Published on March 12, 2014
The Science of Predictive Lead Scoring
2#predictiveleadscoring Housekeeping If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard
Your speakers Dan Chiao Jessica Cross 3#predictiveleadscoring
Today’s Webinar Agenda 1. Conventional lead scoring 2. Flaws with conventional lead scoring 3. What is Predictive Analytics 4. How does it apply to B2B organizations 5. Q&A To submit questions during the webinar, please tweet them: #predictiveleadscoring @fliptop 4#predictiveleadscoring
Benefits of Lead Scoring • Increased sales efficiency and effectiveness • Increased marketing effectiveness • Tighter marketing and sales alignment 5#predictiveleadscoring
Lead Scoring 6 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 • Pricing pages: +10 • Watch demos: +5 • Mid-stage content: +8 • Late-stage content: +12 Demographics • Job Title +20 • Generic email -5 • Industry +10 • Technology +5 #predictiveleadscoring
Target persona VP of Sales 7 • Job Title: +20 • Attend webinar: +5 • Visit any webpage/blog: +1 • Visit careers pages: -10 • Possible Score = 16 Lead Score #predictiveleadscoring
Target persona Social Media Manager 8 • 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
Flaws with conventional lead scoring 94% of all MQLs will never convert 9#predictiveleadscoring
Flaws with conventional lead scoring 10 52% of sales reps will not make their quota #predictiveleadscoring
Conventional Lead Scoring • Based on assumptions and intuition • Implementations take time • Accuracy is limited • Requires quarterly evaluations • Assumes lead has to visit site to be qualified 11#predictiveleadscoring
What is predictive lead scoring 12 Lead Scoring Predictive Lead Scoring #predictiveleadscoring
Questions we’ll answer • What is predictive lead scoring? • Why can’t I do it in Excel? • Why do I need so many data points? • Why do I need machine learning? • How do we put it all together? 13#predictiveleadscoring
What is predictive lead scoring? 14 Traditional Lead Scoring Predictive Lead Scoring Based on intuition Fitted to historical outcomes Linear weighted sum Statistical methods Limited by causation Identifies correlations Unbounded numerical score Probability of close Expected revenue amount Expected sales cycle #predictiveleadscoring • The application of statistical methodology to historical sales results to determine the likelihood a new lead will close.
Why can’t I do it in Excel? • “I can do statistics with pivot tables…” • In customer cases so far, we’ve found it takes an average of 230 raw data points to build a model that will effectively predict sales lift. • So, no, you can’t 15#predictiveleadscoring
Why do I need 230 data points? 16 Hiring Need / New budget Previous Purchase Willingness to buy Social Profiles Seniority / Size Stage / Industry #predictiveleadscoring
Why do I need machine learning? 17#predictiveleadscoring
The classic process 18#predictiveleadscoring Visit website: +5 points
The SpendScore process 19 Historical Sales 3,000+ Signals / 40+ Data Sources Machine Learning Model Tournament Scored Lead #predictiveleadscoring
20 Intuit’s Results 57% Decrease in time to close for new business deals Increase in new business pipeline Amount spent on new headcount to achieve results. 75% $0 #predictiveleadscoring Norman Happ Vice President of Sales
Want to learn more? Contact us for your own predictive lead scoring model 21
Q&A – 10 Minutes Thank you. Contact us for your own predictive lead scoring model 22 Dan Chiao VP of Engineering Jessica Cross Dir. Marketing
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
Predictive Lead Scoring Webinar ... Webinar: Predictive Lead Scoring ... Predictive Lead Scoring: ...
... Beyond Predictive Lead Scoring ... Beyond Predictive Lead Scoring--Creating a Predictive Customer Lifecycle. ... Webinar: Beyond Lead Scoring ...
Predictive Lead Scoring bringt ... „It relies on data science to answer these ... Rules like ‚give them +5 if they attend the webinar‘ are ...
Lead Scoring – The Science of Behavioral Marketing. ... as they explore the world of lead scoring. ... Predictive analytics is making this feat closer to ...
Predictive Marketing: The Science Behind Marketing. ... In this webinar replay you will learn: ... Predictive Lead Scoring;
Learn how B2B companies are going beyond predictive lead scoring and are ... Is B2B Sales an Art or a Science? (Webinar with ...
Check out InsideSales.com 's resource library page to ... Close More with Predictive Lead and Opportunity Scoring ... The Science of Lead Scoring, ...