Close More Deals with Effective Lead Scoring

Stacey ThornberrySr. Enterprise Field Marketing ManagerMarketo@Stacey_T

Marketo: Engagement Marketing Platform Engage people in a

meaningful, lifelong and personalized way across channels

Measure and maximize impact of marketing investments across channels

Generate awareness and ensure potential customers can find you

Manage, coordinate and plan the marketing activities across your teams

CUSTOMER

• Marketing calendar

• Web / Mobile Personalization• SEO • Social Marketing

• Revenue Cycle Analytics

• Marketing Automation• Web / Mobile Personalization• Social Marketing

Attract Engage CloseDrive more

inbound website traffic

Convert web visitors

to leads

Right message Right person

Right timeAccelerate the sales

cycle

Increase quality leads to sales

Win more deals

Attract Engage CloseDrive more

inbound website traffic

Convert web visitors

to leads

Right message Right person

Right timeAccelerate the sales

cycle

Increase quality leads to sales

Win more deals

Agenda• How can you benefit from sales and

marketing alignment?• Steps to effective alignment & how lead

scoring leads to more deals won• Examples from Marketo’s own teams

Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*

Why Alignment is Important

*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Why Alignment is Important

Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*

*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.

Sales doesn’t want

names – they want

“Win Ready” leads

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Improves Conversion Rates

Exceeded “meetings scheduled” quota by

Leads Generated by Sales Development

97%Sales Development Revenue Pipeline

101%

Tighter alignment of marketing and sales yields more leads, more opportunities, and more deals

closed at LiveIntent

“Marketo gives us visibility into what’s working and who is actually engaging. We can prioritize outreach in our CRM system; the right leads are coming in and we’re reaching out to them and getting great results.”-Scott Daily, Digital Marketing Manager

50%

How Do You Achieve Alignment?

• Marketing Qualified Lead (MQL)• Sales Qualified Lead (SQL)• Opportunity• ROI

Step #1: Define Common Terms

• For new business at Marketo, we create an MQL based on:

• A sort score of 100+, which is a combination of:• Demographic “Fit Score”• Engagement score• Buying intent

• Can be a MQL once every 6 months

What is a Marketing Qualified Lead (MQL)?

Lead scoring—a method of ranking leads for their sales-readiness, agreed upon by both sales and marketing—is essential to ensuring that your organization is aligned.

Creating an MQL: Utilizing Lead Scoring

Download our Definitive Guide to Lead Scoringhttp://www.marketo.com/definitive-guides/lead-scoring/

Why Score Leads?

• Demographic Scoring• Ex: Job role, job title, technology used, country, industry, etc.

• Asset Scoring• Ex: Alignment to stage of buying cycle

• Behavior Scoring• Ex: Website data (downloads, page visits), channel participation (PPC,

events, inbound call)

• Product Interest Scoring• Ex: Aligned to featured product in content engagement

Types of Lead Scoring to Add Up to MQL

• Higher Win Rates• Shorter Sales Cycles• Higher Revenue Per Rep

What do MQLs mean for you?

Source: CSO Insights

How Easy Is it To Get Information About Prioritizing Sales Efforts?

Other Benefits of Fewer But Higher Quality Leads

• A lead that has been accepted by an Account Executive

• Demonstrated BANT• Budget• Authority• Need• Time

What Is A Sales Qualified Lead (SQL)?

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

Database BOFU

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseExposed to us via content,

brand, or word of mouth

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseFeels a relationship and trust

with us

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

Database

Names are just names

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseMeaningful interaction with

us

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

Database

Nurture until ready for next

step

Qualified potential customer

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseMarketing qualified lead (score >

100) – Sales Development Rep (SDR) reach-out

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseQualified as sales-ready by Sales

Development Rep (SDR)

Step #2: Define Your Revenue Funnel

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomer

Lead

Sale s

Lead

Nurturing

DatabaseAccepted and actively worked by sales:

marketing quota attainment

Step #2: Define Your Revenue Funnel

Step #3: Set Common Goals & Plan Smartly

Goal Team ResponsibleTargets MarketingMQLs MarketingSQLs, Opportunities Sales Development

Representatives, Marketing

Wins, Revenue Sales (Account Executives)

Step #4: Plan Together, Succeed Together

31% increase in MQL acceptance

63% improvement in Marketing’s contribution to total revenue

Step #5: Structure Organization for Alignment

Stars and Flames show

priority

Step #6: Automate for Success

Full list of Interesting

Moments

Step #6: Automate for Success

Step #6: Automate for Success

• Businesses are 67% better at closing deals when sales & marketing work together

• Sales and marketing alignment extracts 208% more value from marketing with 108% less friction

• Effective alignment starts with a consistent language, SLA’s and a measurement system

Tweetable Takeaways

@Stacey_T

Thank You!