Sustainable Business Relationship Bui lding
Through Digital Strategy Solutions
PRODUCT SCORING
with NX3
WHY PRODUCT SCORING?
Capturing Customer’s Buying Behavior
Product Interest Scoring measures customers and prospects’ interest in a
particular product by scoring their digital response to product-related
content and behavior.
Benefits
Gain insight into customers’ product interests sooner to optimize meeting dialogue
Improve product specific content strategy and campaign strategy
Increase conversions of
product interests to revenue
Segment our lead volume by interest in product lines and better forecast pipeline by product family
Increase marketing/sales alignment because more qualified leads for sales as we see product interest signals early
Business Challenges
Marketing Response (MR)
Marketing Qualified (MQL)
ADR Accepted (AAL)
ADR Qualified (AQL)
Sales Accepted (SAL)
Sales Qualified (SQO)
Demand Programs
ADR Qualification
Sales Qualification
5 days
5 days
Closed Won
Generic lead scoring does not differentiate prospect and customers
engagement differently 1 All Responses
Cross sell Revenue
Customer MQLs
New logo Revenue
New logo Opptys Cross sell Ooptys
New logo MQL
New Biz $$
1. Pre-qualify
Business Challenges
Low conversion rate 2
Total
of
314 202 100 12 Sale Stage
2. Qualify Stage 3 and above
The revenue source has shifted from ‘New Logo’ domination to ‘Cross Sell/Upsell’.
Customer leads are scored based on interest they show in certain products lines,
place in the buying cycle, and overall fit within a business
Our Vision & Opportunities
Create a dedicated model to capture
customers’ buying behavior
Increase customer lifetime value (increase #
of solutions per customer)
Leverage install base means Lower cost of
sales/marketing and higher ROI
Increase conversion of customer’s interest
into revenue
PRODUCT
ENGAGEMENT
STEP BY STEP GUIDE
Step 1: Comprehensive Project Plan
Project Plan – Product Interest Scoring
Tasks Driver Contributor Start Date End Date Duration % Completed
Defining Product Families
Ways to measure Product Interest Product Family V/S Product Solution
Product Mktg
Product Mktg
07/25/16 07/26/16 2d 100%
Decisions and agreement on Product Families
Product Mktg
Product Mktg
08/01/16 08/05/16 5d 100%
Naming convention to used for Product Families
GDC Product Mktg
08/04/16 08/05/16 2d 100%
Scoring Fields Mktg Ops Sales 08/08/16 08/10/16 3d 100%
07/25/16 08/10/16 13d
Defining Product Families
Mapping Website Structure to identified Product Interest
Web Mktg
Product Mktg
08/22/16 09/30/16 30d 100%
Mapping Marketo program to identified Product Interest
GDC Product Mktg
09/01/16 09/30/16 22d 100%
Test Program for asset detection Mktg Ops Mktg Ops 08/29/16 09/09/16 10d 100%
Test Program for Website detection Mktg Ops 09/05/16 09/12/16 6d 100%
08/22/16 09/30/16 30d
Mktg Ops
Stamp Customer V/S Prospects
Identify Active customers in Marketo Sales Ops 10/03/16 10/14/16 10d 50%
Sales Ops 10/03/16 10/14/16 22d 50%
10/03/16 10/14/16 10d
Sales Ops
Identify leads/contacts belong to accounts in Marketo
Sales Ops
Step 2: Project Timeline
July August September October
Project Research
Project Kickoff
Defining Product Families
07/25/16
07/20/16
07/15/16
Finding ways to measure Product Interest
07/28/16
Communication and Meeting
07/30/16
Scoring Fields 08/08/16
Defining Product Families
08/22/16
Test Program for asset detection
08/29/16
Test Program for Website detection
09/09/16
Test Program for Website detection
09/12/16
Stamp Customer V/S Prospects
10/03/16
Identify Active customers in Marketo
Launch to sales and marketing
10/22/16
10/03/16
Engages with any website asset showing specific
product interest
Any Marketo campaign
or asset/content specific
to a product family
Behavior activity is captured and scored
in Marketo, score is passed to SFDC
Product Family
Web
TAP
Managed Defense
Endpoint
Retainer/IR
Network Forensics
iSIGHT
Orchestration
Step 3: Scoring Framework
Step 4: Defining Naming Conventions For Tagging
Product Family Product
Name
Naming
Convention
Web NX PF-WEB
Email EX PF-EMAIL
TAP TAP PF-TAP
ManagedDefense FAAS PF-FAAS
Endpoint HX PF-EP
Retainer IR PF-IR
Network Forensics PX/IA PF-NF
Email Cloud ETP PF-EMAIL
iSIGHT Intel PF-INTEL
Orchestration ISO PF-ISO
Asset Type Abbreviation
Customer Story/
Case Study CS
e-Book EB
Infographic Infographic
Report RPT
Solution Brief SB
Stencils ST
Threat Brief SB
Webinar WBNR
White Paper WP
Promotion PROMO
Defining Naming Convention for Tagging Program
Defining Naming Convention for Asset
Type
Example of program naming convention in Marketo
Step 5: Web Assets Tagging
Product Family PDF naming
convention
Web pdfs/pf/web
Email pdfs/pf/email
FAAS pdfs/pf/faas
iSIGHT pdfs/pf/intel
Endpoint pdfs/pf/ep
IR pdfs/pf/ir
Orchestration pdfs/pf/iso
Network
Forensics
pdfs/pf/nf
• Only website PDFs are scored as
assets, all others are scored by
Marketo Programs
• Each Website asset consumed is
scored +20 Points
• Website file directory paths are named
according to standard to support using
Clicks Link on Web Page to score
consumption
• Example shows syntax: pdfs/pf/[name of
product family path]
Step 6: Presenting Information to Sales
Sales Force will see an alert in their inbox when a new
interest is captured
Product Scoring section in SFDC Lead & Contact views to capture the product family scores.
*PF = Product Family
Interesting Moment will show a Milestone when a record reaches product interest threshold
Step 7: Scoring threshold
People accumulate product family points each time they take an action we can tie to a product family
• Every signal gets 34 points*
• Three signals pushes score > 100 points: product
interest MQL
• Interest score is bucketed into five stages from no interest (zero) to Product Interest Threshold (100)
• When product interest scores reach 100, they remain at 100
10
20
30
40
50
60
70
80
90
100
0
Mid 34 -66
High 67 - 99
1 S
ign
al
2 S
ign
als
3
Sig
na
ls
Low 1 - 33
Pro
du
ct
Fam
ily In
tere
st S
tag
e
Pro
du
ct
Inte
rest
Sc
ore
* Channels with 2+ member statuses are scored individually by member status
RESULTS
Results Benchmarks
Average deal size increase
by 33% for opportunities influenced by
Product Interest Threshold
Velocity of opportunities
decrease for all apps with product
scoring engagement
Average deal size for
opportunities with any Product
Interest Engagement
increase of 25%
Other Opportunity Examples
Solution-to-solution cross-sell campaigns
Optimize touches based on product interest scores
Product interest-specific content & nurture
PRODUCT SCORING
KEY TAKEAWAYS
Make a plan that includes all
stakeholders
Key Takeaways
Initiative + Technology = Smart Marketing
Envision, document, then
build
Budget time to test and optimize
Show and tell to drive
adoption
Analyze and act on insights
NX3: WHO ARE WE?
Who are we?
At NX3, we strive to bring the best marketing solutions
to businesses.
We focus on the essential elements to make your online business a digital sensation.
Understanding the diverse requirements of online
businesses, we are determined to provide top notch
marketing solutions in a range of industries.
At NX3, we
aim to lead
Digital
Transformation
by inspiring,
connecting,
enabling and
empowering
businesses
with the
relevant tools,
information
and resources
to help meet
and manage
our customers’
evolving
needs.
Enabling & Empowering
Our Systems Governance Model
IT Services
Digital Strategy
The Big Picture
Digital
Enablement Technology
Enablement
Cloud
Enablement Social
Enablement
1 2 3 4
Customer Relationship
Management (CRM)
Campaign Management
Marketo Implementation
App Development
Web Development
E-Commerce
Search Engine Optimization
(SEO)
Search Engine Marketing
(SEM)
Social Media Marketing
(SMM)
Amazon Web Services
Our Clientele
We have implemented digital engagement strategies for multiple
companies and products to reach target audience members across
multiple business units.
Thank you.
NX3 Corporation About NX3
NX3 is a one stop solution for all your digital needs. Using
advanced digital platforms like Marketo and Salesforce for
coaching, marketing and enablement, NX3 has a knack for
transforming your business in a matter of months. We lay special
emphasis on developing a very personal relationship with our
customers. At NX3, we aspire to create a customized
individualistic experience through our services not only for our
customers but for their customers as well in a chain of steps
carefully designed in the form of a customer journey. We execute
across multiple channels to achieve maximum traction for our
clients.