Demand Gen Report's Lead LifeCycle Series presented by DemandGen #LLCSeries

1. Session sponsored by!
#LLCseries
How To Implement !
An Effective Lead !
Scoring System!

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

3. #LLCseries
Follow
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webinar
on
Twi>er
#LLCSeries
Demand
Gen
Report:
@DG_Report
DemandGen
InternaDonal,
Inc.:
@demandgenglobal

4. #LLCseries
Lead LifeCycle Series Prize Box!
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5. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracDces
in
lead
generaDon
• Newsle>er
has
grown
to
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than
28,000
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• We
also
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• New
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6. #LLCseries
Panelists!
MODERATOR:
David
Lewis
President
and
CEO,
DemandGen
InternaLonal
Andrew
Gaffney,
Editor,
Demand
Gen
Report

7. #LLCseries
Download Your Free Copy!
www.manufacturingdemand.com!

8. WARNING!
The following show features sales and marketing
alignment projects performed under the
supervision of professionals.!
Accordingly, DemandGen must recommend that
no one attempt to recreate or re-enact the
activities performed on this show without the
help of experienced professionals.!

9. #LLCseries

10. #LLCseries
Why Lead Scoring
Sales Efficiency: Ranks each lead at
the top of the funnel to help sales focus on
the highest priority leads.
Nurture Routing: Ranked leads can be
routed to the appropriate nurture program
based on the objective of the nurture.

11. #LLCseries
5 Common Lead Scoring Models!
• Qualification Only (Fit Criteria)!
• Interest Only (Engagement Behavior)!
• Two-Dimensional (Cumulative roll up score)!
• Two-Dimensional (Quadrant intersect rank)!
• Predictive!

12. #LLCseries
2
Touch
2
Touch
3
Touch
1
+10 – Good Fit Criteria A
+10 – Good Fit Criteria B
+5 – Engaged on Website
+15 – Downloaded Whitepaper
Lead Scoring3
5
1
Wait 2
Days
Lead Score Reporting6
Website Lead
Capture
Wait 1
Week
Inquiry Nurture4
Campaign Runs
MarkeLng
AutomaLon
CRM
Sales Engagement
10
20
25
40

13. #LLCseries
Two Dimensional Lead Scoring!
QualificaDon
Level
(fit)
Interest
Level
(engagement)
Lead
RaDng
A
B
B
C

14. Copyright
©
2012,
DemandGen
InternaDonal,
Inc.
Interest

15. #LLCseries
In
the
physical
world
you
can
see
the
interest
of
a
lead.

16. #LLCseries
Interest
scores
leverage
their
digital
body
language
(engagement)

17. #LLCseries
Measuring Interest Level!
• Website Behavior!
• Number of visits to site, # of pages visited, how recent, areas
of interest (content)!
• Form Activity!
• Number of forms submitted, high interest forms (content type)!
• Email Responsiveness!
• Event Participation!

18. Copyright
©
2012,
DemandGen
InternaDonal,
Inc.
Fit

19. #LLCseries

20. #LLCseries
Case Study: Insulet!

21. #LLCseries
Case Study: Diabetes Management
6. # of Injections/Day?
2. Who are you?
(Persona)
3. Which
Insurance
Provider?
4. Current
Treatment
Method?
1. What Type
of Diabetes?
5. Patients Age?

22. #LLCseries

23. #LLCseries
Sample Rating Matrix!
C
D
E
B
C
D
A
B
C
Low
Medium
High
High
Medium
Low
Interest
Level
QualificaDon
Level
MarkeDng
Qualified
Lead
(MQL)
Inquiry

24. Copyright
©
2012,
DemandGen
InternaDonal,
Inc.
CRM
ImplementaLon

25. #LLCseries
Presenting The Scored Leads!

26. #LLCseries
Sales
Team
Training

27. #LLCseries
Service Level Agreements (SLAs)!
*

28. #LLCseries
Lead Scoring Views!

29. #LLCseries

30. Copyright
©
2012,
DemandGen
InternaDonal,
Inc.
AudiLng

31. #LLCseries

32. #LLCseries
Key Takeaways for Success
1. Assemble taskforce to discuss characteristics of
sales-ready leads (seek outside expertise from DemandGen.com)!
2. Determine the criteria and behaviors that should be
captured and incorporated into the lead scoring
model!
3. Review and finalize the model with taskforce!
4. Prepare your forms, MA, and CRM!
5. Build out the lead scoring system and pilot!
6. Train sales on CRM interface and SLA’s!
7. Hold quarterly taskforce meetings to audit !
usage and discuss modifications!

33. #LLCseries
Download Your Free Copy!
www.manufacturingdemand.com!

34. #LLCseries
Q&A // Panelists!
MODERATOR:
David
Lewis
President
and
CEO,
DemandGen
InternaLonal
david@DemandGen.com
Twi>er:
@demandgendave
Andrew
Gaffney,
Editor,
Demand
Gen
Report

35. #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

36. #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