@MarketingCube
C o l l e g eLead/Engagement Scoring 16 April 2015
An evening of insight & knowledge sharing
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C o l l e g e
@MarketingCube
What is Lead Scoring?
• Lead scoring is an objective ranking of one sales lead
against another. This not only helps align the right
follow-up to the corresponding inquiry, it also helps
marketing and sales professionals identify where each
prospect is in the buying process.
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@MarketingCube3
• In a study of 10 B2B organisations using lead scoring systems, Eloqua found that, on average, deal close rates increased by 30%,
company revenue increased by 18% and the revenue per deal increased by 17%.
• According to Aberdeen Research, companies that get lead scoring
right have a 192% higher average lead qualification rate than those that do not.
2 great reasons to score leads
C o l l e g e
@MarketingCube
What is Lead Scoring?
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Explicit• Profile data • Geography • Organisation Profile • Industry
Implicit• Website visits • Email Opens • Event Attendance • Opinions expressed
Profile Engagement
@MarketingCube
C o l l e g e
Best Fit Active Interest
Who They Are What They’ve Done
Legal Librarian Legal Industry $50m Revenue
Web Visits Forms Completion Email Click-Through
Not a Fit No Interest5
Effective Lead Scoring
@MarketingCube6
This evening’s Agenda
• A model for Lead/Engagement Scoring
• The importance of Sentiment
• Sales & Marketing Alignment
• An Ideal Customer Profile
• Engagement versus Fit/Profile
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C o l l e g e
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ABCD
1 2 3 4Pr
ofile
Engagement
7,456
2,897
4,367
6,8765,834
2,567
2,892 5,476
1,189 4,367462
4,567
1,256
674
345
8,367
A Lead Scoring Model
@MarketingCube9
Called 'The Formation of Love', the study found that during the 100 days before a relationship
starts, there is a slow but steady increase in the number of timeline posts shared between the
future couple. However once they get together the posts start to decrease dramatically.
@MarketingCube11
Facebook data scientists found that, even though
the number of wall posts goes down once the
relationship starts, the wall posts that are
exchanged become happier and sweeter.
C o l l e g e
@MarketingCube
Customer Focused Language
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Customer Focused Langauge
• Need • Learn • Evaluate • Buy/Engage/Donate
Typical Internal Langauge
• Leads • Educate • Present • Close
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C o l l e g e
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
Implement
Purchase/Donate
Negotiate
Evaluate
Learn
Need
Advocate
The Buyer’s/Donor JourneyThe Sales Process
Grow
Mar
ketin
gSa
les
@MarketingCube
C o l l e g e
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
Implement
Purchase/Donate
Negotiate
Evaluate
Learn
Need
Advocate
The Buyer’s/Donor JourneyThe Sales Process
Grow
Mar
ketin
g &
Sal
es
@MarketingCube
Opportunity Lost
Opportunity Stalls
Sales Rejects Lead
Sales & Marketing
Process
Marketing validates quality
of interest
Marketing Nurtures to Sales Ready
The Buyer’s Journey Interest Learn Evaluate Justify Purchase
Name InquiryMarketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
LeadClosed/Won
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C o l l e g e
@MarketingCube@MarketingCube
An Ideal Customer Profile
• Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects.
• Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects.
• Which product or service delivers the highest amount of profit to your business?
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Customer
C o l l e g e
@MarketingCube
The 2 Areas of Focus
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Explicit• Profile data • Geography • Organisation Profile • Industry
Implicit• Website visits • Email Opens • Event Attendance • Opinions expressed
Profile Engagement
C o l l e g e
@MarketingCube
Your key Criteria today?
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Industry Job Role/Category
Revenue Speciality
Geography Installed Base
C o l l e g e
@MarketingCube26
ENGAGEMENT
• Opens almost everything.
• Downloads most offers.
• Attends events • Is engaging via
ENGAGEMENT
• Opens some emails.
• Appears interested in specific topics.
• Has not attended an event.
ENGAGEMENT
• Selective about what he/she opens.
• Visits our blog weekly
• Does not submit forms.
Person A Person B Person C
C o l l e g e
@MarketingCube26
Law Student Law Graduate Partner
ENGAGEMENT
• Opens almost everything.
• Downloads most offers.
• Attends events • Is engaging via
ENGAGEMENT
• Opens some emails.
• Appears interested in specific topics.
• Has not attended an event.
ENGAGEMENT
• Selective about what he/she opens.
• Visits our blog weekly
• Does not submit forms.
C o l l e g e
@MarketingCube
Introduce a Formula
• Define the weighting of each Engagement criteria to indicate how important one profile point or activity is compared to the others.
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@MarketingCube
Opportunity Lost
Opportunity Stalls
Sales Rejects Lead
Sales & Marketing Process
Marketing validates quality
of interest
Marketing Nurtures to Sales
Ready
The Buyer’s Journey
Interest Learn Evaluate Justify Purchase
Name InquiryMarketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
LeadClosed/Won
@MarketingCube
Opportunity Lost
Opportunity Stalls
Sales Rejects Lead
Sales & Marketing Process
Sales Rejects Lead:
Sales send to Nurture
Marketing validates quality
of interest
Marketing Nurtures to Sales
Ready
Opp Stalls: Sales send to
Nurture
Opp Lost: Sales send to
Nurture
The Buyer’s Journey
Interest Learn Evaluate Justify Purchase
Name InquiryMarketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
LeadClosed/Won
C o l l e g e
@MarketingCube
Lead Nurturing
• Moving lost opportunities into a Lead Nurturing campaign can be a scored behaviour.
• If your products or services are generally on a contracted term, it’s likely your competitors are the same.
• If you know when a lost opportunity has signed with a competitor, capture the date and engage via nurturing campaigns.
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@MarketingCube
C o l l e g e
Suggestions
• Get the Sales & Marketing teams together to build your Lead Scoring model
• Let the Scoring Model ‘play’ for 14-21 days.
• Review A1, A2, B1, B2 Leads and have Sales validate these Leads following face to face meetings or telephone based conversations.
• Refine scoring model as needed based on feedback from sales as well as reporting data.
• 2 months from today, revisit scoring model and the quality of the leads passed to the Sales team.
• 6 months from now, review scoring model again and adjust as needed.
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