The document discusses effective lead scoring and prioritization strategies for identifying high-quality prospects. It emphasizes the importance of understanding lead behavior and demographics to sort, evaluate, and nurture leads for improved sales results. Key benefits of implementing a lead scoring system include increased qualified leads, shorter sales cycles, and enhanced conversion rates.

1. Real World Rules for
Lead Scoring & Prioritization
What Really Defines a “Hot” Prospect?

2. Today's Presenters
Sham Sao is Chief Marketing Officer of
OneSource
Mr. Sao is responsible for OneSource’s
strategic marketing and global lead
generation efforts.
Lisa Cramer
President
LeadLife Solutions, Inc.

3. Today’s Agenda
• Finding Your Sweet Spot:
How Do You Identify & Attract “Priority Prospects”?
• Not All Prospects Are Created Equal:
Seeing the 360° Degree View of a Prospect by Appending Data
• The Case for Lead Scoring:
Why Marketing & Sales Need to Find Common Ground
• Lead Scoring & Prioritization
Real world rules for evaluating & scoring leads

4. Research Shows…
• According to Forrester Research 48% of B2B Marketers
reported that lead quality is a top concern
• On average only 16% of the total leads that are deemed
“sales-ready” opportunities actually close
• But many companies still not using lead scoring because…
– Lack the expertise around lead scoring
– Have incomplete information on leads (e.g., missing data such as
revenues, employee counts, industry, etc.)
Sources: Forrester Research, The Aberdeen Group – “2009 Lead Life Cycle Management Study” and “2008 Lead
Prioritization and Scoring Study”.

5. The Challenge
• Quality is #1, but Quantity is in the top 3 – need to deliver both.
• Getting it right is critical because if the criteria is too loose, you get too
much junk; if it’s off or too tight, you miss good leads

6. Benefits of Scoring
• Enables Sales to close more
good business
• Empowers Marketing to run
the right campaigns
• Helps Sales and Marketing
get on the same page
• Drives results for the
business overall

7. Prioritizing by Objective
Goals by Product/Region:
• Grow revenues as quickly as
possible?
• Maximize profitability by
selectively focusing growth?
• Increase throughput by closing
more deals, faster?

8. Getting a Clearer Picture
Add to sales & marketing database or CRM system (Industry,
Sector, Functional Area, Title, Geography)?
• Improved account planning
Co. Profile &
Industry News
• More completed leads with Corp Family
Tree Info
Rep Notes
shorter form (more leads)
• Better targeted marketing Prospect Supplied
Info
Appended Data
campaigns
• Lead prioritization

9. Poll Question
Have you analyzed what types of deals close the fastest,
generate the most revenues, and drive the most profit by
industry, size, region, etc…
A. Yes, we do this
B. No, we do it based on gut-feel
C. No, but we are planning on doing this
D. No, we are missing some of the data we need

10. Lead Scoring & Prioritization
• Defining a “Hot” Lead
Needs Nurturing?
WARM HOT
COLD WARM
“Sales Ready”?

11. Why Lead Scoring?
• Lead scoring has become crucial for marketers. Leads must be
scored and prioritized for appropriate action. Otherwise, you’ll be
wasting, time, effort and your budget.

12. Leads Flow In
• Inquiries and suspects flood in to marketing from all
directions:
o Email
o Website
o Events
o Whitepaper Downloads
o Google AdWords
o Banner Ads
o Direct Mail

13. Guidelines of a Sales Ready Lead
• What makes a good lead a “good” lead?
o Fits the criteria of a qualified lead defined by your sales and
marketing departments.
• Title, size, industry, geography, etc.
o History and behavior.
• What are they doing on your site? What are they downloading?
o Shows interest in what you are buying and selling.
• They come back to your website repeatedly or respond to your nurturing
programs.
Bottom Line:
A good lead is one that fits your company criteria combined with showing an
interest in what you are selling.

14. Lead Scoring & Prioritization
• Marketers must figure out how to sort through and find valuable leads
while they are “hot”.

15. What is Lead Scoring?
• The process by which marketing can distinguish (prioritize) leads
that are “sales ready” versus those that should be nurtured further.
o Method of assigning point values to different criteria for each lead that
comes into your organization.
o By ranking and prioritizing leads you can decide the likelihood of that
lead becoming a customer.

16. Types of Scoring of Scoring
Types
Demographics:
Information about the prospect
o Ex: Company size, job title, geography, etc.
Behavior:
Monitoring the prospects behavior
o Ex: Website visits, whitepaper and/or
case study downloads, etc.
Demographics + Behavior =
The complete picture of your
lead.

17. Lead Scoring Model
• Lead prioritization is a different discipline than categorization, more
attuned to Marketing action than Sales. It comprises a set of levels
for suspects, leads and Sales-ready leads.
• A very basic scoring scheme might look like this:
Note: Do not expect to get your scoring scheme right the first time. It’s a
process, so remain flexible to adjust based on experiences.

18. Customer Example
• Look for “engagement” with the content before having any further
conversations.
• How many points is that
engagement worth?
o If/then statements
o Is attending an event more
important than a Webinar?
o How many activities need
to happen = engagement?
o If nothing happens for 6 months do you reduce?
o Keep it simple

19. What Do I Score?
• An example of what you can score…
Scoring from an Email Campaign
2

20. Metrics that Matter…
By implementing a lead scoring and nurturing process
LeadLife customers have found:
Increase in qualified leads by 78%
Decrease in sales cycle from months to weeks
Increase in first call contact success rate from 12% to 85%
Decrease in cost of sales by 10%
Improved conversion rates up to 3x
Increase in quality of leads going to sales

21. Lead Scoring Poll
Q: Do You Currently Have a Formal Lead Scoring Process?
A. Yes, we have an automated lead scoring process in place
B. Yes, but we do our lead scoring manually
C. No, but we are moving towards a manual lead scoring
process
D. No, but we are considering an automated lead scoring
solution

22. Want to Learn More?
To request a Product Demo from LeadLife email
info@leadlife.com or
Call 1-800-680-6292
Receive free trial access to OneSource:
www.OneSource.com/LeadGen
Special Offer for Call-Ins Only:
Receive 25% off your data enhancement project (add
new contacts or business information, update existing
contacts, de-dupe your database)
1-866-632-1910
To request the slides from today's presentation please email info@leadlife.com

23. Questions & Poll Results…

24. Poll Question
Have you analyzed what types of deals close the fastest,
generate the most revenues, and drive the most profit by
industry, size, region, etc…
A. Yes, we do this
B. No, we do it based on gut-feel
C. No, but we are planning on doing this
D. No, we are missing some of the data we need

25. Lead Scoring Poll
Q: Do You Currently Have a Formal Lead Scoring Process?
A. Yes, we have an automated lead scoring process in place
B. Yes, but we do our lead scoring manually
C. No, but we are moving towards a manual lead scoring
process
D. No, but we are considering an automated lead scoring
solution

26. About OneSource
Overview:
You can count on OneSource to:
Constantly monitor and assesses provider content to ensure you have access to
the highest quality business intelligence possible.
Link millions of news items to pertinent companies, industries, geographies and
business topics to increase search relevance.
Leverage the individual strengths of best-of-breed research firms supplemented
by our own proprietary data compilation processes distilled into one, clear,
concise, value-rich resource.
Customers access our world-class information through portals, application
integrations, CRM systems, mobile devices, and many other convenient media.
For a Free Trial of OneSource Visit: www.OneSource.com/LeadGen

27. About LeadLife Solutions
Overview:
LeadLife Solutions, Inc. is a provider of on-demand lead management software
that enables B2B marketers to automatically track, score, prioritize and nurture
leads. With LeadLife’s flexible and intuitive software you can increase the value of
your lead generation dollars online/offline, qualify sales leads, shorten sales cycles
and increase your marketing ROI. At LeadLife it’s not only about leveraging
automation, but also delivering lead management best practices to increase
marketing and sales success.
For more information on lead management and our best practices, please visit
www.leadlife.com or call 1-800-680-6292.