- Prospective buyer traffic into digital marketing platforms has exploded.
- Many freemium/low-cost digital marketing platforms lack lead scoring and nurturing functionality.
- As a result, the volume of unqualified leads being delivered to outbound sellers has increased dramatically.
- This has reduced sales productivity, frustrated prospective buyers, and raised the costs of lead generation.
Our Advice
Critical Insight
- Lead scoring is a must-have capability for high-tech marketers.
- Without lead scoring, marketers will see increased costs of lead generation and decreased SQL-to-opportunity conversion rates.
- Lead scoring increases sales productivity and shortens sales cycles.
Impact and Result
- Align Marketing, Sales, and Inside Sales on your ideal customer profile.
- Re-evaluate the assets and activities that compose your current lead generation engine.
- Develop a documented methodology to ignore, nurture, or contact right away the leads in your marketing pipeline.
- Deliver more qualified leads to sellers, raising sales productivity and marketing/lead-gen ROI.
Workshop: Optimize Lead Generation With Lead Scoring
Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Module 1: Drive Aligned Vision for Lead Scoring
The Purpose
- Drive an aligned vision for lead scoring.
Key Benefits Achieved
- Attain an aligned vision for lead scoring.
- Identify the steering committee and project team and clarify their roles and responsibilities.
- Provide your team with an understanding of how leads score through the marketing funnel.
Activities
Outputs
Outline a vision for lead scoring.
Identify steering committee and project team members.
- Steering committee and project team make-up
Assess your tech stack for lead scoring and seek advice from Info-Tech analysts to modernize where needed.
- Direction on tech stack to support lead generation
Align on marketing pipeline terminology.
- Marketing pipeline definitions alignment
Module 2: Buyer Journey and Lead Generation Engine Mapping
The Purpose
- Define the buyer journey and map the lead generation engine.
Key Benefits Achieved
- Align the vision for your target buyer and their buying journey.
- Identify the assets and activities that need to compose your lead generation engine.
Activities
Outputs
Establish a buyer persona.
- Buyer persona
Map your buyer journey.
- Buyer journey map
Document the activities and assets of your lead generation engine.
- Lead gen engine assets and activities documented
Module 3: Build and Test Your Lead Scoring Model
The Purpose
- Build and test your lead scoring model.
Key Benefits Achieved
- Gain team alignment on how leads score and, most importantly, what constitutes a sales-accepted lead.
- Develop a scoring model from which future iterations can be tested.
Activities
Outputs
Understand the Lead Scoring Grid and set your thresholds.
- Lead scoring thresholds
Identify your ideal customer profile, attributes, and subattribute weightings – run tests.
- Ideal customer profile, weightings, and tested scores
- Test profile scoring
Module 4: Align on Engagement Attributes
The Purpose
- Align on engagement attributes.
Key Benefits Achieved
- Develop a scoring model from which future iterations can be tested.
Activities
Outputs
Weight the attributes of your lead generation engagement model and run tests.
Apply weightings to activities and assets.
- Engagement attributes and weightings tested and complete
Test engagement and profile scenarios together and make any adjustments to weightings or thresholds.
- Final lead scoring model
Module 5: Apply Model to Your Tech Platform
The Purpose
- Apply the model to your tech platform.
Key Benefits Achieved
- Deliver better qualified leads to Sales.
Activities
Outputs
Apply model to your marketing management/campaign management software and test the quality of sales-accepted leads in the hands of sellers.
- Model applied to software
Measure overall lead flow and conversion rates through your marketing pipeline.
- Better qualified leads in the hands of sellers
Apply lead nurturing and other advanced methods.