How Lead Scoring Helps

Drive Conversions

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Chat or Q/A

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Today’s Presenters

Andrew Gaffney Editor, DemandGen Report

Atri Chatterjee CMO, Act-On Software

Poll Question:

Are you currently using Lead

Scoring?

Need for Scoring

(Gartner Research)

Up To

of sales leads are not properly leveraged

or are completely ignored, thus wasting

marketing program dollars.

Impact of Lead Scoring

of survey respondents said that their primary

reason for implementing a lead scoring

system was to achieve added revenue

(GleanSight Lead Prioritization Report, Gleanster Research)

Impact of Lead Scoring

(MarketingSherpa - Jan 2012)

In comparison to lead generation ROI from those

surveyed who were not using a

lead scoring process.

The average lead generation ROI for

organizations using a lead scoring

process is

Challenges of Scoring

Rate the level of priority given to each functional area PRIOR to

selecting/deploying a marketing automation solution.

Very Important Somewhat

Important Not Prioritized

Email Marketing 82% 14% 4%

Drip Email Marketing 44% 34% 22%

Lead Nurturing 61% 23% 16%

Lead Scoring 36% 41% 23%

Anonymous Visitor

Tracking 28% 46% 26%

Web Forms 64% 22% 14%

Landing Pages 59% 34% 7%

How To

Simple scoring systems

can be established to

factor in both activity and demographic profiles

Example

• You're a small software company that sells patch management software.

• You have two offices, one in Asia and one in the US, but you aren't global yet.

• Your software isn't cheap, so you need prospects with reasonably large budgets.

Lead Scoring Example

Registration Question Excellent Prospect Okay Prospect Bad Prospect

Job Title IT Director 5 System Administrator

3 Sales Engineer -4

Location of Headquarters

United States 5 Hong Kong 4 Romania -5

Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information Technology

Services

5 Computer Software

4 Automotive -5

Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2

Implicit Online Behaviour Point Value

Visitor downloaded the How Do We Compare To Our Competition white paper 5

Visitor browsed company website multiple times in the past 7 days. 5

Visitor downloaded the Evaluation Guide. 5

Visitor is already a lead in the sales system. 4

Visitor clicked on company's Jobs web page. -5

Impact of Scoring

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Prioritizing hot leads improves close

rates and ensures timely response to

ready buyers

Example: Setting Scoring Rules

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Profile-Based Scoring

Behavioral-Based Scoring

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Poll Question:

What attributes are you scoring?

Scoring’s Impact On Campaigns

Lead scoring can improve the

effectiveness of online campaigns by

providing intelligence for segmentation

and targeting.

What activities should I score?

Email Marketing

• Clicked on message

• More points for specific messages

• Do not assign score for:

• “Email sent” – no action taken on their part

• “Opens”

Web Visits

• How many pages did they visit?

• Which pages did they visit: Contact Us and/or Pricing vs Support?

• How often do they visit the site?

• Where did they come from?

Webinars

• Attendees vs. Non-Attendees

• Who visited registration page but didn’t submit

Forms

• Submitted /viewed form

• How did they respond to the questions?

• Is the data they provided valid?

• Do they fit your target audience?

Pay-Per-Click

• Which keywords perform the best?

• What is my cost per click?

• Where did they come from?

Other Demand Gen

• Download whitepaper or other media?

• Attended a trade show / physical event?

• Which mailing lists performed the best?

• Which print advertising generates leads?

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Poll Question:

How are you prioritizing leads?

Aligning Messaging

What were the business objectives that you were looking

to address when you decide to deploy a marketing

automation solution?

(GleanSight Lead Prioritization Report, Gleanster Research)

Response Count

Personalizing Communication

With Prospects 43%

Generating

More Leads 68%

Increasing Flow Of Qualified

Sales Opportunities 70%

Re-engaging

Inactive Leads 36%

Learning More About

Interests of Prospects 29%

(check all that apply)

The Funnel

• Top of funnel: Marketing

• Middle of funnel: Lead qualification

• Bottom of funnel: Sales team

Raw leads

Qualified leads

Sales

prospects

Word of

mouth

Marketing

Lead

Qual

Sales

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Relationship Between Scoring/Nurturing

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What were the business objectives that you were looking to

address when you decide to deploy a marketing automation

solution? Response

Count

Personalizing Communication

With Prospects 43%

Generating

More Leads 68%

Increasing Flow Of Qualified

Sales Opportunities 70%

Re-engaging

Inactive Leads 36%

Learning More About

Interests of Prospects 29%

(check all that apply)

Categorizing longer-term leads helps to keep them

warm with lead nurturing campaigns

Nurturing in Action

New leads

• Further qualify prospects

• Maintain prospect mindshare

Re-engage/Re-market

• Reach back out to contacts that are “lost to no decision”

• Stay top of mind for when they’re ready to make decision

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Example: Re-Marketing Nurture

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Poll Question:

On a scale of 1-5, how satisfied

are you with your current scoring

and nurturing tool?

Next Steps

8 Tips for Getting Started with Lead Scoring

1. Take Ownership

2. Start Somewhere

3. Stay in Sync with Sales

4. Measure, Measure, Measure

5. Profile your Prospects

6. Set Scoring Parameters

7. Embrace the Negative

8. Automate

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