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Sorting Through the Scoring Mess - SiriusDecisions

Sorting Through the Scoring Mess - SiriusDecisions | The MarTech Digest |

Given the variety of options for both the model (approach) and the technology to support scoring, we felt it was important to identify and define the options. From our observations, today’s perspective and guidance is focuses too heavily on the technology (e.g. marketing automation vs. predictive), without a broader consideration for what approach makes the most sense for an organization. The types of scoring models include:

  1. Manual. Cherry-picking; no standardized methodology or process – not a recommended approach.
  2. Assumption-driven, rules-based. Attributes and weighting developed according to assumptions vs. informed by data – not a recommended approach.
  3. Data-driven, rules-based. Uses statistics to identify and prioritize attributes and behaviors that are configured into the model. When the scoring threshold is reached, the prospect is handed off for followup – a recommended approach.
  4. Predictive prospect prioritization. Prioritization models work like lookalike models – they mathematically compare known prospects and accounts to an ideal and prioritize accordingly. Followup is determined by statistical processes.
  5. Hybrid. Combines data-driven, rules-based and predictive prospect prioritization to determine hand-off and prioritize followup. Hybrid approaches score the account via predictive and deliver the contact via marketing automation platform (MAP) behavior.
CYDigital/'s insight:

I've completed abandoned lead scoring as a viable tool.


RYZZ: it’s a better approach to MarTech for B2B Marketers.


#MarTech #DigitalMarketing

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How Are B2B Marketers Scoring Leads? [Infographic] - Profs

How Are B2B Marketers Scoring Leads? [Infographic] - Profs | The MarTech Digest |
Sales - Get the scoop on B2B marketers' lead-scoring criteria and behaviors.


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How Big Data Facilitates Lead Scoring | Right On Interactive

How Big Data Facilitates Lead Scoring | Right On Interactive | The MarTech Digest |

Key excerpt...

All prospects leave behind “digital footprints” of their online activities. Twitter posts, Facebook shares, website visits, forum postings, network or connections – all give away a prospect’s online activity. The job of the marketer is to collect all disparate data from various sources, integrate everything in a common platform, and apply analytics. This offers a comprehensive picture of the prospect, offering the marketer a clear-cut idea of where the prospect stands.

Big data facilitates exactly this. It integrates and collates various streams of information, be it demographic data or lead intelligence to provide marketers with meaningful and actionable insights. Marketers may already have access to all the data independently, but without the ability to collate and the capability to apply analytics, they would fail to capture any significant insights.

CYDigital/'s insight:

A very brief post, and the author had an opportunity to expand on the thought. We will: yes, a comprehensive overview of each and every touchpoint is important, but a blueprint is needed as well as the tools to execute on the blueprint. And ownership of the process needs to be clearly defined (IT vs. Marketing). Without a blueprint, tools and ownership, Big Data goes nowhere fast.

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Marketing automation: the rocket science of B2B marketing

Here are five issues that marketing automation is immediately going to drop in your lap:


1. What does your database look like?

Thanks to over a decade of outbound marketing, many marketing organizations have already got a database of prospects. Unfortunately, after years of willy-nilly email campaigns, that data’s pretty much scorched earth. Pumping tens of thousands of scruffy leads into a marketing automation that charges by the lead (as some do) feels like a rookie mistake.


Weed out that list by segmenting, cleaning and applying filters to the data (region, title, dead addresses, etc.). Then do as one client did: send an opt-out to your whole database. If they ask out, strike them.


2. Sales hand-off

So the whole purpose of this exercise is to groom undifferentiated prospects into great sales leads. Doyens of marketing automation have been saying this for years and it bears repeating: you need to work out with sales what a sales-ready lead looks like for your business. Your sales people will know.


Once you’ve worked that out, you’ll have a much better idea of how to score your leads (see next point) and what to do with prospects that return to the leads pool.


On the technical side, marketing automation will need to be integrated with a CRM (at least if you want to be able to map eventual sales and revenue back to marketing activities – and who doesn't want that?).


3. Scoring

The whole nurturing aspect of marketing automation systems is facilitated by applying a scoring system to different actions that relate to prospect demographics and most importantly, behaviour – across your site, emails, content, social channels, events and beyond.


Obviously, you can’t manage scores of thousands of leads by hand; you’ll need good rules.


At first blush, you’ll want to start giving people points for everything. But it might not make sense – the guy who comes to your site daily may not be much of a sales prospect. Every point you score should ideally indicate significant progression to a buy. (And this may also differ by demographic – another scoring dimension).


In our own experience – for Velocity and for clients – a nurtured lead converts 5-10 times better than a cold one.


4. The flows

Every single campaign within a marketing automation system requires a flow, or multiple flows. There are two very time-consuming parts to this: 1) Understanding what logic you want to apply to your flows (what happens to who, when?) and 2) Building those flows.


For all their efforts to make their tools simple, complex actions are complex. I’ve built the kinds of simple flows that draw the veil to one side – this sucker gets very, very complex in a big hurry.

Our own experience states that you want only to automate and create a flow where automation is called for. Look at your existing marketing and sales processes. Try to simply speed up or improve what you’re already doing to begin with. Too many companies that start with marketing automation set up flows and processes for their own sake, because they can.


5. Mapped content

There’s content that draws in new leads (stuff that’s good enough to get an unknown to fill out a form), there’s content that gives a known lead greater understanding of your story or value proposition, there’s content that quashes those niggling doubts in the hearts of someone close to buying, and all kinds of content in between.


Marketing automation’s a hungry content beast, as an expert on the topic wrote recently. There’s a pretty linear relationship between the sophistication/complexity of your marketing automation system, the amount of content you need to incorporate in it and the beauty of what comes out.

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