WEBVTT 1 00:00:00.636 --> 00:00:03.136 (soft music) 2 00:00:19.870 --> 00:00:20.800 line:15% Hi, this is Jeff, 3 00:00:20.800 --> 00:00:22.490 line:15% and welcome to our blueprint overview 4 00:00:22.490 --> 00:00:26.180 line:15% of how to optimize lead generation with lead scoring. 5 00:00:26.180 --> 00:00:27.830 In this video, I'll be walking you through 6 00:00:27.830 --> 00:00:30.200 the key highlights of this research, 7 00:00:30.200 --> 00:00:32.960 discussing the benefits derived from lead scoring 8 00:00:32.960 --> 00:00:35.720 and sharing the key steps that we see marketers taking 9 00:00:35.720 --> 00:00:37.560 in order to be more successful 10 00:00:37.560 --> 00:00:39.680 with building a lead scoring methodology 11 00:00:39.680 --> 00:00:43.130 and applying that to lead management platform. 12 00:00:43.130 --> 00:00:44.420 Now, this blueprint is aimed 13 00:00:44.420 --> 00:00:46.450 at anyone with a B2B marketing team 14 00:00:46.450 --> 00:00:49.280 who wishes to deliver more qualified leads 15 00:00:49.280 --> 00:00:53.610 to field sales or even sales channel partners, 16 00:00:53.610 --> 00:00:56.500 or for those in IT or marketing operations 17 00:00:56.500 --> 00:00:59.890 that are currently evaluating lead management applications 18 00:00:59.890 --> 00:01:03.220 and wishes to learn more of about lead scoring. 19 00:01:03.220 --> 00:01:06.120 Let's start by discussing the state of lead scoring today. 20 00:01:09.810 --> 00:01:12.680 What our research shows is that the affordability 21 00:01:12.680 --> 00:01:14.520 and ease of implementation 22 00:01:14.520 --> 00:01:16.600 of digital marketing tools 23 00:01:16.600 --> 00:01:19.960 have driven their global adoption to record levels, 24 00:01:19.960 --> 00:01:21.070 and while many marketers 25 00:01:21.070 --> 00:01:23.320 are fine tuning the lead gen engine components 26 00:01:23.320 --> 00:01:25.400 of email, social, 27 00:01:25.400 --> 00:01:27.860 social media, web-based advertising, 28 00:01:27.860 --> 00:01:30.640 paid media to increase lead volumes, 29 00:01:30.640 --> 00:01:35.010 just 32% of companies pass well qualified leads 30 00:01:35.010 --> 00:01:38.550 over to outbound marketers or sales development reps. 31 00:01:38.550 --> 00:01:40.860 And amazingly, our research shows 32 00:01:40.860 --> 00:01:44.050 that 66% of businesses don't practice 33 00:01:44.050 --> 00:01:47.170 any type of lead scoring actually at all. 34 00:01:47.170 --> 00:01:49.920 Let's take a look at really what defines lead scoring. 35 00:01:49.920 --> 00:01:52.060 There's really two key attributes 36 00:01:52.060 --> 00:01:56.560 or two key elements to a well scored lead. 37 00:01:56.560 --> 00:02:01.370 Number one is the profile of the contact behind that lead. 38 00:02:01.370 --> 00:02:05.120 And so a contact, let's say that 39 00:02:05.120 --> 00:02:07.250 if we're targeting the sale 40 00:02:07.250 --> 00:02:08.749 of sales automation software 41 00:02:08.749 --> 00:02:12.710 and we're targeting the head of sales operations 42 00:02:12.710 --> 00:02:14.970 and that person with that title 43 00:02:14.970 --> 00:02:19.090 happens to enter into our lead generation engine, 44 00:02:19.090 --> 00:02:21.450 we would score that profile high 45 00:02:21.450 --> 00:02:22.790 versus someone, let's say, 46 00:02:22.790 --> 00:02:24.810 who is in a sales training role 47 00:02:24.810 --> 00:02:26.730 and they would score actually lower 48 00:02:27.630 --> 00:02:29.730 from an engagement standpoint 49 00:02:29.730 --> 00:02:33.020 let's say that that head of sales operations 50 00:02:33.020 --> 00:02:35.630 actually clicked on our call to action 51 00:02:35.630 --> 00:02:37.730 to request a proposal, 52 00:02:37.730 --> 00:02:41.630 that would score high on the engagement attribute, 53 00:02:41.630 --> 00:02:44.290 whereas if they sort of wandered into our site 54 00:02:44.290 --> 00:02:46.550 and maybe looked at the company video 55 00:02:46.550 --> 00:02:48.510 for a few seconds and then left, 56 00:02:48.510 --> 00:02:51.860 that would score much lower from an engagement standpoint. 57 00:02:51.860 --> 00:02:53.120 So what we're really after 58 00:02:53.120 --> 00:02:55.470 is to come up with a composite score, 59 00:02:55.470 --> 00:02:57.110 sort of illustrated by the graphic 60 00:02:57.110 --> 00:02:59.170 you see on the right-hand side of our slide here, 61 00:02:59.170 --> 00:03:02.040 where those leads that score high, 62 00:03:02.040 --> 00:03:04.870 we want to get them over to our sales force 63 00:03:04.870 --> 00:03:06.530 as quickly as possible. 64 00:03:06.530 --> 00:03:11.530 Those that need more nurturing, that score medium, 65 00:03:11.610 --> 00:03:14.260 we want to be able to continue to engage with them, 66 00:03:14.260 --> 00:03:17.910 learn more about their profile to further qualify, 67 00:03:17.910 --> 00:03:19.810 and those that score really low, 68 00:03:19.810 --> 00:03:22.630 we wanna make sure that we either ignore it 69 00:03:22.630 --> 00:03:24.780 or work them into our nurturing 70 00:03:24.780 --> 00:03:27.970 to bring them higher in the scoring module. 71 00:03:27.970 --> 00:03:30.460 So sounds kind of simple, but actually 72 00:03:31.300 --> 00:03:32.920 there's a couple of key obstacles 73 00:03:32.920 --> 00:03:35.790 that we need to be really cognizant of. 74 00:03:35.790 --> 00:03:38.010 Number one, many firms lack 75 00:03:38.010 --> 00:03:41.140 a compelling methodology for lead scoring. 76 00:03:41.140 --> 00:03:44.050 Number two, there's often a disagreement 77 00:03:44.050 --> 00:03:46.960 or a misalignment between various stakeholders 78 00:03:46.960 --> 00:03:49.680 as to an agreement on really two things. 79 00:03:49.680 --> 00:03:52.570 Number one, the ideal customer profile, 80 00:03:52.570 --> 00:03:57.570 and number two, what constitutes a sales qualified lead? 81 00:03:57.700 --> 00:04:01.510 Now, one of the other missing components 82 00:04:01.510 --> 00:04:03.500 in being successful in lead scoring 83 00:04:03.500 --> 00:04:07.133 is to not have a well defined or documented buyer journey, 84 00:04:08.570 --> 00:04:10.660 because if we lack a buyer journey, 85 00:04:10.660 --> 00:04:13.520 then our content marketers 86 00:04:13.520 --> 00:04:16.340 really lack a framework upon which 87 00:04:16.340 --> 00:04:18.750 to write copy, to create assets 88 00:04:18.750 --> 00:04:21.060 that we can use in our lead generation. 89 00:04:21.060 --> 00:04:22.730 Or we may have a low performing 90 00:04:22.730 --> 00:04:26.740 contact marketing function in the team. 91 00:04:26.740 --> 00:04:31.650 And then finally, we often see a lot of startups 92 00:04:32.651 --> 00:04:34.520 that start with freemium software 93 00:04:34.520 --> 00:04:37.760 for email marketing, let's say, 94 00:04:37.760 --> 00:04:41.350 that's not really a robust marketing automation tool 95 00:04:41.350 --> 00:04:46.350 and really lack the technological support for lead scoring. 96 00:04:46.490 --> 00:04:49.690 So any one of these obstacles can actually 97 00:04:50.760 --> 00:04:54.070 keep one, keep an organization from optimizing 98 00:04:54.070 --> 00:04:55.180 for lead scoring. 99 00:04:55.180 --> 00:04:57.560 And so therefore, to help our clients, 100 00:04:57.560 --> 00:05:02.260 in this blueprint, we've designed the following approach. 101 00:05:02.260 --> 00:05:05.840 Number one is to help in a step by step process 102 00:05:05.840 --> 00:05:09.530 to better align sales, marketing and product 103 00:05:09.530 --> 00:05:11.030 on the buyer persona 104 00:05:11.030 --> 00:05:14.900 and the ideal customer profile definition. 105 00:05:14.900 --> 00:05:18.030 To be able to walk you through a process 106 00:05:18.030 --> 00:05:19.540 to help gain agreement 107 00:05:20.680 --> 00:05:22.430 typically between sales and marketing 108 00:05:22.430 --> 00:05:26.060 of what constitutes a sales accepted lead. 109 00:05:26.060 --> 00:05:29.830 We spell out a process for 110 00:05:29.830 --> 00:05:32.480 not only identifying the buyer persona, 111 00:05:32.480 --> 00:05:35.690 but actually constructing a compelling buyer journey. 112 00:05:35.690 --> 00:05:38.300 Again, leveraging the work there 113 00:05:38.300 --> 00:05:40.267 so that we can drive 114 00:05:40.267 --> 00:05:42.290 a successful content marketing strategy. 115 00:05:42.290 --> 00:05:45.010 And then we actually wrap up the blueprint 116 00:05:45.010 --> 00:05:46.970 with two other really important pieces. 117 00:05:46.970 --> 00:05:51.420 Number one is identifying your ICP 118 00:05:51.420 --> 00:05:54.470 and giving weight to the different attributes there. 119 00:05:54.470 --> 00:05:57.270 Number two, weighting the different attributes 120 00:05:57.270 --> 00:05:59.870 or components in your lead generation engine, 121 00:05:59.870 --> 00:06:02.830 applying that to your technology platform, 122 00:06:02.830 --> 00:06:04.860 going into implementation 123 00:06:04.860 --> 00:06:07.860 and and really testing that back and forth. 124 00:06:07.860 --> 00:06:11.080 So our bottom line here is lead scoring 125 00:06:11.080 --> 00:06:15.280 really is a must have capability for high tech marketers. 126 00:06:15.280 --> 00:06:16.380 Without lead scoring, 127 00:06:16.380 --> 00:06:19.913 marketers are gonna see increased costs of lead gen, 128 00:06:20.750 --> 00:06:24.453 decreased ratios of opportunity conversion, 129 00:06:25.741 --> 00:06:27.200 and really decreased sales productivity, 130 00:06:27.200 --> 00:06:29.500 which is really what we want to avoid here. 131 00:06:29.500 --> 00:06:34.500 Now, for those firms who follow our process and our advice, 132 00:06:34.510 --> 00:06:36.410 there's lots of great benefits available. 133 00:06:36.410 --> 00:06:39.400 Number is we see those firms 134 00:06:39.400 --> 00:06:41.810 that have lead scoring in place 135 00:06:41.810 --> 00:06:46.810 actually see a 77% lift in lead gen return on investment 136 00:06:47.120 --> 00:06:50.720 over those firms that actually don't do lead scoring. 137 00:06:50.720 --> 00:06:54.270 Now, to share with you really 138 00:06:54.270 --> 00:06:57.260 the framework here of our blueprint, 139 00:06:57.260 --> 00:07:00.810 we've actually put this together into three phases. 140 00:07:00.810 --> 00:07:03.100 The first phase, which we're gonna now begin with, 141 00:07:03.100 --> 00:07:05.430 really helps you understand 142 00:07:05.430 --> 00:07:07.750 how to construct the steering committee, 143 00:07:07.750 --> 00:07:10.060 how to build out your working team 144 00:07:10.060 --> 00:07:13.580 and how to gain alignment amongst those key stakeholders. 145 00:07:13.580 --> 00:07:17.540 Number two is something to start up early in the process 146 00:07:17.540 --> 00:07:20.210 is assessing your current tech stack 147 00:07:20.210 --> 00:07:22.380 across marketing automation, 148 00:07:22.380 --> 00:07:25.280 integration with CRM and sales automation, 149 00:07:25.280 --> 00:07:26.810 and an analytics wrapper 150 00:07:26.810 --> 00:07:28.900 that allows you to measure 151 00:07:28.900 --> 00:07:32.200 your marketing and sales funnel together. 152 00:07:32.200 --> 00:07:33.960 And then finally, in phase one 153 00:07:33.960 --> 00:07:36.630 is really cataloging that buyer journey 154 00:07:38.045 --> 00:07:42.887 and being able to give weight to your lead gen assets 155 00:07:43.750 --> 00:07:45.010 in your lead gen engine. 156 00:07:45.010 --> 00:07:48.750 So let's kick that off by first talking about 157 00:07:48.750 --> 00:07:51.990 what makes up the ideal steering committee 158 00:07:51.990 --> 00:07:53.400 in a lead scoring project. 159 00:07:53.400 --> 00:07:55.320 Well, I'm gonna sort of start 160 00:07:55.320 --> 00:07:57.420 at the bottom of the slide here 161 00:07:57.420 --> 00:08:00.120 and call out that for emerging providers, 162 00:08:00.120 --> 00:08:03.690 let's say small to medium size software providers, 163 00:08:03.690 --> 00:08:07.310 you typically see the CEO being involved, 164 00:08:07.310 --> 00:08:08.860 most certainly the most senior 165 00:08:08.860 --> 00:08:12.250 marketing professional on the team. 166 00:08:12.250 --> 00:08:14.070 Larger firms often see 167 00:08:14.070 --> 00:08:17.000 a product general manager or a CMO 168 00:08:17.000 --> 00:08:20.110 as being part of that steering committee. 169 00:08:20.110 --> 00:08:23.450 Next, as we talked about before, 170 00:08:23.450 --> 00:08:27.050 it's really imperative to have your IT professionals 171 00:08:27.050 --> 00:08:30.570 your marketing operations team, your digital team 172 00:08:30.570 --> 00:08:33.270 in place to be able to assess your tech platform 173 00:08:33.270 --> 00:08:35.520 to make sure it can support lead scoring 174 00:08:35.520 --> 00:08:38.400 and integration with sales and analytics. 175 00:08:38.400 --> 00:08:42.380 Your business leads, in this case with our program, 176 00:08:42.380 --> 00:08:43.960 sales is our client, right? 177 00:08:43.960 --> 00:08:47.330 We're delivering sales qualified leads out to sales. 178 00:08:47.330 --> 00:08:51.230 So involving sales, involving product marketing, 179 00:08:51.230 --> 00:08:55.150 and then typically the role type 180 00:08:55.150 --> 00:08:58.120 that's driving this initiative 181 00:08:58.120 --> 00:09:00.690 is an individual as a campaign manager, 182 00:09:00.690 --> 00:09:02.570 is in field marketing typically, 183 00:09:02.570 --> 00:09:07.410 and his or her manager as a program sponsor. 184 00:09:07.410 --> 00:09:08.840 Now from this team, 185 00:09:08.840 --> 00:09:11.200 you actually carve out your working team, 186 00:09:12.860 --> 00:09:15.060 and what's most important here 187 00:09:15.060 --> 00:09:17.680 is that those B2B marketers 188 00:09:17.680 --> 00:09:20.680 that are able to align our team together, 189 00:09:20.680 --> 00:09:24.330 get everyone on the same page with the ICP, 190 00:09:24.330 --> 00:09:25.880 with the buyer journey, 191 00:09:25.880 --> 00:09:28.690 really have a much greater chance of success here 192 00:09:28.690 --> 00:09:30.570 with lead scoring. 193 00:09:30.570 --> 00:09:33.020 Next, and we talk about this 194 00:09:33.020 --> 00:09:34.790 really early on in the process, 195 00:09:34.790 --> 00:09:37.750 is the importance of being able to assess 196 00:09:37.750 --> 00:09:42.490 the capability of your marketing automation platform. 197 00:09:42.490 --> 00:09:44.480 And in particular, it's really important 198 00:09:44.480 --> 00:09:47.680 to be able to take a look at its ability 199 00:09:47.680 --> 00:09:49.193 to support lead scoring. 200 00:09:50.100 --> 00:09:53.180 So we see a best practice of reading ahead, 201 00:09:53.180 --> 00:09:54.520 reading through the blueprint 202 00:09:54.520 --> 00:09:57.160 to see what the finished output looks like, 203 00:09:57.160 --> 00:10:00.330 and then coming back and working with IT, 204 00:10:00.330 --> 00:10:02.090 the marketing operations team 205 00:10:02.090 --> 00:10:03.590 and even getting on the phone 206 00:10:03.590 --> 00:10:06.140 with our covering Info-Tech analysts 207 00:10:06.140 --> 00:10:08.230 that are actually writing research 208 00:10:08.230 --> 00:10:10.880 and advising our IT clients 209 00:10:10.880 --> 00:10:14.140 on how to select a marketing automation tool. 210 00:10:14.140 --> 00:10:17.910 Next is actually taking a look at our CRM 211 00:10:17.910 --> 00:10:20.250 and our sales automation platform, 212 00:10:20.250 --> 00:10:23.200 and how that integrates with lead management, right? 213 00:10:23.200 --> 00:10:25.670 Because we're gonna be able to 214 00:10:25.670 --> 00:10:29.093 want to pass qualified leads over to sales. 215 00:10:29.940 --> 00:10:31.980 So the integration with CRM 216 00:10:31.980 --> 00:10:34.460 and sales automation is really important. 217 00:10:34.460 --> 00:10:37.540 Again, doing an inquiry with our Info-Tech analyst 218 00:10:37.540 --> 00:10:42.040 to help you assess whether your platform is modern enough 219 00:10:43.310 --> 00:10:44.710 for your needs moving forward. 220 00:10:44.710 --> 00:10:48.490 Really important step in the process here. 221 00:10:48.490 --> 00:10:51.363 And then also from an analytics standpoint, 222 00:10:52.280 --> 00:10:54.690 choosing the right analytical tool 223 00:10:54.690 --> 00:10:58.340 to be able to throw a wrapper around marketing automation 224 00:10:59.489 --> 00:11:01.560 and sales automation so that we can measure 225 00:11:01.560 --> 00:11:06.210 how leads are flowing from unqualified contacts 226 00:11:06.210 --> 00:11:09.760 all the way out through marketing influence wins. 227 00:11:09.760 --> 00:11:12.270 Really important to get that 228 00:11:12.270 --> 00:11:14.690 technology infrastructure in place. 229 00:11:14.690 --> 00:11:17.410 Now, the second foundational element 230 00:11:17.410 --> 00:11:22.410 that we often find that clients really sometimes lack, 231 00:11:22.430 --> 00:11:27.230 which is amazing, is sometimes a disagreement 232 00:11:27.230 --> 00:11:29.910 of what defines a qualified lead. 233 00:11:29.910 --> 00:11:32.760 I was chatting with a client the other day 234 00:11:32.760 --> 00:11:34.260 and asking three or four of them 235 00:11:34.260 --> 00:11:37.930 to define or give their definition of a lead 236 00:11:37.930 --> 00:11:41.230 and asked three people, got three different definitions, 237 00:11:41.230 --> 00:11:42.730 and that's not uncommon. 238 00:11:42.730 --> 00:11:45.290 So in our research, in our blueprint, 239 00:11:45.290 --> 00:11:47.730 we've actually offered up for you a definition 240 00:11:47.730 --> 00:11:51.430 of how this contact 241 00:11:51.430 --> 00:11:56.180 with our lead gen infrastructure or lead gen platform 242 00:11:56.180 --> 00:11:59.430 starts off as an unqualified contact, 243 00:11:59.430 --> 00:12:01.380 engages with our marketing engine, 244 00:12:01.380 --> 00:12:04.360 it gets turned into a marketing qualified lead. 245 00:12:04.360 --> 00:12:07.470 While we see a greater engagement, 246 00:12:07.470 --> 00:12:09.250 we flush out the profile 247 00:12:09.250 --> 00:12:12.880 that moves closer towards the ideal. 248 00:12:12.880 --> 00:12:16.300 We then may hand that off to an inside sales function 249 00:12:16.300 --> 00:12:19.340 or a sales development rep 250 00:12:19.340 --> 00:12:21.150 who would further qualify, 251 00:12:21.150 --> 00:12:23.240 turn that into a sales qualified lead 252 00:12:23.240 --> 00:12:26.600 to get that into the hands of our field sales folks 253 00:12:26.600 --> 00:12:28.160 who then work that through 254 00:12:28.160 --> 00:12:30.740 the opportunity management process 255 00:12:30.740 --> 00:12:33.333 and ideally turn that into a closed deal, 256 00:12:34.614 --> 00:12:37.690 otherwise described as a marketing influence win. 257 00:12:37.690 --> 00:12:41.520 So there's a great opportunity 258 00:12:41.520 --> 00:12:43.890 if you don't today have 259 00:12:44.750 --> 00:12:47.210 a formalized definition of all the steps 260 00:12:47.210 --> 00:12:49.170 in your marketing and sales funnel 261 00:12:50.440 --> 00:12:52.420 to get on a call, do an inquiry with us 262 00:12:52.420 --> 00:12:55.040 and we can help you in this regard as well. 263 00:12:55.040 --> 00:12:59.280 Now this will position you really well for the next step, 264 00:12:59.280 --> 00:13:02.140 which is to flush out your buyer journey. 265 00:13:02.140 --> 00:13:05.370 Now, the buyer journey is really important 266 00:13:05.370 --> 00:13:07.430 for a couple of key reasons. 267 00:13:07.430 --> 00:13:09.870 Number one, when you put together 268 00:13:09.870 --> 00:13:12.520 this buyer journey with sales, 269 00:13:12.520 --> 00:13:13.950 together with field marketing 270 00:13:13.950 --> 00:13:15.530 with product marketing, 271 00:13:15.530 --> 00:13:19.200 having some CMO oversight on it 272 00:13:19.200 --> 00:13:20.780 means that you're gonna A, 273 00:13:20.780 --> 00:13:25.780 define how the buyer engages and how they buy from you 274 00:13:26.870 --> 00:13:31.283 across the various phases of education, solution, selection. 275 00:13:32.570 --> 00:13:34.980 The first step that comes out of this, 276 00:13:34.980 --> 00:13:37.000 which is really super valuable 277 00:13:37.000 --> 00:13:40.330 when it comes time to designing your lead gen engine itself, 278 00:13:40.330 --> 00:13:42.760 which is how does that buyer navigate 279 00:13:42.760 --> 00:13:47.420 between your people or the human contacts that they have 280 00:13:47.420 --> 00:13:50.073 and the digital contacts, the non-human? 281 00:13:50.980 --> 00:13:54.220 We then want to be able to give guidance 282 00:13:54.220 --> 00:13:57.740 to our content marketing teams, our creative teams 283 00:13:57.740 --> 00:13:59.740 on creating the right asset types. 284 00:13:59.740 --> 00:14:01.973 On the left-hand side, 285 00:14:01.973 --> 00:14:05.500 those higher level, top of the funnel asset types, 286 00:14:05.500 --> 00:14:09.500 maybe like a white paper, a high level company video, 287 00:14:09.500 --> 00:14:11.980 as compared to way over on the right-hand side 288 00:14:11.980 --> 00:14:14.860 where our buyer is comparing our solution 289 00:14:14.860 --> 00:14:16.480 to a competitor's solution, 290 00:14:16.480 --> 00:14:20.240 and we might wanna tee up a head to head. 291 00:14:20.240 --> 00:14:22.140 This is actually one of the key asset types 292 00:14:22.140 --> 00:14:24.590 that comes out of software reviews, 293 00:14:24.590 --> 00:14:26.450 as many of our clients are aware, 294 00:14:26.450 --> 00:14:29.480 and they use that in the lower parts 295 00:14:29.480 --> 00:14:31.430 of the marketing funnel. 296 00:14:31.430 --> 00:14:34.050 And so we wanna define everything in between 297 00:14:34.050 --> 00:14:36.100 and have the right set of assets 298 00:14:36.100 --> 00:14:38.080 that actually supports the way the client 299 00:14:38.080 --> 00:14:40.920 is gonna march through the buyer journey. 300 00:14:40.920 --> 00:14:44.160 So our key insight here 301 00:14:44.160 --> 00:14:46.510 is that establishing a buyer journey 302 00:14:46.510 --> 00:14:50.890 is absolutely one of the most important valuable tools, 303 00:14:50.890 --> 00:14:55.140 typically run by the product marketing team member 304 00:14:55.140 --> 00:14:58.710 or team for supporting lead scoring, 305 00:14:58.710 --> 00:15:02.270 and then its use helps many of our stakeholders. 306 00:15:02.270 --> 00:15:04.930 Number one, it helps our campaigners 307 00:15:04.930 --> 00:15:07.070 to design that lead gen engine. 308 00:15:07.070 --> 00:15:10.670 It helps our campaign team to actually choose 309 00:15:10.670 --> 00:15:14.160 and source assets from outside the firm. 310 00:15:14.160 --> 00:15:15.810 It helps our content marketers 311 00:15:15.810 --> 00:15:19.370 to write copy and design assets internally, 312 00:15:19.370 --> 00:15:20.963 helps our creative people. 313 00:15:21.910 --> 00:15:25.810 Leading marketers, to this respect, 314 00:15:25.810 --> 00:15:30.330 as the way they manage their buyer journey 315 00:15:30.330 --> 00:15:32.790 is essentially in an iterative fashion. 316 00:15:32.790 --> 00:15:35.880 So you want to be able to take those leads 317 00:15:35.880 --> 00:15:39.250 that eventually turn into closed deals and wins, 318 00:15:39.250 --> 00:15:44.250 learn how that prospect navigated your lead gen engine 319 00:15:44.380 --> 00:15:48.510 and go back and redesign this on a continual basis. 320 00:15:48.510 --> 00:15:51.883 Marketing leaders typically update this each quarter, 321 00:15:52.850 --> 00:15:55.610 at a minimum, twice a year, 322 00:15:55.610 --> 00:15:59.710 to be able to continue to upgrade our assets 323 00:15:59.710 --> 00:16:04.150 and keep our lead gen engine really finely tuned. 324 00:16:04.150 --> 00:16:08.080 So the buyer journey is a key enabler 325 00:16:08.080 --> 00:16:10.630 of we've referred to that lead gen engine, 326 00:16:10.630 --> 00:16:15.250 and here's an illustration of a typical lead gen engine 327 00:16:15.250 --> 00:16:18.740 where on the left-hand side, we've got our website, 328 00:16:18.740 --> 00:16:22.230 we've got landing pages that hang off of that website. 329 00:16:22.230 --> 00:16:25.020 We've got our social posts on top, 330 00:16:25.020 --> 00:16:28.120 emails next, those various drops, 331 00:16:28.120 --> 00:16:32.230 and of course, within each of those interventions, 332 00:16:32.230 --> 00:16:33.485 social, email, webinars, 333 00:16:33.485 --> 00:16:38.400 we think of having calls to action 334 00:16:38.400 --> 00:16:41.670 that align well with the three phases, 335 00:16:41.670 --> 00:16:44.830 education, solution and selection 336 00:16:44.830 --> 00:16:48.240 so that our assets are aligned to that, 337 00:16:48.240 --> 00:16:51.170 our calls to action are aligned to that as well. 338 00:16:51.170 --> 00:16:54.560 And our goal here is to be able to 339 00:16:54.560 --> 00:16:57.190 build out this lead generation engine 340 00:16:57.190 --> 00:16:58.770 based on what we've learned 341 00:16:58.770 --> 00:17:01.570 from going through the buyer journey, 342 00:17:01.570 --> 00:17:03.950 creating those assets, 343 00:17:03.950 --> 00:17:07.870 and that we're really driving in essence 344 00:17:07.870 --> 00:17:09.940 the currency of marketing, 345 00:17:09.940 --> 00:17:12.103 which is marketing influence wins. 346 00:17:13.010 --> 00:17:17.140 So now we've built our foundation, right? 347 00:17:17.140 --> 00:17:19.010 We've got our team together. 348 00:17:19.010 --> 00:17:22.360 We've put our technology team in place 349 00:17:22.360 --> 00:17:24.150 and we've assessed whether our technologies 350 00:17:24.150 --> 00:17:26.880 are gonna support lead scoring. 351 00:17:26.880 --> 00:17:29.250 We've got our terminology in place. 352 00:17:29.250 --> 00:17:31.430 We've identified our buyer journey. 353 00:17:31.430 --> 00:17:35.240 We've looked at whether or not our lead gen engine itself 354 00:17:35.240 --> 00:17:36.660 needs some adjustment, 355 00:17:36.660 --> 00:17:39.330 and now we're gonna move into the next phase 356 00:17:39.330 --> 00:17:41.110 of our lead scoring blueprint 357 00:17:41.110 --> 00:17:43.680 and really talking about actually constructing 358 00:17:43.680 --> 00:17:47.160 your own lead scoring methodology. 359 00:17:47.160 --> 00:17:50.020 And that is comprised of identifying 360 00:17:50.020 --> 00:17:52.110 the ideal customer profile, 361 00:17:52.110 --> 00:17:53.850 weighting the attributes, 362 00:17:53.850 --> 00:17:56.430 identifying the assets in your lead gen model, 363 00:17:56.430 --> 00:17:58.400 weighing those attributes, 364 00:17:58.400 --> 00:18:02.250 and then coming up with your own methodology. 365 00:18:02.250 --> 00:18:07.180 So the first step in that process is, let's move- 366 00:18:07.180 --> 00:18:11.170 Moving from our conceptual slide that we saw early on, 367 00:18:11.170 --> 00:18:13.160 where we talked about engagement, 368 00:18:13.160 --> 00:18:15.760 and we talked about the profile 369 00:18:15.760 --> 00:18:17.500 and actually moving to a place 370 00:18:17.500 --> 00:18:20.820 where we're actually setting up our thresholds 371 00:18:21.860 --> 00:18:25.780 that move a, let's say a profile, 372 00:18:25.780 --> 00:18:28.303 from low, 373 00:18:30.510 --> 00:18:33.130 low comparison to the ideal customer profile 374 00:18:33.130 --> 00:18:34.150 and a low score 375 00:18:35.997 --> 00:18:37.200 and further up the stack 376 00:18:37.200 --> 00:18:40.100 towards our ideal customer profile. 377 00:18:40.100 --> 00:18:42.060 And the same thing for engagement, 378 00:18:42.060 --> 00:18:45.020 where we wanna move from a lead 379 00:18:45.020 --> 00:18:47.250 to be ignored on the right-hand side 380 00:18:47.250 --> 00:18:49.620 over towards the left-hand side, 381 00:18:49.620 --> 00:18:51.494 which gets a high score. 382 00:18:51.494 --> 00:18:54.490 The aggregate score there tells us 383 00:18:54.490 --> 00:18:57.330 which ones to ignore, to nurture, 384 00:18:57.330 --> 00:19:00.980 to further qualify with let's say our inside sales team 385 00:19:00.980 --> 00:19:04.550 or which ones to sell, to push over to sales. 386 00:19:04.550 --> 00:19:08.000 Now with that, the first step in this process, 387 00:19:08.000 --> 00:19:10.110 this is when in our blueprint 388 00:19:10.110 --> 00:19:14.890 we have built the Excel workbook that we can now open up 389 00:19:14.890 --> 00:19:19.890 and be able to begin to set these thresholds in our model. 390 00:19:21.050 --> 00:19:24.200 So the first step, and we walk you through those steps 391 00:19:24.200 --> 00:19:25.450 in the actual workbook 392 00:19:25.450 --> 00:19:28.760 is where you want to establish those thresholds 393 00:19:28.760 --> 00:19:32.400 on the outer bands of this particular model. 394 00:19:32.400 --> 00:19:37.100 Then we move into describing our ideal customer profile. 395 00:19:37.100 --> 00:19:40.480 So we've built out a template for you in the workbook 396 00:19:40.480 --> 00:19:41.980 where you can take and define 397 00:19:41.980 --> 00:19:45.780 each of the key attributes of your ICP, 398 00:19:45.780 --> 00:19:49.020 so job role, organizational type, 399 00:19:49.020 --> 00:19:51.173 the size of the opportunity. 400 00:19:52.200 --> 00:19:55.430 Maybe you want to include certain email domains 401 00:19:55.430 --> 00:19:58.343 that are associated with specific target accounts. 402 00:19:59.757 --> 00:20:02.320 And we want to identify those attributes, 403 00:20:02.320 --> 00:20:05.940 identify the sub attributes and provide our weightings. 404 00:20:05.940 --> 00:20:07.690 Then we want to test a few, right? 405 00:20:07.690 --> 00:20:08.950 We've got a template in there 406 00:20:08.950 --> 00:20:12.800 that allows you to drop in a few profiles 407 00:20:12.800 --> 00:20:14.915 and test the score. 408 00:20:14.915 --> 00:20:17.270 And this is where sort of the art comes into play. 409 00:20:17.270 --> 00:20:19.460 It's gotta feel right for you, right? 410 00:20:19.460 --> 00:20:22.550 You've gotta describe for your business 411 00:20:22.550 --> 00:20:24.240 the ideal customer profile, 412 00:20:24.240 --> 00:20:26.910 put in a few profiles and see if it feels right 413 00:20:26.910 --> 00:20:29.610 and scores well for you. 414 00:20:29.610 --> 00:20:33.690 Number two is really getting into the engagement, 415 00:20:33.690 --> 00:20:36.510 the assets that are in your lead gen engine, 416 00:20:36.510 --> 00:20:39.310 being able to identify each of those assets, right? 417 00:20:39.310 --> 00:20:43.240 From white papers to blogs to videos 418 00:20:43.240 --> 00:20:45.610 to infographics, et cetera, 419 00:20:45.610 --> 00:20:47.390 give each a weighting 420 00:20:48.270 --> 00:20:52.413 as to how that particular asset 421 00:20:52.413 --> 00:20:57.413 supports awareness, consideration and selection. 422 00:20:58.830 --> 00:21:03.660 Then weight each of the attributes that really drive that. 423 00:21:03.660 --> 00:21:07.090 For example, we've seen clients 424 00:21:07.090 --> 00:21:09.450 look at let's say a product video 425 00:21:10.550 --> 00:21:14.750 as scoring higher than let's say the company video, 426 00:21:14.750 --> 00:21:17.400 and if they watch the entire product video, 427 00:21:17.400 --> 00:21:19.260 that should score a bit higher 428 00:21:19.260 --> 00:21:22.240 than if they abandon after 10 or 15 seconds. 429 00:21:22.240 --> 00:21:24.480 So you get together with your team, 430 00:21:24.480 --> 00:21:28.630 you align the team together on flushing this out, 431 00:21:28.630 --> 00:21:31.700 you come up with some scenarios of engagement. 432 00:21:31.700 --> 00:21:34.993 You test that again to make sure that it feels right. 433 00:21:35.880 --> 00:21:38.790 And then one of the most important things that you do 434 00:21:38.790 --> 00:21:40.580 in sort of running these tests 435 00:21:40.580 --> 00:21:44.620 is to actually apply data from actual closed deals 436 00:21:44.620 --> 00:21:46.860 and the underlying engagement activities 437 00:21:46.860 --> 00:21:48.740 really to build a out your model. 438 00:21:48.740 --> 00:21:51.280 You wanna do this as much as possible initially, 439 00:21:51.280 --> 00:21:56.050 and then you want to do this on an ongoing basis 440 00:21:56.050 --> 00:21:57.450 once you implement. 441 00:21:57.450 --> 00:22:00.500 So now we've got our methodology in place, 442 00:22:00.500 --> 00:22:05.500 we wanna now apply that to our lead management software. 443 00:22:07.333 --> 00:22:10.510 And then we wanna test that, 444 00:22:10.510 --> 00:22:13.803 go into production, start generating leads, 445 00:22:15.060 --> 00:22:18.100 get them into the hands of sellers, get sales feedback 446 00:22:18.100 --> 00:22:19.560 and really sign off that 447 00:22:20.577 --> 00:22:23.070 we're improving the quality of leads 448 00:22:23.070 --> 00:22:26.350 and then really apply advanced methods. 449 00:22:26.350 --> 00:22:28.340 So the first step here is 450 00:22:28.340 --> 00:22:31.240 to work with your marketing operations folks, 451 00:22:31.240 --> 00:22:34.650 IT that manages your lead generation platform 452 00:22:34.650 --> 00:22:37.203 and get your methodology built into the tool. 453 00:22:38.050 --> 00:22:42.690 Number two is start generating leads, actual leads, 454 00:22:42.690 --> 00:22:44.270 get those in the hands of sales, 455 00:22:44.270 --> 00:22:47.760 get their feedback to learn, to make sure. 456 00:22:47.760 --> 00:22:50.120 And those marketers that have 457 00:22:50.120 --> 00:22:52.750 this really close collaboration with sales 458 00:22:52.750 --> 00:22:55.780 have a much greater chance of success, 459 00:22:55.780 --> 00:22:59.240 in being successful, not only in lead scoring, 460 00:22:59.240 --> 00:23:02.710 but also in the overall lead management process. 461 00:23:02.710 --> 00:23:04.850 Now we turn on our analytics. 462 00:23:04.850 --> 00:23:07.580 We want to be able to measure where our leads are 463 00:23:08.920 --> 00:23:10.300 throughout the funnel, right? 464 00:23:10.300 --> 00:23:13.480 From those that we want to ignore 465 00:23:13.480 --> 00:23:16.260 because they score low all the way out to those 466 00:23:16.260 --> 00:23:18.930 that we want to get into the hands of our sellers. 467 00:23:18.930 --> 00:23:21.939 And we wanna really use the analytics 468 00:23:21.939 --> 00:23:24.650 and ask the following key questions. 469 00:23:24.650 --> 00:23:28.400 Number one, are the volumes increasing or decreasing? 470 00:23:28.400 --> 00:23:31.450 What percentages of leads are in what status? 471 00:23:31.450 --> 00:23:36.450 What kind of nurturing will reengage maybe stalled leads 472 00:23:37.040 --> 00:23:39.730 and help to increase the scores 473 00:23:39.730 --> 00:23:43.230 in both engagement and in profile? 474 00:23:43.230 --> 00:23:47.030 And what additional profile data capture 475 00:23:47.030 --> 00:23:49.600 that we might put in the hands of our inside sales team 476 00:23:49.600 --> 00:23:52.720 or our field sales team that's really needed 477 00:23:52.720 --> 00:23:54.660 to further qualify. 478 00:23:54.660 --> 00:23:57.333 And then finally with all of this, 479 00:23:58.570 --> 00:24:02.210 what leads actually are moving through the funnel 480 00:24:02.210 --> 00:24:06.110 and converting to sales qualified leads and wins 481 00:24:06.110 --> 00:24:08.390 so that we can learn from those 482 00:24:08.390 --> 00:24:11.840 and really come back and adjust our model? 483 00:24:11.840 --> 00:24:13.990 Now we've talked a lot about nurturing. 484 00:24:13.990 --> 00:24:17.840 Nurturing is a really crucial capability 485 00:24:17.840 --> 00:24:20.820 as part of effective lead management, 486 00:24:20.820 --> 00:24:23.230 and nurturing success really combines 487 00:24:23.230 --> 00:24:26.640 this art of crafting engaging copy, right? 488 00:24:26.640 --> 00:24:30.750 Where our content marketing experts, our product marketers, 489 00:24:30.750 --> 00:24:32.510 our creative folks get together 490 00:24:32.510 --> 00:24:35.570 and create highly compelling copy 491 00:24:35.570 --> 00:24:38.350 that engages the buyers together, 492 00:24:38.350 --> 00:24:40.930 and really great B2B marketers 493 00:24:40.930 --> 00:24:43.840 really understand through AB testing 494 00:24:43.840 --> 00:24:47.200 which assets are really working the best. 495 00:24:47.200 --> 00:24:51.110 And included in our blueprint is really a model 496 00:24:51.110 --> 00:24:52.760 of a nurturing example. 497 00:24:52.760 --> 00:24:54.520 This happens to be an example 498 00:24:55.370 --> 00:24:57.760 where a software provider 499 00:24:57.760 --> 00:25:00.140 is using webinars to generate leads 500 00:25:01.390 --> 00:25:06.145 and how different flavors of either registrants, 501 00:25:06.145 --> 00:25:10.560 attendees and others are interested in the company 502 00:25:10.560 --> 00:25:13.840 in varying degrees using our nurturing environment 503 00:25:13.840 --> 00:25:15.150 in the upper right. 504 00:25:15.150 --> 00:25:19.280 So when nurturing, right, we're gonna choose 505 00:25:19.280 --> 00:25:21.060 design and content 506 00:25:21.940 --> 00:25:25.460 that really feeds maybe the intent that it satisfies. 507 00:25:25.460 --> 00:25:28.260 So for example, a head to head comparison 508 00:25:28.260 --> 00:25:31.570 of let's say your capabilities versus a key competitor 509 00:25:32.750 --> 00:25:35.813 might signal that they're in the selection phase. 510 00:25:36.997 --> 00:25:41.720 A prospect that we're looking to nurture 511 00:25:41.720 --> 00:25:43.880 that is further up in the funnel, 512 00:25:43.880 --> 00:25:45.960 that's looking to become further educated 513 00:25:45.960 --> 00:25:48.020 through white papers and blogs, 514 00:25:48.020 --> 00:25:52.290 really signals other intent, if you will. 515 00:25:52.290 --> 00:25:57.150 So the key there is to be able to watch, measure 516 00:25:57.150 --> 00:26:00.780 and continually upgrade how we're nurturing leads. 517 00:26:00.780 --> 00:26:02.200 So really to wrap this up, 518 00:26:02.200 --> 00:26:04.230 there's a number of key advanced learnings 519 00:26:04.230 --> 00:26:06.630 that we provide for you in the blueprint, 520 00:26:06.630 --> 00:26:09.540 but we're gonna leave you with one key message, 521 00:26:09.540 --> 00:26:13.740 which is really reapplying those learnings 522 00:26:13.740 --> 00:26:17.450 from closed opportunities, a really important piece 523 00:26:17.450 --> 00:26:20.483 that we see demonstrated by leading marketers, 524 00:26:21.330 --> 00:26:23.210 that we take those wins, 525 00:26:23.210 --> 00:26:25.760 we're able to sort of reverse engineer 526 00:26:25.760 --> 00:26:27.190 what they experienced 527 00:26:27.190 --> 00:26:30.220 and then to build that back into 528 00:26:30.220 --> 00:26:32.910 our lead scoring and lead gen engine. 529 00:26:32.910 --> 00:26:36.430 So in summary, that continuous adjustment 530 00:26:36.430 --> 00:26:41.320 and improvement is a key critical success factor 531 00:26:41.320 --> 00:26:43.570 of leading marketers. 532 00:26:43.570 --> 00:26:48.040 And number two is really doing that collaboratively 533 00:26:48.040 --> 00:26:49.350 with our key stakeholders 534 00:26:49.350 --> 00:26:51.990 really is gonna increase and maximize 535 00:26:51.990 --> 00:26:53.673 your chances for success. 536 00:26:54.550 --> 00:26:58.470 Leaders will engage our marketing operations team 537 00:26:58.470 --> 00:27:00.700 and IT teams very early to make sure 538 00:27:00.700 --> 00:27:03.650 that your tech platform is fully in place 539 00:27:04.720 --> 00:27:07.800 so that when you go into production, 540 00:27:07.800 --> 00:27:10.740 you've got the ability to manage lead scoring 541 00:27:10.740 --> 00:27:13.993 and to be most successful at lead generation. 542 00:27:15.000 --> 00:27:16.020 So that's our overview 543 00:27:16.020 --> 00:27:18.060 line:15% of the main highlights of the research. 544 00:27:18.060 --> 00:27:20.260 line:15% For more details and a closer look 545 00:27:20.260 --> 00:27:21.930 line:15% at the tools we provide, 546 00:27:21.930 --> 00:27:23.770 line:15% download the complete blueprint 547 00:27:23.770 --> 00:27:26.240 or set up a call with one of our analysts 548 00:27:26.240 --> 00:27:27.820 who'd be happy to help you out. 549 00:27:27.820 --> 00:27:29.120 Thanks a lot for watching.