Presentation given to the London User Group on 7th March 2012

1. Lead Scoring: Why and How
James Fletcher

2. CentraStage and Marketo
• About Us
– What we do
– Our target markets
– SalesForce.com
• Why Marketo
– Versions
– Capabilities
– Identify “buy now”

3. Benefits of scoring
• Sales only receive “qualified” leads.
• Increase conversion rates (lead to opp’).
• Focus sales efforts on low hanging fruit.
• Decrease sales cycle.

4. Scoring
• What’s our definition?
• How do we use Scoring?
– BANT data
(Budget, Authority, Need, Timeline)
– Demographic data
– Behavioral data
http://www.marketo.com/b2b-marketing-
resources/category/best-practices/lead-scoring

5. Our automated flow

6. The Marketo bit

7. How it fits together
+25 per click
through / milestone
+25 per click +5 per click
through through
+25 per click through
/ milestone
(Extra +25 for optional
fields / key fields)
+125 per click
through / milestone

8. What we’d like to do
• Social Sharing
• Webinar attendance
• Product area usage
• Community involvement

9. Questions?
@JamesTFletcher
James@CentraStage.com