OVERVIEW
1. Create a clear understanding of the Lead Scoring Concept
2. Define the importance of Lead Scoring
3. Understand ADA’s Lead Scoring model
4. Revise how ADA incorporates Lead Scoring
The aim of this webinar is to…
1. WHAT IS LEAD SCORING?
• Lead scoring is the foundation of your sales and marketing alignment.
• The process which ranks a contact’s level of interest and the level of which they are ready to make a purchase.
• Scores incorporate both behavioral and demographic data.
• A process that is continually evolving
2. WHY LEAD SCORING MATTERS
GET TO KNOW YOUR CUSTOMERS BETTER! & DEVELOP RELATIONSHIPS Allows you to distinguish between different types of leads • Cold lead = Far from the time of purchase
• Warm lead = Qualified for marketing
• Hot lead = Qualified for sales Ultimate goal of Lead scoring = identify which leads are ready to pass on
the the sales team and which leads need further ‘nurturing’
3. BENEFITS & USES
1. Improves the level of campaign customization
2. Target the right contacts
3. Understand your client’s behavior
4. Increase sales productivity
5. Understand where your contacts are in the sales cycle.
4. LEAD SCORING WITH ADA
ADA dis'nguishes between two separate Lead Scoring a7ributes:
• Demographic Scoring – Lead personal informa'on
• Behaviorial Scoring –
Lead interac'on & ac'vity
Enables you to obtain maximum efficiency with your inbound marketing strategies, by focusing only on the most interesting contacts, this saves time and money.
4. LEAD SOCRING WITH ADA
How INTERESTED or INTERESTING is my lead?
INTERESTED: LEAD SCORING • How interested a lead is in your company • Measures activity of comercial interest
INTERESTING: LEAD PROFILING • How close a lead is to you perfect customer • Prioritization of follow up calls and actions
versus
How ADA works:
Tracking Lead Scoring Profiling
ADA analyzes every touch-screen gesture
and real-time interaction with the
user
ADA automatically assigns a ranking to each sale prospect based on the understanding of each
customer’s interests and purchase intentions
Thanks to ADA you can create a customized
user experience based on behavioral and
demographic scores
UpperMail sent to 69 brand advocates with link to survey and facebook page: 23 unique openings = 30 points each 9 contacts repeated opening = 5 points each 23 Geolocations (13 in Germany/6 in Finland/2 in USA/2 in Spain) = 10 points each 5 clicks on link = 15 points each
60 POINTS
Landing Page – Dynamic Survey sent via UpperMail and posted on Facebook: 108 unique openings = 15 points each 20 contacts repeated opening = 5 points each 34 Geolocations (33 in Germany/8 in Spain/2 in USA/1 in Denmark) = 10 points each 47 Data Sending = 50 points each
80 POINTS
To see the results of a specific campaign you can select the tools used and the timeframe of the activity
DISTRIBUTE FROM LEAD SOCRING By selecting a cluster you can view the list of contacts & send them an SMS or Email
SUMMARY
Benefits for Marketing Managers:
• Qualitative segmentation of large contact databases
• Better qualification of leads before transferring them to sales
• Time sensitive communication to most active leads Benefits for Sales Managers:
• Higher deal closing rate by reaching out to sales ready leads
• Higher productivity thanks to efficient prioritization • Less lost opportunities thanks to “hot lead” alerts
Moving forward with Analytics, Lead Scoring & ADA