Secure Code Warrior

1. © Adobe, Inc.
Take the Lead, Lifecycle Fundamentals
Chris Yeoh
Secure Code Warrior

2. 2© Adobe, Inc.

3. 3© Adobe, Inc.

4. 4© Adobe, Inc.
Agenda
● Data quality
● When to pass: cold vs warm vs hot
● SLA and infraction alerts
● Sales and marketing alignment
● Segment your lifecycle
● Nurture, just do it!
● Q&A

5. 5© Adobe, Inc.
Data Quality
Name
Company
Location Job role
Email
Phone
Web form
comments
Acquisition
program
Lead
source
Acquisition
program
date

6. 6© Adobe, Inc.
Data Quality
Blog sign-up
Website trial
Demo request

7. 7© Adobe, Inc.
Data Quality
Lead list upload template:

8. 8© Adobe, Inc.
When to pass
Download Corporate
Content +30
Download Gated
Content +20
Email-Link Click +10
Email Open > twice
+10
Form Contact Us
+100
Form Demo Request
+100
Form Website Trial
+50
Social Post
Interaction +10
Web page visit > 5,
+10
Web page pricing
+10
Decay inactive 60
days -30
Decay opportunity
lost -50
Decay student -100
Decay visits careers
page -100

9. 9© Adobe, Inc.
Cold vs warm vs hot
Cold Warm Hot
<100 lead score 100+ lead score
100+lead score
demo request /
contact us

10. 10© Adobe, Inc.
SLA and infraction alerts
24 hours: lead owner
48 hours: lead owner
& Sales Director
72 hours: lead owner,
Sales Director,
& CEO.

11. 11© Adobe, Inc.
Sales and Marketing alignment
1. Keep Sales in the loop
2. Give Sales a voice and choice
3. Collaborate on the lead scoring criteria together
4. Encourage Sales to be curious.

12. 12© Adobe, Inc.
Segment your lifecycle

13. 13© Adobe, Inc.
Nurture…...just do it!

14. 14© Adobe, Inc.
Summary
● Data quality
● When to pass: cold vs warm vs hot
● SLA and infraction alerts
● Sales and marketing alignment
● Segment your lifecycle
● Nurture, just do it!

15. © Adobe, Inc.
QUESTIONS

16. © Adobe, Inc.
THANK YOU