Lead Scoring

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Digital Di Consultants helped a Cloud Service Provider with Lead Scoring within their HubSpot instance.

Background

  • Cloud Service Provider based in California with estimated annual revenue of $ 20M per year.
  • The client provides datacenter infrastructure solutions
  • They are on a mission to provide high-performance and scalable cloud data platform.
  • The current model of lead qualification was based on asking 2-3 qualifiers, like would you like our sales rep to contact you, timeframe to purchase

CHALLENGE

The marketing and the sales team were having difficulties agreeing on the mutual definition or constant tension about the lead quality which resulted in affecting the company’s bottom line negatively – revenue.

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ACTION- PLAN

Digital Di Consultants got into working sessions with the key stakeholders from Sales and Marketing (Marketing Director, MOPs, Sales Director, and Sales operations manager) to understand the current status of lead qualification, and the objectives for setting up the multi-dimensional lead scoring model that measures the qualification as well as the interest level of the users. In these working sessions, role play activity was done by the Sales which helped Digital Di Consultants’ team understand the scoring parameters of the lead qualification.

Scoring Module: These working sessions helped in incorporating marketing and sales key opinions as well as lead scoring that moves prospects through the funnel using activity triggers. We laid out a plan considering the following parameters:

1. Lead funnel taxonomy – Determine what user actions to score

a. Positive Scoring – Assigning a positive score based on the below activities.

  • Demographic Scoring – Scoring implemented based on the lead/contact job title, industry, and company to differentiate the ideal buying persona
  • Behavior/Web Scoring – Assign scoring depending on the behavior they've exhibited on the website
  • Behavior/Channel Scoring - Assign scoring based on the behavior they've exhibited on different channels – attending a webinar or an event, Online advertising, Paid Search, Social channels
b. Negative Scoring –

Reducing score based on lead engagement inactivity or if the user has unsubscribed, the lead status is updated to disqualified, email is bounced.

2. Defining the lead score

High scoring value was assigned to the behavioral activity which infers high-quality leads based on the conversation during our working sessions.

3. Lead nurture strategies were aligned with the buying cycle.

Managed Services for Marketo

POST-IMPLEMENTATION

The Digital Di Consultants team worked closely with the Sales and Marketing team to implement the lead-scoring module in the automation platform. The synergy between the teams helped in aligning most parts of the module and both the teams felt that they were given importance.

  • The scoring module was implemented and the impact of scoring was closely monitored.
  • Constant-contact with the pre-sales and Sales team to understand the impact they are observing post-implementation of the scoring module.
  • Impact of scoring on lead qualification process was reviewed in the weekly meetings for about 2 months.
  • Weekly reports were created to monitor the lead quality, lead response, lead conversion rate.

WORKING DOCUMENT: Positive scoring

Behavior Scoring

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Demographic scoring

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WORKING DOCUMENT: Negative scoring

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CONCLUSION

  • A detailed training program and documentation were created. The score values assigned to every activity was added to the document.
  • We could see immediate changes in terms of increasing marketing effectiveness and better insight into the lead funnel and behavioral information, it helped build a better rapport between the sales and marketing team which enhanced the ability to work with the sales team more closely to provide the data they needed to optimize cold calling and follow-up activities.
  • Sales could prioritize their activities based on the lead quality. They could now focus more on follow-up with the hot leads instead of following up with every lead. This saved lot of time sales usually spent on lead qualification and lead conversion.
  • In this span of 2 months, we saw the lead conversion process grew from 25% to 40% and the opportunities increased by 20%.