How to Integrate Predictive

Lead Scoring in Marketo

2#predictiveleadscoring

Housekeeping

If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard

Your speakers

Farkhanda Zhublawar

Director of Customer Success

Fliptop

Jessica Cross

Director of Marketing

Fliptop

3#predictiveleadscoring

Today’s Webinar Agenda

1. Traditional vs. Predictive Lead Scoring

2. Marrying Predictive and Traditional Lead Scoring

3. The Fliptop Framework

4. Integrating in your Marketo

5. Q&A

To submit questions during the webinar, please tweet them:

#predictiveleadscoring @fliptop

4#predictiveleadscoring

Traditional lead scoring looks at just a few data points

Industry

Marketing activityJob title

LocationBudgetCompany size

5#predictiveleadscoring

Lead Scoring

Industry

Email addressJob title

LocationBudgetCompany size

Gender

Marketing activity

Funding

Hiring

Technology Stack

Open job postings

Social Presence

Age

Youtube URLSocial gender

Website form

LinkedIn URL

Founded Year

Email List

Tech SEO

Company Type

Invested Capital

Youtube views

Traffic Rank

Engine Optimizer

Facebook Advertiser

CRM Software

Accepts Payments

Tech Media

Market Value

Social Occupation

Facebook Shares

Facebook LikesStocks

Twitter URL

Net Income

Employees Total

Twitter Match Score

Social Profile Photo

Paid Analytics

Influence Score

Social Presence

Website form

Social Profile Photo

Open Job Postings

Funding

Business Twitter Followers

iPhone App

iPhone App RatingCompany Age

Android App

Influence Score

Android App Rating

Has Website

NAICS Code

USSIC Code

UKSIC Code

Industry Ranking

Market Capitalization

Cash Balance

Sales Growth Percentage

Publicly listedAge GroupOpen Management Jobs

Open Legal Jobs

Employee Count

Has Disposable EmailNon-Business EmailInvalid Phone Number

Uses PHP

Uses Apache

Content Delivery Network

Cross-Browser Compatibility

Uses DNS

Uses .NET

Uses Data Feeds

Has Forms

Uses PHP

Uses JavaScriptUses Slideshows

Javascript Menus

Name server Parked Domain

Influence ScoreOpen Job PostingsEmployee Count

Uses JavaName server

Engine Optimizer

Content Delivery NetworkUses Data Feeds

Uses NginxUses Tooltip

Includes Videos

Uses Wordpress

Employees Total

Employee Count

Open Production Jobs

Android App

Engine Optimizer

Hiring

Tech SEO

Traffic Rank

Social Occupation Net IncomeUses Slideshows

Parked Domain

Open Job Postings

Uses Ajax

Uses .NET

Publicly listedNon-Business Email

Uses DNS

Open Military-Specific JobsIndustry Code

Engine Optimizer

Uses Perl

Uses Ajax

Uses Apache

Open Job Postings

Open Job Postings

Includes Videos

Social Profile Photo

Age group

Uses Python

Uses Tooltip

JavaScript Menus

Has Forms

Open Job Postings

Includes Videos

Uses DNS

Uses Apache

Invested CapitalOpen Other jobs

6#predictiveleadscoring

Traditional vs. Predictive Lead Scoring

Traditional Lead Scoring Predictive Lead Scoring

Limited Data LOTS of Data

Guessing at manual scores Statistically generated scores

No Direct Linkage to Sales Tied to Historical Sales Outcomes

Requires manual review Updates automatically

#predictiveleadscoring 7

Predictive Lead Scoring Can Improve:

• Lead and opportunity conversion rates

• Lead and opportunity velocity

• Marketing and sales efficiencies

• Sales forecasting

8#predictiveleadscoring

How Do Predictive and Traditional Lead

Scores Work Together?

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The Fliptop Predictive Lead Scoring Framework

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The Fliptop Predictive Lead Scoring Framework

11#predictiveleadscoring

Money in the Bank

• High Predictive Lead Score

– SpendGrade A

• High Activity Score

– Lead is interested in your solution

• e.g. Target buyer that requests a demo

• Action

– Send directly to sales

12#predictiveleadscoring

• High Predictive Lead Score– SpendGrade A + B

• Little to no activity score

• e.g. list upload of target buyers

• Action– Sales should prospect these leads

– Marketing should create content/events to activate these leads

13#predictiveleadscoring

Diamonds in the Rough

• Low Predictive Lead Score

– SpendGrade C + D

• High Activity Score

– Could include students, researchers,

competitors

– These leads will rarely buy

• Action

– Keep in nurture queue

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Heavy Clickers

• Low Predictive Lead Score

– SpendGrade C + D

• Low activity score

• Action

– Keep in nurture queue

– They can turn into Heavy Clickers

15#predictiveleadscoring

Zombies

The Predictive Lead Scoring Framework

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Focus your

sales reps here

The Predictive Lead Scoring Framework

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Focus your

sales reps in

this order

Putting It Into Action In Marketo

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Money in the Bank – Smart List

20#predictiveleadscoring

Money in the Bank – Flow

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Diamonds in the Rough – Smart List

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Diamonds in the Rough – Flow

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Heavy Clickers – Smart List

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Heavy Clickers – Flow

Predictive Lead Scoring Results

Customer Success Story

25#predictiveleadscoring

“Using Fliptop we were able

to improve our lead to MQL

conversion rate from 8% to

17%. That’s a 2x

improvement.”

Joe LucasDirector of Demand Gen

& Marketing Operations

Case Study

26#predictiveleadscoring

Q&A – 10 Minutes

Thank you.

Contact us for your own predictive lead scoring model

info@fliptop.com

27

Farkhanda Zhublawar

Director of

Customer Success

Jessica Cross

Director of Marketing

#predictiveleadscoring

Conventional lead scoring looks at just a few data

points

Industry

Marketing activityJob title

LocationBudgetCompany size

28

Lead Scoring

Industry

Email addressJob title

LocationBudgetCompany size

Gender

Marketing activity

Funding

Hiring

Technology Stack

Open job postings

Social Presence

Age

Youtube URLSocial gender

Website form

LinkedIn URL

Founded Year

Email List

Tech SEO

Company Type

Invested Capital

Youtube views

Traffic Rank

Engine Optimizer

Facebook Advertiser

CRM Software

Accepts Payments

Tech Media

Market Value

Social Occupation

Facebook Shares

Facebook LikesStocks

Twitter URL

Net Income

Employees Total

Twitter Match Score

Social Profile Photo

Paid Analytics

Influence Score

Social Presence

Website form

Social Profile Photo

Open Job Postings

Funding

Business Twitter Followers

iPhone App

iPhone App RatingCompany Age

Android App

Influence Score

Android App Rating

Has Website

NAICS Code

USSIC Code

UKSIC Code

Industry Ranking

Market Capitalization

Cash Balance

Sales Growth Percentage

Publicly listedAge GroupOpen Management Jobs

Open Legal Jobs

Employee Count

Has Disposable EmailNon-Business EmailInvalid Phone Number

Uses PHP

Uses Apache

Content Delivery Network

Cross-Browser Compatibility

Uses DNS

Uses .NET

Uses Data Feeds

Has Forms

Uses PHP

Uses JavaScriptUses Slideshows

Javascript Menus

Name server Parked Domain

Influence ScoreOpen Job PostingsEmployee Count

Uses JavaName server

Engine Optimizer

Content Delivery NetworkUses Data Feeds

Uses NginxUses Tooltip

Includes Videos

Uses Wordpress

Employees Total

Employee Count

Open Production Jobs

Android App

Engine Optimizer

Hiring

Tech SEO

Traffic Rank

Social Occupation Net IncomeUses Slideshows

Parked Domain

Open Job Postings

Uses Ajax

Uses .NET

Publicly listedNon-Business Email

Uses DNS

Open Military-Specific JobsIndustry Code

Engine Optimizer

Uses Perl

Uses Ajax

Uses Apache

Open Job Postings

Open Job Postings

Includes Videos

Social Profile Photo

Age group

Uses Python

Uses Tooltip

JavaScript Menus

Has Forms

Open Job Postings

Includes Videos

Uses DNS

Uses Apache

Invested CapitalOpen Other jobs

29#gotleads

How we build your model

Historical Sales

3,500+ Signals / 40+ Data Sources

Machine Learning

Model Tournament

How we build your model

3,500+ Signals / 40+ Data Sources

Model is ready

Scored Lead

Works with the technology you already use

Traditional Lead Scoring

33

Source: www.marketo.com

All Names

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

Behaviors

• Early stage content: +3

• Attend webinar: +5

• Visit any webpage/blog: +1

• Visit careers pages: -10

Demographics

• Pricing pages: • +10 regular, +15 detailed

• Watch demos:• +5 overview, +10 detailed

• Mid-stage content: +8

• Late-stage content: +12

• Searches for “Marketo”: +8

#predictiveleadscoring

Target Persona With Traditional Score

VP of Sales

34

• Job Title: +20

• Attend webinar: +5

• Visit any webpage/blog: +1

• Visit careers pages: -10

• Possible Score = 16

Lead Score

#predictiveleadscoring

Target Persona With Traditional Score

Social Media Manager

35

• Early stage content: +3

• Attend webinar: +5

• Visit any webpage/blog: +1

• Watch demos: +5

• Mid-stage content: +8

• Late-stage content: +12

• Possible Score = 34

Lead Score

#predictiveleadscoring

Predictive = Fit First approach

Social Media Manager VP of Sales

36#predictiveleadscoring