Lead Scoring

OVERVIEW

1.  Create a clear understanding of the Lead Scoring Concept

2.  Define the importance of Lead Scoring

3.  Understand ADA’s Lead Scoring model

4.  Revise how ADA incorporates Lead Scoring

The aim of this webinar is to…

1. WHAT IS LEAD SCORING?

•  Lead scoring is the foundation of your sales and marketing alignment.

•  The process which ranks a contact’s level of interest and the level of which they are ready to make a purchase.

•  Scores incorporate both behavioral and demographic data.

•  A process that is continually evolving

2. WHY LEAD SCORING MATTERS

GET TO KNOW YOUR CUSTOMERS BETTER! & DEVELOP RELATIONSHIPS Allows you to distinguish between different types of leads •  Cold lead = Far from the time of purchase

•  Warm lead = Qualified for marketing

•  Hot lead = Qualified for sales Ultimate goal of Lead scoring = identify which leads are ready to pass on

the the sales team and which leads need further ‘nurturing’

3. BENEFITS & USES

1.  Improves the level of campaign customization

2.  Target the right contacts

3.  Understand your client’s behavior

4.  Increase sales productivity

5.  Understand where your contacts are in the sales cycle.

4. LEAD SCORING WITH ADA

ADA  dis'nguishes  between  two  separate  Lead  Scoring  a7ributes:  

•  Demographic  Scoring  –        Lead  personal  informa'on  

 •  Behaviorial  Scoring  –    

   Lead  interac'on  &  ac'vity    

Enables you to obtain maximum efficiency with your inbound marketing strategies, by focusing only on the most interesting contacts, this saves time and money.  

4. LEAD SOCRING WITH ADA

How INTERESTED or INTERESTING is my lead?

INTERESTED: LEAD SCORING •  How interested a lead is in your company •  Measures activity of comercial interest

INTERESTING: LEAD PROFILING •  How close a lead is to you perfect customer •  Prioritization of follow up calls and actions

versus

Profiling

How ADA works:

Tracking Lead Scoring Profiling

ADA analyzes every touch-screen gesture

and real-time interaction with the

user

ADA automatically assigns a ranking to each sale prospect based on the understanding of each

customer’s interests and purchase intentions

Thanks to ADA you can create a customized

user experience based on behavioral and

demographic scores

Before the GAB campaign started

UpperMail sent to 69 brand advocates with link to survey and facebook page: 23 unique openings = 30 points each 9 contacts repeated opening = 5 points each 23 Geolocations (13 in Germany/6 in Finland/2 in USA/2 in Spain) = 10 points each 5 clicks on link = 15 points each

60 POINTS

Landing Page – Dynamic Survey sent via UpperMail and posted on Facebook: 108 unique openings = 15 points each 20 contacts repeated opening = 5 points each 34 Geolocations (33 in Germany/8 in Spain/2 in USA/1 in Denmark) = 10 points each 47 Data Sending = 50 points each

80 POINTS

End of the campaign

40 new contacts - 7 updated contacts 90

POINTS

End of campaign: 30 New WARM Leads

3 New HOT Leads

To see the results of a specific campaign you can select the tools used and the timeframe of the activity

DISTRIBUTE FROM LEAD SOCRING By selecting a cluster you can view the list of contacts & send them an SMS or Email

SUMMARY

Benefits for Marketing Managers:

•  Qualitative segmentation of large contact databases

•  Better qualification of leads before transferring them to sales

•  Time sensitive communication to most active leads Benefits for Sales Managers:

•  Higher deal closing rate by reaching out to sales ready leads

•  Higher productivity thanks to efficient prioritization •  Less lost opportunities thanks to “hot lead” alerts

Moving forward with Analytics, Lead Scoring & ADA

Without data you’re just another person with an opinion.

W. Edwards Deming - Data Scientist

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Thank you