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Sponsored by:
How to qualify, score and nurture leads for optimal ROI
Join the conversation: #SherpaWebinar
• Jen Doyle, Senior Research Manager, MarketingSherpa
@JenLDoyle
http://www.linkedin.com/in/jenldoyle
• Kaci Bower, Research Analyst, MarketingSherpa
@KaciBower
http://www.linkedin.com/in/kacibower
• Chris Petko, Senior Director of Expert Services, Eloqua
@ChrisPetko
http://www.linkedin.com/in/chrispetko
Chris.P [email protected]
Introductions and expectations
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#SherpaWebinar
Join the conversation on Twitter
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About:
Provider of audio and web conferencing and webinar services, now including direct integrations with:•Eloqua•Salesforce•Custom integrations with our open API
Eliminate time-consuming manual steps and streamline your webinar process. Focus on your campaigns, demos, and training sessions - not on the amount of effort to move important data back and forth.
For additional information visit: www.readytalk.com/products-services
Sponsor of 2011 B2B Marketing Advanced Practices Handbook
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Research
Benchmark Reports
How-to Handbooks
Newsletters
Case Studies
Best Practice articles
Events
Summits
Sherpa Training
Membership
Access to Extensive
Library
Discounts on Research and
Events
• MarketingSherpa, founded in 2,000, is part of the MECLABS Sciences Group
• Content read by hundreds of thousands in the marketing community weekly
About
Research firm and publisher of marketing know-how
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• Introduction & FUEL methodology for B2B marketing effectiveness
• Finding the gold with lead qualification and scoring
• Harvesting high quality leads with lead nurturing strategies
• MarketingSherpa Case Study: Lead-gen revamp with scoring, nurturing and automation
How to qualify, score and nurture leads for optimal ROI - Agenda
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• Over 900 B2B marketers surveyed on:
• Top challenges
• Best marketing tactics
• Lead scoring, nurturing and management
• Marketing automation
• Marketing analysis
• Marketing operations
• Key finding: The B2B marketing environment is becoming increasingly challenging
• Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
Research Background
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• B2B marketing challenges have become more pertinent to organizations over time
• Balancing quality and quantity of leads generated
• Sales cycles becoming more complex
The Growing Challenges facing B2B Marketers
34%
36%
36%
37%
41%
44%
78%
33%
27%
33%
37%
39%
35%
69%
Marketing to a growing number of people involved in the buying process
Competing in lead generation across multiple media
Generating public relations “buzz”
Generating perceived value in “cutting-edge” product benefits
Marketing to a lengthening sales cycle
Generating a high volume of leads
Generating high-quality leads
2009 2010
Source: MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded Aug 2010, N=935
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FUEL Up…….. and Drive Effectiveness
Find and attract leads
Building a foundation for your
lead generation programs
Mastering essential lead generation
How to select your lead generation mix
Uncover qualified leads
Bridging the gap between Marketing
and Sales
Identifying the Marketing-Sales
funnel
Identifying and qualifying leads
Harvesting high quality leads
Establish automated marketing processes
How to select marketing
automation software
Marketing automation
implementation and upkeep
Lift results
Lead generation analysis
Automation analysis
Metrics that matter
Delivering marketing value to the C-Suite
& marketing leadership
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Finding the gold with lead qualification and scoring
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Finding the Gold: Identifying and Qualifying Leads
What is a lead?
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Defining a lead
“By definition, a universal Sales lead is one that has been determined to fit the profile of the ideal customer, has been qualified
as Sales-ready, and spells out the responsibilities and accountabilities of the participants in the program, Sales and
Marketing.”
-Brian CarrollExecutive Director of Applied Research, MECLABS & CEO, InTouch
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Lead Qualification will enable you to:
• Generate a greater volume of qualified, sales-ready leads
• Dramatically reduce any frustrations that exist among Sales
• Improve Sales and Marketing alignment
• Increase sales effectiveness
• Accelerate sales pipeline performance
• Ultimately increase overall revenues
Benefits of Lead Qualification
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• 80% of organizations require contact information
• Only 42% of organizations are verifying a valid business need
• All other qualifications show 26% participation or lower
• B2B sales teams need sales opportunities, not just inquiries
Information Required Before Passing a Lead to Sales
16%
23%
23%
25%
26%
42%
80%
Lead has potential for large deal size
Lead has indicated an acceptable purchasing budget
Lead has indicated an acceptable time frame to
purchase
Lead has reached a certain lead score through expressing
interest in a number of …
Lead has identified themselves as a decision
maker
Lead has indicated a valid business need
Lead has entered basic contact information in a lead form on our website, a mail …
Source: MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded Aug 2010, N=935
Join the conversation: #SherpaWebinar
Step #1 – Analyze past sales-ready leads
• Identify common characteristics among best leads and best customers.
• Which leads closed the fastest and had the largest deal sizes?
• Which customers make the most repeat purchases and recommend your products and services?
• Are there common job titles? Locations? Industries? Company sizes? Etc.
How to Get Started with Lead Qualification
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Step #2 – Meet with Sales
• Gain support from key influencers first
• Act as a facilitator of this meeting
• Plan ahead & prepare
• Ask “What is a qualified lead for our company?” then listen
• See Page #27 for more questions to ask
Step # 3 – Confirm with Sales
• Schedule a second meeting to confirm universal lead definition
• Establish accountabilities
• Set expectations
How to Get Started with Lead Qualification
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Step #4 – Draft and roll out
• Draft ULD based on insights that were consistent from initial meeting to confirmation meeting
Step #5 – Confirm again
• Once drafted, confirm with Sales to make any necessary edits and receive final buy in
Step #6 – Publish
• Make the ULD as public as possible
Step #7 – Edit and Republish
• Over time, leads change
How to Get Started with Lead Qualification
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Sample Universal Lead Definition
A sales-ready lead for our company has a need for CRM software, and 'gets it.' They have some level of education on CRM and a clear understanding of the benefits.
They have an adequate budget set aside for their purchase and they have downloaded one of our whitepapers on CRM software benefits. Approximately 30%
of leads generated from Marketing will be sales-ready and approximately 15% of sales-ready leads will be closed by the sales team.
-CRM Software developer
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• Lead scoring – the process of adding or subtracting points as a result of various lead attributes and behaviors that identify sales-ready leads.
• Once a lead enters the system, an initial score is assigned
• Points are added and / or subtracted over time
• Methodologies evolve over time
Identify Qualified Leads with Scoring Processes
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• 25% of organizations following best practice for lead scoring
• Behavior-based scoring criteria both popular and effective
• Marketing automation enables automated behavior-based scoring
Lead Scoring Processes and Calculation
16%
23%
23%
25%
26%
42%
80%
Lead has potential for large deal size
Lead has indicated an acceptable purchasing budget
Lead has indicated an acceptable time frame to purchase
Lead has reached a certain lead score through expressing interest in a
number of categories
Lead has identified themselves as a decision maker
Lead has indicated a valid business need
Lead has responded to a marketing campaign by providing basic contact
information
Source: MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded Aug 2010, N=935
Join the conversation: #SherpaWebinar
Components of a Successful Lead Scoring Campaign
CRITERIA
Demographics & attributes
Behaviors
EXECUTION
Manual execution for a small number of criteria or leads
Automated execution to
ensure consistency
ASSUMPTIONS
Launch with a best guess for qualified
lead threshold score
Test and adjust threshold over
time
FLEXIBILITY
Continual process of trial and error
Gather qualitative feedback and
quantitative data
FEEDBACK
Check in with Sales regularly
Identify problems early on
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Attributes and Behaviors for Lead Scoring
Lead Scoring Attributes Lead Scoring Behaviors
Industry Website visit
Company size (number of employees)
High-value website page visit
Annual revenue Email open
Location Email clickthrough
Budget Whitepaper download
Job title Webinar registration
Key problem / pain point Phone call
Current solution Email sent
Education Visited booth at tradeshow
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Sample Lead Score CalculationLead scoring criteria Addition / Subtraction of points
Lead works for a company with more than 100 employees +3
Lead has indicated an acceptable budget of US $5,000 for
purchase
+5
Lead has indicated a timeframe to purchase of three months +5
Lead has a job title that includes the word Manager or Director +3
Lead indicated that they wanted to be contacted by a
consultant or salesperson
+8
Lead visited the website +1
Lead visited the pricing page of our website +2
Lead opened a company email +1
Lead clicked through on a company email +2
Lead unsubscribed from the email list -5
Lead has not shown any activity for 14 days -3
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Harvesting high quality leads with lead nurturing strategies
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• What is lead nurturing?
• Ongoing nurturing
-Consistent communications intended to
keep brands on prospects minds
• Outreach nurturing
- Captures new leads, permissions,
additional data, etc.
• Engagement nurturing
- Targets early stage prospects to build
stronger relationships and increase interest
• Conversion nurturing
- Targets later stage prospects to convert
• New customer nurturing…
Harvesting High-Quality Leads with Nurturing Programs
Join the conversation: #SherpaWebinar
Step #1 – Define segments
• Deliver highly relevant content by segmenting based on multiple factors, and developing unique lead nurturing tracks for segments
• Buyer personas identify traits, interests and needs
• Balance buyer personas with buying cycle stage – ongoing, outreach, engagement, conversion and new customer nurturing
Step #2 – Collect and develop content
• Audit your library of existing content
• Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages
Six Steps for Establishing Lead Nurturing Campaigns
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Step #3 – Add a human touch with teleprospecting
• Collect prospect information - Outreach nurturing
• Teleprospecting VS telemarketing
Step #4 – Further expand the types of lead nurturing touch points
• Deliver content in the preferred formats of your segments
• Consider original lead generation campaigns
Step #5 – Perfect your timing
• Deliver content to various segments when they need it the most
• Timing & frequency of delivery
• Scheduled & triggered nurturing messages
• Make an educated guess for launch
Step #6 – Test, test and test again
Six Steps for Establishing Lead Nurturing Campaigns
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• Achieving the right timing and frequency of lead nurturing touches is of paramount importance
• Majority have a frequency of a few times a week, once a week, or once every other week
• Start with an educated guess, then test and tweak over time
Frequency of Lead Nurturing Touches
11%
12%
8%
17%
18%
20%
5%
9%
More than once a month
Once a month
Once every three weeks
Once every other week
Once a week
A few times a week
Once per day
Multiple times a day
Source: MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded Aug 2010, N=935
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Drafting Lead Nurturing Content
Ongoing Outreach Engagement Conversion New customer
Buyer persona 1
Buyer persona 2
Buyer persona 3
Buyer persona 4
Stage of the buying cycle
Buyer personas
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MarketingSherpa case study
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• Software provider Jaspersoft used automated lead scoring and nurturing campaigns to increase Sales conversion rates
• Segmented in-house database of open-source subscribers, paying customers, and subscribers interested in making a purchase
• Steps to success
Case Study: Lead-Gen Revamp with Automation and Scoring
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• Communicate effectively to all segments to improve sales conversion rates
• Profile audience and segment their database
• Establish automated processes for lead scoring and nurturing
Campaign Goals
“We’ve got this huge funnel. Plenty of people know us and use our software. My challenge is not to increase the number of leads, but to
get improved conversion rates throughout the funnel.”
-Nick HalseyVP MarketingJaspersoft
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• The team had a lack of integration between Marketing and Sales databases
• CRM for commercial sales leads, separate database for open-source community, email tool, web analytics, accounting platform for ecommerce transactions
• Created a centralized database by:
• Implementing a marketing automation platform
• Integrated existing databases
Campaign Tactic: Centralize and segment database
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• Segmented database according to demographics and behaviors
• Prospects who registered on the community site were considered non-commercial prospects until further actions or demographic information indicated otherwise
• Allowed visitors to self-segment by specifying interests
Campaign Tactic: Centralize and segment database
“Over time, we get a pretty good matrix of information about each contact.”
-Nick HalseyVP MarketingJaspersoft
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• The team applied segmentation to a series of scheduled outbound email communications
• Four editions of their quarterly newsletter
• Customer
• Community member
• Corporate Europe Edition
• Corporate North America Edition
• Announcements for events and new products
Campaign Tactic: Customize Communications
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• The team set up triggered communications
• 30-day trial download triggered a series
• Thank you / welcome
• Links to tools
• Links to online documentation and forums
• Request for permission to engage with Sales
• Behaviors triggered automated sub-campaigns
• Indications of readiness to buy triggered hand-off to Sales
• Purchasing documentation
• Signing up for a training course
Campaign Tactic: Triggered Lead Nurturing
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• Automation application enabled the team to develop dynamic registration forms
• Asked prospects for information depending on the action they were taking, or information already collected
• Entry level actions only required name and email
• Subsequent actions triggered additional questions
Campaign Tactic: Dynamic Registration Forms
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• Lead scores were developed based on demographics and behaviors over time
• Once a community member reached the qualified lead threshold, they were handed off to Sales
• They routed leads to the appropriate sales person based on sales team expertise and specialties
Campaign Tactic: Lead Qualification, Scoring, and Hand-off
“We have hundreds of thousands of names of people just simmering in the background.
Scoring helps to make you aware when their behavior shows signs of life.”
-Nick HalseyVP MarketingJaspersoft
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• Since implementation, the team has achieved a 190% increase in sales conversion rate from qualified leads to closed deals
• Top closing prospects asked to be contacted
• 2nd greatest closing rates from 30 day trial drip
• 3rd greatest closing rates from e-commerce campaigns
Campaign Results
“Marketing automation is a must-have for us, it’s not a nice-to-have.”
-Nick HalseyVP MarketingJaspersoft
Lead Scoring – great practices!
Chris Petko
Senior Director, Expert Services
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What stage of Lead Scoring are you currently in?
1. Don’t understand it yet
2. Understand, but haven’t implemented it yet
3. Currently using Lead Scoring, but am looking to optimize it
4. Have been using lead scoring for years and have made many enhancements
5. Not relevant for my business.
Poll Question
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Focus on the core scenario
Define a leadCapture their DBL, Qualify, Hand off to sales,Measure, Optimize …
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Focus on the core scenario
Define a leadCapture their DBL, Qualify, Hand off to sales,Measure, Optimize … Repeat
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Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Stage Owner Definition Action SLA Pass FailSuspect Marketing An email address in the Eloqua
database.Record fits into ICP Not a good fit
Inquiry Marketing A raw response, or hand-raiser to an outbound marketing program or to our website or to an event.
An email click-through, form submission, landing page visit OR a website visit.
Scoring must be completed within 4 hours.
Email CT, Form Submission, Landing page visit, Website visit, Event Booth visit
Not active, no hand raising
MQL Marketing An Inquiry that has reached a certain threshold for both level of fit and engagement from lead scoring.
Automated - Program assigns score, Custom objects created
2 hours
Inquiry is scored and is at A1, A2, B1, B2, C1.
Lead Score is not high enough
SAL Marketing A lead that has an established need, authority and timing to move forward (pain, role, buying stage).
A qualification call is made.
8 hours
Lead qualifies on ANT Lead does not qualify
SQO Sales An active pipeline opportunity A qualification call is made by Field rep to establish/validate the Buyers Stage, Pain and Authority.
48 hours
Sufficient interest and potential to warrant further investment to develop the opportunity
Discovery call does not uncover real need.
Define a lead
Join the conversation: #SherpaWebinar
Define a lead - Explicit
Title – Normalized Score
Marketing Title (VP, Director, Manager, Professional) C-Level
50
Non Sales Directors and VPs“Vice President of Sales”
20
Sales titlesExclude: Vice President of Sales
10
Industry Score
Business Services, Banking, Insurance, Technology, Computer Hardware, Software
20
CRM Score
Salesforce.com, Siebel (on Demand), Microsoft CRM 30
Other Exclude: blank or “None”
10
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Define a lead - Explicit
Title – Normalized Score
Marketing Title (VP, Director, Manager, Professional) C-Level
50
Non Sales Directors and VPs“Vice President of Sales”
20
Sales titlesExclude: Vice President of Sales
10
Industry Score
Business Services, Banking, Insurance, Technology, Computer Hardware, Software
20
CRM Score
Salesforce.com, Siebel (on Demand), Microsoft CRM 30
Other Exclude: blank or “None”
10
Accelerator:Opportunity that was
disqualified, lost or stalled within the last 12 months.
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Define a lead - Implicit
HVWC Score
Services pages 25
Product Pages 25
Platform Pages 10
About Us 5
Customer Success, Case Studies, Videos, Whitepapers 5
Frequency Score
Website visits in last 7 days > 1 20
Inquiry Score
# of Inquiries in last 30 days > 1 10
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Define a lead - Implicit
HVWC Score
Services pages 25
Product Pages 25
Platform Pages 10
About Us 5
Customer Success, Case Studies, Videos, Whitepapers 5
Frequency Score
Website visits in last 7 days > 1 20
Inquiry Score
# of Inquiries in last 30 days > 1 10
Accelerator:Contact Us Form SubmissionViewed Demo on eloqua.com
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Qualify
Website
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Qualify
Website Campaign Inquiry
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Qualify
Website Campaign Inquiry
Think in terms of production
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Qualify
0 3 7 14
Website Visit = 40Product page (25 pts)About (5 pts)Platform page (10 pts)
Joe Blow, VP Marketing, (50) Technology Inc. (20)SFDC (30)
A A2
40Implicit Score
Add/Subtract
1 2 4 65
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Qualify
0 3 7 14
Joe Blow, VP Marketing, (50) Technology Inc. (20)SFDC (30)
A A2
Campaign Inquiry = 10
+10+20 A1-3(1 per day)
47Implicit Score
Add/Subtract
1 2
-7(1 per day)
4 65
-4(1 per day)
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Qualify – tips for the first time
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Qualify – tips for the first time
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The hand off to Sales
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The hand off to Sales
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The hand off to Sales
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The hand off to Sales
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The hand off to Sales
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
http://www.youtube.com/watch?v=2zTMaJlv764
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Measure, Optimize … Repeat
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Some sources of names provide more opportunities than others
Measure, Optimize … Repeat
Lead Source
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Some sources produce faster wins. (later buyers stage)
Measure, Optimize … Repeat
Lead Source
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Some sources give higher Win Rates
Measure, Optimize … Repeat
Lead Source
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What is your biggest challenge to Lead Scoring?
1. Don’t have the knowledge to implement or optimize
2. Don’t have the bandwidth/not a priority.
3. Don’t know how to optimize it.
4. Internal adoption/don’t see the value
5. Hand off to sales/lack of support from Sales to follow up
6. Lead scoring is not relevant for my business.
Poll Question
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In conclusion…
Define a leadCapture their DBL, Qualify, Hand off to sales,Measure, Optimize … Repeat
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Connect with Chris Petko
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• Marketers must qualify, score and nurture leads for optimal revenues and lead generation ROI
• Gain agreement from Sales on criteria for qualified leads
• Score leads based on demographics and behaviors
• Consider personas and stage of the buying cycle for optimal lead nurturing content
• Precise management of hand-off is critical
Top Takeaways
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Thank you