recommendations for lead scoring
TRANSCRIPT
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Recommendations for Lead Scoring
West UC & Assurance
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Presenters
Jim McLemoreSenior Manager, Marketing TechnologyWest Unified Communications
Sean BakerSenior Marketing Technology AnalystAssurance
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Lead Scoring Key Challenges
“I need more Hot Leads!”
“These leads suck!”
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Lead Scoring Key Challenges
My Data is so confusing!
My page tags / tag groups are confusing!
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Lead Scoring Key Challenges
Setting Expectations Measuring Success
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Defining What’s Hot
• Work with Sales• Focus on Quality over Quantity• Use Metrics that measure lead
quality not quantity.
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Defining Success
• Use Metrics that measure lead quality not quantity.– Lead conversion time– Lead SAL rates– Qualification Rates– Opportunity rates– Time to close– % of leads closed Won– Sales happiness with lead quality.
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Getting More Hot Leads
• Your HOT leads are a % of your total leads.
• To get more you need to drive more into the top of the funnel.
• Improving lead sources may increase your % of Hot leads.
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Turning Warm into Hot
• Marketing is responsible for Turning Cold/Warm leads into hot!– Profile Cold (C-D)
• Buy Updated information• Ask for updated information• Offer/contest for new information• Clean/Standardize data
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Turning Warm into Hot– Engagement Cold (3-4)
• Nurturing• Sales Signature rule – Faux
Forward• Improve Content Quality• Reduce Form Length• Faux Form submit – C-suite click
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Product Limitations
• Ability to auto escalate based on certain engagement• Multi-factor scoring – C-suite clicks = HOT• No Negative scoring (Career page, title=student)• Must score everyone• Can’t view folder hierarchy in lead scoring tool