webinar: integrating predictive lead scoring in your marketo
DESCRIPTION
Predictive lead scoring ("PLS") has grown into a hot topic in 2014. SiriusDecisions reports that there are nearly 14 times more B2B organizations using PLS today than in 2011. If you are thinking about PLS but are unsure where to start, join this webinar as we cover how can you implement PLS in your Marketo and see improvements in your conversion and win rates.TRANSCRIPT
How to Integrate Predictive
Lead Scoring in Marketo
2#predictiveleadscoring
Housekeeping
If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard
Your speakers
Farkhanda Zhublawar
Director of Customer Success
Fliptop
Jessica Cross
Director of Marketing
Fliptop
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Today’s Webinar Agenda
1. Traditional vs. Predictive Lead Scoring
2. Marrying Predictive and Traditional Lead Scoring
3. The Fliptop Framework
4. Integrating in your Marketo
5. Q&A
To submit questions during the webinar, please tweet them:
#predictiveleadscoring @fliptop
4#predictiveleadscoring
Traditional lead scoring looks at just a few data points
Industry
Marketing activityJob title
LocationBudgetCompany size
5#predictiveleadscoring
Lead Scoring
Industry
Email addressJob title
LocationBudgetCompany size
Gender
Marketing activity
Funding
Hiring
Technology Stack
Open job postings
Social Presence
Age
Youtube URLSocial gender
Website form
LinkedIn URL
Founded Year
Email List
Tech SEO
Company Type
Invested Capital
Youtube views
Traffic Rank
Engine Optimizer
Facebook Advertiser
CRM Software
Accepts Payments
Tech Media
Market Value
Social Occupation
Facebook Shares
Facebook LikesStocks
Twitter URL
Net Income
Employees Total
Twitter Match Score
Social Profile Photo
Paid Analytics
Influence Score
Social Presence
Website form
Social Profile Photo
Open Job Postings
Funding
Business Twitter Followers
iPhone App
iPhone App RatingCompany Age
Android App
Influence Score
Android App Rating
Has Website
NAICS Code
USSIC Code
UKSIC Code
Industry Ranking
Market Capitalization
Cash Balance
Sales Growth Percentage
Publicly listedAge GroupOpen Management Jobs
Open Legal Jobs
Employee Count
Has Disposable EmailNon-Business EmailInvalid Phone Number
Uses PHP
Uses Apache
Content Delivery Network
Cross-Browser Compatibility
Uses DNS
Uses .NET
Uses Data Feeds
Has Forms
Uses PHP
Uses JavaScriptUses Slideshows
Javascript Menus
Name server Parked Domain
Influence ScoreOpen Job PostingsEmployee Count
Uses JavaName server
Engine Optimizer
Content Delivery NetworkUses Data Feeds
Uses NginxUses Tooltip
Includes Videos
Uses Wordpress
Employees Total
Employee Count
Open Production Jobs
Android App
Engine Optimizer
Hiring
Tech SEO
Traffic Rank
Social Occupation Net IncomeUses Slideshows
Parked Domain
Open Job Postings
Uses Ajax
Uses .NET
Publicly listedNon-Business Email
Uses DNS
Open Military-Specific JobsIndustry Code
Engine Optimizer
Uses Perl
Uses Ajax
Uses Apache
Open Job Postings
Open Job Postings
Includes Videos
Social Profile Photo
Age group
Uses Python
Uses Tooltip
JavaScript Menus
Has Forms
Open Job Postings
Includes Videos
Uses DNS
Uses Apache
Invested CapitalOpen Other jobs
6#predictiveleadscoring
Traditional vs. Predictive Lead Scoring
Traditional Lead Scoring Predictive Lead Scoring
Limited Data LOTS of Data
Guessing at manual scores Statistically generated scores
No Direct Linkage to Sales Tied to Historical Sales Outcomes
Requires manual review Updates automatically
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Predictive Lead Scoring Can Improve:
• Lead and opportunity conversion rates
• Lead and opportunity velocity
• Marketing and sales efficiencies
• Sales forecasting
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How Do Predictive and Traditional Lead
Scores Work Together?
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The Fliptop Predictive Lead Scoring Framework
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The Fliptop Predictive Lead Scoring Framework
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Money in the Bank
• High Predictive Lead Score
– SpendGrade A
• High Activity Score
– Lead is interested in your solution
• e.g. Target buyer that requests a demo
• Action
– Send directly to sales
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• High Predictive Lead Score– SpendGrade A + B
• Little to no activity score
• e.g. list upload of target buyers
• Action– Sales should prospect these leads
– Marketing should create content/events to activate these leads
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Diamonds in the Rough
• Low Predictive Lead Score
– SpendGrade C + D
• High Activity Score
– Could include students, researchers,
competitors
– These leads will rarely buy
• Action
– Keep in nurture queue
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Heavy Clickers
• Low Predictive Lead Score
– SpendGrade C + D
• Low activity score
• Action
– Keep in nurture queue
– They can turn into Heavy Clickers
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Zombies
The Predictive Lead Scoring Framework
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Focus your
sales reps here
The Predictive Lead Scoring Framework
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Focus your
sales reps in
this order
Putting It Into Action In Marketo
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Money in the Bank – Smart List
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Money in the Bank – Flow
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Diamonds in the Rough – Smart List
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Diamonds in the Rough – Flow
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Heavy Clickers – Smart List
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Heavy Clickers – Flow
Predictive Lead Scoring Results
Customer Success Story
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“Using Fliptop we were able
to improve our lead to MQL
conversion rate from 8% to
17%. That’s a 2x
improvement.”
Joe LucasDirector of Demand Gen
& Marketing Operations
Case Study
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Q&A – 10 Minutes
Thank you.
Contact us for your own predictive lead scoring model
27
Farkhanda Zhublawar
Director of
Customer Success
Jessica Cross
Director of Marketing
#predictiveleadscoring
Conventional lead scoring looks at just a few data
points
Industry
Marketing activityJob title
LocationBudgetCompany size
28
Lead Scoring
Industry
Email addressJob title
LocationBudgetCompany size
Gender
Marketing activity
Funding
Hiring
Technology Stack
Open job postings
Social Presence
Age
Youtube URLSocial gender
Website form
LinkedIn URL
Founded Year
Email List
Tech SEO
Company Type
Invested Capital
Youtube views
Traffic Rank
Engine Optimizer
Facebook Advertiser
CRM Software
Accepts Payments
Tech Media
Market Value
Social Occupation
Facebook Shares
Facebook LikesStocks
Twitter URL
Net Income
Employees Total
Twitter Match Score
Social Profile Photo
Paid Analytics
Influence Score
Social Presence
Website form
Social Profile Photo
Open Job Postings
Funding
Business Twitter Followers
iPhone App
iPhone App RatingCompany Age
Android App
Influence Score
Android App Rating
Has Website
NAICS Code
USSIC Code
UKSIC Code
Industry Ranking
Market Capitalization
Cash Balance
Sales Growth Percentage
Publicly listedAge GroupOpen Management Jobs
Open Legal Jobs
Employee Count
Has Disposable EmailNon-Business EmailInvalid Phone Number
Uses PHP
Uses Apache
Content Delivery Network
Cross-Browser Compatibility
Uses DNS
Uses .NET
Uses Data Feeds
Has Forms
Uses PHP
Uses JavaScriptUses Slideshows
Javascript Menus
Name server Parked Domain
Influence ScoreOpen Job PostingsEmployee Count
Uses JavaName server
Engine Optimizer
Content Delivery NetworkUses Data Feeds
Uses NginxUses Tooltip
Includes Videos
Uses Wordpress
Employees Total
Employee Count
Open Production Jobs
Android App
Engine Optimizer
Hiring
Tech SEO
Traffic Rank
Social Occupation Net IncomeUses Slideshows
Parked Domain
Open Job Postings
Uses Ajax
Uses .NET
Publicly listedNon-Business Email
Uses DNS
Open Military-Specific JobsIndustry Code
Engine Optimizer
Uses Perl
Uses Ajax
Uses Apache
Open Job Postings
Open Job Postings
Includes Videos
Social Profile Photo
Age group
Uses Python
Uses Tooltip
JavaScript Menus
Has Forms
Open Job Postings
Includes Videos
Uses DNS
Uses Apache
Invested CapitalOpen Other jobs
29#gotleads
How we build your model
Historical Sales
3,500+ Signals / 40+ Data Sources
Machine Learning
Model Tournament
How we build your model
3,500+ Signals / 40+ Data Sources
Model is ready
Scored Lead
Works with the technology you already use
Traditional Lead Scoring
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Source: www.marketo.com
All Names
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
Behaviors
• Early stage content: +3
• Attend webinar: +5
• Visit any webpage/blog: +1
• Visit careers pages: -10
Demographics
• Pricing pages: • +10 regular, +15 detailed
• Watch demos:• +5 overview, +10 detailed
• Mid-stage content: +8
• Late-stage content: +12
• Searches for “Marketo”: +8
#predictiveleadscoring
Target Persona With Traditional Score
VP of Sales
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• Job Title: +20
• Attend webinar: +5
• Visit any webpage/blog: +1
• Visit careers pages: -10
• Possible Score = 16
Lead Score
#predictiveleadscoring
Target Persona With Traditional Score
Social Media Manager
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• Early stage content: +3
• Attend webinar: +5
• Visit any webpage/blog: +1
• Watch demos: +5
• Mid-stage content: +8
• Late-stage content: +12
• Possible Score = 34
Lead Score
#predictiveleadscoring
Predictive = Fit First approach
Social Media Manager VP of Sales
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