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Optimize Lead Generation With Lead Scoring

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

Client Challenge

  • 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.

Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should optimize lead generation with lead scoring, review SoftwareReviews Advisory’s methodology, and understand the four ways we can support you in completing this project.

Name Actions
Optimize Lead Generation With Lead Scoring – Executive Brief
Optimize Lead Generation With Lead Scoring – Phases 1-3

1. Drive aligned vision for lead scoring

Outline your plan, form your team, and plan marketing tech stack support.

Name Actions
Optimize Lead Generation With Lead Scoring – Phase 1: Drive an Aligned Vision for Lead Scoring

2. Build and test your lead scoring model

Set lead flow thresholds, define your ideal customer profile and lead generation engine components, and weight, score, test, and refine them.

Name Actions
Optimize Lead Generation With Lead Scoring – Phase 2: Build and Test Your Lead Scoring Model
Lead Scoring Workbook

3. Apply your model to marketing apps and go live with better qualified leads

Apply your lead scoring model to your lead management app, test it, validate the results with sellers, apply advanced methods, and refine.

Name Actions
Optimize Lead Generation With Lead Scoring – Phase 3: Apply Your Model to Marketing Apps and Go Live With Better Qualified Leads

Onsite Workshop: Optimize Lead Generation With Lead Scoring

Onsite 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 onsite 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.

Do-It-Yourself Implementation

The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.

Project Accelerator Workshop

You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.

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.