Lead Scoring Conversions Webinar
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Transcript of Lead Scoring Conversions Webinar
How Lead Scoring Helps
Drive Conversions
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Chat or Q/A
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Today’s Presenters
Andrew Gaffney Editor, DemandGen Report
Atri Chatterjee CMO, Act-On Software
Poll Question:
Are you currently using Lead
Scoring?
Need for Scoring
(Gartner Research)
Up To
of sales leads are not properly leveraged
or are completely ignored, thus wasting
marketing program dollars.
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)
Impact of Lead Scoring
(MarketingSherpa - Jan 2012)
In comparison to lead generation ROI from those
surveyed who were not using a
lead scoring process.
The average lead generation ROI for
organizations using a lead scoring
process is
Challenges of Scoring
Rate the level of priority given to each functional area PRIOR to
selecting/deploying a marketing automation solution.
Very Important Somewhat
Important Not Prioritized
Email Marketing 82% 14% 4%
Drip Email Marketing 44% 34% 22%
Lead Nurturing 61% 23% 16%
Lead Scoring 36% 41% 23%
Anonymous Visitor
Tracking 28% 46% 26%
Web Forms 64% 22% 14%
Landing Pages 59% 34% 7%
How To
Simple scoring systems
can be established to
factor in both activity and demographic profiles
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
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Prioritizing hot leads improves close
rates and ensures timely response to
ready buyers
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
Lead scoring can improve the
effectiveness of online campaigns by
providing intelligence for segmentation
and targeting.
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
What were the business objectives that you were looking
to address when you decide to deploy a marketing
automation solution?
(GleanSight Lead Prioritization Report, Gleanster Research)
Response Count
Personalizing Communication
With Prospects 43%
Generating
More Leads 68%
Increasing Flow Of Qualified
Sales Opportunities 70%
Re-engaging
Inactive Leads 36%
Learning More About
Interests of Prospects 29%
(check all that apply)
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
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What were the business objectives that you were looking to
address when you decide to deploy a marketing automation
solution? Response
Count
Personalizing Communication
With Prospects 43%
Generating
More Leads 68%
Increasing Flow Of Qualified
Sales Opportunities 70%
Re-engaging
Inactive Leads 36%
Learning More About
Interests of Prospects 29%
(check all that apply)
Categorizing longer-term leads helps to keep them
warm with lead nurturing campaigns
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
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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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Sign up for a demo: actonsoftware.com
blog.actonsoftware.com
Can’t Wait? Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
Ready to Learn More?