Silicon Valley Marketo User Group - July 2013
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Silicon Valley Marketo User Group - July 2013
- 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Scoring Tactics for Getting Started and Score Refreshing July 25, 2013 Emily Salus, Pedowitz Group Ryan Vong, SVMUG
- 2. Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Housekeeping Items • Silicon Valley Roadshow. August 1st at the Sofitel Hotel in Redwood City. 3 – 6:30pm. Register now! • Community. Win a Nike Fuel band in the Customer Engagement engine community contest this Monday, July 29 - Friday Aug 2. Visit the Community Monday to see how to enter! • LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more! • Not receiving MUG invites? Fill out this form indicating your city and you’ll be added to the list! #SVMUG
- 3. Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Tweet With Us! #SVMUG
- 4. Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential NOVEMBER 18-21, 2013 Receive $100 off the current registration price: EC13MRKTO
- 5. Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential April 7 – 9, 2014
- 6. Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Become a Marketo Certified Expert Visit community.marketo.com/MarketoCertification for details
- 7. Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Meet Your Speaker Emily Salus Marketo Team Leader The Pedowitz Group emily@pedowitzgroup.com
- 8. Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Agenda – Lead Scoring • Getting Started • Keys to Refreshing Scoring
- 9. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Getting Started What do I score? How many points? What’s my threshold?
- 10. Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential What Do I Score? • Best Resource: Marketo’s Definitive Guide to Lead Scoring • http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0 • Four pages of suggestions for what to score: • 2 pages – behaviors • 1 page – demographics • 1 page – negative scoring (bad behavior) Two key questions • What tells you a lead might want to talk to Sales? • What does SALES need your prospects to know before the conversation?
- 11. Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Start Small • Pick (up to) 20 things to score • Ex: 15 Behavioral and 5 Demographic • Divide into high/medium/low Behavior Value Visits 10 web pages in 1 week High Clicks link in email Low Watches introductory webinar Medium Searches for product/company Medium Requests quote/sales contact LEAPFROG TO SALES Demographics Value Title (Purchaser/Recommender) Medium/Low Industry (selected values) High/Medium/Low
- 12. Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Pick a Range • Now that you have high/medium/low, pick scores • Try 5/3/1 or 10/5/1 • Make it SIMPLE • Test your Use Cases! If you scored using your model, where would your leads be? • Closed Won Opportunities • Open Opportunities • Sales Leads • Marketing Leads • Your Use Cases and model testing let you set your threshold
- 13. Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Validate with Sales • Before you implement, check with Sales Ops, a Field Rep, and an Inside Sales Rep • Do they agree with your model? • Will they help you pilot scoring? • Will they join your steering committee?
- 14. Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Advanced Scoring • Consider creating additional scoring fields: • Behavioral Score • Demographic Score • If you are using Marketo Sales Insight: • Implement new scoring fields and change the values that drive stars and flames
- 15. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Facing a Refresh How do I know what’s working? Do I change my threshold? Or my scores?
- 16. Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The World is Changing…Whether Your Scoring Model Is or Not! • Internal Changes • New products • New regions • Acquisitions/mergers • Experience and data • External Changes • New competitors • New features from Marketo • World economy • Political events
- 17. Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Assessing Your Current Scoring - Reports • Use Marketo’s Campaign Activity Report • In the Setup tab, narrow the report to include only your scoring programs This will tell you how much your scoring campaigns are being used
- 18. Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Assessing Your Current Scoring - Reports • Use Marketo’s Lead by Campaign Report – if you’re integrated to a CRM – and use Opportunity columns This will help you see which scoring campaigns touch opportunities and won opportunities
- 19. Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Assessing Your Current Scoring - Reports • If you’re using Marketo Sales Insight and Revenue Cycle Explorer… • …and your scoring is tied to Interesting Moments, the Opportunity Influence Analyzer can help you see which Interesting Moments (and thereby scoring) helped progress an opportunity
- 20. Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Assessing Your Current Scoring – Sales Feedback • Remember your Scoring Steering Committee? • Meet regularly • Get feedback from Sales Operations, a Field Rep and an Inside Sales Rep • What activities are causing score inflation? • Should “clicks link in email” be once a day? Once a week? Instead of every time? • Is demo downloading as effective as you thought as an Opportunity generator? • What’s not being scored highly enough? • Are some webinars leading indicators of an Opportunity? • What are leads who completed a “Contact Me” form doing prior to that form completion?
- 21. Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Making the Adjustments • Keep a record of your original scoring • You need a historical record of what you tried and what worked (and what didn’t) • Create a new scoring model • Update your scoring document • Create new Use Cases • Test what will happen if you change your scoring the way you plan to • WARN SALES • Let them know it’s coming • NOW update your scoring in Marketo!
- 22. Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 5 Key Tips for Updating Scoring in Marketo • Plan what you will do to existing scores • Stay the same and go forward? Get re-set and start over? • Don’t delete your old scoring campaign • This deletes your data from when the campaign was used • Don’t change the score in the existing campaign • This means there’s no record of when you changed scores. • Instead, clone the campaign, update the new one to the new score, deactivate the old campaign and archive it, activate the new campaign • Plan a low-traffic time to change over • Methodically deactivate one scoring campaign and activate the corresponding one – without interruptions and at a low-traffic time so you have a clean change over • Document the date and time of your scoring change
- 23. Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Key Resources • Marketo’s Definitive Guide to Lead Scoring • http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0 • Summit 2012: Predictive Scoring & The Future of Marketo Forecasting • http://community.marketo.com/MarketoArticle?id=kA050000000L62KCAS
- 24. Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Questions? Emily Salus Marketo Team Leader The Pedowitz Group emily@pedowitzgroup.com
- 25. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Thank you!