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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Lead Scoring in Salesforce.comPart Two – Advanced Lead Scoring
February 26, 2009
Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Today’s Webinar
Agenda Adding Online Behavior to a Model Scoring Depreciation Multi-Model Lead Scoring Case Study: Intellitactics
Michaela Dempsey – Director of Marketing, Intellitactics Q&A
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Introductions
Christopher DoranVice President, Marketing, Manticore Technology
Member of Founding Manticore Team (2003) Responsible for company’s worldwide marketing
efforts including PR, demand generation and strategic partnerships (including salesforce.com)
Longtime thought leader in the area of demand generation and marketing automation
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Scoring Components
Similarity of Lead to Target Market + Behavior lead has
exhibited to indicate likelihood of purchase
Build in Salesforce.com-OR-
Demand Generation Solution
Need Demand Generation Solution
to Accomplish
“Fit” “Interest”
Last
Wee
kT
his W
eek
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Manticore Technology
Leading provider of demand generation solutions Ideal combination of power and
ease-of-use Unmatched integration with
salesforce.com Industry leader - Founded in
2001
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Build “Fit” Score
Criteria Data Source
Max Points High Qual Mod Qual Low Qual Negative
Qual
Industry Web Form 20
Automotive 20 Auto Parts 5
CPG 20
Size Web Form 10
75k-100k emp 10 40k-50k 5
50k-75k emp 10 30k-40k 5
Region Web Form 10 North America 10
Infrastruct.Web
Form/ Sales
20Salesforce.com 20 Siebel -20
Sugar -20
Example: Expanded Model
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Problem with “Fit” Scoring
QUESTION:
If you purchase a list of leads with perfect score are they ready for sales?
ANSWER:
Obviously not. They may have no idea who you are or what your product or services are.
We remedy by adding a scoring component called “interest” or “behavior”.
This is based on behavior a lead has taken to become a qualified lead.
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP I - Build Activity List
List out activities that give indication of a lead’s level of interest/buying propensity
Contact forms – demo, trial, sales contact Download Collateral – datasheets, case studies, whitepapers Webinar attendance Organic search terms used PPC words clicked Number of pages viewed on website Frequency of visit to website Think negative behaviors as well!
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP II – Bucket By Indicator
Create three to four buckets of actions based on what you think would be an indicator of level of interest:
High Interest Moderate Interest
These buckets should consider each action independent of other actions. Total “Interest” score will consider aggregate actions.
Low Value Negative Value
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Sample Buckets
High Value Sales contact form Demo/trial request
Moderate Value High value PPC or
Organic search term Whitepaper/Case Study
Low Value Registered for webinar –
didn’t attend Low value PPC word Datasheet
Negative Value Excessive Career page
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP III – Identify SQL Threshold
Identify tentative score for “Interest” for lead to become sales qualified lead (SQL) For example – 15 points
Think of this value independent yet relative to “fit” score Can’t have max “fit” as 1,000 and “interest” as 10
KEY POINT: Sales and marketing MUST agree on Score and threshold to become sales qualified lead (SQL)
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP IV – Assign Value
Take a first swag assigning “interest” score to each bucket High Value = 20 Mod Value = 10 Low Value = 5 Negative Value = -10
KEY POINT: Point Values don’t matter! – no difference between 10 point max score to 1,000 max score for Interest – what matters is their relativity to one
another – and relationship to “Fit” score.
Proposed SQL “Interest” Score Threshold - 15
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP V – Test, Iterate, Test
Run through scenarios If a lead takes two moderate actions each worth 5 points (10
total) is this a sales qualified lead? If so, 10 should be threshold If not change threshold OR score values
High Value = 22
Mod Value = 9
Low Value = 2
Negative Value = -
5
Change Points
SQL = 15 High Value = 20
Mod Value = 10
Low Value = 5
Negative Value = -
10
Change Threshold
SQL = 18
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
STEP V – Test, Iterate, Test
No lead scoring model is perfect – accept that Re-visit model as necessary (at least quarterly) Many factors can impact need to modify model:
Change in online actions New PPC words New collateral, etc
Macro Economic Climate Current Pipeline Marketing Mix Organizational Changes
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Adding Score Depreciation
SCENARIO: If a lead downloaded a whitepaper one year ago, what
should be the interest score for that lead today?
ANSWER: 0 To effectively score interest, you must add depreciation
(decay) element to model This reduces the interest score by a certain percentage
over time to correspond with decreasing level of interest
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Depreciation Table
Period of Time % Depreciation of Interest Score for the
period of time
Depreciation should be running against all your leads and contacts to ensure recency of interest is incorporated
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Common Salesforce Sync Mistake
KEY POINT: Relativity of “Interest” and “Fit” Score to one another is critical – deliver it to your sales team!
EXAMPLE:Salesforce.com Field:
QUESTION:What insight does sales have tothe lead’s “fit” and “interest”?
ANSWER:
NONE!
To be effective, sync, “Fit”, “Interest”, & Total Score into individual fields so that sales has insight into how the components create the score
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Scenario
Your company has ten different products in your portfolio Targets different verticals and business sizes Four Different sales groups New Lead enters your system “Joe Hotlead” Which sales group gets the lead? What product is Joe “Hot” for? How does your sales team know what product to sell Joe”?
You don’t know.
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Multi-Model Lead Scoring
SOLUTION: Build Lead Scoring Models for various products in your portfolio
Match inbound leads with their “Fit” with each target market and their “Interest” in each individual product
Six different lead scoring models
match leads with target markets
Create modelto match customers with cross-sell/up-sell opportunities
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Case Study: Intellitactics
Michaela DempseyDirector of Marketing, Intellitactics
Responsible for marketing activities including lead generation, web presence, customer relations programs, marcom and sales support activities.
Prior to Intellitactics, Michaela was the Director of Demand Generation and Customer Advocate at EMC SMARTS.
Michaela’s former positions include Senior Marketing Executive at RiverSoft, Product Marketing Manager at CrowdBurst, Director of Multi-Media at SDA.
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Advanced Lead ScoringImplement, Analyze & Improve!
Michaela DempseyDirector of Marketing, Intellitactics
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Advanced Lead Scoring Overview
About Intellitactics
Why Lead Nurturing
Why Lead Scoring
How to Create a Framework
Sample of Our Framework
What to Look for - Analyzing Data
Refine for Improvement
Results
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Intellitactics, headquartered in Reston, Virginia is a global B2B information security management technology company
Intellitactics’ portfolio of products enable enterprise security managers to effectively and efficiently protect information assets from malicious insiders, fraud, data loss and criminal hackers
3000 companies around the world benefit from Intellitactics products and services either directly or through managed security service providers
About Intellitactics
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Why Lead Nurturing
Thousands of suspects in DB that needed incubation Analytic visibility into suspects patterns/trends Ability to “control” virtual behavior and influence
Allocation of resources Provides marketing greater reach with existing budget/headcount
Align marketing to sales Team is “Riding the Same Bus” Build a repeatable process
Measurable return on investment for marketing dollars Critical knowledge on programs: working / not working Market interest knowledge
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Why Lead Scoring
Suspects are entering the DB from multiple sources daily Suspects are self qualifying their companies for solutions
without human interaction or very minimal interaction Impossible to manually detect the activity level of suspects
and prioritize follow up
With Lead Scoring your organization can: Actively monitor suspects digital body language and
direct them through a controlled nurture process Receive immediate notification when a suspect
reaches interest score Convert uncovered suspect into a qualified lead
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
How to Create a Framework
Critical Step 1: sales and marketing team to define key actions, trigger points and score values
Critical Step 2: clean & segment DB before starting process
Items to score Personal or demographic details on suspect Source of suspect Behavioral actions
Items to negatively score Visiting career, management, ect. page No activity in x time Source of subject
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Sample of Our Framework
Suspect Personal/Demographic Data Title Location Etc
Behavioral Data (positive and negative) Registrations Organic and Paid Search Website visits over time Multiple page visits Targeted page visits, targeted PDF
visits Etc
New Suspects
Qualified LeadQualified LeadPipeline Pipeline ProspectProspect
Lead Scoring Lead Scoring ProspectsProspects
Customer Data Behavioral Data (positive and negative)
Targeted/multiple page visits Requested PDF’s Registrations Etc
New CustomersNew Customers& Up Sell & Up Sell
CustomersCustomers
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
What to Look For – Analyzing Data
Repeatable overtime – “the Usual Suspects”
You can only improve what you measure
Test groups are critical
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Refine for Improvement
You are now ready for layering in different rule sets Sets for particular verticals Sets for particular products Sets for stages in the sales cycle
One size does not fit all You will always be learning and refiningMarketing Sherpa Year End Survey: Jan 2009
39% of Marketers feel that they are underutilizing their automation system 29% of Marketers say utilization is only fair
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Results
171% increase of sales opportunities accepted into pipeline
Telemarketing follow-up calls 200% higher connect rate due to educated prospects
Shortened sales cycle by 30% due to added efficiency of a coordinated buyers journey
Qualifying about 60% of marketing prospects
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Thank You
To learn more about Intellitactics’ implementation
or other companies having success with Manticore contact: sales@manticoretechnology.com
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Q&A
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04/08/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Contact Information
Christopher DoranVice President, Marketing, Manticore Technologychristopher.doran@manticoretechnology.comwww.manticoretechnology.com
Michaela DempseyDirector of Marketing, Intellitacticsmdempsey@intellitactics.comwww.intellitactics.com