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

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

Go big Nurtured leads

make 47% larger purchases than

non-nurtured leads

Nurtured Non-nurtured

THE ANNUITAS GROUP

Ready Freddy?

Lead scoring alerts you when your prospect is all

warmed up, and sales qualified (SQL)

ROI from lead generation

MARKETINGSHERPA

138% for companies currently using lead scoring

78% not currently using lead scoring

And yet… Only 21% of B2B marketers are

engaging in lead scoring.

MARKETINGSHERPA

Shhh…the secret Lead scoring forces enables

collaboration between sales and marketing by creating a tangible

framework for dialogue.

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…”

Let’s get persona

How to identify and score your ideal

prospect

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

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

Planning the path to purchase

A content planning matrix for matching

content to your buyer’s path to

purchase

Almost there Today’s buyers are

before they contact us.

57% OF THE WAY TO A DECISION

CORPORATE EXECUTIVE BOARD

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

Resources

•  Buyer Persona Institute - http://buyerpersona.com •  Silverpop’s B2B Marketers Planning Workbook -

http://bit.ly/1odRmej

Prioritize through lead scoring

How to alert sales to the hottest leads through lead routing and alerts

`  

Automation  Engine  

Email  

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.” "

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

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

Pull back the curtains

Our own live scoring models and how we

built them

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  

Who Are We Talking About? •  VP  of  Marketing  •  Advertising  Agency  •  Attends  Public  Demo  

A1       •  Director  of  Marketing  •  Visits  Booth  •  Has  Qualifying  Conversation  

B1      

Who Are We Talking About? •  Sales  Department  •  Real  Estate  Services  •  Downloads  White  Paper  

C4      

•  Some  Kind  of  Specialist  •  Downloads  White  Paper  

D4  

…And this Guy!

•  Entry  Level  Aspiring  CEO  •  Downloads  White  Paper  

D4  

Reclaimed Scoring Model Nurture-specific actions

!  Clicked email !  Viewed replay

Outside of Nurture !  Attended DMU !  Viewed demo !  Viewed case study

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.

KISS It’s easy to make the simple

complex, but it’s difficult to make the complex simple.

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

DMX Previous Scoring Model

DMX Previous Scoring Model

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

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)

DMX Revised Scoring Model

Questions?

What obstacles are you facing to implement lead scoring for your company or clients?

www.dmxengage.com hello@dmxengage.com 303-339-9300