how to create lead scoring models with marketo examples
DESCRIPTION
How to rate what leads are "hot" and what leads are "not"? Marketing automation software technology allows you to do that. The presentations includes best practices for creating Lead Scoring models. The examples given are based on Marketo, however the same principles can be used in many other marketing automation solutions. The presentation was initially made at the Marketing Automation Toronto MeetUp focused on Lead Scoring. http://www.macromator.com/lead-scoring-meetup-marketo-examples/TRANSCRIPT
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”