Lead score like a rockstar
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SCORE LIKE A ROCKSTAR ALLUVIO
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Transcript of Lead score like a rockstar
SCORE LIKE A ROCKSTARALLUVIO
ALLUVIO
KEY STAFF
CLINT BROWN, CEO
HALEY KIESER, PROCESS ENGINEER
Alluvio’s team is full of recovering perfectionists who are obsessed with the flow of things.
ALLUVIO
Alluvio uses a systematic approach to make an organization’s workflow more effective, more efficient, and more capable of adapting to an ever-changing environment. We work with unique businesses experiencing uncommon growth challenges to achieve strategic growth.
WHAT IS LEAD SCORING?
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1. KNOW YOUR BUSINESS
▸ How are you attracting your customers?
▸ What steps do you have laid out pre-purchase?
▸ What does your lifecycle marketing look like?
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2. KNOW YOUR CUSTOMER
▸ First step in Lifecycle Marketing
▸ Create Avatars to help you target right people
▸ More than demographics
▸ Give them a persona, face, and language
MAP YOUR SALES PROCESS
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THE MAP
▸ Use an Excel doc
▸ Two Activities: Manual and Automated
▸ Two sections:
▸ (1) Front end marketing & lead generation
▸ (2) Capturing, Nurturing, Follow up & Upsell
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SALES MAP EXAMPLELead Capture Lead Nurture Consult Nurture Sale Follow Up Upsell
What is the magnet?
How do you inform/persuade?
Deliver/Pitch
How do you keeptrying?
Which Product?
How do you retain?
Do you upsell?Referrals?
HOW TO SCORE
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HOW TO CREATE YOUR SCORING SYSTEM
▸ Most simple form: Lead is ready at 100 points
▸ Example:
▸ 5 touches to be hot, each touch = 20 points
▸ 10 touches to be hot, each touch = 10 points
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TRACKING USER ACTIVITY
▸ Simple Activity
▸ CRM Tags
▸ Decay
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SIMPLE ACTIVITY
▸ Web form submission
▸ Email opens
▸ Clicked links
▸ Subscriptions(+) and Unsubscribes(-)
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CRM TAGS
▸ What are tags?
▸ What can you see with tags?
▸ Specific Demographics
▸ Specific web form submissions
▸ Specific opened emails
▸ Specific answers in a web form
▸ Specific links clicked
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LEAD SCORE DECAY
▸ Interaction may slow down - “cool off”
▸ Decay triggers negative points
▸ Important to track: Cold leads should not go to sales department
MEASURE & TWEAK
POST-SALE LEAD SCORING
QUESTIONS?
