Lead Scoring

Mary L. WallaceVP, Client Marketing Services

Activate

Lead Scoring is Analytics for Success!

• On average, organizations that use lead scoring experience a 77% lift in lead generation ROI, over organizations that do not use lead scoring.

• Companies that get lead scoring right have a 192% higher average qualification rate than those that do not

Agenda• Business Benefits• Building a Lead Scoring Program• Keys to Success

• VP, Client Marketing Services at Activate

• Expert at engaging B2B audiences and delivering marketing results that produce 400% ROI for clients

• Optimize marketing programs performance through the use of strategic marketing models and processes that leverage marketing and sales automation solutions.

About Me

Today You Will Learn

• What IS Lead Scoring• Value of Lead Scoring• Components of Lead Scoring Model• How to Build a Lead Scoring

Program

What is Lead Scoring?

• Objective Ranking of each sales prospect based on their interests, profile, and buying intentions.

• Analytical Approach to lead prioritization

• Lead score – 360 view – Program/Campaign centric view– Product centric

What Does Lead Scoring Look For?

High Activity

High Profile

Low Activity

Low Profile

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Lead Scoring Process

Email Campaigns

Events

Telemarketing

Form Data

Website Interaction

Pro

file

Data

Warm Hot

Nurture Campaign

Sales

50 pts75 pts

What Happens Without Lead Scoring

• Marketing and Sales Cannot Agree on Qualified Leads

• Sales Cannot Find Qualified Leads• No Quantifiable Feedback Loop Between

Sales to Marketing to Make Modifications

Business Benefits of Lead Scoring

• Improves alignment and collaboration between marketing and sales teams.

• Greater sales efficiency.• Higher conversion to opportunity.

– Focus sales on better opportunity leads

• Increases marketing effectiveness.– Pipeline Health– Lead Management

What “Dimensions” Should Be Scored?

• Implicit (Actions)– Email Open/Email Click– Web Site

• Specific Page (+/1)• Return

– Content Interaction– Activity Velocity

• Explicit (Profile)– Lead Source– Demographics (job role, company size, location, department)– BANT Questions/Progressive Profiling

Who Should Design the Scoring Program?

• Sales and Marketing– What does a “good” opportunity look like?– What is the make-up of a “bad” lead?– Who should be scored?

• New Leads• e-Engaged Prospects• Active Contacts• Everybody

Steps to

Building Your Lead Scoring Program

1. Ensure Commitment Across Organization

2. Define Quantitative and Qualitative Goals

3. Build Lead Prioritization Agreement

4. Select Implicit and Explicit Dimensions

5. Assign Weight/Impact to Data Points

6. Model It

7. Implement

8. Monitor

Step 1:

Ensure Organizational Commitment

• Reason for Lead Scoring• Timing to Implement

Step 2: Define Quantitative and Qualitative Goals

• Quantitative– XX increase in lead generation ROI– XX increase in the number of qualified lead conversions– XX% increase in year over year run rate

• Qualitative– Pre and post surveys to the sales and marketing team– Improved relationship between sales and marketing

Agree on when and frequency results will be reviewed

Step 3: Build Lead Prioritization Agreement

• Who Will be Scored?

• What Purview will be Scored?

• What are Scored Lead Category Definitions?– What do cold, warm, hot leads look like?

– Example:• Warm leads are decision makers or influencers who have shown interest in a solution.

– A lead with XYZ title who engaged with 3+ assets

– A contact with defined need who is a decision maker

• What Process Does Each Lead

Category Follow POST Scoring?– Nurture

– Route to Sales

– Close

Step 4:

Select Scoring Dimensions• Use Historical Trends, Existing Analytics• Use Good and Bad Leads As Examples Of What

Works/What Does Not Work• Include:

– Implicit (actions/digital body language) – Explicit (profile)

Don’t boil the ocean. Pick the dimensions that will have the biggest impact.

Step 3:

Assign Point Values• Determine impact of each “Dimension”• Assign Data points categories (High, Medium,

Low)• Define “Conversion Caps” for each Category. ie:

• Hot• Warm • Cold

Conversion Cap Value and Scoring Weights must align for optimal results.

Step 4:

Model It!

If a lead… • who is has a high job role, in a high industry • that visits my website twice• picks up 1 content • and opens and clicks in 3 emails (2 high, 1 medium)• attended a webinar

…Is that a Hot, a Warm, or a lead at the top of the funnel?

Historical Trends, Existing Data Analytics will help validate model

Key Points:• Build Incrementally to Test Each Module• Test all Permutations• Scoring Environments Are Unlimited

– MAS solutions is different– Not all lead scoring is built in a MAS solution.

Step 5: Build It Now!

1. Joint Commitment Between Sales and Marketing

– Conversion Points– Hand Off Process

2. Clean Data– Inaccurate Data

Produces Off-Target Results

– “Re”-Score After Data is Updated

3. Measure Performance– Continuous to

Refinement/Optimization

Keys to Success

Move The Needle

Move The Needle

What Dimensions Will Work For You?

• Start talking about the benefits of Lead Scoring

• Begin building a list of dimensions that will work for you• Here is a spreadsheet to get started

http://activatems.com/WorksheetOMI_Webcast_Deck_LeadScoringV1.xlsx

1. Lead Scoring Done Right Will Reduce Cost/Effort Of Sales

2. Lead Scoring Is Not The Silver Bullet. It is a Structured Method For Defining And Qualifying Leads.

3. Lead Scoring Criteria Should Include Both Implicit And Explicit Data Points

4. Model and Validate the Lead Scoring Program before Building it out

5. Lead Scoring Should be Continually Reviewed and Optimized

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You