Enable Lead Scoring

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  • 1. Enable Lead Scoringwith Marketing AutomationMary L. WallaceDirector, Client Marketing ServicesUBM

2. Lead Scoring is HOT! On average, organizations that currently uselead scoring experience a 77% lift in leadgeneration ROI, over organizations that do notcurrently use lead scoring. MarketingSherpa Companies that get leadscoring right have a 192%higher average qualificationrate than those that do not Aberdeen Group 3. Agenda Setting the Stage For Lead Scoring Business Value of Lead Scoring How to Build a Lead Scoring Program thatWorks for You Keys to a Successful Lead Scoring Program 4. About Me Director, Marketing Automation atUBM Tech Responsible for the design,development, and implementation ofinnovative client and marketingcampaigns. Optimize marketing programperformance through the use ofstrategic marketing models andprocesses that leverage marketingand sales automation solutions. 5. Today You Will Learn Business Value of Lead Dimensions of a Lead Scoring Model How to build a Lead Scoring Program that worksfor you 6. What is Lead Scoring? Technique for quantifying/ranking leads based on profile, behavior,demographics Score is used to prioritize potential value of leads / likelihood topurchase Lead score 360 view Program/Campaign centric view Product centric 7. What Does Lead Scoring Look For? Activity Strong FitPersona Best Fit Persona Poor Fit Activity Poor Fit 8. Lead Scoring ProcessEmailCampaignsTelemarketingProfile DataWebsiteInteractionEventsForm Data 50 pts 75 ptsMQLSRLNurture Inside Sales Campaign 9. What Happens without Lead Scoring Marketing and Sales Cannot Agree on Qualified Leads Sales Cannot Find the Qualified Leads Quantifiable Feedback Loop From Sales to Marketing is Missing 10. Business Value of Lead Scoring Improve Results of Marketing Efforts sales conversion rates sales effectiveness pipeline health Reduce cost/effort of inside sales Increase close rates Optimize ROI on your lead management efforts 11. What Should Be Scored? Explicit Lead Source Demographics (job role, buyer persona, company size, location, department) BANT questions/Progressive Profiling Implicit (Digital Body Language) Email open/Email Click Web site specific page (+/1) Return Content Interaction Activity Velocity 12. Who Should Design the Scoring Model? Lead Scoring QuantifiesAgreement between Sales andMarketing What intel optimizes sales? When is a lead ready? What leads are tire kickers Dont set it and forget it Learn from Experience Optimize your program Build new programs that compliment or are diverse from existing program(s) 13. Step 1:Get Your Team Together and Define The Goals 14. Step 2: Select Scoring Dimensions Use historical trends,existing analytics todefine what criteria shouldbe used Both implicit (digital bodylanguage) and explicit(profile data) should beincluded Hardest Part of Building aProgram Good Enough is Good Enough Return to Optimize 15. Step 3: Assign Point ValuesDimensionLow X Medium X High X Determine TheACTIVITY Impact Should Each Lead Source 5 10 15 Dimension have Web Siteon score (Larger Web Page Visit125 Numbers have Web Page Visit-1 -2 -10 greater impact) Email Activity Unique Open 124 Unique Click124Content Consumption Use CategoriesDEMOGRAPHICSAwareness Asset 0(High, Medium,Job RoleRecognition Asset025 4Low) Company Size Asset Consideration 04 10 8 Location Preference Asset01 15 2 Industry Justification Asset 01 2 Define Conversion 20 Velocity Caps -1010Convert?SRL/Hot 130 noMQL/Warm70 noColdN/A N/A 16. Step 4:Model It!If a lead who is has a high job role, in a high industry that visits my website twice, picks up 1 awareness content and 2 consideration content and opens and clicks in 3 emails (2 high, 1 medium) attended a webinar Is that a MQL, a SRL, or a lead at the top of the funnel? Note: Historical Trends, Existing Data Analytics will help validate model 17. Dimension Low XMedium X High XACTIVITY Lead Source 5 10 15 Web Site Web Page Visit1252 Web Page Visit-1-2-10 Email Activity Unique Open 121 42 Unique Click121 42 Content Consumption Awareness Asset51 Recognition Asset 10 Consideration Asset 15 2 Preference Asset20 Justification Asset 8125 Webinar Register10 Webinar Attend 75 25 1 Velocity-10 010 xCALL TOe ACTION 0 S cor Response it y 0 6 20 70ct ivct ionBANT Ato A BudgetCall08 16 T ics noBA N Authority ograph05 10e m130yes Need D070 N/A8 16 Timing05 10 vert? N/A ConDEMOGRAPHICS tHo Job Role SRL/arm024x L/W CompanyM QSize048 Location Cold 012Industry 012x 18. Step 5:Build it Now!Key Points: How/When Enter Lead Scoring Programming Build Incrementally to Test Each Module Test all Permutations Each MAS solutions is different Example is from Eloqua 10 19. Update Score Based onCriteria Route Leads based onConditions Update Score DateRemove Lead fromProgram 20. Keys to Success1. Joint Commitment Between Sales and Marketing Conversion Points Hand Off Process2. Clean Data Inaccurate DataProduces Off-TargetResults Re-Score After Data isUpdated3. Measure Performance Continuous toRefinement/Optimization 21. Key Takeaways1. Lead Scoring is not the silver bullet. It is a structured method for defining and qualifying leads.2. Lead scoring done right will3. Lead scoring criteria should include both implicit and explicit data points4. Model and Validate the Lead Scoring Program before Building it out in Your MAS5. Lead Scoring Should be Continually Reviewed and Optimized