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The Who, What, Why, How of Lead Scoring
Renaud BizetGlobal Marketing Operations Director, Marketo
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Chat in the bottom right and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
• Why Lead Scoring matters?• Dive into our Scoring model @ Marketo• How do you build a new Scoring engine?• How do you maintain/optimize a Scoring
model?• Q&As
Agenda
Why Lead Scoring matters?
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Improves Conversion Rates
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Why Alignment is Important
Sales doesn’t want
names – they want
“Win Ready” leads
Why Score Leads in the first place?
Scoring Balancing ActSales Marketin
g
Pipeline
Program Optimization
Budget
Pipeline
SDR Efficiency
Dive Into Scoring Model @Marketo
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Leverage Scoring to drive Qualification
Inbound Leads
Target Leads(High Demographic Score)
Target Leads(High Behavior Score)
Decay / Inactivity
Fast Track: Act Now/Call Now
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Lead Score Formula
LEAD SCORE = (Pos Demo Score2 ) - (Neg Demo Score2) + Behavior - Decay
Measure of engagement with Marketo content
Demographic scores reflect buyer fit
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Demographic Score• Positive Demo Score
• e.g., Marketing Manager title, SFDC/Dynamics customer• Negative Demo Score
• e.g., Generic email address, Illegitimate phone number
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Behavior Activities
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Behavior/Asset Scoring Matrix
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Behavior Scoring Matrix
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Behavior – Decay Rate
Predictive / Account Scoring Model
Historical Data- Win rate- Deal Size- Etc.
Firmographic Data- Annual Revenue- Employee Size- Etc.
4K+ Signals- Social Media Activity- Funding- Etc.
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Leverage Scoring to drive Prioritization
SDR CRM Queue Priority
Recency Activity Type Engagement Fit/Predictive
Qualified Target
Recent Meaningful Activities
Account Fit
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Scoring Lenses
Product Score
Account Score
Behavior Score Decay
Demographic Score
CustomerAcquisition
RetentionCross/Up Sell
Good Target Fit?
Purchasing Behavior?
Good Account Fit?
Recommendation for future products?
Account Scoring as a Leading Indicator
7 8 10 11 20 30 35 45 55 60 65 70 75 80 85 90 95 1000
10
20
30
40
50
60
Account Score
# of
Dea
ls
How Do You Build Your Scoring Engine?
1. Define objectives (volume, quality, etc.)2. Identify stakeholders3. Set definitions4. Persona exercise5. Set your revenue modeler
5 Steps to establish your scoring framework
Which problems are you trying to solve?• MQL Volume Issue• MQL Velocity Issue• MQL to SQL/Pipe Conversion Issue
What is currently working well/need improvements?
Step #1: Define Scoring Objectives
Marketing:• CMO• Demand Gen• Marketing OperationsSales:• VP Sales• SDR/AE Management Team
Step #2: Identify Key Stakeholders
• We create an MQL based on:• A lead score of 100+, which is a combination of:
• Demographic “Fit Score”• Engagement score• Buying intent
• Can be a MQL once every 6 months
Step #3: Set DefinitionsWhat is a Marketing Qualified Lead (MQL)?
• A lead that has been accepted by an Account Executive
• Demonstrated BANT• Budget• Authority• Need• Time
Step #3: Set Definitions What Is A Sales Qualified Lead (SQL)?
• Identify a set of key personas with Sales• Run through a scoring exercise for each
persona• Demographic• Behavior
• Develop your scoring matrix
Step #4: Run Persona Exercise
Download our Definitive Guide to Lead Scoringhttp://www.marketo.com/definitive-guides/lead-scoring/
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
etTOFU MOFU
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
Database BOFU
Step #5: Define Your Revenue Funnel
How Do You Optimize Your Scoring Engine?
• Feedback loop mechanism with Sales• Sync up meetings with Sales• Email alias to report any inconsistency
• Measure scoring performance• MQL distribution• Leading indicator (MQL/Opty)• Add/Remove new signals• A/B Test
• Business objectives changes
Scoring Optimization
Plan Together, Succeed Together
31% increase in MQL acceptance
63% improvement in Marketing’s contribution to total revenue
1. Be inclusive, transparent and over communicate
2. Identify Key Strategic Objectives and set targets
3. Create SLA with Sales to help drive prioritization
4. Define demographic, firmographic and behavioral inputs to model
5. Optimize over time with input from Sales
6. Get more sophisticated: introduce product and account scoring
Lead Scoring Key Takeaways
Thank You!