Post on 08-May-2015
description
Lead Scoring for B2B Marketers
Adam B. NeedlesDirector, Field Marketing Twitter: @abneedles
Agenda
• Introductions• B2B marketing defined• Lead scoring defined• Context• The basics• Advanced issues• Closing thoughts + Q&A
Product Marketing – 2% Marketing
Communications – 12%
Hiring – 10%
Market Definition –20%
Sales Process – 10%
52%Lead
Generation
Leads = your greatest challenge
52% of B2B marketing organizations say lead generation is their #1 marketing challenge
>>> SiriusDecisions
Lead management challenges
47%
53%
Lead Scoring Adoption by B2B Marketers
Score
Don't score
>>> Silverpop
Webinar goal: Understand the context and application of lead scoring for B2B marketing initiatives
What are your goals?
Tweet: @abneedles + Q&A
Introductions
Adam[B2B marketer]
My company
• Solutions for marketers
• B2B + B2C• Marketing
automation + e-mail marketing
• Software-as-a-service
www.silverpop.com
My role
• Director, Field Marketing
• B2B marketing advocate
• Evangelist for the Engage B2B platform
B2B marketing
B2B marketing is different.
B2B marketing is different.
• Direct sales forces• High-involvement sales process• Lower volume; higher purchase price• Rational vs. emotional purchase• Complex and savvy 'buying unit'
B2B marketing legacy
B2B case >>> AllRegs
• Mortgage industry data provider
• 2006– 25+ tradeshows per year– Low conversion rates– Major source of leads
• Today– 10 tradeshows per year– Higher conversion rates– New lead-gen avenues (e.g.,
alerts)
B2B marketing’s primary goals:
drive leads for sales
cost effectively
qualified
improve close rates
help retain customers
sales is marketing’s customer
B2B marketing is
focused on pre-sales buyer dialogue
Lead scoring defined
Lead management
Lead management
• Information capture• Scoring• Routing
– Sales– Nurturing
• Monitoring
Marketing Qualified
Interest + investigation
Sales Qualified
Sales Accepted
Awareness
Marketing
Sales
New Business
Lead stages
Marketing Qualified
Interest + investigation
Sales Qualified
Sales Accepted
Awareness
Marketing
Sales
New Business
Lead stages
L E A D S C O R I N G
Lead scoring = ‘Propensity to buy’
Lead scoring = ‘Resource triage’
Lead scoring looks at
• Buyer fit• Demographic fit• Behavioral fit
Role of lead scoring
“A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role and activities.”
>>> SiriusDecisions, “What’s the Score?”
Lead scoring: Context
Nurturing context
>>> MarketingSherpa
17.50%
12.50%
70.00%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term oppor-tunity / worth nurtur-ing
Quality context
48%52%
Lead Quality is a Top Concern for B2B Marketers
Top concern
Lesser concern
>>> Forrester
Marketing Qualified
Interest + investigation
Sales Qualified
Sales Accepted
Awareness
Marketing
Sales
New Business
Stages context (w/ average B2B 08/09 conversions)
>>> SiriusDecisions2008 / 2009 data
3.9% / 3.8%
58.3% / 64.0%
49.1% / 45.9%
23.1% / 20.7%
2.57:1000 / 2.31:1000
Cultural context
Cultural context
Marketing
• “They don’t follow up on any leads we give them”
• “A lead to them is a sale”• “They ‘cherry-pick’ and act
like they know what the leads want before calling them”
• “They don’t even look at half of the leads we give them”
Sales• “We have no visibility into
what they are doing”• “We need more support
from them”• “The leads they pass to us
are worthless”• “They don’t understand
who our target market is”
Why score?
• Align– Business– Marketing– Sales
• Prioritize resources• Maximize sales team capacity• Testing, analysis and improvement
Lead scoring: The basics
36
What do we know about a prospect?
Download a Whitepaper
5000Employees
VP Sales
$100MCompany
EvaluatingSolutions
Has2009
Budget
NeedsFit
Solution
Visited Website Last
Week
37
Putting the pieces together ...
Download a Whitepaper
5000Employees
VP Sales
$100MCompany
EvaluatingSolutions
Has2009
Budget
NeedsFit
Solution
Visited Website
Last Week
Demographic
BANT
Implicit
Lead scoring = grading a prospect
Lead scoring components
• Explicit• Implicit
Explicit scoring components
• BANT– Budget– Authority– Needs– Timing
• Demographics– Individual– Firm
Progressive profiling1. Basic Lead Form 2. Returning Leads –
Pre Populate
3. Returning Leads – Pre-Populate – Gather More
4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
Lead scoring example
>>> Silverpop Engage B2B
Implicit scoring components
• Recency• Frequency• Behavior
No
. O
f C
los
ed
Op
po
rtu
nit
ies
(or
$)
Activity/Behavior
DownloadWP A
E-Bookcampaign
Web Activity
In Last 5Days
Visitedwebsite
>10 times
ViewedOnlineDemo
SubscribesTo
Newsletter
NurtureCampaign
TradeshowVisit
LandingPageOffer
Use your sales data to learn
Measuring implicit
Lead scoring example
>>> Silverpop Engage B2B
B2B case >>> Edgar Online
• Online corporate financial information
• Challenge managing leads and qualifying them
• Highly-granular lead scoring– Based on everything lead views– Helps with campaign evaluation– Enables greater scale– Quality vs. quantity of leads
Issues for your model
• Sales + executive team collaboration• Weighting of factors• Market segmentation• Managing complexity• Impact of ‘demand type’ on BANT
Silverpop on Lead Management• Download online:
http://www.silverpop.com/marketing-resources/white-papers/engage-b2b.html
Lead scoring: Advanced issues
Advanced issues
• Dialogue and momentum• Insights from the communication
channel and the nature of the information 'consumed’
• Insights from both online AND offline activity
• Adjusting your model over time• Re-assessing lead score data• Tuning the relative 'elasticity' of
variables
More on advanced issues
• New blog post: http://www.silverpop.com/blogs/demand-generation/lead-scoring/advanced-lead-scoring-secrets.html
Closing thoughts
Closing thoughts
• Lead scoring is more about process than technology
• Successful lead models come from sales/marketing collaboration
• Efficient, repeatable lead scoring and lead management requires marketing automation
Additional Q&A
Thank you!• Phone: 617-413-6087• E-mail: aneedles@silverpop.com• Twitter: @abneedles• Blogs
– Demand Generation (Silverpop): • http://www.silverpop.com/blogs/demand-generation
– Propelling Brands (personal): • http://propellingbrands.wordpress.com/
• Silverpop – Lead Scoring for B2B Marketers