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How to qualify, score and nurture
 leads for optimal ROI
                     Sponsored by:
Introductions and expectations
                   • Jen Doyle, Senior Research Manager, MarketingSherpa
                             @JenLDoyle
                             http://www.linkedin.com/in/jenldoyle
                             Jen.Doyle@MECLABS.com

                   • Kaci Bower, Research Analyst, MarketingSherpa
                            @KaciBower
                            http://www.linkedin.com/in/kacibower
                            Kaci.Bower@MECLABS.com

                   • Chris Petko, Senior Director of Expert Services, Eloqua
                             @ChrisPetko
                             http://www.linkedin.com/in/chrispetko
                             Chris.P etko@eloqua.com




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About

  Research firm and publisher of marketing know-how
      •   MarketingSherpa, founded in 2,000, is part of the MECLABS Sciences Group
      •   Content read by hundreds of thousands in the marketing community weekly


  Research               Newsletters                 Events               Membership

                                                                                Access to
     Benchmark
                             Case Studies              Summits                  Extensive
      Reports
                                                                                 Library

                                                                              Discounts on
      How-to                Best Practice               Sherpa
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How to qualify, score and nurture leads for
optimal ROI - Agenda
     • Introduction & FUEL methodology for B2B marketing effectiveness

     • Finding the gold with lead qualification and scoring

     • Harvesting high quality leads with lead nurturing strategies

     • MarketingSherpa Case Study: Lead-gen revamp with scoring,
       nurturing and automation




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Research Background
•   Over 900 B2B marketers surveyed on:
     • Top challenges
     • Best marketing tactics
     • Lead scoring, nurturing and management
     • Marketing automation
     • Marketing analysis
     • Marketing operations

•   Key finding: The B2B marketing environment is becoming increasingly challenging

•   Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness
    from lead generation to sales conversion




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The Growing Challenges facing B2B Marketers
                                               2009                             2010


        Generating high-quality leads
                                                                                       69%         •   B2B marketing challenges have
                                                                                             78%       become more pertinent to
                                                                   35%
                                                                                                       organizations over time
    Generating a high volume of leads
                                                                         44%


                                                                    39%
                                                                                                   •   Balancing quality and quantity of
Marketing to a lengthening sales cycle                                                                 leads generated
                                                                      41%


       Generating perceived value in                               37%
      “cutting-edge” product benefits                              37%                             •   Sales cycles becoming more
                                                                                                       complex
                                                                33%
   Generating public relations “buzz”
                                                                   36%


 Competing in lead generation across                         27%
          multiple media                                           36%


 Marketing to a growing number of                               33%
people involved in the buying process                            34%

                       Source: MarketingSherpa B2B Marketing Benchmark Survey
                       Methodology: Fielded Aug 2010, N=935




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FUEL Up…….. and Drive Effectiveness
                                 Uncover qualified      Establish automated
      Find and attract leads                                                     Lift results
                                      leads             marketing processes


                Building a                                    How to select
                                    Bridging the gap
           foundation for your                                  marketing         Lead generation
                                   between Marketing
             lead generation                                   automation             analysis
                                        and Sales
                programs                                        software


                                                                Marketing
                                     Identifying the
           Mastering essential                                 automation
                                     Marketing-Sales                            Automation analysis
            lead generation                                implementation and
                                         funnel
                                                                 upkeep



           How to select your        Identifying and
                                                                                Metrics that matter
          lead generation mix        qualifying leads



                                                                                Delivering marketing
                                     Harvesting high                            value to the C-Suite
                                      quality leads                                 & marketing
                                                                                     leadership




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Finding the gold with lead qualification and
                                                 scoring


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Finding the Gold: Identifying and Qualifying
Leads




                                 What is a lead?




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Defining a lead

      “By definition, a universal Sales lead is one that has been
determined to fit the profile of the ideal customer, has been qualified
        as Sales-ready, and spells out the responsibilities and
    accountabilities of the participants in the program, Sales and
                              Marketing.”

                              -Brian Carroll
                              Executive Director of Applied Research,
                              MECLABS & CEO, InTouch




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Benefits of Lead Qualification
Lead Qualification will enable you to:
    • Generate a greater volume of qualified, sales-ready leads
    • Dramatically reduce any frustrations that exist among Sales
    • Improve Sales and Marketing alignment
    • Increase sales effectiveness
    • Accelerate sales pipeline performance
    • Ultimately increase overall revenues




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Information Required Before Passing a Lead to
        Sales
   Lead has entered basic
contact information in a lead                                                  80%
                                                                                     • 80% of organizations require
form on our website, a mail…                                                           contact information
    Lead has indicated a valid
                                                               42%
         business need
                                                                                     • Only 42% of organizations are
        Lead has identified
     themselves as a decision                       26%                                verifying a valid business need
              maker

  Lead has reached a certain

                                                                                     • All other qualifications show
lead score through expressing                      25%
   interest in a number of…

      Lead has indicated an                                                            26% participation or lower
    acceptable time frame to                       23%
            purchase

    Lead has indicated an
                                                   23%
                                                                                     • B2B sales teams need sales
acceptable purchasing budget
                                                                                       opportunities, not just
  Lead has potential for large
                                             16%
                                                                                       inquiries
           deal size

                      Source: MarketingSherpa B2B Marketing Benchmark Survey
                      Methodology: Fielded Aug 2010, N=935




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How to Get Started with Lead Qualification
Step #1 – Analyze past sales-ready leads
    • Identify common characteristics among best leads and best
       customers.
         • Which leads closed the fastest and had the largest deal sizes?
         • Which customers make the most repeat purchases and
           recommend your products and services?
         • Are there common job titles? Locations? Industries? Company
           sizes? Etc.




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How to Get Started with Lead Qualification
Step #2 – Meet with Sales
    • Gain support from key influencers first
    • Act as a facilitator of this meeting
         • Plan ahead & prepare
         • Ask “What is a qualified lead for our company?” then listen
             • See Page #27 for more questions to ask

Step # 3 – Confirm with Sales
    • Schedule a second meeting to confirm universal lead definition
    • Establish accountabilities
    • Set expectations



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How to Get Started with Lead Qualification
Step #4 – Draft and roll out
    • Draft ULD based on insights that were consistent from initial meeting
       to confirmation meeting

Step #5 – Confirm again
    • Once drafted, confirm with Sales to make any necessary edits and
       receive final buy in

Step #6 – Publish
    • Make the ULD as public as possible

Step #7 – Edit and Republish
    • Over time, leads change


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Sample Universal Lead Definition


  A sales-ready lead for our company has a need for CRM software, and 'gets it.' They
    have some level of education on CRM and a clear understanding of the benefits.
       They have an adequate budget set aside for their purchase and they have
  downloaded one of our whitepapers on CRM software benefits. Approximately 30%
   of leads generated from Marketing will be sales-ready and approximately 15% of
                   sales-ready leads will be closed by the sales team.

                                                  -CRM Software developer




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Identify Qualified Leads with Scoring Processes
• Lead scoring – the process of adding or
  subtracting points as a result of various
  lead attributes and behaviors that
  identify sales-ready leads.

• Once a lead enters the system, an initial
  score is assigned

• Points are added and / or subtracted
  over time

• Methodologies evolve over time



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Lead Scoring Processes and Calculation
  Lead has responded to a marketing
 campaign by providing basic contact
             information
                                                                                  80%
                                                                                        • 25% of organizations
  Lead has indicated a valid business
                                                                                          following best practice for
                                                                        42%
                 need                                                                     lead scoring
  Lead has identified themselves as a
                                                             26%
            decision maker
                                                                                        • Behavior-based scoring
Lead has reached a certain lead score
   through expressing interest in a                         25%                           criteria both popular and
        number of categories
                                                                                          effective
    Lead has indicated an acceptable
                                                            23%
        time frame to purchase

                                                                                        • Marketing automation
    Lead has indicated an acceptable
           purchasing budget
                                                            23%
                                                                                          enables automated behavior-
                                                                                          based scoring
Lead has potential for large deal size                16%


                         Source: MarketingSherpa B2B Marketing Benchmark Survey
                         Methodology: Fielded Aug 2010, N=935




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Components of a Successful Lead Scoring
Campaign

 CRITERIA         EXECUTION               ASSUMPTIONS             FLEXIBILITY           FEEDBACK


                                            Launch with a best
                    Manual execution
 Demographics &                             guess for qualified    Continual process    Check in with Sales
                   for a small number
   attributes                                 lead threshold       of trial and error       regularly
                   of criteria or leads
                                                  score


                      Automated              Test and adjust       Gather qualitative
                                                                                        Identify problems
   Behaviors          execution to           threshold over          feedback and
                                                                                            early on
                   ensure consistency             time             quantitative data




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Attributes and Behaviors for Lead Scoring
  Lead Scoring Attributes               Lead Scoring Behaviors
  Industry                              Website visit
  Company size (number of               High-value website page visit
  employees)
  Annual revenue                        Email open
  Location                              Email clickthrough
  Budget                                Whitepaper download
  Job title                             Webinar registration
  Key problem / pain point              Phone call
  Current solution                      Email sent
  Education                             Visited booth at tradeshow




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Sample Lead Score Calculation
Lead scoring criteria                                          Addition / Subtraction of points
Lead works for a company with more than 100 employees          +3
Lead has indicated an acceptable budget of US $5,000 for       +5
purchase
Lead has indicated a timeframe to purchase of three months     +5
Lead has a job title that includes the word Manager or Director +3
Lead indicated that they wanted to be contacted by a           +8
consultant or salesperson
Lead visited the website                                       +1
Lead visited the pricing page of our website                   +2
Lead opened a company email                                    +1
Lead clicked through on a company email                        +2
Lead unsubscribed from the email list                          -5
Lead has not shown any activity for 14 days                    -3



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Harvesting high quality leads with lead nurturing
                                          strategies


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Harvesting High-Quality Leads with Nurturing
Programs
• What is lead nurturing?
• Ongoing nurturing
    -Consistent communications intended to
    keep brands on prospects minds
• Outreach nurturing
    - Captures new leads, permissions,
    additional data, etc.
• Engagement nurturing
  - Targets early stage prospects to build
  stronger relationships and increase interest
• Conversion nurturing
    - Targets later stage prospects to convert
• New customer nurturing…

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Six Steps for Establishing Lead Nurturing Campaigns
Step #1 – Define segments
    • Deliver highly relevant content by segmenting based on multiple
       factors, and developing unique lead nurturing tracks for segments
    • Buyer personas identify traits, interests and needs
    • Balance buyer personas with buying cycle stage – ongoing, outreach,
       engagement, conversion and new customer nurturing
Step #2 – Collect and develop content
    • Audit your library of existing content
    • Develop content that meets the interests and needs of various buyer
       personas in specific buying cycle stages




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Six Steps for Establishing Lead Nurturing Campaigns
Step #3 – Add a human touch with teleprospecting
    • Collect prospect information - Outreach nurturing
    • Teleprospecting VS telemarketing
Step #4 – Further expand the types of lead nurturing touch points
    • Deliver content in the preferred formats of your segments
    • Consider original lead generation campaigns
Step #5 – Perfect your timing
    • Deliver content to various segments when they need it the most
    • Timing & frequency of delivery
    • Scheduled & triggered nurturing messages
    • Make an educated guess for launch
Step #6 – Test, test and test again


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Frequency of Lead Nurturing Touches
  Multiple times a day                                      9%
                                                                                                • Achieving the right timing
         Once per day                       5%
                                                                                                  and frequency of lead
                                                                                                  nurturing touches is of
   A few times a week                                                                     20%     paramount importance
         Once a week                                                                18%
                                                                                                • Majority have a frequency
Once every other week                                                             17%             of a few times a week,
     Once every three
                                                                                                  once a week, or once every
                                                       8%
          weeks
                                                                                                  other week
        Once a month                                                 12%


    More than once a                                                                            • Start with an educated
                                                                 11%
        month
                                                                                                  guess, then test and tweak
                         Source: MarketingSherpa B2B Marketing Benchmark Survey
                         Methodology: Fielded Aug 2010, N=935
                                                                                                  over time



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Drafting Lead Nurturing Content
                                           Stage of the buying cycle

                             Ongoing   Outreach      Engagement   Conversion   New customer
           Buyer persona 1



Buyer
personas
           Buyer persona 2




           Buyer persona 3




           Buyer persona 4




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MarketingSherpa case study


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Case Study: Lead-Gen Revamp with Automation
and Scoring
                                        • Software provider Jaspersoft used
                                          automated lead scoring and
                                          nurturing campaigns to increase
                                          Sales conversion rates

                                        • Segmented in-house database of
                                          open-source subscribers, paying
                                          customers, and subscribers
                                          interested in making a purchase

                                        • Steps to success




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Campaign Goals
                                                 • Communicate effectively to all
“We’ve got this huge funnel. Plenty of people      segments to improve sales
 know us and use our software. My challenge        conversion rates
is not to increase the number of leads, but to
get improved conversion rates throughout the
                    funnel.”                     • Profile audience and segment
                                                   their database
                   -Nick Halsey
                   VP Marketing
                                                 • Establish automated processes
                   Jaspersoft
                                                   for lead scoring and nurturing




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Campaign Tactic: Centralize and segment
database
                                        • The team had a lack of integration
                                          between Marketing and Sales
                                          databases
                                           • CRM for commercial sales
                                              leads, separate database for
                                              open-source community,
                                              email tool, web analytics,
                                              accounting platform for
                                              ecommerce transactions
                                        • Created a centralized database by:
                                           • Implementing a marketing
                                              automation platform
                                           • Integrated existing databases



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Campaign Tactic: Centralize and segment
database
                                           • Segmented database according to
                                             demographics and behaviors
                                              • Prospects who registered on
“Over time, we get a pretty good matrix of
                                                the community site were
    information about each contact.”
                                                considered non-commercial
                 -Nick Halsey                   prospects until further actions
                 VP Marketing                   or demographic information
                 Jaspersoft                     indicated otherwise
                                              • Allowed visitors to self-
                                                segment by specifying
                                                interests




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Campaign Tactic: Customize Communications
                                        • The team applied segmentation to
                                          a series of scheduled outbound
                                          email communications
                                           • Four editions of their quarterly
                                              newsletter
                                                • Customer
                                                • Community member
                                                • Corporate Europe Edition
                                                • Corporate North America
                                                  Edition
                                           • Announcements for events and
                                              new products



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Campaign Tactic: Triggered Lead Nurturing
                              • The team set up triggered communications
                                 • 30-day trial download triggered a series
                                     • Thank you / welcome
                                     • Links to tools
                                     • Links to online documentation and forums
                                     • Request for permission to engage with
                                       Sales
                                 • Behaviors triggered automated sub-
                                   campaigns
                                 • Indications of readiness to buy triggered
                                   hand-off to Sales
                                     • Purchasing documentation
                                     • Signing up for a training course


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Campaign Tactic: Dynamic Registration Forms
                                        • Automation application enabled
                                          the team to develop dynamic
                                          registration forms
                                        • Asked prospects for information
                                          depending on the action they were
                                          taking, or information already
                                          collected
                                        • Entry level actions only required
                                          name and email
                                        • Subsequent actions triggered
                                          additional questions




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Campaign Tactic: Lead Qualification, Scoring,
 and Hand-off
                                              • Lead scores were developed
                                                based on demographics and
                                                behaviors over time
“We have hundreds of thousands of names of
                                              • Once a community member
  people just simmering in the background.
                                                reached the qualified lead
 Scoring helps to make you aware when their
         behavior shows signs of life.”         threshold, they were handed off
                                                to Sales
                  -Nick Halsey                • They routed leads to the
                  VP Marketing                  appropriate sales person based
                  Jaspersoft                    on sales team expertise and
                                                specialties




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Campaign Results
                                           • Since implementation, the team
                                             has achieved a 190% increase in
                                             sales conversion rate from
“Marketing automation is a must-have for
                                             qualified leads to closed deals
      us, it’s not a nice-to-have.”
                                           • Top closing prospects asked to be
                  -Nick Halsey               contacted
                  VP Marketing             • 2nd greatest closing rates from 30
                  Jaspersoft                 day trial drip
                                           • 3rd greatest closing rates from e-
                                             commerce campaigns




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Lead Scoring – great practices!

Chris Petko
Senior Director, Expert Services
Poll Question
What stage of Lead Scoring are you currently in?

1.    Don’t understand it yet
2.    Understand, but haven’t implemented it yet
3.    Currently using Lead Scoring, but am looking to optimize it
4.    Have been using lead scoring for years and have made many enhancements
5.    Not relevant for my business.




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Focus on the core scenario



        Define a lead
        Capture their DBL,
        Qualify,
        Hand off to sales,
        Measure, Optimize …



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Focus on the core scenario



        Define a lead
        Capture their DBL,
        Qualify,
        Hand off to sales,
        Measure, Optimize … Repeat



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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




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Define a lead


Stage Owner         Definition                       Action                          SLA                        Pass                          Fail
Suspect Marketing An email address in the Eloqua                                                                Record fits into ICP          Not a good fit
                  database.
Inquiry Marketing A raw response, or hand-raiser     An email click-through,                                   Email CT, Form Submission, Not active, no hand raising
                  to an outbound marketing           form submission, landing        Scoring must be completed Landing page visit, Website
                  program or to our website or       page visit OR a website         within 4 hours.           visit, Event Booth visit
                  to an event.                       visit.
MQL     Marketing An Inquiry that has reached a      Automated - Program                                        Inquiry is scored and is at   Lead Score is not high
                  certain threshold for both level   assigns score, Custom                                      A1, A2, B1, B2, C1.           enough
                                                                                     2 hours
                  of fit and engagement from         objects created
                  lead scoring.
SAL     Marketing A lead that has an established     A qualification call is made.                              Lead qualifies on ANT         Lead does not qualify
                  need, authority and timing to
                                                                                     8 hours
                  move forward (pain, role,
                  buying stage).
SQO     Sales     An active pipeline opportunity     A qualification call is made                               Sufficient interest and      Discovery call does not
                                                     by Field rep to                                            potential to warrant further uncover real need.
                                                     establish/validate the       48 hours                      investment to develop the
                                                     Buyers Stage, Pain and                                     opportunity
                                                     Authority.




   Join the conversation: #SherpaWebinar
Define a lead - Explicit
Title – Normalized                                      Score

Marketing Title (VP, Director, Manager, Professional)
                                                            50
C-Level
Non Sales Directors and VPs
                                                            20
“Vice President of Sales”
Sales titles
                                                            10
Exclude: Vice President of Sales

Industry                                                Score

Business Services, Banking, Insurance, Technology,
                                                            20
Computer Hardware, Software

CRM                                                     Score

Salesforce.com, Siebel (on Demand), Microsoft CRM           30
Other
                                                            10
Exclude: blank or “None”


 Join the conversation: #SherpaWebinar
Define a lead - Explicit
Title – Normalized                                      Score

Marketing Title (VP, Director, Manager, Professional)
                                                            50
C-Level
Non Sales Directors and VPs
                                                            20

Sales titles
                        Accelerator:
“Vice President of Sales”

                                                            10
Exclude: Vice President of Sales

Industry
                  Opportunity that was                  Score

             disqualified, lost or stalled within
Business Services, Banking, Insurance, Technology,
                                                            20
Computer Hardware, Software

CRM
                   the last 12 months.                  Score

Salesforce.com, Siebel (on Demand), Microsoft CRM           30
Other
                                                            10
Exclude: blank or “None”


 Join the conversation: #SherpaWebinar
Define a lead - Implicit
HVWC                                                  Score
Services pages                                           25

Product Pages                                            25

Platform Pages                                           10

About Us                                                 5

Customer Success, Case Studies, Videos, Whitepapers      5

Frequency                                             Score
Website visits in last 7 days > 1                        20

Inquiry                                               Score
# of Inquiries in last 30 days > 1                       10



  Join the conversation: #SherpaWebinar
Define a lead - Implicit
HVWC                                                  Score
Services pages                                           25

Product Pages                                            25

Platform Pages                                           10

About Us
                       Accelerator:                      5

                Contact Us Form Submission
Customer Success, Case Studies, Videos, Whitepapers      5

Frequency       Viewed Demo on eloqua.com             Score
Website visits in last 7 days > 1                        20

Inquiry                                               Score
# of Inquiries in last 30 days > 1                       10



  Join the conversation: #SherpaWebinar
Qualify
         Website




Join the conversation: #SherpaWebinar
Qualify
         Website                        Campaign Inquiry




Join the conversation: #SherpaWebinar
Qualify
         Website                        Campaign Inquiry




                                             Think in terms of production


Join the conversation: #SherpaWebinar
Implicit Score
                                                                         40
   Qualify                               Add/Subtract
  Joe Blow,
  VP Marketing, (50)
  Technology Inc. (20)
  SFDC (30)
                             A
                                                             A2
                   0     1   2   3   4     5    6   7               14




Website Visit = 40
Product page (25 pts)
About (5 pts)
Platform page (10 pts)




  Join the conversation: #SherpaWebinar
Implicit Score
                                                                                47
 Qualify                                  Add/Subtract
Joe Blow,
VP Marketing, (50)
Technology Inc. (20)
SFDC (30)
                           A
                                      -3
                                      +20
                                      +10
                                      -7
                                      -4         (1 per day)
                                                 (1 per day)
                                                                    A1
                                                                    A2
            0          1   2     3    4     5    6      7                  14




                           Campaign Inquiry = 10



Join the conversation: #SherpaWebinar
Qualify – tips for the first time




Join the conversation: #SherpaWebinar
Qualify – tips for the first time




Join the conversation: #SherpaWebinar
The hand off to Sales




Join the conversation: #SherpaWebinar
The hand off to Sales




Join the conversation: #SherpaWebinar
The hand off to Sales




Join the conversation: #SherpaWebinar
The hand off to Sales




Join the conversation: #SherpaWebinar
The hand off to Sales




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




            http://www.youtube.com/watch?v=2zTMaJlv764

Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat
Some sources of names      Lead Source

provide more
opportunities than
others




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat
                           Lead Source




Some sources produce
faster wins. (later
buyers stage)




Join the conversation: #SherpaWebinar
Measure, Optimize … Repeat
                           Lead Source




Some sources give
higher Win Rates




Join the conversation: #SherpaWebinar
Poll Question
What is your biggest challenge to Lead Scoring?

1.   Don’t have the knowledge to implement or optimize
2.   Don’t have the bandwidth/not a priority.
3.   Don’t know how to optimize it.
4.   Internal adoption/don’t see the value
5.   Hand off to sales/lack of support from Sales to follow up
6.   Lead scoring is not relevant for my business.




Join the conversation: #SherpaWebinar
In conclusion…


       Define a lead
       Capture their DBL,
       Qualify,
       Hand off to sales,
       Measure, Optimize … Repeat



Join the conversation: #SherpaWebinar
Connect with Chris Petko


                      chris.petko@eloqua.com




Join the conversation: #SherpaWebinar
Top Takeaways
                                        •   Marketers must qualify, score and nurture
                                            leads for optimal revenues and lead
                                            generation ROI

                                        •   Gain agreement from Sales on criteria for
                                            qualified leads

                                        •   Score leads based on demographics and
                                            behaviors

                                        •   Consider personas and stage of the buying
                                            cycle for optimal lead nurturing content

                                        •   Precise management of hand-off is critical




Join the conversation: #SherpaWebinar
Join the conversation: #SherpaWebinar
Join the conversation: #SherpaWebinar
Questions, Comments

Send us your feedback:
  Jen.Doyle@MECLABS.com
  Kaci.Bower@MECLABS.com
  Webinars@MarketingSherpa.com
  Chris.petko@eloqua.com




Join the conversation: #SherpaWebinar
Thank you




Join the conversation: #SherpaWebinar

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How to Qualify, Score and Nurture Leads for Optimal ROI

  • 1. How to qualify, score and nurture leads for optimal ROI Sponsored by:
  • 2. Introductions and expectations • Jen Doyle, Senior Research Manager, MarketingSherpa @JenLDoyle http://www.linkedin.com/in/jenldoyle Jen.Doyle@MECLABS.com • Kaci Bower, Research Analyst, MarketingSherpa @KaciBower http://www.linkedin.com/in/kacibower Kaci.Bower@MECLABS.com • Chris Petko, Senior Director of Expert Services, Eloqua @ChrisPetko http://www.linkedin.com/in/chrispetko Chris.P etko@eloqua.com Join the conversation: #SherpaWebinar
  • 3. Join the conversation on Twitter #SherpaWebinar Join the conversation: #SherpaWebinar
  • 4. About: Provider of audio and web conferencing and webinar services, now including direct integrations with: •Eloqua •Salesforce •Custom integrations with our open API Eliminate time-consuming manual steps and streamline your webinar process. Focus on your campaigns, demos, and training sessions - not on the amount of effort to move important data back and forth. For additional information visit: www.readytalk.com/products-services Sponsor of 2011 B2B Marketing Advanced Practices Handbook Join the conversation: #SherpaWebinar
  • 5. About Research firm and publisher of marketing know-how • MarketingSherpa, founded in 2,000, is part of the MECLABS Sciences Group • Content read by hundreds of thousands in the marketing community weekly Research Newsletters Events Membership Access to Benchmark Case Studies Summits Extensive Reports Library Discounts on How-to Best Practice Sherpa Research and Handbooks articles Training Events Join the conversation: #SherpaWebinar
  • 6. How to qualify, score and nurture leads for optimal ROI - Agenda • Introduction & FUEL methodology for B2B marketing effectiveness • Finding the gold with lead qualification and scoring • Harvesting high quality leads with lead nurturing strategies • MarketingSherpa Case Study: Lead-gen revamp with scoring, nurturing and automation Join the conversation: #SherpaWebinar
  • 7. Research Background • Over 900 B2B marketers surveyed on: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Marketing automation • Marketing analysis • Marketing operations • Key finding: The B2B marketing environment is becoming increasingly challenging • Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion Join the conversation: #SherpaWebinar
  • 8. The Growing Challenges facing B2B Marketers 2009 2010 Generating high-quality leads 69% • B2B marketing challenges have 78% become more pertinent to 35% organizations over time Generating a high volume of leads 44% 39% • Balancing quality and quantity of Marketing to a lengthening sales cycle leads generated 41% Generating perceived value in 37% “cutting-edge” product benefits 37% • Sales cycles becoming more complex 33% Generating public relations “buzz” 36% Competing in lead generation across 27% multiple media 36% Marketing to a growing number of 33% people involved in the buying process 34% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  • 9. FUEL Up…….. and Drive Effectiveness Uncover qualified Establish automated Find and attract leads Lift results leads marketing processes Building a How to select Bridging the gap foundation for your marketing Lead generation between Marketing lead generation automation analysis and Sales programs software Marketing Identifying the Mastering essential automation Marketing-Sales Automation analysis lead generation implementation and funnel upkeep How to select your Identifying and Metrics that matter lead generation mix qualifying leads Delivering marketing Harvesting high value to the C-Suite quality leads & marketing leadership Join the conversation: #SherpaWebinar
  • 10. Finding the gold with lead qualification and scoring Join the conversation: #SherpaWebinar
  • 11. Finding the Gold: Identifying and Qualifying Leads What is a lead? Join the conversation: #SherpaWebinar
  • 12. Defining a lead “By definition, a universal Sales lead is one that has been determined to fit the profile of the ideal customer, has been qualified as Sales-ready, and spells out the responsibilities and accountabilities of the participants in the program, Sales and Marketing.” -Brian Carroll Executive Director of Applied Research, MECLABS & CEO, InTouch Join the conversation: #SherpaWebinar
  • 13. Benefits of Lead Qualification Lead Qualification will enable you to: • Generate a greater volume of qualified, sales-ready leads • Dramatically reduce any frustrations that exist among Sales • Improve Sales and Marketing alignment • Increase sales effectiveness • Accelerate sales pipeline performance • Ultimately increase overall revenues Join the conversation: #SherpaWebinar
  • 14. Information Required Before Passing a Lead to Sales Lead has entered basic contact information in a lead 80% • 80% of organizations require form on our website, a mail… contact information Lead has indicated a valid 42% business need • Only 42% of organizations are Lead has identified themselves as a decision 26% verifying a valid business need maker Lead has reached a certain • All other qualifications show lead score through expressing 25% interest in a number of… Lead has indicated an 26% participation or lower acceptable time frame to 23% purchase Lead has indicated an 23% • B2B sales teams need sales acceptable purchasing budget opportunities, not just Lead has potential for large 16% inquiries deal size Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  • 15. How to Get Started with Lead Qualification Step #1 – Analyze past sales-ready leads • Identify common characteristics among best leads and best customers. • Which leads closed the fastest and had the largest deal sizes? • Which customers make the most repeat purchases and recommend your products and services? • Are there common job titles? Locations? Industries? Company sizes? Etc. Join the conversation: #SherpaWebinar
  • 16. How to Get Started with Lead Qualification Step #2 – Meet with Sales • Gain support from key influencers first • Act as a facilitator of this meeting • Plan ahead & prepare • Ask “What is a qualified lead for our company?” then listen • See Page #27 for more questions to ask Step # 3 – Confirm with Sales • Schedule a second meeting to confirm universal lead definition • Establish accountabilities • Set expectations Join the conversation: #SherpaWebinar
  • 17. How to Get Started with Lead Qualification Step #4 – Draft and roll out • Draft ULD based on insights that were consistent from initial meeting to confirmation meeting Step #5 – Confirm again • Once drafted, confirm with Sales to make any necessary edits and receive final buy in Step #6 – Publish • Make the ULD as public as possible Step #7 – Edit and Republish • Over time, leads change Join the conversation: #SherpaWebinar
  • 18. Sample Universal Lead Definition A sales-ready lead for our company has a need for CRM software, and 'gets it.' They have some level of education on CRM and a clear understanding of the benefits. They have an adequate budget set aside for their purchase and they have downloaded one of our whitepapers on CRM software benefits. Approximately 30% of leads generated from Marketing will be sales-ready and approximately 15% of sales-ready leads will be closed by the sales team. -CRM Software developer Join the conversation: #SherpaWebinar
  • 19. Identify Qualified Leads with Scoring Processes • Lead scoring – the process of adding or subtracting points as a result of various lead attributes and behaviors that identify sales-ready leads. • Once a lead enters the system, an initial score is assigned • Points are added and / or subtracted over time • Methodologies evolve over time Join the conversation: #SherpaWebinar
  • 20. Lead Scoring Processes and Calculation Lead has responded to a marketing campaign by providing basic contact information 80% • 25% of organizations Lead has indicated a valid business following best practice for 42% need lead scoring Lead has identified themselves as a 26% decision maker • Behavior-based scoring Lead has reached a certain lead score through expressing interest in a 25% criteria both popular and number of categories effective Lead has indicated an acceptable 23% time frame to purchase • Marketing automation Lead has indicated an acceptable purchasing budget 23% enables automated behavior- based scoring Lead has potential for large deal size 16% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Join the conversation: #SherpaWebinar
  • 21. Components of a Successful Lead Scoring Campaign CRITERIA EXECUTION ASSUMPTIONS FLEXIBILITY FEEDBACK Launch with a best Manual execution Demographics & guess for qualified Continual process Check in with Sales for a small number attributes lead threshold of trial and error regularly of criteria or leads score Automated Test and adjust Gather qualitative Identify problems Behaviors execution to threshold over feedback and early on ensure consistency time quantitative data Join the conversation: #SherpaWebinar
  • 22. Attributes and Behaviors for Lead Scoring Lead Scoring Attributes Lead Scoring Behaviors Industry Website visit Company size (number of High-value website page visit employees) Annual revenue Email open Location Email clickthrough Budget Whitepaper download Job title Webinar registration Key problem / pain point Phone call Current solution Email sent Education Visited booth at tradeshow Join the conversation: #SherpaWebinar
  • 23. Sample Lead Score Calculation Lead scoring criteria Addition / Subtraction of points Lead works for a company with more than 100 employees +3 Lead has indicated an acceptable budget of US $5,000 for +5 purchase Lead has indicated a timeframe to purchase of three months +5 Lead has a job title that includes the word Manager or Director +3 Lead indicated that they wanted to be contacted by a +8 consultant or salesperson Lead visited the website +1 Lead visited the pricing page of our website +2 Lead opened a company email +1 Lead clicked through on a company email +2 Lead unsubscribed from the email list -5 Lead has not shown any activity for 14 days -3 Join the conversation: #SherpaWebinar
  • 24. Harvesting high quality leads with lead nurturing strategies Join the conversation: #SherpaWebinar
  • 25. Harvesting High-Quality Leads with Nurturing Programs • What is lead nurturing? • Ongoing nurturing -Consistent communications intended to keep brands on prospects minds • Outreach nurturing - Captures new leads, permissions, additional data, etc. • Engagement nurturing - Targets early stage prospects to build stronger relationships and increase interest • Conversion nurturing - Targets later stage prospects to convert • New customer nurturing… Join the conversation: #SherpaWebinar
  • 26. Six Steps for Establishing Lead Nurturing Campaigns Step #1 – Define segments • Deliver highly relevant content by segmenting based on multiple factors, and developing unique lead nurturing tracks for segments • Buyer personas identify traits, interests and needs • Balance buyer personas with buying cycle stage – ongoing, outreach, engagement, conversion and new customer nurturing Step #2 – Collect and develop content • Audit your library of existing content • Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages Join the conversation: #SherpaWebinar
  • 27. Six Steps for Establishing Lead Nurturing Campaigns Step #3 – Add a human touch with teleprospecting • Collect prospect information - Outreach nurturing • Teleprospecting VS telemarketing Step #4 – Further expand the types of lead nurturing touch points • Deliver content in the preferred formats of your segments • Consider original lead generation campaigns Step #5 – Perfect your timing • Deliver content to various segments when they need it the most • Timing & frequency of delivery • Scheduled & triggered nurturing messages • Make an educated guess for launch Step #6 – Test, test and test again Join the conversation: #SherpaWebinar
  • 28. Frequency of Lead Nurturing Touches Multiple times a day 9% • Achieving the right timing Once per day 5% and frequency of lead nurturing touches is of A few times a week 20% paramount importance Once a week 18% • Majority have a frequency Once every other week 17% of a few times a week, Once every three once a week, or once every 8% weeks other week Once a month 12% More than once a • Start with an educated 11% month guess, then test and tweak Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 over time Join the conversation: #SherpaWebinar
  • 29. Drafting Lead Nurturing Content Stage of the buying cycle Ongoing Outreach Engagement Conversion New customer Buyer persona 1 Buyer personas Buyer persona 2 Buyer persona 3 Buyer persona 4 Join the conversation: #SherpaWebinar
  • 30. MarketingSherpa case study Join the conversation: #SherpaWebinar
  • 31. Case Study: Lead-Gen Revamp with Automation and Scoring • Software provider Jaspersoft used automated lead scoring and nurturing campaigns to increase Sales conversion rates • Segmented in-house database of open-source subscribers, paying customers, and subscribers interested in making a purchase • Steps to success Join the conversation: #SherpaWebinar
  • 32. Campaign Goals • Communicate effectively to all “We’ve got this huge funnel. Plenty of people segments to improve sales know us and use our software. My challenge conversion rates is not to increase the number of leads, but to get improved conversion rates throughout the funnel.” • Profile audience and segment their database -Nick Halsey VP Marketing • Establish automated processes Jaspersoft for lead scoring and nurturing Join the conversation: #SherpaWebinar
  • 33. Campaign Tactic: Centralize and segment database • The team had a lack of integration between Marketing and Sales databases • CRM for commercial sales leads, separate database for open-source community, email tool, web analytics, accounting platform for ecommerce transactions • Created a centralized database by: • Implementing a marketing automation platform • Integrated existing databases Join the conversation: #SherpaWebinar
  • 34. Campaign Tactic: Centralize and segment database • Segmented database according to demographics and behaviors • Prospects who registered on “Over time, we get a pretty good matrix of the community site were information about each contact.” considered non-commercial -Nick Halsey prospects until further actions VP Marketing or demographic information Jaspersoft indicated otherwise • Allowed visitors to self- segment by specifying interests Join the conversation: #SherpaWebinar
  • 35. Campaign Tactic: Customize Communications • The team applied segmentation to a series of scheduled outbound email communications • Four editions of their quarterly newsletter • Customer • Community member • Corporate Europe Edition • Corporate North America Edition • Announcements for events and new products Join the conversation: #SherpaWebinar
  • 36. Campaign Tactic: Triggered Lead Nurturing • The team set up triggered communications • 30-day trial download triggered a series • Thank you / welcome • Links to tools • Links to online documentation and forums • Request for permission to engage with Sales • Behaviors triggered automated sub- campaigns • Indications of readiness to buy triggered hand-off to Sales • Purchasing documentation • Signing up for a training course Join the conversation: #SherpaWebinar
  • 37. Campaign Tactic: Dynamic Registration Forms • Automation application enabled the team to develop dynamic registration forms • Asked prospects for information depending on the action they were taking, or information already collected • Entry level actions only required name and email • Subsequent actions triggered additional questions Join the conversation: #SherpaWebinar
  • 38. Campaign Tactic: Lead Qualification, Scoring, and Hand-off • Lead scores were developed based on demographics and behaviors over time “We have hundreds of thousands of names of • Once a community member people just simmering in the background. reached the qualified lead Scoring helps to make you aware when their behavior shows signs of life.” threshold, they were handed off to Sales -Nick Halsey • They routed leads to the VP Marketing appropriate sales person based Jaspersoft on sales team expertise and specialties Join the conversation: #SherpaWebinar
  • 39. Campaign Results • Since implementation, the team has achieved a 190% increase in sales conversion rate from “Marketing automation is a must-have for qualified leads to closed deals us, it’s not a nice-to-have.” • Top closing prospects asked to be -Nick Halsey contacted VP Marketing • 2nd greatest closing rates from 30 Jaspersoft day trial drip • 3rd greatest closing rates from e- commerce campaigns Join the conversation: #SherpaWebinar
  • 40. Lead Scoring – great practices! Chris Petko Senior Director, Expert Services
  • 41. Poll Question What stage of Lead Scoring are you currently in? 1. Don’t understand it yet 2. Understand, but haven’t implemented it yet 3. Currently using Lead Scoring, but am looking to optimize it 4. Have been using lead scoring for years and have made many enhancements 5. Not relevant for my business. Join the conversation: #SherpaWebinar
  • 42. Focus on the core scenario Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize … Join the conversation: #SherpaWebinar
  • 43. Focus on the core scenario Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 44. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 45. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 46. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 47. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 48. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 49. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 50. Define a lead Stage Owner Definition Action SLA Pass Fail Suspect Marketing An email address in the Eloqua Record fits into ICP Not a good fit database. Inquiry Marketing A raw response, or hand-raiser An email click-through, Email CT, Form Submission, Not active, no hand raising to an outbound marketing form submission, landing Scoring must be completed Landing page visit, Website program or to our website or page visit OR a website within 4 hours. visit, Event Booth visit to an event. visit. MQL Marketing An Inquiry that has reached a Automated - Program Inquiry is scored and is at Lead Score is not high certain threshold for both level assigns score, Custom A1, A2, B1, B2, C1. enough 2 hours of fit and engagement from objects created lead scoring. SAL Marketing A lead that has an established A qualification call is made. Lead qualifies on ANT Lead does not qualify need, authority and timing to 8 hours move forward (pain, role, buying stage). SQO Sales An active pipeline opportunity A qualification call is made Sufficient interest and Discovery call does not by Field rep to potential to warrant further uncover real need. establish/validate the 48 hours investment to develop the Buyers Stage, Pain and opportunity Authority. Join the conversation: #SherpaWebinar
  • 51. Define a lead - Explicit Title – Normalized Score Marketing Title (VP, Director, Manager, Professional) 50 C-Level Non Sales Directors and VPs 20 “Vice President of Sales” Sales titles 10 Exclude: Vice President of Sales Industry Score Business Services, Banking, Insurance, Technology, 20 Computer Hardware, Software CRM Score Salesforce.com, Siebel (on Demand), Microsoft CRM 30 Other 10 Exclude: blank or “None” Join the conversation: #SherpaWebinar
  • 52. Define a lead - Explicit Title – Normalized Score Marketing Title (VP, Director, Manager, Professional) 50 C-Level Non Sales Directors and VPs 20 Sales titles Accelerator: “Vice President of Sales” 10 Exclude: Vice President of Sales Industry Opportunity that was Score disqualified, lost or stalled within Business Services, Banking, Insurance, Technology, 20 Computer Hardware, Software CRM the last 12 months. Score Salesforce.com, Siebel (on Demand), Microsoft CRM 30 Other 10 Exclude: blank or “None” Join the conversation: #SherpaWebinar
  • 53. Define a lead - Implicit HVWC Score Services pages 25 Product Pages 25 Platform Pages 10 About Us 5 Customer Success, Case Studies, Videos, Whitepapers 5 Frequency Score Website visits in last 7 days > 1 20 Inquiry Score # of Inquiries in last 30 days > 1 10 Join the conversation: #SherpaWebinar
  • 54. Define a lead - Implicit HVWC Score Services pages 25 Product Pages 25 Platform Pages 10 About Us Accelerator: 5 Contact Us Form Submission Customer Success, Case Studies, Videos, Whitepapers 5 Frequency Viewed Demo on eloqua.com Score Website visits in last 7 days > 1 20 Inquiry Score # of Inquiries in last 30 days > 1 10 Join the conversation: #SherpaWebinar
  • 55. Qualify Website Join the conversation: #SherpaWebinar
  • 56. Qualify Website Campaign Inquiry Join the conversation: #SherpaWebinar
  • 57. Qualify Website Campaign Inquiry Think in terms of production Join the conversation: #SherpaWebinar
  • 58. Implicit Score 40 Qualify Add/Subtract Joe Blow, VP Marketing, (50) Technology Inc. (20) SFDC (30) A A2 0 1 2 3 4 5 6 7 14 Website Visit = 40 Product page (25 pts) About (5 pts) Platform page (10 pts) Join the conversation: #SherpaWebinar
  • 59. Implicit Score 47 Qualify Add/Subtract Joe Blow, VP Marketing, (50) Technology Inc. (20) SFDC (30) A -3 +20 +10 -7 -4 (1 per day) (1 per day) A1 A2 0 1 2 3 4 5 6 7 14 Campaign Inquiry = 10 Join the conversation: #SherpaWebinar
  • 60. Qualify – tips for the first time Join the conversation: #SherpaWebinar
  • 61. Qualify – tips for the first time Join the conversation: #SherpaWebinar
  • 62. The hand off to Sales Join the conversation: #SherpaWebinar
  • 63. The hand off to Sales Join the conversation: #SherpaWebinar
  • 64. The hand off to Sales Join the conversation: #SherpaWebinar
  • 65. The hand off to Sales Join the conversation: #SherpaWebinar
  • 66. The hand off to Sales Join the conversation: #SherpaWebinar
  • 67. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 68. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 69. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 70. Measure, Optimize … Repeat http://www.youtube.com/watch?v=2zTMaJlv764 Join the conversation: #SherpaWebinar
  • 71. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 72. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 73. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 74. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 75. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 76. Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 77. Measure, Optimize … Repeat Some sources of names Lead Source provide more opportunities than others Join the conversation: #SherpaWebinar
  • 78. Measure, Optimize … Repeat Lead Source Some sources produce faster wins. (later buyers stage) Join the conversation: #SherpaWebinar
  • 79. Measure, Optimize … Repeat Lead Source Some sources give higher Win Rates Join the conversation: #SherpaWebinar
  • 80. Poll Question What is your biggest challenge to Lead Scoring? 1. Don’t have the knowledge to implement or optimize 2. Don’t have the bandwidth/not a priority. 3. Don’t know how to optimize it. 4. Internal adoption/don’t see the value 5. Hand off to sales/lack of support from Sales to follow up 6. Lead scoring is not relevant for my business. Join the conversation: #SherpaWebinar
  • 81. In conclusion… Define a lead Capture their DBL, Qualify, Hand off to sales, Measure, Optimize … Repeat Join the conversation: #SherpaWebinar
  • 82. Connect with Chris Petko chris.petko@eloqua.com Join the conversation: #SherpaWebinar
  • 83. Top Takeaways • Marketers must qualify, score and nurture leads for optimal revenues and lead generation ROI • Gain agreement from Sales on criteria for qualified leads • Score leads based on demographics and behaviors • Consider personas and stage of the buying cycle for optimal lead nurturing content • Precise management of hand-off is critical Join the conversation: #SherpaWebinar
  • 84. Join the conversation: #SherpaWebinar
  • 85. Join the conversation: #SherpaWebinar
  • 86. Questions, Comments Send us your feedback: Jen.Doyle@MECLABS.com Kaci.Bower@MECLABS.com Webinars@MarketingSherpa.com Chris.petko@eloqua.com Join the conversation: #SherpaWebinar
  • 87. Thank you Join the conversation: #SherpaWebinar