lead scoring fundamentals
TRANSCRIPT
Lead Scoring FundamentalsHow proper lead scoring strategies
prioritize your sales efforts
Presented by:
Jeff Linton of Act-On Software and Stacy Gentile of Invigra
Today’s PresentersMr. Jeffrey Linton
Product & Field Marketing
Act-On Software
@jeffreylinton
Mr. Stacy Gentile
President
Invigra
@StacyGentile
The Overall “Goal” Of Lead Scoring Is To Classify &
Prioritize Your Sales Efforts
1.What’s Trash2.What’s Worth Marketing Dollars3.What’s Really Sales Worthy
* And to build intellectual capital in the sales / marketing process
BECAUSE TIME & EFFORT COST MONEY
Can’t Do Lead Scoring Without 2 Very important Things
Sales InfrastructureContent Marketing
3/100If 3 out of every 100 prospects were “interested”, does it not make sense to focus sales efforts directly at those 3 people? How much time, effort and headaches would that save everyone? How much better would that make your sales approach? YES…that’s like 97% more efficient.
2 Primary Factors Create Lead Scores
Fit (Demographic)Interest (Digital Body Language)
Fit / Firmographic Score
Category Segment Fit Score
Industry
Manufacturing +5
Retail +5
Medical -5
Position
CEO, President +5
VP Sales, VP Marketing +3
CFO, Purchaser, Buyer -5
Geography
US 48 +5
Hawaii, Alaska -5
Non US -10
Revenue
<$10M -5
$10M – 50M +5
$51M – 100M +7
Interest / Behavior Score
Awareness Consideration Buying
+1 Opens email +20 Watches Video +40 Visits Pricing Page
+3 Clicks Link email, social +25 Downloads Case Study +50 Uses ROI tool
+3 Visits Home Page +25 Downloads Testimonial +100 Demo Request
+3 Blog Article +25 Downloads Sell Sheet
+3 Takes Survey +10 Registers For Webinar
+3 Views Infographic +40 Attends Webinar
-50 Career Page +15 Downloads Industry Report
+30 Downloads eBook
+20 Downloads Whitepaper
Scoring Profile
Next…You need “Content” to generate “Lead Scores” and channels to push it out.
How large is your content team?
C1 B1 A1
D2 C2 B2
F D3 C3
Interest (Digital Footprint)
Fit (
Dem
ogra
phic
)Basic Lead Scoring Chart
Right Person
Right Fit
LS = 0-10
Right Person
Right Fit
LS = 10-100
Right Person
Right Fit
LS = 100+
Wrong Person
Right Fit
LS = 0-10
Maybe Right Person
Moderate Fit
LS = 10-100
Maybe Right Person
Moderate Fit
LS = 100+
Wrong Company
LS = 0-10
Right Person
Wrong Fit
LS = 10-100
Right Person
Wrong Fit
LS = 100+
Interest (Digital Footprint)
Fit (
Dem
ogra
phic
)Establish Thresholds
Behavioral Scores Degrade QuicklyAnd the system should automatically reduce scores over time creating a dynamic disposition of real-time interest.
Marketing
Sales
&
Marketing
Sales
Marketing
&
Management
Marketing
&
Strategy
Sales
&
Marketing
Management
Marketing
&Management
Marketing
Interest (Digital Footprint)
Fit (
Dem
ogra
phic
)Breakdown of Responsibilities
It’s going to take your some TIME to CALIBRATE both scoring methodologies, but once you have an accurate model, you will realize a harmony between sales & marketing and a major impact on revenue.
Hot Prospects -
Before Your First Cup of Coffee…
• The system has prioritized who is worth calling, or worth calling back again
• You know everything they “have” looked at, “when” they looked at it and what they “haven’t” yet looked at.
• Marketing is already aiming drip campaigns at everyone else. Pushing content through email, blogs, and social.
• And the system is kicking over new in-bound leads
• The system has identified people who have came back from the dead
• The system tells you who is no longer at that company; find their replacement and find out where they have a new job.
Added Benefits of Content Marketing…
Improves Awareness (Top of Mind)Increases SEO (Search Rank)
Creates Inbound Leads (Phone Ringing)
Sales has so fundamentally changed, you now have to approach it with the…
“Long-View”
That wraps it up…questions?Mr. Jeffrey Linton
Product & Field Marketing
Act-On Software
@jeffreylinton
Mr. Stacy Gentile
President
Invigra
@StacyGentile