How Lead Scoring Helps Drive Conversions
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Transcript of How Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive Conversions
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Chat or Q/A
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Today’s Presenters
Andrew GaffneyEditor, DemandGen Report
Atri ChatterjeeCMO, Act-On Software
Poll Question:Are you currently using Lead
Scoring?
Need for Scoring
(Gartner Research)
Up To
70%70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.
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Impact of Lead Scoring
• Insert Chart from Myths & Realities Showing How Scoring is Top Priority for those implementing
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Impact of Lead Scoring
of survey respondents said that their primary reason for implementing a lead scoring system was to achieve added revenue
(GleanSight Lead Prioritization Report, Gleanster Research)
84%#AOWEB
Impact of Lead Scoring
(MarketingSherpa - Jan 2012)
The average lead generation ROI for organizations using a lead scoring process is
138%In comparison to
lead generation ROI from those surveyed who were not using a lead scoring process.
78%
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Challenges of Scoring
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How To
• How simple scoring systems can be established to factor in both activity and demographic profiles
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Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Lead Scoring Example
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System Administrator
3 Sales Engineer -4
Location of Headquarters
United States 5 Hong Kong 4 Romania -5
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information Technology
Services
5 Computer Software
4 Automotive -5
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5
Impact of Scoring
• How prioritizing hot leads improves close rates and ensures timely response to ready buyers
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Example: Setting Scoring Rules
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Profile-Based Scoring
Behavioral-Based Scoring
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Poll Question:What attributes are you scoring?
Scoring’s Impact On Campaigns
• How lead scoring can improve the effectiveness of online campaigns by providing intelligence for segmentation and targeting
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What activities should I score?
Email Marketing• Clicked on message• More points for specific
messages• Do not assign score for:• “Email sent” – no action taken
on their part• “Opens”
Web Visits• How many pages did they visit?• Which pages did they visit:
Contact Us and/or Pricing vs Support?
• How often do they visit the site?• Where did they come from?
Webinars • Attendees vs. Non-Attendees• Who visited registration page but
didn’t submit
Forms• Submitted /viewed form• How did they respond to the
questions?• Is the data they provided valid?• Do they fit your target audience?
Pay-Per-Click• Which keywords perform the
best?• What is my cost per click?• Where did they come from?
Other Demand Gen• Download whitepaper or other
media?• Attended a trade show / physical
event?• Which mailing lists performed
the best?• Which print advertising generates
leads?
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Poll Question:How are you prioritizing leads?
Aligning Messaging
• How scoring helps to align messaging with buying cycles
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The Funnel
• Top of funnel: Marketing
• Middle of funnel:
Lead qualification
• Bottom of funnel: Sales team
Raw leads
Qualified leads
Sales prospects
Word of mouth
Marketing
Lead Qual
Sales
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Relationship Between Scoring/Nurturing
• How categorizing longer-term leads helps to keep them warm with lead nurturing campaigns
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Nurturing in Action
New leads• Further qualify prospects• Maintain prospect mindshare
Re-engage/Re-market• Reach back out to contacts that are “lost to
no decision”• Stay top of mind for when they’re ready to
make decision#AOWEB
Example: Re-Marketing Nurture
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Poll Question:On a scale of 1-5, how satisfied
are you with your current scoring and nurturing tool?
Next Steps
8 Tips for Getting Started with Lead Scoring
1. Take Ownership
2. Start Somewhere
3. Stay in Sync with Sales
4. Measure, Measure, Measure
5. Profile your Prospects
6. Set Scoring Parameters
7. Embrace the Negative
8. Automate
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Sign up for a demo: actonsoftware.com
blog.actonsoftware.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
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