close more deals with effective lead scoring
TRANSCRIPT
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Close More Deals with Effective Lead Scoring
Stacey ThornberrySr. Enterprise Field Marketing ManagerMarketo@Stacey_T
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Marketo: Engagement Marketing Platform Engage people in a
meaningful, lifelong and personalized way across channels
Measure and maximize impact of marketing investments across channels
Generate awareness and ensure potential customers can find you
Manage, coordinate and plan the marketing activities across your teams
CUSTOMER
• Marketing calendar
• Web / Mobile Personalization• SEO • Social Marketing
• Revenue Cycle Analytics
• Marketing Automation• Web / Mobile Personalization• Social Marketing
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Attract Engage CloseDrive more
inbound website traffic
Convert web visitors
to leads
Right message Right person
Right timeAccelerate the sales
cycle
Increase quality leads to sales
Win more deals
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Attract Engage CloseDrive more
inbound website traffic
Convert web visitors
to leads
Right message Right person
Right timeAccelerate the sales
cycle
Increase quality leads to sales
Win more deals
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Agenda• How can you benefit from sales and
marketing alignment?• Steps to effective alignment & how lead
scoring leads to more deals won• Examples from Marketo’s own teams
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Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*
Why Alignment is Important
*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.
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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Why Alignment is Important
Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*
*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.
Sales doesn’t want
names – they want
“Win Ready” leads
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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Improves Conversion Rates
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Exceeded “meetings scheduled” quota by
Leads Generated by Sales Development
97%Sales Development Revenue Pipeline
101%
Tighter alignment of marketing and sales yields more leads, more opportunities, and more deals
closed at LiveIntent
“Marketo gives us visibility into what’s working and who is actually engaging. We can prioritize outreach in our CRM system; the right leads are coming in and we’re reaching out to them and getting great results.”-Scott Daily, Digital Marketing Manager
50%
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How Do You Achieve Alignment?
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• Marketing Qualified Lead (MQL)• Sales Qualified Lead (SQL)• Opportunity• ROI
Step #1: Define Common Terms
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• For new business at Marketo, we create an MQL based on:
• A sort score of 100+, which is a combination of:• Demographic “Fit Score”• Engagement score• Buying intent
• Can be a MQL once every 6 months
What is a Marketing Qualified Lead (MQL)?
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Lead scoring—a method of ranking leads for their sales-readiness, agreed upon by both sales and marketing—is essential to ensuring that your organization is aligned.
Creating an MQL: Utilizing Lead Scoring
Download our Definitive Guide to Lead Scoringhttp://www.marketo.com/definitive-guides/lead-scoring/
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Why Score Leads?
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• Demographic Scoring• Ex: Job role, job title, technology used, country, industry, etc.
• Asset Scoring• Ex: Alignment to stage of buying cycle
• Behavior Scoring• Ex: Website data (downloads, page visits), channel participation (PPC,
events, inbound call)
• Product Interest Scoring• Ex: Aligned to featured product in content engagement
Types of Lead Scoring to Add Up to MQL
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• Higher Win Rates• Shorter Sales Cycles• Higher Revenue Per Rep
What do MQLs mean for you?
Source: CSO Insights
How Easy Is it To Get Information About Prioritizing Sales Efforts?
Other Benefits of Fewer But Higher Quality Leads
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• A lead that has been accepted by an Account Executive
• Demonstrated BANT• Budget• Authority• Need• Time
What Is A Sales Qualified Lead (SQL)?
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Nam
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etTOFU MOFU
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
Database BOFU
Step #2: Define Your Revenue Funnel
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Nam
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Awar
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Frie
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Enga
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Targ
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OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseExposed to us via content,
brand, or word of mouth
Step #2: Define Your Revenue Funnel
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Nam
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Awar
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Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseFeels a relationship and trust
with us
Step #2: Define Your Revenue Funnel
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Nam
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Awar
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Frie
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Enga
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Targ
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OpportunityCustomer
Lead
Sale s
Lead
Nurturing
Database
Names are just names
Step #2: Define Your Revenue Funnel
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Nam
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Awar
enes
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Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseMeaningful interaction with
us
Step #2: Define Your Revenue Funnel
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Nam
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Awar
enes
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Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
Database
Nurture until ready for next
step
Qualified potential customer
Step #2: Define Your Revenue Funnel
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Nam
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Awar
enes
s
Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseMarketing qualified lead (score >
100) – Sales Development Rep (SDR) reach-out
Step #2: Define Your Revenue Funnel
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Nam
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Awar
enes
s
Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseQualified as sales-ready by Sales
Development Rep (SDR)
Step #2: Define Your Revenue Funnel
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Nam
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Awar
enes
s
Frie
nd
Enga
ged
Targ
et
OpportunityCustomer
Lead
Sale s
Lead
Nurturing
DatabaseAccepted and actively worked by sales:
marketing quota attainment
Step #2: Define Your Revenue Funnel
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Step #3: Set Common Goals & Plan Smartly
Goal Team ResponsibleTargets MarketingMQLs MarketingSQLs, Opportunities Sales Development
Representatives, Marketing
Wins, Revenue Sales (Account Executives)
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Step #4: Plan Together, Succeed Together
31% increase in MQL acceptance
63% improvement in Marketing’s contribution to total revenue
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Step #5: Structure Organization for Alignment
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Stars and Flames show
priority
Step #6: Automate for Success
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Full list of Interesting
Moments
Step #6: Automate for Success
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Step #6: Automate for Success
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• Businesses are 67% better at closing deals when sales & marketing work together
• Sales and marketing alignment extracts 208% more value from marketing with 108% less friction
• Effective alignment starts with a consistent language, SLA’s and a measurement system
Tweetable Takeaways
@Stacey_T
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Thank You!