Lead scoring - meclabs

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SCORE: Top lead scoring criteriaOnline lead activityContent downloadFrequency and / orrecency of activity58%57%71%• For those who score,these are the topcriteriaJob titleCompany sizeIndustryBudget42%39%50%49%• Lead behavior is anexcellent indication ofengagementAnonymous tracking ofwebsite activityTime frame for purchase38%38%• Balance behaviorswith demographicsKey problem / pain point33%Subtraction of points32%Offline lead activity30%Source: ©2011 MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded June 2011, N=1,74530
SCORE: Creating lead scoring campaignsCRITERIAEXECUTIONASSUMPTIONSFLEXIBILITYFEEDBACK• Demographics andattributes• Behaviors• Manual executionfor a small numberof criteria or leads• Automatedexecution toensure consistency• Launch with a bestguess for qualifiedlead thresholdscore• Test and adjustthreshold overtime• Continual processof trial and error• Gather qualitativefeedback andquantitative data• Check in with Salesregularly• Identify problemsearly on31
Page 5 and 6: Challenges growing in pertinenceGen
Page 7 and 8: How can I generate more highquality
Page 9 and 10: MarketingAutomationCustomer-centric
Page 11 and 12: Triggered nurturing and hand-offDow
Page 13 and 14: How can we approach the funnel ina
Page 15 and 16: B2B Marketing Funnel 2.0Qualified l
Page 17 and 18: 3-step process1.Identify2.Score3.Op
Page 19 and 20: What is a lead?19
Page 21 and 22: IDENTIFY: Defining a qualified lead
Page 23 and 24: IDENTIFY: Requirements of sales-rea
Page 25 and 26: IDENTIFY: Sample lead definition•
Page 27 and 28: Step 2 of 3: SCORE
Page 29: SCORE: Lead scoring improves lead g
Page 33 and 34: SCORE Sample lead score calculation
Page 35 and 36: Step 3 of 3: OPTIMIZE
Page 37 and 38: OPTIMIZE: How to continually optimi
Page 39 and 40: OPTIMIZE: How to continually optimi
Page 41: Hands-on trainingInstructions for W

Lead scoring - meclabs

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