recommendations for lead scoring

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Recommendations for Lead Scoring

West UC & Assurance


Presenters

Jim McLemoreSenior Manager, Marketing TechnologyWest Unified Communications

Sean BakerSenior Marketing Technology AnalystAssurance


Lead Scoring Key Challenges

“I need more Hot Leads!”

“These leads suck!”



My Data is so confusing!

My page tags / tag groups are confusing!



Setting Expectations Measuring Success


Defining What’s Hot

• Work with Sales• Focus on Quality over Quantity• Use Metrics that measure lead

quality not quantity.


Defining Success

• Use Metrics that measure lead quality not quantity.– Lead conversion time– Lead SAL rates– Qualification Rates– Opportunity rates– Time to close– % of leads closed Won– Sales happiness with lead quality.


Getting More Hot Leads

• Your HOT leads are a % of your total leads.

• To get more you need to drive more into the top of the funnel.

• Improving lead sources may increase your % of Hot leads.


Turning Warm into Hot

• Marketing is responsible for Turning Cold/Warm leads into hot!– Profile Cold (C-D)

• Buy Updated information• Ask for updated information• Offer/contest for new information• Clean/Standardize data


Turning Warm into Hot– Engagement Cold (3-4)

• Nurturing• Sales Signature rule – Faux

Forward• Improve Content Quality• Reduce Form Length• Faux Form submit – C-suite click


Product Limitations

• Ability to auto escalate based on certain engagement• Multi-factor scoring – C-suite clicks = HOT• No Negative scoring (Career page, title=student)• Must score everyone• Can’t view folder hierarchy in lead scoring tool