Lead Scoring
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Most of us have come a long way and have witnessed how life was before Google, or even before Twitter and LinkedIn. It is difficult to imagine the world without them now!
Similarly, we have also seen how traditional marketing use works, and how we market today with the goal to get to Closed Loop Marketing to generate more revenue. In a nutshell, with a Closed Loop Marketing approach, marketers are responsible for more than branding and product updates, and need to watch customer…
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Lead Scoring isn’t hard, but it does need regular tweaks. We have been adjusting ours every quarter or so for over three years, so I thought I would share some of our less obvious but super important scoring attributes.
Here are some of the demographics we score that you might not normally consider:
Bad data. Sometimes people will fill out a form with a first name of 111 or a first name of asdf, causing a mess in your database. How do we mark these leads as bad names? We take off…
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Once you set-up lead scoring, how do you ensure that it’s working correctly?
One of the big benefits of lead scoring is the ability to identify the best Marketing Qualified Leads (MQL) based on lead score. Even though scoring is turned on, it may not be sending MQL to Sales right away. If this is the case, ask yourself- am I using lead scores to identify these leads that have proven themselves as marketing qualified?
The orange arrow below shows an example threshold of where leads…
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Last month at Cloudforce London, Henry Seddon of QlikView wowed the audience in his presentation entitled “Sales and Marketing Alignment: Drive Revenue and Achieve Explosive Growth”.
In August, QlikView was awarded the “Most Successful Global RPM Execution” at the 2011 Revenue Performance Excellence Awards. This set the stage for a great presentation, and flocks of Cloudforce delegates poured in to hear how Qlikview had done it.
Henry, who is the VP of Global Field and Industry…
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Data from Google Insights for Search suggests lead generation is starting to slide off the radar of marketers. Or is it? The truth is that marketers are becoming more focused on more specific topics like demand generation, lead scoring and lead nurturing.
Take a look below to learn which marketing automation topics are becoming front of mind.
Embed this lead generation infographic on your web site:
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The changing nature of buyer behavior, particularly in today’s online jungle, is a challenge that B2B marketing and sales teams must address with dynamic strategies and flexible mindsets.
The truth about the modern digital consumer atmosphere is simple: The customer is in charge. Buyers are no longer dependent upon vendors to inform their purchasing decisions. Now, the Internet allows them to find all the details they need.
Therefore, to improve the effectiveness of marketing…
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When we say a lead is “hot,” what do we mean? It’s kind of a subjective description, isn’t it? Exactly when is a lead “cooked” enough to go to sales?
Such is the eternal struggle of sales and marketing teams across the world. The most essential aspect of lead scoring is that it is a shared methodology between sales and marketing. There must be organization-wide buy-in on your company’s lead scoring criteria, or else it will only serve as another basis for the two departments to blame…
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When speaking to our customers, I often find that lead scoring has helped their organization considerably. But as I dig into the details of their business, I find that attributes critical to the success of their deal don’t fit into their current scoring model. Or alternatively, I find they have a scoring model that works, but later in the cycle than the sales rep would like: in other words, the prospects are identified late.
In these situations, there are often ways you can tweak lead…
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Long gone are the days where you acquire a lead and send it automatically to sales. Today, in B2B marketing, constructing a strong lead management system is vital to top line revenue growth, and lead scoring plays a significant role in this.
Many B2B sales and marketing teams already have basic lead scoring in place. But to take lead management to the next level, go beyond the foundation you built with your sales team when you determined your ideal target and which activities you’ll…
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If there is a kink in your revenue cycle, chances are your lead scoring system isn’t what it could be. When you consider that nearly 75% of leads are not sales ready when they first enter your system, any breaks in your lead scoring system can result in significant lost revenue.
The more streamlined the revenue cycle, the more your B2B marketing dollars and sales efforts will generate returns. But if you’re not getting the performance from your revenue machine that you expect, check out…
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