Leveraging Lead Scoring and Nurturing to Increase Your Microsoft Dynamics ROI

Leveraging Lead Scoring and Nurturing to Increase Your Microsoft Dynamics ROI

Cari Aves, Sr. Product Marketing Manager, Marketo

Jeff Marcoux, Sr. Product Marketing Manager, Microsoft Dynamics

Today’s Speakers

Cari Aves

Sr. Product Marketing Manager, Marketo

Jeff Marcoux

Dynamics CRM Sr. Product Marketing Manager,

Microsoft

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• All attendees will receive a copy of the slides and webinar recording


ABUNDANCE INFORMATION


The Revenue Cycle

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es

Pro

spect

&

Recycle

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Lead

AW

AR

EN

ESS

Engaged

Opportunity Customer

Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales


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Pro

spect

&

Recycle

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Engaged

The Leaky Revenue Cycle

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

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Issue 1: Marketing hands off leads too early. Unqualified leads waste sales’ time.

Issue 2: Sales cherry picks leads, letting longer-time-frame leads leak out.

Issue 3: Marketing spends more to recapture lost leads.


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Pro

spect

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Recycle

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Engaged

Lead

Nurturing

Lead Nurturing Plugs the Leak

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

Lead information capture, scoring, routing, and

monitoring close the gap.


The Value of Lead Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing


Research data, funny videos, curated lists, infographics, thought leadership

Match Content to Buying Stage

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

Content must always be relevant and helpful


Lead Nurturing Relevance

A

B

C

D

1 2 3

Stages 1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%

Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN

http://bit.ly/DGtoLN

Completing the Revenue Cycle: Getting the Right Lead to the Right Rep at the Right Time

SALES MARKETING

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Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”


What’s the Value of Lead Scoring?

• Higher Win Rates

• Shorter Sales Cycles

• Higher Revenue Per Rep

Source: CSO Insights

How Easy Is it To Get Information About Prioritizing Sales Efforts?

Other Benefits of Fewer But Higher Quality Leads


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data quality

• Data append

• Corporate email?

• Location

Interest Are they interested in you?

• BANT • Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”


Interest Scoring - Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8


Model the Full Revenue Cycle

Screenshot: Marketo Revenue Cycle Modeler


No Sales Lead Left Behind

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Key Takeaways

1. Buying behavior has transformed –demand generation needs to keep up

2. Lead nurturing and lead scoring = 50% more qualified sales leads and 20% better revenue attainment

3. Develop leads regardless of timing to buy, recycle and resuscitate

4. Go beyond marketing to focus on complete revenue cycle – nurturing and scoring are essential

5. Implementation: think big, start small, move quickly


Additional Resources

The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN

The Definitive Guide to Lead Scoring http://bit.ly/DGtoLS

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark



http://bit.ly/DGtoLS

http://bit.ly/DGtoLS

http://bit.ly/DG2MM

http://bit.ly/DG2MM

http://www.marketo.com/benchmark

Leveraging Lead Scoring and Nurturing to Increase Your Microsoft Dynamics ROI

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