Amongst the most difficult challenges facing marketing executives is how to effectively measure marketing contribution to revenue. Issues related to process, systems, and data further exasperate this situation. Learn how scoring models that measure and score behavior at the contact level and aggregate it to account level are the solution.
6. The
world’s
largest
professional
network
6
187M+Members Worldwide
Growing faster than two members per second
1
25
60
2
3
offices
marketers
7. #EE12
What
You’re
Going
to
Learn
Today
• The
journey
of
LinkedIn
from
Lead
Scoring
to
Account
Scoring
• The
transforma7on
of
Sales
through
Account
Scoring
8. #EE12
Ryan,
Find out how to get the edge with our newly
published industry snapshot from our partners at the
Adler Group.
Download Whitepaper
Warm Regards,
Joe Salesperson
LinkedIn Recruiting Solutions
joe@linkedin.com
650.123.4567
Email, InMail
WebsiteDisplay Ad
Marketing 1:1
17. #EE12
My
Digital
Ac-vity
SFDC contact report
Date last scored equals LAST 7 DAYS
Last
Marke-ng
Ac-vity
Account
First
Name
Last
Name
Interest
Score
Date
last
scored
(11/7/2012)
Website
(Talent)
Lexmark
Eric
Laumond
Website
(Blog)
St
Gobain
Bruno
Rampelberg
Download
(WP)
Demand
Gen
David
Lewis
Date
last
scored
(11/6/2012)
Website
(TC)
RAE
Stephanie
Negre
Email
(CTR)
AXIS
Thomas
Draca
Registra7on
(WC)
MAIA
RDTC
Eliot
Gigandet
18. #EE12
While
some
b2b
organiza7ons
con7nue
to
struggle
with
the
complexity
of
qualifying,
managing
and
tracking
individual
leads,
others
are
moving
quickly
toward
a
new
level
of
sophis7ca7on
that
will
provide
significant
compe77ve
advantages.
“ “
Jay Gaines
Group Director, SiriusDecisions
19. #EE12
B2B
Buying
-‐
behavior
changes
• “9
out
of
10
business
buyers
say
when
they
are
ready
to
buy,
they
will
find
you.”
Source:
DemandGen
report
• “If
the
order
value
is
more
than
$10k
–
70%
of
buyers
say
they
review
four
or
more
pieces
of
content
prior
to
purchase.”
Source:
Marke3ng
profs
28. #EE12
In Sales, spending time on the right accounts
and activities is everything. The insights that
come out of Demand Generation team have
been instrumental to scaling our sales and
lead gen efforts while maintaining high rep
productivity.
““
Daniel Shapero
VP Talent Solutions, Linkedin
Keep
it
simple