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C o l l e g eLead/Engagement Scoring 16 April 2015

An evening of insight & knowledge sharing

1

C o l l e g e

@MarketingCube

What is Lead Scoring?

• Lead scoring is an objective ranking of one sales lead

against another. This not only helps align the right

follow-up to the corresponding inquiry, it also helps

marketing and sales professionals identify where each

prospect is in the buying process.

2

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• In a study of 10 B2B organisations using lead scoring systems, Eloqua found that, on average, deal close rates increased by 30%,

company revenue increased by 18% and the revenue per deal increased by 17%.

• According to Aberdeen Research, companies that get lead scoring

right have a 192% higher average lead qualification rate than those that do not.

2 great reasons to score leads

C o l l e g e

@MarketingCube

What is Lead Scoring?

4

Explicit• Profile data • Geography • Organisation Profile • Industry

Implicit• Website visits • Email Opens • Event Attendance • Opinions expressed

Profile Engagement

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C o l l e g e

Best Fit Active Interest

Who They Are What They’ve Done

Legal Librarian Legal Industry $50m Revenue

Web Visits Forms Completion Email Click-Through

Not a Fit No Interest5

Effective Lead Scoring

@MarketingCube6

This evening’s Agenda

• A model for Lead/Engagement Scoring

• The importance of Sentiment

• Sales & Marketing Alignment

• An Ideal Customer Profile

• Engagement versus Fit/Profile

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C o l l e g e

7

ABCD

1 2 3 4Pr

ofile

Engagement

A Lead Scoring Model

@MarketingCube

C o l l e g e

7

ABCD

1 2 3 4Pr

ofile

Engagement

A Lead Scoring Model

@MarketingCube

C o l l e g e

7

ABCD

1 2 3 4Pr

ofile

Engagement

7,456

2,897

4,367

6,8765,834

2,567

2,892 5,476

1,189 4,367462

4,567

1,256

674

345

8,367

A Lead Scoring Model

@MarketingCube8

What happens to your Facebook when you fall in love?

@MarketingCube9

Called 'The Formation of Love', the study found that during the 100 days before a relationship

starts, there is a slow but steady increase in the number of timeline posts shared between the

future couple. However once they get together the posts start to decrease dramatically.

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@MarketingCube

C o l l e g e

Sentiment

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Facebook data scientists found that, even though

the number of wall posts goes down once the

relationship starts, the wall posts that are

exchanged become happier and sweeter.

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C o l l e g e

Sales & Marketing Alignment12

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What is a Lead?

C o l l e g e

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Customer Focused Language

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Customer Focused Langauge

• Need • Learn • Evaluate • Buy/Engage/Donate

Typical Internal Langauge

• Leads • Educate • Present • Close

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C o l l e g e

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C o l l e g e

Implement

Closed/Won

Negotiate

Present

Educate

Leads

Implement

Purchase/Donate

Negotiate

Evaluate

Learn

Need

Advocate

The Buyer’s/Donor JourneyThe Sales Process

Grow

Mar

ketin

gSa

les

@MarketingCube

C o l l e g e

@MarketingCube

C o l l e g e

Implement

Closed/Won

Negotiate

Present

Educate

Leads

Implement

Purchase/Donate

Negotiate

Evaluate

Learn

Need

Advocate

The Buyer’s/Donor JourneyThe Sales Process

Grow

Mar

ketin

g &

Sal

es

@MarketingCube

Opportunity Lost

Opportunity Stalls

Sales Rejects Lead

Sales & Marketing

Process

Marketing validates quality

of interest

Marketing Nurtures to Sales Ready

The Buyer’s Journey Interest Learn Evaluate Justify Purchase

Name InquiryMarketing Qualified

Lead

Sales Accepted

Lead

Sales Qualified

LeadClosed/Won

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C o l l e g e

Your Ideal Customer Profile (ICP)18

C o l l e g e

@MarketingCube

Why do people buy or engage with you today?

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? ? ? ?? ? ? ??

C o l l e g e

@MarketingCube

Why do people buy or engage with you today?

19

?? ? ?

C o l l e g e

@MarketingCube

Why do people buy or engage with you today?

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??? ?

C o l l e g e

@MarketingCube@MarketingCube

An Ideal Customer Profile

• Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects.

• Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects.

• Which product or service delivers the highest amount of profit to your business?

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Customer

C o l l e g e

@MarketingCube

Value Mapping

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Valu

e to

the

Pros

pect

Value to the You

Lo High

High

C o l l e g e

@MarketingCube

Value Mapping

21

Valu

e to

the

Pros

pect

Value to the You

Lo High

High

C o l l e g e

@MarketingCube

Value Mapping

21

Valu

e to

the

Pros

pect

Value to the You

Lo High

High

@MarketingCube

C o l l e g e

Segmentation22

C o l l e g e

@MarketingCube

The 2 Areas of Focus

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Explicit• Profile data • Geography • Organisation Profile • Industry

Implicit• Website visits • Email Opens • Event Attendance • Opinions expressed

Profile Engagement

C o l l e g e

@MarketingCube

Your key Criteria today?

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Industry Job Role/Category

Revenue Speciality

Geography Installed Base

C o l l e g e

@MarketingCube

Your key Criteria today?

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?

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C o l l e g e

Engagement versus Fit/Profile 25

C o l l e g e

@MarketingCube26

ENGAGEMENT

• Opens almost everything.

• Downloads most offers.

• Attends events • Is engaging via

LinkedIn

ENGAGEMENT

• Opens some emails.

• Appears interested in specific topics.

• Has not attended an event.

ENGAGEMENT

• Selective about what he/she opens.

• Visits our blog weekly

• Does not submit forms.

Person A Person B Person C

C o l l e g e

@MarketingCube26

Law Student Law Graduate Partner

ENGAGEMENT

• Opens almost everything.

• Downloads most offers.

• Attends events • Is engaging via

LinkedIn

ENGAGEMENT

• Opens some emails.

• Appears interested in specific topics.

• Has not attended an event.

ENGAGEMENT

• Selective about what he/she opens.

• Visits our blog weekly

• Does not submit forms.

@MarketingCube27

Be careful how you interpret

Digital Body Language.

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C o l l e g e

Criteria & Weightings28

C o l l e g e

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Introduce a Formula

• Define the weighting of each Engagement criteria to indicate how important one profile point or activity is compared to the others.

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C o l l e g e

No Lead Left Behind30

Hello! I want to

buy…

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What happens to the Rejected or Lost Leads?

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Opportunity Lost

Opportunity Stalls

Sales Rejects Lead

Sales & Marketing Process

Marketing validates quality

of interest

Marketing Nurtures to Sales

Ready

The Buyer’s Journey

Interest Learn Evaluate Justify Purchase

Name InquiryMarketing Qualified

Lead

Sales Accepted

Lead

Sales Qualified

LeadClosed/Won

@MarketingCube

Opportunity Lost

Opportunity Stalls

Sales Rejects Lead

Sales & Marketing Process

Sales Rejects Lead:

Sales send to Nurture

Marketing validates quality

of interest

Marketing Nurtures to Sales

Ready

Opp Stalls: Sales send to

Nurture

Opp Lost: Sales send to

Nurture

The Buyer’s Journey

Interest Learn Evaluate Justify Purchase

Name InquiryMarketing Qualified

Lead

Sales Accepted

Lead

Sales Qualified

LeadClosed/Won

C o l l e g e

@MarketingCube

Lead Nurturing

• Moving lost opportunities into a Lead Nurturing campaign can be a scored behaviour.

• If your products or services are generally on a contracted term, it’s likely your competitors are the same.

• If you know when a lost opportunity has signed with a competitor, capture the date and engage via nurturing campaigns.

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C o l l e g e

What’s NextRefining Your Lead Scoring Model

@MarketingCube35

Feedback from Sales is crucial to maximise your

time investment today?

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C o l l e g e

Suggestions

• Get the Sales & Marketing teams together to build your Lead Scoring model

• Let the Scoring Model ‘play’ for 14-21 days.

• Review A1, A2, B1, B2 Leads and have Sales validate these Leads following face to face meetings or telephone based conversations.

• Refine scoring model as needed based on feedback from sales as well as reporting data.

• 2 months from today, revisit scoring model and the quality of the leads passed to the Sales team.

• 6 months from now, review scoring model again and adjust as needed.

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A shameless plug.

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C o l l e g e

Eloqua 10 Insight38

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Q&A

Marketing Cube Pty Ltd Level 2, 85 William Street, Darlinghurst, NSW, 2010 Australia

Ph: 02 8244 0007 www.marketingcube.com.au

@MarketingCube/MarketingCube

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