How to score with Marketing Automation?
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Transcript of How to score with Marketing Automation?
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How to score with !Marketing Automation CMO’s that implement lead scoring see 138% lead gen ROI (but only 21% of companies do!)
John Zaterka - IBM Silverpop, a marketing automation platform Brian Rants – DMX, a marketing automation agency
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Get more for less Companies that excel at nurturing prospects generate more leads at a lower cost
50% More Leads
33% Lower Cost
AT
FORRESTER RESEARCH
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Go big Nurtured leads
make 47% larger purchases than
non-nurtured leads
Nurtured Non-nurtured
THE ANNUITAS GROUP
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Ready Freddy?
Lead scoring alerts you when your prospect is all
warmed up, and sales qualified (SQL)
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ROI from lead generation
MARKETINGSHERPA
138% for companies currently using lead scoring
78% not currently using lead scoring
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And yet… Only 21% of B2B marketers are
engaging in lead scoring.
MARKETINGSHERPA
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Shhh…the secret Lead scoring forces enables
collaboration between sales and marketing by creating a tangible
framework for dialogue.
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Take me down to paradise city
Here’s a roadmap for engaging in lead scoring to reach demand generation paradise
It was Guns n’ Roses or Coldplay’s “this could be para, para, paradise…”
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Let’s get persona
How to identify and score your ideal
prospect
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Buyer Personas: 5 Do’s
Do… 1. Understand what triggered this search 2. What this solution will change in their “world” 3. What would keep them from buying from you 4. Who your true competitors are 5. Test assumptions with won/lost sales conversations
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Buyer Personas: 5 Don’ts
Don’t… 1. Create too many personas 2. Go (immediately) with the HIPPO 3. Get hung up on demographics 4. Believe your own myths 5. Launch your personas without talking to customers
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Planning the path to purchase
A content planning matrix for matching
content to your buyer’s path to
purchase
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Almost there Today’s buyers are
before they contact us.
57% OF THE WAY TO A DECISION
CORPORATE EXECUTIVE BOARD
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Plan your content for all buying stages Operations Mgr Sales Executive Independent
Consultant Awareness Top 10 Trends Top 10 Trends How to sell our
software tool Consideration 5 Strategies Guide Guide Decision Case study –
operations ROI Case study – lead gen ROI
Case study – lead gen ROI
Post-Purchase Cross-sell Invite to review Best practices video
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Resources
• Buyer Persona Institute - http://buyerpersona.com • Silverpop’s B2B Marketers Planning Workbook -
http://bit.ly/1odRmej
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Prioritize through lead scoring
How to alert sales to the hottest leads through lead routing and alerts
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`
Automation Engine
Mobile Apps
Location
Check In’s
Purchase Data
Forms
Video
File Downloads
Site/Page Visits
Blog Visits
Support History PopIn
Messaging Social
Mobile \ Geo Business Data
Web Analytics Social
Listening
Web
CRM
"Silverpop Engage Platform "
“Every behavior a buyer takes becomes an opportunity to deliver more relevance.” "
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What’s the right scoring model for me?
• One scoring model for each brand/service/product line • One scoring model for prospects, another for customers • Types of scoring models • Web activity • Email activity • Web, Email, Relational table (outside data sources)
• In short: setup, test, watch conversions, optimize
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Example scoring model Positive Points ! Best practices material
download: 10 points ! Attended event: 50 points ! Persona match (decision
maker, industry) 10 points ! Strategic account 50 pts
Negative Points ! Competitor: -100 points ! Persona: associate/mgr
level, industry): -20 pts ! Return to nurture, no
conversion: -20 points
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Pull back the curtains
Our own live scoring models and how we
built them
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US/Canada MQL Distribution Model
A B C D
1 1 1 1
2 2 2 2
3 3
3
4 4
4
Right Fit
Not a Fit
Heavy Interest
Low Interest
RSM DG
MKTG
3 4
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Who Are We Talking About? • VP of Marketing • Advertising Agency • Attends Public Demo
A1 • Director of Marketing • Visits Booth • Has Qualifying Conversation
B1
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Who Are We Talking About? • Sales Department • Real Estate Services • Downloads White Paper
C4
• Some Kind of Specialist • Downloads White Paper
D4
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…And this Guy!
• Entry Level Aspiring CEO • Downloads White Paper
D4
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Reclaimed Scoring Model Nurture-specific actions
! Clicked email ! Viewed replay
Outside of Nurture ! Attended DMU ! Viewed demo ! Viewed case study
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In the words of Dr. Ian Malcolm Your CMO: I don't think you're giving us our due credit. Our marketers have done things
which nobody's ever done before... Dr. Ian Malcolm: Yeah, yeah, but your
marketers were so preoccupied with whether or not they could that they didn't stop to think
if they should.
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KISS It’s easy to make the simple
complex, but it’s difficult to make the complex simple.
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Our background
• Almost two and a half decades in business • B2B & B2C: Financial services, telecom, higher
education, technology/software • Fairly confident we knew who, what, where our best
prospects were • Created a highly specific scoring model
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DMX Previous Scoring Model
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DMX Previous Scoring Model
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Change is a comin’
• Combining our two divisions (direct marketing & digital marketing) and websites into one
• Found that having a sales person talk to a lead helpful for qualifying, upselling, and nurturing
• So basically: you may have come in for email delivery, but we’ll find our way into automating direct mail too
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Keep it simple
All that really matters to us: • Decision making ability (title) • Location, location, location (Colorado or Oregon) • Actions speak louder than words (activity and recency)
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DMX Revised Scoring Model
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Questions?
What obstacles are you facing to implement lead scoring for your company or clients?
www.dmxengage.com [email protected] 303-339-9300