Best Practices in Lead Scoring for B2B Publishers

Todd Krizelman CEO

November 11, 2014

Prospecting Questions:

1. When is the best time to pitch an advertiser?

2. Which brands are currently spending?

3. Which brands are buying ads in titles like yours?

4. Which brands buy high CPM ad units?

Lead Scoring:

Knowing what order to pitch prospects is as important as

knowing who to pitch.

Pitch to prospects who are statistically most likely to

buy with you at a given time.

Castrol Ad Pages, 2013 Across 18 Trucking Magazines

Target brands that advertise heavily in the months you are currently selling.

0

2

4

6

8

10

12

14

16

18

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Identify brands that are increasing their ad spend.

Index Velocity : Brands Increasing Marketing Spend, and at a faster velocity Should Be Scored Higher.

Advertisers Increasing Ad Pages in Trucking Titles January-October, 2013 vs. 2014

18 Trucking Titles

Does the advertiser buy ads with your competitors?

If so, how many?

+ 1

Brands advertising in competitors are better prospects. Score Higher For Density.

+ 1 + 3

+ 5

Brands advertising in competitors are better prospects. Score Higher For Density.

Where Does The Advertiser Buy Today?

And How Much?

# Competitors that get business

HIGH

# Competitors that get business

LOW

# Pages Placed

LOW # Pages Placed

HIGH

Target advertisers that buy high CPM ad units.

Score Brands Buying High CPM Ads Much Higher:

Low Score High Score

Score Brands That You Write About – And their Category

How to use your own editorial to win advertising: • More Points go to brands that

you write about. • More Points go to brands that

you write about above-and-beyond the competition (Higher Share of Voice!).

• More Points go to any brand

in a category you write more than the competition.

Better Roads, April 2014

Which advertisers buy direct vs. programmatic?

Brands buying direct are more important.

Thanks!