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Lead Scoring Recommendations for UC Services
- 1. We Connect. We Deliver. | Unified Communications Services Recommendations for Lead Scoring West UC & Assurance
- 2. We Connect. We Deliver. | Unified Communications Services Presenters Jim McLemore Senior Manager, Marketing Technology West Unified Communications Sean Baker Senior Marketing Technology Analyst Assurance
- 3. We Connect. We Deliver. | Unified Communications Services Lead Scoring Key Challenges “I need more Hot Leads!” “These leads suck!”
- 4. We Connect. We Deliver. | Unified Communications Services Lead Scoring Key Challenges My Data is so confusing! My page tags / tag groups are confusing!
- 5. We Connect. We Deliver. | Unified Communications Services Lead Scoring Key Challenges Setting Expectations Measuring Success
- 6. We Connect. We Deliver. | Unified Communications Services Defining What’s Hot • Work with Sales • Focus on Quality over Quantity • Use Metrics that measure lead quality not quantity.
- 7. We Connect. We Deliver. | Unified Communications Services Defining Success • Use Metrics that measure lead quality not quantity. – Lead conversion time – Lead SAL rates – Qualification Rates – Opportunity rates – Time to close – % of leads closed Won – Sales happiness with lead quality.
- 8. We Connect. We Deliver. | Unified Communications Services Getting More Hot Leads • Your HOT leads are a % of your total leads. • To get more you need to drive more into the top of the funnel. • Improving lead sources may increase your % of Hot leads.
- 9. We Connect. We Deliver. | Unified Communications Services Turning Warm into Hot • Marketing is responsible for Turning Cold/Warm leads into hot! – Profile Cold (C-D) • Buy Updated information • Ask for updated information • Offer/contest for new information • Clean/Standardize data
- 10. We Connect. We Deliver. | Unified Communications Services Turning Warm into Hot – Engagement Cold (3-4) • Nurturing • Sales Signature rule – Faux Forward • Improve Content Quality • Reduce Form Length • Faux Form submit – C-suite click
- 11. We Connect. We Deliver. | Unified Communications Services Product Limitations • Ability to auto escalate based on certain engagement • Multi-factor scoring – C-suite clicks = HOT • No Negative scoring (Career page, title=student) • Must score everyone • Can’t view folder hierarchy in lead scoring tool
Editor's Notes
- NOTE: THIS TEMPLATE IS FOR INTERNAL USE ONLY.
- Need More A1 Leads - Sales/Leadership may ask you for more leads. You could easily move your “standard engagement scale” to mark more of these leads as hot. But how do you determine the trade-off between quality and quantity? -Sean story about needing more “hot leads” to meet #goals. These Lead Sucks – Degrading your scale is likely to lower your lead quality and make Sales frustrated at your leads…or worse ignore them. Think of this as a balancing act between lead quality and lead volume.
- Data Quality issues will make scoring difficult. Especially with profile scores. For engagement scores page tagging and tag groups are important and folder structures.
- The key to implementing a successful Lead Scoring program is to set realistic expectations and ensure you are using the appropriate metrics to measure success. Lead scoring is intended to: Improve lead quality Categorize leads so you know which to follow up with what. Profile Fit, High Engagement – Sales ready Profile misfit, High engagement – nurture – check for updated profile information, try to identify other stackholders/title. Profile Fit – Low Engagement – Nurture, Nurture Nurture Profile misfit, low engagement – low priority, back burner. May also want to add to a group to eventually cleanse from your data.