Demand Gen Report's Lead Life Cycle Series session presented by Lattice Engines #LLCSeries

1. Session sponsored by!
#LLCseries
The Evolution of
Lead Scoring!

2. #LLCseries
Questions / ON24 Logistics !
•
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this
white
paper.
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our
podcast.
•
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our
assessment
•
…

3. #LLCseries
Follow
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Twi>er
#LLCseries
Demand
Gen
Report:
@DG_Report
LaBce
Engines:
@La.ce_Engines
Brian
Kardon:
@Brian_Kardon
Ryan
Schwartz:
@schwartzrw

4. #LLCseries
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5. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracTces
in
lead
generaTon
• Newsle>er
has
grown
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than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracTces
reports
• New
audio/video
podcasts
at
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6. #LLCseries
Panelists!
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Brian
Kardon,
CMO,
La.ce
Engines
Ryan
Schwartz,
Director
of
MarkeTng
Systems
and
OperaTons,
DocuSign

12. What to do?"

14. ·∙
Purchases
·∙
Items you have added to cart, but abandoned
·∙
“Dwell” times
·∙
Product ratings
·∙
Address
·∙
What your neighbors buy
·∙
Birthday
·∙
Sizes: yours + family + friends
·∙
If you are cheating on your partner!

18. How
It
Works
Growth
Profile
Employee,
locaTon,
facility,
and
contract
growth
Social
Presence
OperaTng
Diversity
Divisions,
disparity
of
locaTons
&
personnel
Cloud
Maturity
CRM,
MA,
and
provisioned
infrastructure
Company
Profile
Size,
credit
raTng,
news
Technology
Profile
Installed
technologies
and
maturity
ExecuTve
Change
Presence
of
new
personnel
AdverTsing
&
External
Investment
Spend,
trend,
Tming,
events
1,000s
of
Other
A>ributes
Web
Page
Visits
Video
Views
and
Engagement
Title
of
Contact
Form
ConversaTons
Downloads
Webinars
A>ended
Campaign
Response
Rates
Email
Opens
Internal
Data
Sources

22. Conversion
Rate
How
It
Works
78%
likelihood
to
convert
(7.8x)
39%
likelihood
to
convert
(3.9x)
Work
by
Sales
Qualified
but
Not
Ready
Historic
Conversion
is
10%
Universe
A]ributes
of
LEADS
in
this
segment:
§ Growth
Events
Company
has
experienced
>15%
employee
growth
in
recent
six
(6)
months
§ New
Loca^on
Company
has
opened
or
will
open
a
new
facility
in
next
three
(3)
months
§ Marke^ng
Response
Rise
(40%+)
in
visits
from
the
domain

23. Cumula^ve
Adop^on
Time
A
B
C
D
E
F
50-60% penetration
Source: Sirius Decisions
Where
is
marke&ng
automa&on?

24. Where is Predictive Marketing and Selling?
Cumula^ve
Adop^on
Time
A
B
C
D
E
F
Source: Lattice Engines

28. The
DocuSign
Challenge

29. TradiTonal
Scoring
Couldn’t
Scale

30. What
we
needed

31. Why
We
Chose
LaBce
• Leader
in
PredicTve
Lead
Scoring
• Passed
intense
security
review
• Commi>ed
to
meet
our
volume
needs
• Understand
persona
selling

32. DocuSign
LaBce
Lead
Score
Rollout

33. DocuSign
LaBce
Lead
Score
Rollout
0
Increased score indicators from 4 to 10
4
10

34. DocuSign
LaBce
Lead
Score
Rollout

35. Original
Scoring
Opportunity
DistribuTon
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
C
B
A
D
Lead
Score

36. LaBce
Scoring
Opportunity
DistribuTon
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
10
8
9
6
7
4
5
1
3
2
La.ce
Score

37. The
Lin
in
Win
Rate
38%
Eloqua
Score
(A,B)
LaBce
Score
(10,9,8,7,6)

38. The
Impact

39. New
Model
PredicTve
Accuracy
of
Won
OpportuniTes
of
Won
OpportuniTes
of
Won
OpportuniTes

40. Example
Predictors

41. Tips
for
AdopTon
• Benchmark
dashboard
to
prove
success
• Track
original
score,
current
score,
and
last
score
date
• TransiTon
sales
from
intuiTon
selling
to
predicTve
selling
• Develop
personas
over
Tme

42. #LLCseries
Q&A // Panelists!
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Brian
Kardon,
CMO,
La.ce
Engines
Ryan
Schwartz,
Director
of
MarkeTng
Systems
and
OperaTons,
DocuSign

43. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

44. #LLCseries
Thanks for attending this session!!
Make
sure
to
a>end
the
next
session
in
the
Lead
LifeCycle
Series:
h>p://dg-­‐r.co/lls14