1. Enable Lead Scoring
with Marketing Automation
Mary L. Wallace
Director, Client Marketing Services
UBM

2. Lead Scoring is HOT!
• On average, organizations that currently use
lead scoring experience a 77% lift in lead
generation ROI, over organizations that do not
currently use lead scoring.
– MarketingSherpa
• Companies that get lead
scoring right have a 192%
higher average qualification
rate than those that do not
– Aberdeen Group

3. Agenda
• Setting the Stage For Lead Scoring
• Business Value of Lead Scoring
• How to Build a Lead Scoring Program that
Works for You
• Keys to a Successful Lead Scoring Program

4. About Me
• Director, Marketing Automation at
UBM Tech
• Responsible for the design,
development, and implementation of
innovative client and marketing
campaigns.
• Optimize marketing program
performance through the use of
strategic marketing models and
processes that leverage marketing
and sales automation solutions.

5. Today You Will Learn
• Business Value of Lead
• Dimensions of a Lead Scoring Model
• How to build a Lead Scoring Program that works
for you

6. What is Lead Scoring?
• Technique for quantifying/ranking leads based on profile, behavior,
demographics
• Score is used to prioritize potential value of leads / likelihood to
purchase
• Lead score
– 360 view
– Program/Campaign centric view
– Product centric

7. What Does Lead Scoring Look For?
Activity Strong Fit
Persona Best Fit Persona Poor Fit
Activity Poor Fit

8. Lead Scoring Process
Email
Campaigns
Telemarketing
Profile Data
Website
Interaction
Events
Form Data 50 pts
75 pts
MQL SRL
Nurture
Inside Sales
Campaign

9. What Happens without Lead Scoring
• Marketing and Sales Cannot Agree on Qualified Leads
• Sales Cannot Find the Qualified Leads
• Quantifiable Feedback Loop From Sales to Marketing is Missing

10. Business Value of Lead Scoring
• Improve Results of Marketing Efforts
– sales conversion rates
– sales effectiveness
– pipeline health
• Reduce cost/effort of inside sales
• Increase close rates
• Optimize ROI on your lead management efforts

11. What Should Be Scored?
• Explicit
– Lead Source
– Demographics (job role, buyer persona, company size, location,
department)
– BANT questions/Progressive Profiling
• Implicit (Digital Body Language)
– Email open/Email Click
– Web site
• specific page (+/1)
• Return
– Content Interaction
– Activity Velocity

12. Who Should Design the Scoring Model?
• Lead Scoring Quantifies
Agreement between Sales and
Marketing
– What “intel” optimizes sales?
– When is a lead ready?
– What leads are “tire kickers”
• Don’t set it and forget it
– Learn from Experience – Optimize
your program
– Build new programs that
compliment or are diverse from
existing program(s)

13. Step 1:
Get Your Team Together and Define The Goals

14. Step 2:
Select Scoring Dimensions
• Use historical trends,
existing analytics to
define what criteria should
be used
• Both implicit (digital body
language) and explicit
(profile data) should be
included
• Hardest Part of Building a
Program
 Good Enough is
Good Enough
 Return to Optimize

15. Step 3:
Assign Point Values
Dimension Low X Medium X High X • Determine The
ACTIVITY Impact Should Each
Lead Source 5 10 15 “Dimension” have
Web Site on score (Larger
Web Page Visit 1 2 5 Numbers have
Web Page Visit -1 -2 -10 greater impact)
Email Activity
Unique Open 1 2 4
Unique Click 1 2 4
Content Consumption • Use Categories
DEMOGRAPHICS
Awareness Asset 0 (High, Medium,
Job Role
Recognition Asset 0 2
5 4 Low)
Company Size Asset
Consideration 0 4
10 8
Location
Preference Asset 0 1
15 2
Industry
Justification Asset 0 1 2
• Define Conversion
20
Velocity
Caps
-10 10
Convert?
SRL/Hot 130 no
MQL/Warm 70 no
Cold N/A N/A

16. Step 4:
Model It!
If a lead…
• who is has a high job role, in a high industry
• that visits my website twice,
• picks up 1 awareness content
• and 2 consideration content
• and opens and clicks in 3 emails (2 high, 1 medium)
• attended a webinar
• Is that a MQL, a SRL, or a lead at the top of the funnel?
Note: Historical Trends, Existing Data Analytics will help validate model

17. Dimension Low X Medium X High X
ACTIVITY
Lead Source 5 10 15
Web Site
Web Page Visit 1 2 52
Web Page Visit -1 -2 -10
Email Activity
Unique Open 1 21 42
Unique Click 1 21 42
Content Consumption
Awareness Asset 51
Recognition Asset 10
Consideration Asset 15 2
Preference Asset 20
Justification Asset 81 25
Webinar Register 10
Webinar Attend 75 25 1
Velocity -10 0 10 x
CALL TOe ACTION 0
S cor
Response it y 0 6 20 70
ct iv ct io
n
BANT A to A
BudgetCall 0 8 16
T ics no
BA N
Authority ograph 0 5 10
e m 130 yes
Need D 0 70 N/A 8 16
Timing 0 5 10
vert? N/A
Con
DEMOGRAPHICS t
Ho
Job Role SRL/ arm 0 2 4x
L/W
CompanyM Q Size 0 4 8
Location Cold 0 1 2
Industry 0 1 2x

18. Step 5:
Build it Now!
Key Points:
• How/When Enter Lead Scoring Programming
• Build Incrementally to Test Each Module
• Test all Permutations
• Each MAS solutions is different
– Example is from Eloqua 10

19. Update Score Based on
Criteria
Route Leads based on
Conditions
Update Score Date
Remove Lead from
Program

20. Keys to Success
1. Joint Commitment
Between Sales and
Marketing
– Conversion Points
– Hand Off Process
2. Clean Data
– Inaccurate Data
Produces Off-Target
Results
– “Re”-Score After Data is
Updated
3. Measure Performance
– Continuous to
Refinement/Optimization

21. Key Takeaways
1. Lead Scoring is not the silver bullet. It is a
structured method for defining and qualifying
leads.
2. Lead scoring done right will
3. Lead scoring criteria should include both
implicit and explicit data points
4. Model and Validate the Lead Scoring Program
before Building it out in Your MAS
5. Lead Scoring Should be Continually Reviewed
and Optimized