that has high propensity to buy versus a lead
that ranked high with rules-based scoring. So, how
do you make the sales team take notice? Deliver
the predictors, provide visibility and get alignment
with you operations team to roll out the lead from
a position of strength. If your previous attempts at
lead scoring have fallen flat, predictive lead scoring
can be the low-hanging fruit to deliver since it can
be quickly deployed and it works.

5. 2
REFRESH YOUR
LEAD NURTURING
PROGRAMS

6. Now is the time to revisit how you nurture. No more
generic lead flows. High propensity leads should be
treated with accelerated nurture paths. Non-likely
purchasers should be placed on educational tracks
until they graduate based on predictive behaviors
and events.

7. 3
UNDERSTAND THE
TRIGGER EVENTS
THAT MATTER

8. Imagine being able to identify the top 20 random
trigger events that can occur at the business
level (exec change, funding, job hiring, regulatory
change, et al) and create engagement paths for the
marketing and sales team. Your predictive scoring
partner can help uncover these signals from the
noise.

9. 4
UNLOCK THE HOLY
GRAIL OF ACCOUNT-BASED
MARKETING

10. All companies want to understand what companies
are most likely to engage and when they are likely
to engage. Predictive scoring should steer you in
the direction in identifying what companies are
most likely to engage now, allowing you to focus
on the proper engagement strategy to push your
company to the advantage.

11. 5
VISUALIZE YOUR
VERTICALS

12. A predictive scoring approach should help you
uncover the verticals that are most likely to
purchase your products or services. Take advantage
of this process and learn the best segments for
your business.

13. 6
FIGURE OUT WHAT TO
DO WITH CONTENT

14. Your scoring solution will provide insights on
verticals, key accounts and trigger events. Do you
have your content aligned with the buyer journey
and your predictive outcomes?
Content, whether it lives on your website, emails,
social media or blog, should always be aligned
with the buyer journey. Following this best practice
will help even further accelerate the benefit that
predictive scores can provide.

15. 7
UNDERSTANDING
THAT RESULTS
MANDATE CHANGE

16. With predictive scoring, many times the results
often tell great stories. They also show where
marketing spend and corresponding results are
the weakest. They are no Sacred Lambs, so be
prepared to make changes on spend from an
emphatic proof on return.

17. 8
GET READY FOR
NEW REPORTING

18. You can expect your metrics will look different:
Better Quality, High Velocity through the Funnel,
Increased Funnel Growth and Higher Closed-Won
percentages. You will want to have the proper
reporting and follow-up strategy to existing
reporting. For example, you may have to create
new reports or build on existing reports to fully
leverage the new insight.

19. 9
DOCUMENT THE
PROCESS

20. This may be a no-brainer but predictive scoring
is bound to have an impact on your fully baked
marketing processes. Be diligent and write down or
draw out your new workflows, whether it is changes
to your lead routing or SLAs.

21. √
10
CONDUCT A SKILL
√
√
√
ASSESSMENT

22. Self-evaluation is critical. Do you have the right
change management skills to operationalize
predictive scoring? Often companies know what
they have to do, but lack the understanding of how.
Having a partner versed in predictive scoring can
dramatically accelerate the process of embracing
lead scoring.

23. Predictive scoring can have
a tremendous impact on
lifting your conversions.
With these 10 best
practices in place, you’ll
be on your way to the next
level.