Post on 09-May-2015
description
transcript
Session sponsored by!
#LLCseries
The Evolution of Lead Scoring!
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
LaBce Engines: @La.ce_Engines
Brian Kardon: @Brian_Kardon
Ryan Schwartz: @schwartzrw
#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
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
#LLCseries
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