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Content Jam 2013: All Systems Go: Build, Measure, Learn with Marketing Automation 101 by Steve Susina
1. All Systems Go: Build, Measure and
Learn with Marketing Automation 101
Steve Susina
Director of Demand
Generation Services
Crain Communications /
Business Insurance
Magazine
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4. One way to think about Lead Score
• For each lead/person . . .
– Think of a “lead score” like coffee (or tea) filling a a cup. . .
– Lead scoring measures the fullness of each up
– EVERY lead has its own cup. . .
.
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5. Filling the Cup
• How do we fill each cup?
– Behaviors (actions) —Does the person like us?
– Demographics — Do we like the person?
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Some Behaviors fill a cup: Download white paper, visit web page
Some Behaviors empty a cup: Visit career page
.
Some Demographics fill a cup: Right industry, right geography
Some Demographics empty a cup: Job Title = Nigerian Prince
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6. What we do with a score?
• Underlying Assumption:
Bigger Score = Better Prospect
• Score:
– “I am comparing the cups of 100 people. . . “
– Some are overflowing and need immediate attention
– Some are partly full and should be watched
– Some are empty and need no action.
• Nurture
– “Do not give a cup to sales that is not full.”
– “Do something to fill the cup”
– “When the cup is full, hand it over.”
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