silicon valley marketo user group - july 2013
DESCRIPTION
Marketo user group meeting slides.TRANSCRIPT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead ScoringTactics for Getting Started and Score Refreshing
July 25, 2013
Emily Salus, Pedowitz GroupRyan Vong, SVMUG
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Housekeeping Items
• Silicon Valley Roadshow. August 1st at the Sofitel Hotel in Redwood City. 3 – 6:30pm. Register now!
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Tweet With Us!
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NOVEMBER 18-21, 2013Receive $100 off the current registration price:
EC13MRKTO
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April 7 – 9, 2014
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Become a Marketo Certified Expert
Visit community.marketo.com/MarketoCertification for details
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Meet Your Speaker
Emily SalusMarketo Team LeaderThe Pedowitz [email protected]
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Agenda – Lead Scoring
• Getting Started• Keys to Refreshing Scoring
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Getting Started
What do I score? How many points? What’s my threshold?
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What Do I Score?
• Best Resource: Marketo’s Definitive Guide to Lead Scoring• http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0
• Four pages of suggestions for what to score:• 2 pages – behaviors• 1 page – demographics• 1 page – negative scoring (bad behavior)
Two key questions
• What tells you a lead might want to talk to Sales?
• What does SALES need your prospects to know before the conversation?
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Start Small
• Pick (up to) 20 things to score• Ex: 15 Behavioral and 5 Demographic
• Divide into high/medium/low
Behavior Value
Visits 10 web pages in 1 week High
Clicks link in email Low
Watches introductory webinar Medium
Searches for product/company Medium
Requests quote/sales contact LEAPFROG TO SALES
Demographics Value
Title (Purchaser/Recommender)
Medium/Low
Industry (selected values) High/Medium/Low
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Pick a Range
• Now that you have high/medium/low, pick scores• Try 5/3/1 or 10/5/1• Make it SIMPLE
• Test your Use Cases! If you scored using your model, where would your leads be?• Closed Won Opportunities• Open Opportunities• Sales Leads• Marketing Leads
• Your Use Cases and model testing let you set your threshold
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Validate with Sales
• Before you implement, check with Sales Ops, a Field Rep, and an Inside Sales Rep
• Do they agree with your model?
• Will they help you pilot scoring?
• Will they join your steering committee?
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Advanced Scoring
• Consider creating additional scoring fields:• Behavioral Score• Demographic Score
• If you are using Marketo Sales Insight:• Implement new scoring fields and change the values that drive stars and flames
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facing a Refresh
How do I know what’s working? Do I change my threshold? Or my scores?
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The World is Changing…Whether Your Scoring Model Is or Not!• Internal Changes
• New products• New regions• Acquisitions/mergers• Experience and data
• External Changes• New competitors• New features from Marketo• World economy• Political events
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Assessing Your Current Scoring - Reports• Use Marketo’s Campaign Activity Report
• In the Setup tab, narrow the report to include only your scoring programs
This will tell you how much your scoring campaigns
are being used
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Assessing Your Current Scoring - Reports• Use Marketo’s Lead by Campaign Report – if you’re integrated to a
CRM – and use Opportunity columns
This will help you see which scoring campaigns touch opportunities and won opportunities
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Assessing Your Current Scoring - Reports• If you’re using Marketo Sales Insight and Revenue Cycle Explorer…
• …and your scoring is tied to Interesting Moments, the Opportunity Influence Analyzer can help you see which Interesting Moments (and thereby scoring) helped progress an opportunity
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Assessing Your Current Scoring – Sales Feedback• Remember your Scoring Steering Committee?
• Meet regularly• Get feedback from Sales Operations, a Field Rep and an Inside Sales Rep
• What activities are causing score inflation? • Should “clicks link in email” be once a day? Once a week? Instead of every time?• Is demo downloading as effective as you thought as an Opportunity generator?
• What’s not being scored highly enough?• Are some webinars leading indicators of an Opportunity?• What are leads who completed a “Contact Me” form doing prior to that form
completion?
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Making the Adjustments
• Keep a record of your original scoring• You need a historical record of what you tried and what worked (and what
didn’t)
• Create a new scoring model• Update your scoring document
• Create new Use Cases• Test what will happen if you change your scoring the way you plan to
• WARN SALES• Let them know it’s coming
• NOW update your scoring in Marketo!
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5 Key Tips for Updating Scoring in Marketo• Plan what you will do to existing scores
• Stay the same and go forward? Get re-set and start over?
• Don’t delete your old scoring campaign• This deletes your data from when the campaign was used
• Don’t change the score in the existing campaign• This means there’s no record of when you changed scores. • Instead, clone the campaign, update the new one to the new score, deactivate
the old campaign and archive it, activate the new campaign
• Plan a low-traffic time to change over• Methodically deactivate one scoring campaign and activate the corresponding
one – without interruptions and at a low-traffic time so you have a clean change over
• Document the date and time of your scoring change
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Resources
• Marketo’s Definitive Guide to Lead Scoring• http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0
• Summit 2012: Predictive Scoring & The Future of Marketo Forecasting• http://community.marketo.com/MarketoArticle?id=kA050000000L62KCAS
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Questions?
Emily SalusMarketo Team LeaderThe Pedowitz [email protected]
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!