Webinar - how to implement a b2b lead scoring program

1. SalesFUSION Webinar
The Essential Guide to
Implementing a Lead Scoring Model

2. What we’ll cover today
 About SalesFUSION
 Lead scoring – background
 Data elements of lead scoring
 Data sources of lead scoring
 Building effective scoring models “Lead scoring is a tool
 Marketing & sales collaboration that can help Sales
maximize and optimize
 Using lead scores for every moment of every
 Lead routing day, with minimal waste,
 Nurture marketing for less than it would
cost to prospect without
 ROI Analysis a lead scoring system.”

3. About SalesFUSION
 SaaS Marketing Application
 HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
 Provide all b2b marketing functionality in a single app
 Focus on integrating Marketing and Sales (CRM)
 Only solution built on a CRM database
 Extensive global partner network
 Unique Client Services model
 Game-changing pricing structure
 99% retention rate
 90% of all new features added in 2011 – customer requests

4. About lead scoring
 Grouping and ranking of leads
 Grouping based on lead data and behavior
 Standard process for lead management
 Methodology for keeping CRM clean
 Grouping drives the routing of leads

5. About lead scoring
MA Software CRM Software
A, Hot, SQL
Lead Scoring is designed to ensure a smooth transition of leads
from Marketing to Sales based on mutually agreed upon rules
between the two departments.

6. Why is lead scoring important?
The cost of not using rules-based lead scoring can be high
All companies that engage
in lead generation suffer
from some percentage of
lead leakage
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

7. Data elements of lead scoring
 Implicit behavior
 Explicit behavior
 Demographics
 CRM information

8. Data elements of lead scoring
 Implicit behavior
 Web page visits
 Website PDF downloads
 Time on site
 Number of pages per session
 Frequency of visits

9. Data elements of lead scoring
 Explicit behavior
 Email open/CTR
 Form completion
 Including question response
 Event attendance
 Telemarketing call disposition

10. Data elements of lead scoring
 Demographics
 Title
 Location
 Company data
 Email validation
 Phone number

11. Data elements of lead scoring
 CRM Information
 Opportunity data
 Lead status
 Custom field data
 Purchase history

12. Data Sources
 Corporate website
 Email campaigns
 Forms & landing pages
 CRM system
 Appended data from lead intelligence systems
 Event information (trade show webinars)

13. Data Sources - Drill Down
 Corporate website – highest value “honest” data
 Lifetime visits
 Target pages (pricing, resources)
 Visit depth – 5 Minutes, 10 Minutes….
 Frequency – X # of visits in 14-day period

14. Data Sources - Drill Down
 Forms & landing pages
 Craft based on how sales pre-qualifies
 Multiple choice – leading questions
 Score answers based on impact
 Combined with web activity data –
provides best case for accurate lead
score

15. Data Sources - dependencies
 Tagging script on website, email, landing pages
 Integration between MA/CRM
Tagging script – places first-party cookie on the
machine of a lead – allows for point-of-interaction
data capture & ongoing & repetitive data capture

16. Building an effective lead scoring
model
Step 1 – Marketing & Sales
Meeting
1. Set a top-down directive from C-Level
2. Get VP sales buy-in
3. Explain benefits to sales team
4. Solicit qualification and “good lead” definition
from sales
5. Create a spreadsheet with available data to
capture and the associated value of the data –
marketing and sales rank it independently

17. Building an effective lead scoring
model

18. Building an effective lead scoring
model
Step 2 – Define Groups
1. Number of groups
2. Hot, Warm, Cold
3. Red, Green
4. Establish point values for group membership
5. Keep groups limited to 2-3 max
6. Define groups based on the potential actions
to take once someone is in a group
7. Use an excel report or other media to help
define

19. Building an effective lead scoring
model
Step 2 – Define Groups
Sales buy-in is the key to success

20. Building an effective lead scoring
model
Step 3 – Establish scoring attributes
and points
 Website visit – 5,000 seconds = 25 points
 Email campaign CTR = 10 points
 Static website form completion = 15 points
 Website – download product brochure = 20 points

21. Building an effective lead scoring
model
Step 4 – Establish scoring actions
 Hot lead group
1. Email alert to sales
2. Create lead in CRM
3. Assign task in CRM
4. Remove from all nurture campaigns
 Cold lead group
1. Enroll in nurture campaign

22. Building an effective lead scoring
model
Step 6 – Implement and test
 Monitor inbounds for a short period before
activating sales scoring actions
 Monitor scores for individuals and validate
 Ensure leads are being assigned to proper nurture
campaigns
 Set initial alerts for internal marketing team & a beta
group in sales first
 Do not deploy widespread out of the gate
 Recommend a 30-day test before rolling out to sales

23. Questions?
• Schedule a demonstration of SalesFUSION
• Learn more www.salesfusion.com
• Learn more www.webattract.com
• Thanks for staying with us! Let’s pick a winner of the
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24. Enabling technology
Brief demo of SalesFUSION Lead Scoring