Lead ScoringBehavioral & Demographic
Dan RaduMarketing Automation
ConsultantExamples
What is Lead Scoring?
The Lead Score determines a prospect’s level of interest and ranks their profile
References1. Your No-Nonsense Lead Nurturing Plan, Erica Stritch,
RainToday.com, http://www.raintoday.com/blog/your-no-nonsense-lead-nurturing-plan 2. The Definitive Guide to Lead Scoring, Marketo, pg. 63. The Definitive Guide to Lead Scoring, Marketo, pg. 48
Why is this important?• Less than 25% of new leads are sales-ready1
• 10% increase in lead quality can translate into 40% increase in sales productivity2
• Decreases the sales cycle time from lead generation to sales conversion3
Behavioral & Demographic
Engagement
• Opens• Clicks• Page Visits• Downloads• Responses• Meeting Requests• Webinar Attendance• Website Search Query
Profile
• Revenue• Industry• Number of Employees• Country• Job Title• Role (e.g. Buyer,
Supplier, Job Seeker)
Data Vendors
Marketo Tokens
Smart ListWho
FlowWhat
Meeting Request Example
{{my. Engagement – Fills Out Meeting Request}} = +50
Smart ListWho
FlowWhat
Job Title Change Example
{{my. D – Job Title - High}} = +20{{my. D – Job Title – Mid }} = +15{{my. D – Job Title – Low }} = +10
Lead Scoring Matrix
A
B
C
1
2
3
Hot
Warm
Cold
81 to 100
51 to 80
0 to 50
Indicator Lead Score
Microsoft Dynamics CRM – Best Bets
Salesforce.com CRM – Sales Insight
Leads in CRM
Plan and ExecuteBefore • Definition of a “lead”
• Buying behavior• Personals• Ideal customer profile • Sales readiness threshold• Sales funnel
During • Work closely with sales • Identify behavior / demographic scores and their
importance• Establish a lead methodology / indicators• Sample test
After • Monitor and review• Regular conversations with sales • Exclude yourself and your team• Adjustments based on new findings
Lead Scoring Decay
When should lead score decrease?
Lead Scoring Decay
• Browsing job descriptions
• Lack of engagement
• Unsubscribes• Spam complains• Do not call requests
• Undesired country
• Unsuitable industry
Lead Scoring Decay
• Personal email addresses
• Looking for “free services”
• Unrealistic interest in products
• Negative social media comment
Lead Scoring Decay
• False name (e.g. does not contain a vowel)
• Inadequate budget
• Limited decision making power
• Job title is “Student”
