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SLA: Cumulative MQLs Delivered to Sales | SiriusDecisions Blog

SLA: Cumulative MQLs Delivered to Sales | SiriusDecisions Blog | Marketing Automation | Scoop.it
Service-level agreements (SLAs) between marketing and sales are sometimes perceived by sales as one-sided.

 

...Marketing should use an SLA to make a commitment to sales, including a timeframe for newly generated leads (e.g. from an event) to be entered into the lead management process. Marketing should also specify the treatment these leads will receive (e.g. placement into a nurturing program). In addition to committing to a timeframe and engagement strategy for new leads, many marketing organizations commit to the cumulative number of marketing qualified leads (MQLs) they will deliver to sales. Note: The definition of an MQL should be agreed upon by marketing and sales and should be automated through a lead-scoring model.

 

This cumulative-MQL SLA component does not deal with the timeframe for MQL engagement, but with how many MQLs the marketing organization commits to send to sales during a specified time period. It can be made more precise by specifying the number of MQLs that will be delivered for different types of contacts (e.g. from a specific industry or for a particular solution). This can be valuable for organizations with several different product lines or business units.


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marketingIO's curator insight, May 24, 2013 10:47 AM

With the marketing technology available today, we see no reason why SLAs shouldn't be pursued. Once there is an agreement by all parties, then the final decision as to success/failure is quantitative...NOT qualitative. If complaints still exist, then further define the elements that compose the SLA!


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How to build a lead scoring strategy that sales will support - Heinz Marketing

How to build a lead scoring strategy that sales will support - Heinz Marketing | Marketing Automation | Scoop.it

We have found that the initial Lead Scoring schema for a new marketing automation user is often simple and demographic-oriented, i.e., title, revenue, etc. Heinz Marketing captures the right process succinctly in their latest post, the steps of which are summarized below. Bookmark their post for future reference...

 

1. Agreed Upon Personas
Love them or loathe them, different personas usually require different scoring models are ranks.

2. What the Heck is a Qualified Lead?
Marketing and Sales need to agree on the stages of lead qualification.

3. Profile Weighting

Need and timeframe are easier to capture and score. Work with Sales to identify the right profile information to capture and score. Sales must validate and qualify the BANT criteria when initially working with a lead. Marketing can only start building the profile.

4. Engagement Weighting
Identify the patterns of interest. How someone interacts with your company and content is powerful information which fills the score profile.

5. Don’t score what doesn’t matter
Job seekers and competitors can spend a ton of time on sites and consuming content.

6. Define Follow-Up Actions and a Service Level Agreement
Follow up action is critical! Lead scoring will fail without Sales doing their part. Build follow up actions for each level of lead score. The follow up action can include the maximum time required for follow up and the recommended conversation.  [iNeo Note: bear in mind timing as defined in Digital Body Language]

7. Review Lead Scoring with Sales
Success begins with reviewing the lead scoring model before it’s rolled out. Sales managers can provide critical input to fine tuning a lead score model. This input leads to buy-in and enforcement on follow up actions.

8. Roll-out, Test, Refine
When the lead scoring program is turned on, send leads to Sales with a bigger range of scores. During the initial stage, some organizations may prefer a pilot roll-out with a select Sales team to test scoring accuracy. Sales should provide feedback and disposition tracking in the CRM system that shows lead scoring effectiveness. Fine tuning the filter can helps Marketing send better leads to Sales.

 

 


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marketingIO's curator insight, February 5, 2013 7:36 AM

 

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Lead Scoring Benchmarks for Modern Marketers - Eloqua | #TheMarketingAutomationAlert

Lead Scoring Benchmarks for Modern Marketers - Eloqua | #TheMarketingAutomationAlert | Marketing Automation | Scoop.it
Given that Marketing Sherpa estimates that 79% of marketers have not yet established lead scoring, we thought it would be interesting to see how Eloqua’s modern marketers stack up against the rest of their peers.

 

So why does it matter? Eloqua has found that organizations that use lead scoring increase their close rates by 30%, increase their revenues by 18%, and revenue per deal increases by 17%.  These marketers are using buyers’ online behavior AND demographic data to determine if a lead is a good fit before they pass it to sales. Improving lead quality and reducing some of the tension between sales and marketing, they are using technology to only pass the leads that are more likely to result in a closed opportunity over to sales.


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marketingIO's curator insight, July 31, 2013 12:50 PM

As it is with all Eloqua charts, it's a snapshot of Eloqua users. Regardless, the ROI from lead scoring is significant vs. the "fling the lead against the wall and see if it sticks" strategy. Scoring is the norm.


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The Secret to Lead Scoring Success: Follow-Up Actions | @HeinzMarketing

The Secret to Lead Scoring Success: Follow-Up Actions | @HeinzMarketing | Marketing Automation | Scoop.it
Lead scoring models require follow up actions to succeed. Actions based on lead scores help Sales win more business.

 

Key excerpt...

 

Yes, lead scoring is piece of the overall lead management process.  Don’t be turned off just because you hear ‘process’!  Notice how I haven’t talked about how to score certain web pages or whether or not someone filled out a form completely to build a profile, or how much a score should depreciate or reset over time.  The process defines the lead scoring model.  Lead scoring brings efficiency into the process by giving priority and prescription for how leads can be treated.


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marketingIO's curator insight, August 15, 2013 1:27 PM

One of the best tables/graphics I've seen with regards to lead scoring and the appropriate follow-up. You want to use this as a basis for your MA modeling as you start to audit processes for 2014.


Matt Heinz: there's an infographic waiting to be created from this table.


  • See the article at www.heinzmarketing.com
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Email Nurture Campaign Strategy for B2B Marketing Made Simple - G2M Solutions | #TheMarketingAutomationAlert

Email Nurture Campaign Strategy for B2B Marketing Made Simple - G2M Solutions | #TheMarketingAutomationAlert | Marketing Automation | Scoop.it
A simple comprehensive and practical guide to email nurture campaigns for B2B marketers

 

Brief overview...

 

How do I create a successful email nurture campaign? What you will need:

Detailed description of your target personas and their problemsPre-determined lead scoring to indicate what stage the contact is at (ideally)Marketing automation systemA good content writer to create compelling emails
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marketingIO's curator insight, July 22, 2013 10:43 AM

The aforementioned graphic summarizes how you should break down your lead nurturing efforts, assuming you know each target's persona(!). Regardless, it's an excellent article as it provides tips for each phase of the funnel.


  • See the article at www.g2msolutions.com.au
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Transforming Lead Scoring with Big Data - CRM Magazine

Transforming Lead Scoring with Big Data - CRM Magazine | Marketing Automation | Scoop.it
Combine prospects' behavioral and social scores for accurate sales predictions.

 

Excerpt...

 

But wait, there's a caveat. The data is unstructured.

 

This is where a new breed of big data analytic tools comes into play. Advanced technologies use natural language processing, Web mining, and machine learning to structure the unstructured (i.e., turn the mountains of information in the social Web into data that is clean and actionable). With these new tools, companies can take lead scoring to the next level by fusing demographic, firmographic, and behavioral scores with a new type of score—the social score.

 

Social score is best used against an ideal buyer profile that takes into account all possible digital footprints. For example, a company might find that the ideal buyer for one of its products is a person who takes an interest in cloud computing, attends a Gartner or Forrester IT conference, follows certain industry analysts, and has knowledge about VMware and Amazon cloud. Matching new leads with this ideal buyer profile will provide a strong indicator about the buyer's relevancy, regardless of the information he or she provides.

 

Combining the behavioral score, which indicates a person's level of awareness and interest with the social score, which indicates a person's true relevancy to the business, produces an extremely accurate prediction of one's likelihood of making a purchase.


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marketingIO's curator insight, June 18, 2013 7:47 AM

Social scoring is just one aspect of the profile that leads to predictive analytics, but the degree to which it is inaccurate makes us pause. Not everyone tweets about everything in their lives, professional or personal. It's a helpful additive, but not a panacea.


  • See the article at www.destinationcrm.com
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The B2B Marketing Technology Adoption Curve « Loopfuse | #TheMarketingAutomationAlert

The B2B Marketing Technology Adoption Curve « Loopfuse  | #TheMarketingAutomationAlert | Marketing Automation | Scoop.it
The Mouth of the Funnel blog is brought to you by LoopFuse - the leader in on-demand Sales and Marketing Automation.

 

Excerpt...

 

Key takeaways:

1. Most marketers, at this point, understand that email marketing must be part of their playbook. Newsletters, bulk email campaigns, etc.

2. As you work from right to left, capabilities become more advanced and adoption becomes less so. This is the land of lead nurturing (rules based email campaigns), lead scoring, and dipping into the land of social media.

3. Innovators are trying and seeking tools that allow them to better identifies “signals” of demand and want to used advanced analytics to tap the promise of predictive data.

4. We cover this curve from end to end including our ability to do email campaigns to our Nearstream social campaigns pieced designed to identify and engage around social demand signals.  We are doing some additional things around activity streams and predictive analytics that will see the light of day soon as preview features.

 

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marketingIO's curator insight, October 1, 2013 9:35 PM

Well, I think I'd move social monitoring further towards innovators. Regardless, outstanding graph, and a must to consider as you plan your 2014 activities.

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Get Started with Lead Nurturing 101 [Worksheet] - Pardot | #TheMarketingAutomationAlert

Get Started with Lead Nurturing 101 [Worksheet] - Pardot | #TheMarketingAutomationAlert | Marketing Automation | Scoop.it
Lead nurturing is a hot topic, and one that comes up on a day-to-day basis here at Pardot.

 

Key excerpt...

 

If you’re just getting started with lead nurturing but aren’t exactly sure what content to send and when, we’re here to help! The worksheet below will help you organize your nurturing efforts by outlining the stages of your sales cycle (note: you may have more or less than six) and the audience(s) that you’re trying to reach. Then, you can map pieces of content to the appropriate stage of the sales cycle based on the needs and pain points of your intended audience.


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marketingIO's curator insight, July 29, 2013 6:10 AM

Pardot delivers a wide range of very helpful information for the MA user, and this worksheet makes tremendous sense. Click on the image, copy and use.


  • See the article at www.pardot.com
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