How to Create Lead Scoring Models with Marketo Examples

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Lead Scoring Behavioral & Demographic Dan Radu Marketing Automation Consultant Examples

description

How to rate what leads are "hot" and what leads are "not"? Marketing automation software technology allows you to do that. The presentations includes best practices for creating Lead Scoring models. The examples given are based on Marketo, however the same principles can be used in many other marketing automation solutions. The presentation was initially made at the Marketing Automation Toronto MeetUp focused on Lead Scoring. http://www.macromator.com/lead-scoring-meetup-marketo-examples/

Transcript of How to Create Lead Scoring Models with Marketo Examples

Page 1: How to Create Lead Scoring Models with Marketo Examples

Lead ScoringBehavioral & Demographic

Dan RaduMarketing Automation

ConsultantExamples

Page 2: How to Create Lead Scoring Models with Marketo Examples

What is Lead Scoring?

The Lead Score determines a prospect’s level of interest and ranks their profile

References1. Your No-Nonsense Lead Nurturing Plan, Erica Stritch,

RainToday.com, http://www.raintoday.com/blog/your-no-nonsense-lead-nurturing-plan 2. The Definitive Guide to Lead Scoring, Marketo, pg. 63. The Definitive Guide to Lead Scoring, Marketo, pg. 48

Why is this important?• Less than 25% of new leads are sales-ready1

• 10% increase in lead quality can translate into 40% increase in sales productivity2

• Decreases the sales cycle time from lead generation to sales conversion3

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Behavioral & Demographic

Engagement

• Opens• Clicks• Page Visits• Downloads• Responses• Meeting Requests• Webinar Attendance• Website Search Query

Profile

• Revenue• Industry• Number of Employees• Country• Job Title• Role (e.g. Buyer,

Supplier, Job Seeker)

Data Vendors

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Marketo Tokens

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Smart ListWho

FlowWhat

Meeting Request Example

{{my. Engagement – Fills Out Meeting Request}} = +50

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Smart ListWho

FlowWhat

Job Title Change Example

{{my. D – Job Title - High}} = +20{{my. D – Job Title – Mid }} = +15{{my. D – Job Title – Low }} = +10

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Lead Scoring Matrix

A

B

C

1

2

3

Hot

Warm

Cold

81 to 100

51 to 80

0 to 50

Indicator Lead Score

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Microsoft Dynamics CRM – Best Bets

Salesforce.com CRM – Sales Insight

Leads in CRM

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Plan and ExecuteBefore • Definition of a “lead”

• Buying behavior• Personals• Ideal customer profile • Sales readiness threshold• Sales funnel

During • Work closely with sales • Identify behavior / demographic scores and their

importance• Establish a lead methodology / indicators• Sample test

After • Monitor and review• Regular conversations with sales • Exclude yourself and your team• Adjustments based on new findings

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Lead Scoring Decay

When should lead score decrease?

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Lead Scoring Decay

• Browsing job descriptions

• Lack of engagement

• Unsubscribes• Spam complains• Do not call requests

• Undesired country

• Unsuitable industry

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Lead Scoring Decay

• Personal email addresses

• Looking for “free services”

• Unrealistic interest in products

• Negative social media comment

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Lead Scoring Decay

• False name (e.g. does not contain a vowel)

• Inadequate budget

• Limited decision making power

• Job title is “Student”

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Thank You

Dan RaduMarketing Automation

Consultant

647 760 [email protected]: Macromator