Using Marketo Lead Scoring to Build Pipeline Growth

What is Lead Scoring Again?

Lead Scoring

• Two components: ‒ Behavioral: A

prospect’s activity as a measurement of their interest in our products

‒ Demographic: How well the prospect fits into our buyer profile

The “right” person that has a need for our products.

Behaviour Matters

Sales & Marketing Need Each Other

• An effective lead scoring system will efficiently drive high-quality leads:

‒ Building pipeline growth

‒ Helping sales to attain their quota

• Marketing needs closed-loop feedback from sales to:

‒ Ensure “Best Bets” tab shows true best bets

‒ Create actionable insights for marketing campaigns

B2C Exercise

Who is the Buyer?

• Age?

• Gender?

• Income?

• Lead source?

• Geography?

• Who isn’t the buyer?

• What kinds of resources could Burberry use to get demographic information?

What Does the Buyer Do?

• During the education phase?

• During the research phase?

• When they are ready to buy?

• What might signal someone is not interested in actually buying?

Why Rethink Scoring Now?

Room for Improvement

• Well, we had to start somewhere…‒ Things we can improve:

o Too many of the “wrong” people have inflated scores because they have completed a lot of activity

o Too many of the “right” people are doing nothing, but still ending up in your best bets

Sales is not trusting lead score as measurement of sales engagement

Set-Up

Define & Rank the Optimal Person

• Talk to sales!

• Look at the data ‒ Get reports on the buyers over the past quarter –

who are they?

‒ Spend time digging into what these buyers did before they buy. This will likely be manual

• Rank each demographic‒ How each is ranked will vary by company needs

Demographic Classification PointsBad data DQ Unless PI

Administrator Low +4Consultant DQ DQ Unless PI

Director/Sr. Director High +12Generalist Low +4

Manager/Sr. Manager High +12VP/SVP High +12C-level High +12

Student DQ DQ Unless PI

Diversity None +0Ethics & Compliance None +0

Human Resources Low +4Legal Low +4

Operations None +0Training & Development Low +4

Other None +0

1-99 DQ DQ Unless PI100-249 None +0250-499 None +0500-999 None +0

1000-4999 None +05000+ None +0

Not Interested in Purchasing DQ DQ Unless PI

ISP-Based Negative - High -12.gov Negative - High -12.edu Negative - High -12

non-US based IP

Immediately High +121-3 Months High +124-6 Months Medium +8

7-12 Months Low +412+ Months None +0

Not Interested in Purchasing DQ DQ Unless PI

Deadline to Implement High +12Just Researching None +0

Other None +0

Never Used Online Training None +0Interested in Online Training Medium +8Currently Use Online Training None +0

Yes None +0No None +0

Not Sure Negative - Medium -8

Healthcare, Pharmaceuticals, Retail, Insurance Medium +8Business Services, Financial Services, Food Low +4

Interested in Puchasing Online Training Very High "A LEAD"Researching Online Training Medium +8

Educational Interest Only DQ DQ Unless PI

Title Level

Department

Estimated Number of People to Be Trained

Email Address

Define & Rank Possible Behaviours

• Define all behaviours: ‒ Take an inventory of all website assets

‒ Include events/webinars

‒ Get creative!

• Rank each behaviour based on where it fits in the buying cycle

Activity Classification Points FormCame from Littler High +12 N/ACame from SHRM Low +4 N/AVisted Tech Specs Medium +8 N/A

Visited How to Buy High +12 N/AFilled out Live Demo Form Very High "A LEAD" Yes

Filled out Buy Now Form Very High "A LEAD" YesFilled out CU Form (Purchase Interest) Very High "A LEAD" Yes

Watched Demo Medium +8 YesRegistered Webinar Low +4 Yes

Attended Webinar Medium +8 YesRaised Hand at Webinar/Deminar Very High "A LEAD" Yes

Watched Archive Medium +8 YesRegistered Deminar Low +4 YesAttended Deminar High +12 Yes

Search term contains ELT Medium +8 N/ASearch term contains Training Low +4 N/A

Downloaded Tearsheets Medium +8 No By The Numbers Whitepaper Low +4 Yes

Visted Support Page Negative - Medium -8 N/AVisited Careers Page Negative - High -12 N/A

Visted Media Kit Negative - Low -4 N/A

AB1825 Training Mandates Low +4 No CA, CT & ME Harassment Training Requirements Low +4 Yes

Sample Workplace Harassment Policy Medium +8 YesResponding to Agency Complaints of Harassment Medium +8 Yes

Harassment Investigation Checklist Medium +8 YesTop 5 Harassment Training Trends Low +4 No

Harassment in the Workplace: Are You Prepared? Medium +8 No AB 1825 Author Speaks with ELT Low +4 No

AB 1825 Compliant Interactive Supervisor Q&A Solution High +12 No 50-State Protected Category & Harassment Training Survey Low +4 Yes

7 Reasons You Should Be Doing Diversity & Inclusion Training Medium +8 No Live Vs. Online Training Case Study Medium +8 Yes

Webinar: How to Provide Superior Diversity Training High +12 Yes

SOX, FSG’s and FAR Low +4 YesDetailed FAR Training Requirements Low +4 Yes

Ethics & Compliance Update Low +4 No Ethics & COC Training FAQ Medium +8 No

Code of Conduct Drafting & Revision Best Practices Low +8 YesWorkplace Ethics Risks and Trends Video Low +4 No

Sample Whistleblower & Retaliation Policies Medium +8 YesDodd-Frank Report Low +4 Yes

Webinar: Whistleblowing, Bounty Hunting, and Retaliation Medium +8 Yes

White Paper: Bribery & Corruption Take Center Stage Low +4 YesKPMG Survey Results: Anti-Bribery & Corruption Low +4 Yes

Advantages of Using Outside Counsel Medium +8 YesUKBA Littler Report Low +4 No

Top 5 FCPA Fallacies Medium +8 No ELT & KPMG Webinar: Global Corruption Enforcement Update Medium +8 Yes

Top 4 Trends Impacting Wage & Hour Claims Low +4 No The Power of an Affi rmative Defense High +12 No

Healthcare Industry Wage & Hour Risks Video Low +4 No Wage & Hour Risks Video Low +4 No

Total Wage & Hour Compliance Whitepaper Low +4 YesWage & Hour Training ROI Medium +8 No

The Case for Wage & Hour Training Low +4 No Littler Wage & Hour Blog Low +4 No

Webinar: Maximizing Your Wage & Hour Compliance High +8 Yes

EFCA Whitepaper Low +4 No Union Organizing: A Primer Low +4 Yes

Sample Antidiscrimination Policy Medium +8 YesSample IT Privacy Policies Medium +8 Yes

Terror & Violence in the Workplace Low +4 YesDigital Workplace Low +4 Yes

Hiring Strategies Low +4 YesEmployee privacy rights Low +4 Yes

Employment Discrimination Low +4 Yes 50 State Survey of Discrimination Laws Low +4 Yes

Workplace Harassment

Diversity & Inclusion

Test, Test, Test

• Set up a new score for behaviour and demographic (through the admin tab)

• Create scoring campaigns for each demographic and behaviour score based on filter of last three months

Decide When to Send to Sales

• When activity AND behavior scores meet a threshold, the lead is classified with a rating (A, B, C)

‒ Base threshold on optimal amount of lead flow

‒ Consider creating a DQ rating as well

• Marketo Sales Insight pulls it’s “best bets” from lead rating

‒ Set this via the admin tab using a custom field

‒ When setting lead rating, update sales insight rating to force rank (A = 100, B = 50 C = 25)

What Triggers A, B, C Leads?

• A Lead‒ Beh. Score = 16+ AND Dem. Score = 16+

‒ Beh. Score = 12+ AND Dem. Score = 20+

‒ Beh. Score = 4+ AND Dem. Score = 36+

• B Lead ‒ Beh. Score = 8+ AND Dem. Score = 8

‒ Beh. Score = 4+ AND Dem. Score = 12

‒ Beh. Score = 4-15 AND Dem. Score = 16

‒ Beh. Score = 4-11 AND Dem. Score = 20-35

• C Lead ‒ Beh. Score = 4+ AND Dem. Score = 4

‒ Beh. Score = 4-7 AND Dem. Score = 8

Mechanics

• “Lead Scoring” Cop ‒ Triggered by any change in demographic or

behaviour

‒ Send to A lead smart campaign

‒ Wait 5 minutes, if A lead, remove from flow, if not, send to B lead smart campaign, etc.

Test Affect on Lead Flow

Inactivity

• For each month of inactivity:‒ No change to “DQ” status

‒ “A” leads “B” leads

‒ “B” leads “C” leads

‒ “C” leads and everyone else will be zeroed out

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