Sales Transformation through Account scoring

•

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Amongst the most difficult challenges facing marketing executives is how to effectively measure marketing contribution to revenue. Issues related to process, systems, and data further exasperate this situation. Learn how scoring models that measure and score behavior at the contact level and aggregate it to account level are the solution.

Marketing

Sales
Transforma-on

through
Account
Scoring

Sales
Transforma-on

through
Account
Scoring

LinkedIn
Corpora-on

Nicolas
Draca,
Director
Demand
Gen

Saad
Hameed,
Senior
Manager
Marke7ng
Opera7ons

LinkedIn connects talent with
opportunity at massive scale

The
world’s
largest
professional
network

6
187M+Members Worldwide
Growing faster than two members per second
1
25
60
2
3
offices
marketers

#EE12
What
You’re
Going
to
Learn
Today

•  The
journey

of
LinkedIn
from
Lead
Scoring
to
Account
Scoring

•  The
transforma7on

of
Sales
through
Account
Scoring

#EE12
Ryan,
Find out how to get the edge with our newly
published industry snapshot from our partners at the
Adler Group.
Download Whitepaper
Warm Regards,
Joe Salesperson
LinkedIn Recruiting Solutions
joe@linkedin.com
650.123.4567
Email, InMail
WebsiteDisplay Ad
Marketing 1:1

#EE12
Eliminate
1 sales meeting per deal.
“ “

Lead
Score
Account
Interest
Score
Prospect Account
Super Score
Account Interest Score,
Size of Wallet

Customer Account
Super Score
Account super score,
Engagement Score,
NPS
Insights
-‐
Lead
Score

#EE12
My
Digital
Ac-vity

SFDC contact report
Date last scored equals LAST 7 DAYS
Last
Marke-ng

Ac-vity

Account
First
Name
Last
Name
Interest
Score

Date
last
scored
(11/7/2012)

Website
(Talent)
Lexmark
Eric
Laumond

Website
(Blog)
St
Gobain
Bruno
Rampelberg

Download
(WP)
Demand
Gen
David
Lewis

Date
last
scored
(11/6/2012)

Website
(TC)
RAE
Stephanie
Negre

Email
(CTR)
AXIS
Thomas
Draca

Registra7on
(WC)
MAIA
RDTC
Eliot
Gigandet

#EE12

While
some
b2b
organiza7ons
con7nue
to
struggle
with

the
complexity
of
qualifying,
managing
and
tracking

individual
leads,
others
are
moving
quickly
toward
a
new

level
of
sophis7ca7on
that
will
provide
signiﬁcant

compe77ve
advantages.

“ “
Jay Gaines
Group Director, SiriusDecisions

#EE12
B2B
Buying
-‐
behavior
changes

•  “9
out
of
10
business
buyers
say
when
they
are

ready
to
buy,
they
will
ﬁnd
you.”

Source:
DemandGen
report

•  “If
the
order
value
is
more
than
$10k
–
70%
of

buyers
say
they
review
four
or
more
pieces
of

content
prior
to
purchase.”

Source:
Marke3ng
profs

Sales
Transforma-on
–
Account
Score

Lead
Score
Account
Score
Prospect Account
Super Score
Account Interest Score,
Size of Wallet

Customer Account
Super Score
Account super score,
Engagement Score,
NPS

#EE12
The
journey
to
Account
Score

•  Experiment

•  Build
upon
founda7on
of
Lead
Scoring

•  Sta7s7cal
analysis

•  Team
eﬀort

#EE12
Account
Score
-‐
Framework

Summarizes Interest
for all Contacts in an
Account
High Contact Interest Low Contact InterestMedium Contact Interest Low Contact Interest
Account
Interest

#EE12
Account
Score
vs
Closed
Won
(%)

11%

20%

37%

No
Score
Low
Account
Score
High
Account
Score

#EE12
How
is
Account
Score
transforming
sales

•  Sales
management
planning

•  Sales
rep
planning

•  Alignment
of
Reps
with
Lead
Gen

•  Campaigns

Lead
Score
Account
Score
Account
Super Score
Prospect
Account Interest Score,
Size of Wallet

Account
Super Score
Customer
Account super score,
Engagement Score,
NPS
Sales
Transforma-on:
Roadmap

#EE12
and

more

…

Build
Connec-ve
-ssue

#EE12
In Sales, spending time on the right accounts
and activities is everything. The insights that
come out of Demand Generation team have
been instrumental to scaling our sales and
lead gen efforts while maintaining high rep
productivity.
““
Daniel Shapero
VP Talent Solutions, Linkedin
Keep
it
simple

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Sales Transformation through Account scoring

1. Sales Transforma-on through Account Scoring

2. Sales Transforma-on through Account Scoring LinkedIn Corpora-on Nicolas Draca, Director Demand Gen Saad Hameed, Senior Manager Marke7ng Opera7ons

3. #EE12 About Us

4. #EE12 About Us

5. LinkedIn connects talent with opportunity at massive scale

6. The world’s largest professional network 6 187M+Members Worldwide Growing faster than two members per second 1 25 60 2 3 offices marketers

7. #EE12 What You’re Going to Learn Today •  The journey of LinkedIn from Lead Scoring to Account Scoring •  The transforma7on of Sales through Account Scoring

8. #EE12 Ryan, Find out how to get the edge with our newly published industry snapshot from our partners at the Adler Group. Download Whitepaper Warm Regards, Joe Salesperson LinkedIn Recruiting Solutions joe@linkedin.com 650.123.4567 Email, InMail WebsiteDisplay Ad Marketing 1:1

9. #EE12 Eliminate 1 sales meeting per deal. “ “

10. #EE12 How marketers view scoring ?

11. #EE12

12. #EE12 How sales view scoring?

13. #EE12 How sales view marketing scoring

14. Lead Score Account Interest Score Prospect Account Super Score Account Interest Score, Size of Wallet Customer Account Super Score Account super score, Engagement Score, NPS Insights -‐ Lead Score

15. #EE12 Lead Score Simplify..

16. #EE12 +25% in Sales Dev Produc-vity

17. #EE12 My Digital Ac-vity SFDC contact report Date last scored equals LAST 7 DAYS Last Marke-ng Ac-vity Account First Name Last Name Interest Score Date last scored (11/7/2012) Website (Talent) Lexmark Eric Laumond Website (Blog) St Gobain Bruno Rampelberg Download (WP) Demand Gen David Lewis Date last scored (11/6/2012) Website (TC) RAE Stephanie Negre Email (CTR) AXIS Thomas Draca Registra7on (WC) MAIA RDTC Eliot Gigandet

18. #EE12 While some b2b organiza7ons con7nue to struggle with the complexity of qualifying, managing and tracking individual leads, others are moving quickly toward a new level of sophis7ca7on that will provide signiﬁcant compe77ve advantages. “ “ Jay Gaines Group Director, SiriusDecisions

19. #EE12 B2B Buying -‐ behavior changes •  “9 out of 10 business buyers say when they are ready to buy, they will ﬁnd you.” Source: DemandGen report •  “If the order value is more than $10k – 70% of buyers say they review four or more pieces of content prior to purchase.” Source: Marke3ng profs

20. #EE12 LOW HIGH MEDIUM LOW

21. Sales Transforma-on – Account Score Lead Score Account Score Prospect Account Super Score Account Interest Score, Size of Wallet Customer Account Super Score Account super score, Engagement Score, NPS

22. #EE12 The journey to Account Score •  Experiment •  Build upon founda7on of Lead Scoring •  Sta7s7cal analysis •  Team eﬀort

23. #EE12 Account Score -‐ Framework Summarizes Interest for all Contacts in an Account High Contact Interest Low Contact InterestMedium Contact Interest Low Contact Interest Account Interest

24. #EE12 Account Score vs Closed Won (%) 11% 20% 37% No Score Low Account Score High Account Score

25. #EE12 How is Account Score transforming sales •  Sales management planning •  Sales rep planning •  Alignment of Reps with Lead Gen •  Campaigns

26. Lead Score Account Score Account Super Score Prospect Account Interest Score, Size of Wallet Account Super Score Customer Account super score, Engagement Score, NPS Sales Transforma-on: Roadmap

27. #EE12 and more … Build Connec-ve -ssue

28. #EE12 In Sales, spending time on the right accounts and activities is everything. The insights that come out of Demand Generation team have been instrumental to scaling our sales and lead gen efforts while maintaining high rep productivity. ““ Daniel Shapero VP Talent Solutions, Linkedin Keep it simple

29. #EE12 Shoot for the stars

30. #EE12 Thank you!

Sales Transformation through Account scoring

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