How To Implement An Effective Lead Scoring System

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How To Implement !An Effective Lead !Scoring System!

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Questions / ON24 Logistics !

• Download this white paper. • View our podcast. • Take our assessment • …

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Follow this webinar on Twi>er

#LLCSeries Demand Gen Report: @DG_Report

DemandGen InternaDonal, Inc.: @demandgenglobal

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Lead LifeCycle Series Prize Box!

Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher

the chance at winning one of these awesome prizes!

See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched in 2007 to track best pracDces in lead generaDon

•  Newsle>er has grown to more than 28,000 readers

•  We also offer a menu of research and best pracDces reports

•  New audio/video podcasts at DemandGenReport.com

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Panelists!

MODERATOR:

David Lewis President and CEO,

DemandGen InternaLonal

Andrew Gaffney, Editor,

Demand Gen Report

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Download Your Free Copy!www.manufacturingdemand.com!

WARNING!The following show features sales and marketing

alignment projects performed under the supervision of professionals.!

Accordingly, DemandGen must recommend that no one attempt to recreate or re-enact the

activities performed on this show without the help of experienced professionals.!

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Why Lead Scoring Sales Efficiency: Ranks each lead at the top of the funnel to help sales focus on the highest priority leads.

Nurture Routing: Ranked leads can be routed to the appropriate nurture program based on the objective of the nurture.

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5 Common Lead Scoring Models!

•  Qualification Only (Fit Criteria)!•  Interest Only (Engagement Behavior)!•  Two-Dimensional (Cumulative roll up score)!•  Two-Dimensional (Quadrant intersect rank)!•  Predictive!

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2

Touch 2

Touch 3

Touch 1 +10 – Good Fit Criteria A

+10 – Good Fit Criteria B

+5 – Engaged on Website

+15 – Downloaded Whitepaper

Lead Scoring 3 5

1

Wait 2 Days

Lead Score Reporting 6

Website Lead Capture

Wait 1 Week

Inquiry Nurture 4

Campaign Runs

MarkeLng AutomaLon

CRM

Sales Engagement

10 20 25 40

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Two Dimensional Lead Scoring!

QualificaDon Level (fit)

Interest Level

(engagement)

Lead RaDng

A

B B C

Copyright © 2012, DemandGen InternaDonal, Inc.

Interest

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In the physical world you can see the interest of a lead.

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Interest scores leverage their digital body language (engagement)

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Measuring Interest Level!•  Website Behavior!

•  Number of visits to site, # of pages visited, how recent, areas of interest (content)!

•  Form Activity!•  Number of forms submitted, high interest forms (content type)!

•  Email Responsiveness!•  Event Participation!


Fit

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Case Study: Insulet!

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Case Study: Diabetes Management

6. # of Injections/Day?

2. Who are you?(Persona)

3. Which Insurance Provider?

4. Current Treatment Method?

1. What Type of Diabetes?

5. Patients Age?

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Sample Rating Matrix!

C

D

E

B

C

D

A

B

C Low Medium High

High Medium Low

Interest Level

QualificaDo

n Level

MarkeDng Qualified Lead (MQL)

Inquiry


CRM ImplementaLon

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Presenting The Scored Leads!

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Sales Team Training

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Service Level Agreements (SLAs)!

*

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Lead Scoring Views!

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AudiLng

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Key Takeaways for Success 1.  Assemble taskforce to discuss characteristics of

sales-ready leads (seek outside expertise from DemandGen.com)!2.  Determine the criteria and behaviors that should be

captured and incorporated into the lead scoring model!

3.  Review and finalize the model with taskforce!4.  Prepare your forms, MA, and CRM!5.  Build out the lead scoring system and pilot!6.  Train sales on CRM interface and SLA’s!7.  Hold quarterly taskforce meetings to audit !

usage and discuss modifications!

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Download Your Free Copy!www.manufacturingdemand.com!

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Q&A // Panelists!

MODERATOR:

David Lewis President and CEO,

DemandGen InternaLonal [email protected] Twi>er: @demandgendave

Andrew Gaffney, Editor,

Demand Gen Report

#LLCseries

Lead LifeCycle Series Prize Box!

Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher

the chance at winning one of these awesome prizes!

See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

#LLCseries

Thanks for attending this session!!

Make sure to a>end the next session in the Lead LifeCycle Series:

h>p://dg-‐r.co/lls14

How To Implement An Effective Lead Scoring System

Documents

Transcript of How To Implement An Effective Lead Scoring System