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

Email

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.