The Who, What, Why, How of Lead Scoring

Renaud BizetGlobal Marketing Operations Director, Marketo

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Housekeeping

• Why Lead Scoring matters?• Dive into our Scoring model @ Marketo• How do you build a new Scoring engine?• How do you maintain/optimize a Scoring

model?• Q&As

Agenda

Why Lead Scoring matters?

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Improves Conversion Rates

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Why Alignment is Important

Sales doesn’t want

names – they want

“Win Ready” leads

Why Score Leads in the first place?

Scoring Balancing ActSales Marketin

g

Pipeline

Program Optimization

Budget

Pipeline

SDR Efficiency

Dive Into Scoring Model @Marketo

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Leverage Scoring to drive Qualification

Inbound Leads

Target Leads(High Demographic Score)

Target Leads(High Behavior Score)

Decay / Inactivity

Fast Track: Act Now/Call Now

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Lead Score Formula

LEAD SCORE = (Pos Demo Score2 ) - (Neg Demo Score2) + Behavior - Decay

Measure of engagement with Marketo content

Demographic scores reflect buyer fit

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Demographic Score• Positive Demo Score

• e.g., Marketing Manager title, SFDC/Dynamics customer• Negative Demo Score

• e.g., Generic email address, Illegitimate phone number

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Behavior Activities

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Behavior/Asset Scoring Matrix

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Behavior Scoring Matrix

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Behavior – Decay Rate

Predictive / Account Scoring Model

Historical Data- Win rate- Deal Size- Etc.

Firmographic Data- Annual Revenue- Employee Size- Etc.

4K+ Signals- Social Media Activity- Funding- Etc.

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Leverage Scoring to drive Prioritization

SDR CRM Queue Priority

Recency Activity Type Engagement Fit/Predictive

Qualified Target

Recent Meaningful Activities

Account Fit

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Scoring Lenses

Product Score

Account Score

Behavior Score Decay

Demographic Score

CustomerAcquisition

RetentionCross/Up Sell

Good Target Fit?

Purchasing Behavior?

Good Account Fit?

Recommendation for future products?

Account Scoring as a Leading Indicator

7 8 10 11 20 30 35 45 55 60 65 70 75 80 85 90 95 1000

10

20

30

40

50

60

Account Score

# of

Dea

ls

How Do You Build Your Scoring Engine?

1. Define objectives (volume, quality, etc.)2. Identify stakeholders3. Set definitions4. Persona exercise5. Set your revenue modeler

5 Steps to establish your scoring framework

Which problems are you trying to solve?• MQL Volume Issue• MQL Velocity Issue• MQL to SQL/Pipe Conversion Issue

What is currently working well/need improvements?

Step #1: Define Scoring Objectives

Marketing:• CMO• Demand Gen• Marketing OperationsSales:• VP Sales• SDR/AE Management Team

Step #2: Identify Key Stakeholders

• We create an MQL based on:• A lead score of 100+, which is a combination of:

• Demographic “Fit Score”• Engagement score• Buying intent

• Can be a MQL once every 6 months

Step #3: Set DefinitionsWhat is a Marketing Qualified Lead (MQL)?

• A lead that has been accepted by an Account Executive

• Demonstrated BANT• Budget• Authority• Need• Time

Step #3: Set Definitions What Is A Sales Qualified Lead (SQL)?

• Identify a set of key personas with Sales• Run through a scoring exercise for each

persona• Demographic• Behavior

• Develop your scoring matrix

Step #4: Run Persona Exercise

Download our Definitive Guide to Lead Scoringhttp://www.marketo.com/definitive-guides/lead-scoring/

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Step #5: Define Your Revenue Funnel

How Do You Optimize Your Scoring Engine?

• Feedback loop mechanism with Sales• Sync up meetings with Sales• Email alias to report any inconsistency

• Measure scoring performance• MQL distribution• Leading indicator (MQL/Opty)• Add/Remove new signals• A/B Test

• Business objectives changes

Scoring Optimization

Plan Together, Succeed Together

31% increase in MQL acceptance

63% improvement in Marketing’s contribution to total revenue

1. Be inclusive, transparent and over communicate

2. Identify Key Strategic Objectives and set targets

3. Create SLA with Sales to help drive prioritization

4. Define demographic, firmographic and behavioral inputs to model

5. Optimize over time with input from Sales

6. Get more sophisticated: introduce product and account scoring

Lead Scoring Key Takeaways

Thank You!