Leveraging Lead Scoring and Nurturing to Increase Your Microsoft Dynamics ROI

Cari Aves, Sr. Product Marketing Manager, Marketo

Jeff Marcoux, Sr. Product Marketing Manager, Microsoft Dynamics

Today’s Speakers

Cari Aves

Sr. Product Marketing Manager, Marketo

Jeff Marcoux

Dynamics CRM Sr. Product Marketing Manager,

Microsoft

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• All attendees will receive a copy of the slides and webinar recording

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

ABUNDANCE INFORMATION

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Revenue Cycle

All N

am

es

Pro

spect

&

Recycle

d

Lead

AW

AR

EN

ESS

Engaged

Opportunity Customer

Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

All N

am

es

Pro

spect

&

Recycle

d

Engaged

The Leaky Revenue Cycle

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

Le

ad

De

ve

lop

me

nt

Ga

p

Issue 1: Marketing hands off leads too early. Unqualified leads waste sales’ time.

Issue 2: Sales cherry picks leads, letting longer-time-frame leads leak out.

Issue 3: Marketing spends more to recapture lost leads.

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing

Lead Nurturing Plugs the Leak

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

Lead information capture, scoring, routing, and

monitoring close the gap.

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Value of Lead Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Research data, funny videos, curated lists, infographics, thought leadership

Match Content to Buying Stage

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

Content must always be relevant and helpful

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Lead Nurturing Relevance

A

B

C

D

1 2 3

Stages 1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%

Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Completing the Revenue Cycle: Getting the Right Lead to the Right Rep at the Right Time

SALES MARKETING

あなたは、これらの"リード"彼らは

ただの名前だが、なぜわざわざ呼び出す

На одделот за

продажба

никогаш не го

нарекува мојот

потенцијални

клиенти. $ $

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What’s the Value of Lead Scoring?

• Higher Win Rates

• Shorter Sales Cycles

• Higher Revenue Per Rep

Source: CSO Insights

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

Other Benefits of Fewer But Higher Quality Leads

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data quality

• Data append

• Corporate email?

• Location

Interest Are they interested in you?

• BANT • Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Interest Scoring - Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Model the Full Revenue Cycle

Screenshot: Marketo Revenue Cycle Modeler

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

No Sales Lead Left Behind

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Key Takeaways

1. Buying behavior has transformed –demand generation needs to keep up

2. Lead nurturing and lead scoring = 50% more qualified sales leads and 20% better revenue attainment

3. Develop leads regardless of timing to buy, recycle and resuscitate

4. Go beyond marketing to focus on complete revenue cycle – nurturing and scoring are essential

5. Implementation: think big, start small, move quickly

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Additional Resources

The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN

The Definitive Guide to Lead Scoring http://bit.ly/DGtoLS

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark