How Lead Scoring Helps Drive Conversions

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Chat or Q/A

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Today’s Presenters

Andrew GaffneyEditor, DemandGen Report

Atri ChatterjeeCMO, Act-On Software

Poll Question:Are you currently using Lead

Scoring?

Need for Scoring

(Gartner Research)

Up To

70%70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.

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Impact of Lead Scoring

• Insert Chart from Myths & Realities Showing How Scoring is Top Priority for those implementing

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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)

84%#AOWEB

Impact of Lead Scoring

(MarketingSherpa - Jan 2012)

The average lead generation ROI for organizations using a lead scoring process is

138%In comparison to

lead generation ROI from those surveyed who were not using a lead scoring process.

78%

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Challenges of Scoring

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How To

• How simple scoring systems can be established to factor in both activity and demographic profiles

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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

• How prioritizing hot leads improves close rates and ensures timely response to ready buyers

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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

• How lead scoring can improve the effectiveness of online campaigns by providing intelligence for segmentation and targeting

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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

• How scoring helps to align messaging with buying cycles

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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

• How categorizing longer-term leads helps to keep them warm with lead nurturing campaigns

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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#AOWEB

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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