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Speed to Success with Activity-Based Lead Scoring & Better KPIs Inject Behavioral Intent Data into Lead Scoring Models Update your lead scoring model to include behavioral data to reveal active demand, put activity-based action triggers in place and re-examine KPIs to show marketing’s true impact on the business. Only 1 in 2 of marketers score leads based upon fit and behavior 1 Pro tip: Establish common guidelines for ICP and lead qualification criteria. Create specific SLAs to set expecta- tions on what defines quality leads and how to govern the lead handoff process. Leverage data and collaborative analysis to make continuous adjustments. Pro Tip: Evolve your lead scoring to use trigger actions informed by behavioral intent signals. Automate next steps based on recent activity and buying stage. Consider organizing next-step indicators into four distinct action categories: Sales, Nurture, Behavior Change and Segmentation. Tune Up Demand KPIs to Deliver More Business Value 73% of B2B companies are now focused on lead quality over lead quantity 3 Pro Tip: Create a scorecard that measures Pipeline and Revenue, Program Conversion and Buy Cycle Length metrics to determine how impact changes over time. Results should inform future tactics, scoring and execution. Components of a Successful Modern Demand Gen Engine #3 41 % 73 % 50 % Win More by Aligning Sales & Marketing Around Qualifications and Criteria 41% have a common plan and are well aligned in execution and reporting 1 Source: 1 - Forrester: The B2B Marketing Practice Is Halfway To Awesome 2 - 20 Sales and Marketing Alignment Statistics ZoomInfo 3 - Demand Gen Survey Report: Tapping Multichannel Marketing & Data as Key Engines for Growth © 2020 TechTarget, Inc. Owner’s Manual for the Modern Demand Gen Engine Accelerate pipeline growth with this comprehensive set of how-to steps for building an effective demand generation approach that scales. Download E-book Well-aligned teams have 38% higher win rates and 36% higher customer retention rate 2 • Lead conversion rate • Win rate • Time spent in each stage of the buyer’s journey Measure what matters: Choose impact over volume 38 % 36 %

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Speed to Success with Activity-Based Lead Scoring & Better KPIs

Inject Behavioral Intent Data into Lead Scoring Models

Update your lead scoring model to include behavioral data to reveal active demand, put activity-based action triggers in place and re-examine KPIs to show marketing’s true impact on the business.

Only 1 in 2 of marketers score leads based upon fit and behavior1

Pro tip: Establish common guidelines for ICP and lead qualification criteria. Create specific SLAs to set expecta-tions on what defines quality leads and how to govern the lead hando� process. Leverage data and collaborative analysis to make continuous adjustments.

Pro Tip: Evolve your lead scoring to use trigger actions informed by behavioral intent signals. Automate next steps based on recent activity and buying stage. Consider organizing next-step indicators into four distinct action categories: Sales, Nurture, Behavior Change and Segmentation.

Tune Up Demand KPIs to Deliver More Business Value

73% of B2B companies are now focused on lead quality over lead quantity3

Pro Tip: Create a scorecard that measures Pipeline and Revenue, Program Conversion and Buy Cycle Length metrics to determine how impact changes over time. Results should inform future tactics, scoring and execution.

Components of a Successful Modern Demand Gen Engine #3

41%

73%

50%

Win More by Aligning Sales & Marketing Around Qualifications and Criteria

41% have a common plan and are well aligned in execution and reporting1

Source:1 - Forrester: The B2B Marketing Practice Is Halfway To Awesome 2 - 20 Sales and Marketing Alignment Statistics ZoomInfo3 - Demand Gen Survey Report: Tapping Multichannel Marketing & Data as Key Engines for Growth

Owner’s Manual for the Modern Demand Gen EngineAccelerate pipeline growth with this comprehensive set of how-to steps for building an e�ective demand generation approach that scales.

Download E-book

Well-aligned teams have 38% higher win rates and 36% higher customer retention rate2

• Lead conversion rate

• Win rate

• Time spent in each stage of the buyer’s journey

Measure what matters: Choose impact over volume

38% 36%

https://reg.techtarget.com/Owners-Manual-for-the-Modern-Demand-Gen-Engine-Website.html

https://blog.zoominfo.com/sales-and-marketing-alignment-statistics/

http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com/DGR_DG072_SURV_BenchmarkSurvey_Jan_2018_Final.pdf

November 4, 2014 Lead management. Outline The pain of lead volume today Overview of lead scoring Benefits of lead scoring How can lead scoring work? Demonstration

Real World Lead Nurturing and Lead Scoring