Optimize Lead Generation With Lead Scoring

In today’s competitive environment, optimizing Sales resources by giving them qualified leads is key to a B2B marketer’s success.

Onsite Workshop

When leads are delivered to sellers unscored, and therefore unqualified, they get ignored, wasting precious resources and damaging Marketing’s reputation.

  • Most marketers lack lead scoring as a core competency.
  • Others lack alignment among Sales, Marketing, and even Product on the definition of the ideal customer profile.
  • Combine the above with low-cost, easy-to-use outbound marketing tools and it’s no wonder most leads generated by marketers are ignored by sellers.

Lead scoring and having the discipline to ignore and nurture leads and send forward only qualified leads to sellers upholds Marketing's reputation and optimizes ROI.

  • Regular Sales and Marketing alignment on the ideal customer profile optimizes lead scoring and quality.
  • Frequent collaboration on weighting lead generation asset and activity value improves buyer journey effectiveness.
  • Through lead scoring, better qualified leads are passed to sellers, raising sales productivity.

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:
1.1 Outline a vision for lead scoring.
1.2 Identify steering committee and project team members.
  • Steering committee and project team make-up
1.3 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
1.4 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:
2.1 Establish a buyer persona.
  • Buyer persona
2.2 Map your buyer journey.
  • Buyer journey map
2.3 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:
3.1 Understand the Lead Scoring Grid and set your thresholds.
  • Lead scoring thresholds
3.2 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:
4.1 Weight the attributes of your lead generation engagement model and run tests.
4.2 Apply weightings to activities and assets.
  • Engagement attributes and weightings tested and complete
4.3 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:
5.1 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
5.2 Measure overall lead flow and conversion rates through your marketing pipeline.
  • Better qualified leads in the hands of sellers
5.3 Apply lead nurturing and other advanced methods.

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