how to implement an effective lead scoring system

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How To Implement !An Effective Lead !Scoring System!

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Questions / ON24 Logistics !

•  Download  this  white  paper.  •  View  our  podcast.  •  Take  our  assessment  •  …  

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#LLCSeries    Demand  Gen  Report:   @DG_Report  

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched  in  2007  to  track  best  pracDces  in  lead  generaDon  

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Panelists!

MODERATOR:    

David  Lewis    President  and  CEO,  

DemandGen  InternaLonal      

Andrew  Gaffney,    Editor,  

Demand  Gen  Report    

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Download Your Free Copy!www.manufacturingdemand.com!

WARNING!The following show features sales and marketing

alignment projects performed under the supervision of professionals.!

Accordingly, DemandGen must recommend that no one attempt to recreate or re-enact the

activities performed on this show without the help of experienced professionals.!

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Why Lead Scoring Sales Efficiency: Ranks each lead at the top of the funnel to help sales focus on the highest priority leads.

Nurture Routing: Ranked leads can be routed to the appropriate nurture program based on the objective of the nurture.

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5 Common Lead Scoring Models!

•  Qualification Only (Fit Criteria)!•  Interest Only (Engagement Behavior)!•  Two-Dimensional (Cumulative roll up score)!•  Two-Dimensional (Quadrant intersect rank)!•  Predictive!

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2  

Touch  2  

Touch  3  

Touch  1  +10 – Good Fit Criteria A

+10 – Good Fit Criteria B

+5 – Engaged on Website

+15 – Downloaded Whitepaper

Lead Scoring 3   5  

1  

Wait 2 Days

Lead Score Reporting 6  

Website Lead Capture

Wait 1 Week

Inquiry Nurture 4  

Campaign Runs

MarkeLng  AutomaLon  

CRM  

Sales Engagement

10  20  25  40  

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Two Dimensional Lead Scoring!

QualificaDon  Level  (fit)  

Interest  Level  

(engagement)  

Lead  RaDng  

A

B  B  C  

Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.  

Interest  

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In  the  physical  world  you  can  see  the  interest  of  a  lead.  

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Interest  scores  leverage  their  digital  body  language  (engagement)  

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Measuring Interest Level!•  Website Behavior!

•  Number of visits to site, # of pages visited, how recent, areas of interest (content)!

•  Form Activity!•  Number of forms submitted, high interest forms (content type)!

•  Email Responsiveness!•  Event Participation!

Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.  

Fit  

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Case Study: Insulet!

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Case Study: Diabetes Management

6. # of Injections/Day?

2. Who are you?(Persona)

3. Which Insurance Provider?

4. Current Treatment Method?

1. What Type of Diabetes?

5. Patients Age?

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Sample Rating Matrix!

C  

D  

E  

B  

C  

D  

A  

B  

C                      Low                                                  Medium                                                High  

High        Medium          Low  

Interest  Level  

QualificaDo

n  Level  

MarkeDng  Qualified  Lead  (MQL)  

Inquiry    

Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.  

CRM  ImplementaLon  

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Presenting The Scored Leads!

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Sales  Team  Training  

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Service Level Agreements (SLAs)!

*  

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Lead Scoring Views!

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Copyright  ©  2012,  DemandGen  InternaDonal,  Inc.  

AudiLng  

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Key Takeaways for Success 1.  Assemble taskforce to discuss characteristics of

sales-ready leads (seek outside expertise from DemandGen.com)!2.  Determine the criteria and behaviors that should be

captured and incorporated into the lead scoring model!

3.  Review and finalize the model with taskforce!4.  Prepare your forms, MA, and CRM!5.  Build out the lead scoring system and pilot!6.  Train sales on CRM interface and SLA’s!7.  Hold quarterly taskforce meetings to audit !

usage and discuss modifications!

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Download Your Free Copy!www.manufacturingdemand.com!

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Q&A // Panelists!

MODERATOR:    

David  Lewis    President  and  CEO,  

DemandGen  InternaLonal  david@DemandGen.com  Twi>er:  @demandgendave  

Andrew  Gaffney,    Editor,  

Demand  Gen  Report    

#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  

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Thanks for attending this session!!

Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:  

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