Enable Lead Scoringwith Marketing Automation
Mary L. WallaceDirector, Client Marketing ServicesUBM
Lead Scoring is HOT!
• On average, organizations that currently use lead scoring experience a 77% lift in lead generation ROI, over organizations that do not currently use lead scoring.– MarketingSherpa
• Companies that get lead scoring right have a 192% higher average qualification rate than those that do not– Aberdeen Group
Agenda
• Setting the Stage For Lead Scoring• Business Value of Lead Scoring• How to Build a Lead Scoring Program that
Works for You• Keys to a Successful Lead Scoring Program
• Director, Marketing Automation at UBM Tech
• Responsible for the design, development, and implementation of innovative client and marketing campaigns.
• Optimize marketing program performance through the use of strategic marketing models and processes that leverage marketing and sales automation solutions.
About Me
Today You Will Learn
• Business Value of Lead• Dimensions of a Lead Scoring Model• How to build a Lead Scoring Program that works
for you
What is Lead Scoring?
• Technique for quantifying/ranking leads based on profile, behavior, demographics
• Score is used to prioritize potential value of leads / likelihood to purchase
• Lead score – 360 view – Program/Campaign centric view– Product centric
What Does Lead Scoring Look For?
Persona Best Fit Persona Poor Fit
Activity Poor Fit
Activity Strong Fit
Lead Scoring Process
Email Campaigns
Events
Telemarketing
Form Data
Website Interaction
Profile Data
MQL SRL
Nurture Campaign Inside Sales
50 pts 75 pts
What Happens without Lead Scoring
• Marketing and Sales Cannot Agree on Qualified Leads• Sales Cannot Find the Qualified Leads• Quantifiable Feedback Loop From Sales to Marketing is Missing
Business Value of Lead Scoring
• Improve Results of Marketing Efforts– sales conversion rates– sales effectiveness– pipeline health
• Reduce cost/effort of inside sales• Increase close rates• Optimize ROI on your lead management efforts
What Should Be Scored?
• Explicit– Lead Source– Demographics (job role, buyer persona, company size, location,
department)– BANT questions/Progressive Profiling
• Implicit (Digital Body Language)– Email open/Email Click– Web site
• specific page (+/1)• Return
– Content Interaction– Activity Velocity
Who Should Design the Scoring Model?
• Lead Scoring Quantifies Agreement between Sales and Marketing
– What “intel” optimizes sales?– When is a lead ready?– What leads are “tire kickers”
• Don’t set it and forget it– Learn from Experience – Optimize
your program– Build new programs that
compliment or are diverse from existing program(s)
Step 1:Get Your Team Together and Define The Goals
• Use historical trends, existing analytics to define what criteria should be used
• Both implicit (digital body language) and explicit (profile data) should be included
• Hardest Part of Building a Program Good Enough is
Good Enough Return to Optimize
Step 2:Select Scoring Dimensions
• Determine The Impact Should Each “Dimension” have on score (Larger Numbers have greater impact)
• Use Categories (High, Medium, Low)
• Define Conversion Caps
Dimension Low X Medium X High XACTIVITY
Lead Source 5 10 15Web Site
Web Page Visit 1 2 5Web Page Visit -1 -2 -10
Email ActivityUnique Open 1 2 4Unique Click 1 2 4
Content Consumption
Convert?SRL/Hot 130 noMQL/Warm 70 noCold N/A N/A
DEMOGRAPHICSJob Role 0 2 4Company Size 0 4 8Location 0 1 2Industry 0 1 2
Step 3:Assign Point Values
If a lead… • who is has a high job role, in a high industry • that visits my website twice, • picks up 1 awareness content • and 2 consideration content• and opens and clicks in 3 emails (2 high, 1 medium)• attended a webinar
• Is that a MQL, a SRL, or a lead at the top of the funnel?
Note: Historical Trends, Existing Data Analytics will help validate model
Step 4:Model It!
Dimension Low X Medium X High XACTIVITY
Lead Source 5 10 15Web Site
Web Page Visit 1 2 5 2Web Page Visit -1 -2 -10
Email ActivityUnique Open 1 2 1 4 2Unique Click 1 2 1 4 2
Content ConsumptionAwareness Asset 5 1Recognition Asset 10Consideration Asset 15 2Preference Asset 20J ustification Asset 25Webinar Register 10Webinar Attend 25 1
Velocity -10 10 xCALL TO ACTION
Response 0 20 70BANT
Budget 0 8 16Authority 0 5 10Need 0 8 16Timing 0 5 10
DEMOGRAPHICSJ ob Role 0 2 4 xCompany Size 0 4 8Location 0 1 2Industry 0 1 2 x
Score
81
Activity
75
Call to Action
0
BANT
0
Demographics
6
Convert?
SRL/Hot
130no
MQL/Warm
70yes
Cold
N/AN/A
Key Points:• How/When Enter Lead Scoring Programming• Build Incrementally to Test Each Module• Test all Permutations• Each MAS solutions is different
– Example is from Eloqua 10
Step 5:Build it Now!
Update Score Based on Criteria
Route Leads based on Conditions
Update Score Date
Remove Lead from Program
Keys to Success
1. Joint Commitment Between Sales and Marketing
– Conversion Points– Hand Off Process
2. Clean Data– Inaccurate Data Produces
Off-Target Results– “Re”-Score After Data is
Updated 3. Measure Performance
– Continuous to Refinement/Optimization
1. Lead Scoring is not the silver bullet. It is a structured method for defining and qualifying leads.
2. Lead scoring done right will3. Lead scoring criteria should include both implicit
and explicit data points4. Model and Validate the Lead Scoring Program
before Building it out in Your MAS5. Lead Scoring Should be Continually Reviewed
and Optimized
Key Takeaways