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