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The Evolution of Lead Scoring!

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Questions / ON24 Logistics !

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

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#LLCseries    Demand  Gen  Report:   @DG_Report  

LaBce  Engines:   @La.ce_Engines    

Brian  Kardon:   @Brian_Kardon  

Ryan  Schwartz:   @schwartzrw  

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Lead LifeCycle Series Prize Box!

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched  in  2007  to  track  best  pracTces  in  lead  generaTon  

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

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

•  New  audio/video  podcasts  at  DemandGenReport.com  

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Panelists! MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Brian  Kardon,  CMO,  

La.ce  Engines      

Ryan  Schwartz,    Director  of  MarkeTng  Systems  and  

OperaTons,  DocuSign  

 

What to do?"

·∙      Purchases

·∙      Items you have added to cart, but abandoned

·∙      “Dwell” times

·∙      Product ratings

·∙      Address

·∙      What your neighbors buy

·∙      Birthday

·∙      Sizes: yours + family + friends

·∙      If you are cheating on your partner!

How  It  Works  

Growth  Profile  Employee,  locaTon,  facility,  and  contract  growth  

Social  Presence  

OperaTng  Diversity  Divisions,  disparity  of  locaTons  &  personnel  

Cloud  Maturity  CRM,  MA,  and  provisioned  infrastructure  

Company  Profile  Size,  credit  raTng,  news  

Technology  Profile  Installed  technologies  and  maturity  ExecuTve  Change  Presence  of  new  personnel  

AdverTsing  &  External  Investment  Spend,  trend,  Tming,  events  

1,000s  of  Other  A>ributes  

Web  Page  Visits  

Video  Views  and  Engagement  

Title  of  Contact  

Form  ConversaTons  

Downloads  

Webinars  A>ended  

Campaign  Response  Rates  

Email  Opens  

Internal  Data  Sources  

Conversion  Rate  

How  It  Works  

78%  likelihood  to  convert  (7.8x)  

 

39%  likelihood  to  convert  (3.9x)  

 

Work    by  Sales  

Qualified  but  Not  Ready  

Historic  Conversion  is  10%  

 Universe  

A]ributes  of  LEADS  in  this  segment:    

§  Growth  Events  Company  has  experienced  >15%  employee  growth  in  recent  six  (6)  months  

§  New  Loca^on  Company  has  opened  or  will  open  a  new  facility  in  next  three  (3)  months  

§  Marke^ng  Response  Rise  (40%+)  in  visits  from  the  domain  

 

Cumula^ve  Adop^on  

Time  

A B

C

D

E F

50-60% penetration

Source: Sirius Decisions

Where  is  marke&ng  automa&on?  

Where is Predictive Marketing and Selling?

Cumula^ve  Adop^on  

Time  

A B C

D

E F

Source: Lattice Engines

The  DocuSign  Challenge  

TradiTonal  Scoring  Couldn’t  Scale  

What  we  needed  

Why  We  Chose  LaBce  

•  Leader  in  PredicTve  Lead  Scoring  •  Passed  intense  security  review  •  Commi>ed  to  meet  our  volume  needs  •  Understand  persona  selling  

DocuSign  LaBce  Lead  Score  Rollout  

DocuSign  LaBce  Lead  Score  Rollout  

0  

Increased score indicators from 4 to 10

4   10  

DocuSign  LaBce  Lead  Score  Rollout  

Original  Scoring  Opportunity  DistribuTon  

0.00%  5.00%  10.00%  15.00%  20.00%  25.00%  30.00%  35.00%  

C   B   A   D  

Lead  Score  

LaBce  Scoring  Opportunity  DistribuTon  

0.00%  

5.00%  

10.00%  

15.00%  

20.00%  

25.00%  

30.00%  

10   8   9   6   7   4   5   1   3   2  

La.ce  Score  

The  Lin  in  Win  Rate  

38%    

Eloqua  Score  (A,B)   LaBce  Score  (10,9,8,7,6)  

The  Impact  

New  Model  PredicTve  Accuracy  

of  Won  OpportuniTes  

of  Won  OpportuniTes  

of  Won  OpportuniTes  

Example  Predictors  

Tips  for  AdopTon  

•  Benchmark  dashboard  to  prove  success  •  Track  original  score,  current  score,  and  last  score  date  

•  TransiTon  sales  from  intuiTon  selling  to  predicTve  selling  

•  Develop  personas  over  Tme  

#LLCseries  

Q&A // Panelists! MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Brian  Kardon,  CMO,  

La.ce  Engines      

Ryan  Schwartz,    Director  of  MarkeTng  Systems  and  

OperaTons,  DocuSign  

 

#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