Lead ScoringBehavioral & Demographic

Dan RaduMarketing Automation

ConsultantExamples

What is Lead Scoring?

The Lead Score determines a prospect’s level of interest and ranks their profile

References1. Your No-Nonsense Lead Nurturing Plan, Erica Stritch,

RainToday.com, http://www.raintoday.com/blog/your-no-nonsense-lead-nurturing-plan 2. The Definitive Guide to Lead Scoring, Marketo, pg. 63. The Definitive Guide to Lead Scoring, Marketo, pg. 48

Why is this important?• Less than 25% of new leads are sales-ready1

• 10% increase in lead quality can translate into 40% increase in sales productivity2

• Decreases the sales cycle time from lead generation to sales conversion3

Behavioral & Demographic

Engagement

• Opens• Clicks• Page Visits• Downloads• Responses• Meeting Requests• Webinar Attendance• Website Search Query

Profile

• Revenue• Industry• Number of Employees• Country• Job Title• Role (e.g. Buyer,

Supplier, Job Seeker)

Data Vendors

Marketo Tokens

Smart ListWho

FlowWhat

Meeting Request Example

{{my. Engagement – Fills Out Meeting Request}} = +50

Smart ListWho

FlowWhat

Job Title Change Example

{{my. D – Job Title - High}} = +20{{my. D – Job Title – Mid }} = +15{{my. D – Job Title – Low }} = +10

Lead Scoring Matrix

A

B

C

1

2

3

Hot

Warm

Cold

81 to 100

51 to 80

0 to 50

Indicator Lead Score

Microsoft Dynamics CRM – Best Bets

Salesforce.com CRM – Sales Insight

Leads in CRM

Plan and ExecuteBefore • Definition of a “lead”

• Buying behavior• Personals• Ideal customer profile • Sales readiness threshold• Sales funnel

During • Work closely with sales • Identify behavior / demographic scores and their

importance• Establish a lead methodology / indicators• Sample test

After • Monitor and review• Regular conversations with sales • Exclude yourself and your team• Adjustments based on new findings

Lead Scoring Decay

When should lead score decrease?

Lead Scoring Decay

• Browsing job descriptions

• Lack of engagement

• Unsubscribes• Spam complains• Do not call requests

• Undesired country

• Unsuitable industry

Lead Scoring Decay

• Personal email addresses

• Looking for “free services”

• Unrealistic interest in products

• Negative social media comment

Lead Scoring Decay

• False name (e.g. does not contain a vowel)

• Inadequate budget

• Limited decision making power

• Job title is “Student”

Thank You

Dan RaduMarketing Automation

Consultant

647 760 8629info@macromator.comwww.Macromator.comSkype: Macromator