How to rate what leads are "hot" and what leads are "not"? Marketing automation software technology allows you to do that. This presentation includes best practices for creating Lead Scoring models. The examples given are based on Marketo, however the same principles can be used in many other marketing automation solutions. The presentation was initially made at the Marketing Automation Toronto MeetUp focused on Lead Scoring. http://www.macromator.com/lead-scoring-meetup-marketo-examples/

1. Lead Scoring
Behavioral & Demographic
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Dan Radu
President & Founder, Macro
Examples

2. What is Lead Scoring?
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The Lead Score determines a prospect’s
level of interest and ranks their profile
References
1. Your No-Nonsense Lead Nurturing Plan, Erica Stritch, RainToday.com, http://www.raintoday.com/blog/your-no-nonsense-lead-
nurturing-plan
2. The Definitive Guide to Lead Scoring, Marketo, pg. 6
3. The Definitive Guide to Lead Scoring, Marketo, pg. 48
Why is this important?
• Less than 25% of new leads are sales-ready1
• 10% increase in lead quality can translate into 40% increase in sales productivity2
• Decreases the sales cycle time from lead generation to sales conversion3

3. Behavioral & Demographic
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Engagement
• Opens
• Clicks
• Page Visits
• Downloads
• Responses
• Meeting Requests
• Webinar Attendance
• Website Search Query
Profile
• Revenue
• Industry
• Number of Employees
• Country
• Job Title
• Role (e.g. Buyer, Supplier, Job Seeker)
Data Vendors

4. Marketo Tokens
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5. Meeting Request Example
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Smart List
Who
Flow
What
{{my. Engagement – Fills Out Meeting Request}} = +50

6. Lead Scoring Matrix
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Indicator Lead Score
A
B
C
1
2
3
Hot
Warm
Cold
81 to 100
51 to 80
0 to 50

7. Leads in CRM
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Microsoft Dynamics CRM – Best Bets
Salesforce.com CRM – Sales Insight

8. Plan and Execute
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Before • Definition of a “lead”
• Buying behavior
• Personals
• Ideal customer profile
• Sales readiness threshold
• Sales funnel
During • Work closely with sales
• Identify behavior / demographic scores and their importance
• Establish a lead methodology / indicators
• Sample test
After • Monitor and review
• Regular conversations with sales
• Exclude yourself and your team
• Adjustments based on new findings

9. Lead Scoring Decay
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When should lead score decrease?

10. Lead Scoring Decay
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• Browsing job descriptions
• Lack of engagement
• Unsubscribes
• Spam complains
• Do not call requests
• Undesired country
• Unsuitable industry

11. Lead Scoring Decay
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• Personal email addresses
• Looking for “free services”
• Unrealistic interest in products
• Negative social media comment

12. Lead Scoring Decay
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• False name (e.g. does not contain
a vowel)
• Inadequate budget
• Limited decision making power
• Job title is “Student”

13. Thank You
© Macromator Inc. Private & Confidential
Dan Radu
Founder & President Macromator Inc.
Marketing Operations & MarTech Agency
http://MOps.Agency
+1 647 760 8629
dan@Macromator.com
Marketo Certified Expert
Certified Pardot Consultant