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3 Reasons Why Your Lead Scoring System is Failing You

Elle Morgan : November 21, 2016 6:13 pm : iPresort, Woopra

Photo Credit Designed by Dashu83 / Freepik

Photo Designed by Dashu83 / Freepik

According to SiriusDecisions, 68 percent of B2B companies have some form of lead scoring, but only 40 percent of salespeople get value from it! Why? The lead scoring methods that have become so popular in SaaS organizations around the globe today are intrinsically flawed. This is a bold claim and will be painful for many to hear, but let me explain.

Only 40% of sales people get value from lead scoring.
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Traditional lead scoring takes into account a variety of pre-determined factors that help in qualifying a leads propensity to purchase. Savvy businesses will likely have established scoring criteria that includes a combination of demographic attributes, lead source and estimated budget.

Popular marketing automation tools such as Marketo and Hubspot, may also complement this data with what they call “behavioral attributes,” which by their definition includes online activity such as page views, email engagement or content downloads.

So, what’s wrong with this strategy? The “behavioral attributes” used by traditional lead scoring models are focused on the top of the funnel. But, today’s customer journey is more complex, non-linear and circular than ever before.

Behavioral attributes used by traditional lead scoring models are only top of the funnel
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Here are three reasons why your lead scoring system is failing you and what you can do to fix it:

1. It’s based on assumptions

Setting up lead scoring in a marketing automation tool requires a slew of guesses and assumptions on what attributes indicate a lead is positively or negatively inclined to make a purchase. Even those that tout “predictive lead scoring,” look only at factors such as “information filled out on your website, social information, demographics or media written by your company.”

Yet, there is no evidence that any of these factors contribute to a lead converting for your specific organization. Every company, product and customer is different. A one-size-fits-all model will ignore the criteria that make your organization unique. In fact, even Hubspot’s explanation of their lead scoring model states, “nailing down a consistent formula for this can be really difficult for many marketers, and often comes down to a “try and check” process.” But, who has the time to continually “try and check” for lead scoring accuracy?

A one-size-fits-all model will ignore the criteria that make your organization unique
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Modern marketers must be data-driven to eliminate room for error. A successful lead scoring system will not force you to guess, but instead, provide true indicators for the scoring attributes that directly relate to your company.

2. It’s labor intensive and stagnant

If you’ve taken the time to read the 56 page Marketo document on lead scoring, my guess is that you’ve invested an incredible amount of time and energy into building out your lead scoring model. While this formula may seem accurate now, will it still be accurate in three months?

There is nothing stagnant about way that customers engage with your brand
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There is nothing stagnant about way that customers engage with your brand. New channels, mediums and metrics influencing the customer journey are introduced every day. Committing to a lead scoring model that doesn’t dynamically adjust as your customers do, will produce inaccuracies. And, without manually adjusting on a regular basis, miscalculations will not be addressed in a timely manner.

3. It does not include product engagement data

If your company offers a free trial, operates on a freemium model or upsells based on product usage, it’s imperative to monitor product engagement at a granular level. A true behavioral lead scoring model will identify what features were used, how often they were used, track other users from the same organization and identify when a heavily engaged user is ready to upgrade.

According to Tomasz Tunguz, when a sales team calls leads that include product engagement data, customers typically convert at 25 to 30 percent! However, in traditional lead scoring systems, product usage is completely dismissed. Companies rely so much on who the person is rather than what they’re actually doing.

Companies rely so much on who the person is rather than what they’re actually doing
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For lead scoring technology to provide value, it has to be smarter. According to Gartner, 70 percent of leads are lost from poor follow-up. But, with hundreds of leads coming in every day, how do you prioritize? Organization’s need a full-time, intelligent system for monitoring successes and failures. One that automatically adjusts the scoring system based on real-time data and results.

70 percent of leads are lost from poor follow-up
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There are players in the industry trying to solve this problem. One of them is Infer. Infer uses machine learning to predict the likelihood of a lead to convert based on basic data types such as demographics, firmographics and technologies used. They recently integrated with Marketo, to leverage Marketo’s “behavioral data.” Yet, their scoring model is still is relying solely on top of the funnel data, missing the modern customer’s circular, non-linear journey.

At Woopra, we’ve tackled this problem through the consolidation of data, the integration of essential applications and dynamic lead scoring functionality. The platform integrates data from your marketing automation tools, CRM, support, mobile app, chat, web and product. A lead score is assigned that dynamically changes based on product engagement, firmographic, demographic and behavioral criteria. Automated triggers then push this data to feed Salesforce, your marketing automation tools and more!

“Woopra is helping to drive customer success within the customer data analytics market by leveraging the power of the Salesforce Platform to seamlessly integrate behavioral insight and CRM, ultimately transforming the way companies connect with their customers.”
– Ron Huddleston, Senior Vice President, ISV & Channel,

Whatever your solution, a successful lead scoring model will map to today’s dynamic customer journey. It will adjust for every piece of the funnel as customer’s weave in and out of stages throughout the course of time. Most importantly, it will focus on both who the user is and what the user does.

The post 3 Reasons Why Your Lead Scoring System is Failing You appeared first on Woopra.

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The Data-Driven Reason for a High-Quality Lead Generation Website

Woopra Team : November 16, 2016 12:03 am : iPresort, Woopra


According to organic SEO services company, Straight North, 84 percent of sales leads come on the first website visit. This data point makes for a strong argument in favor of pulling out all the stops for conversion optimization on lead generation websites. If the visitor does not submit a form or place a phone call the first time, the odds of capturing that conversion fall off a cliff.

Why is the first-visit conversion percentage so high? This is hard to pinpoint, but several reasons come to mind:

  • Visitors are far along in their decision-making process and are reviewing the company website as a last phase of their vetting process.
  • Visitors have complicated requirements, and as soon as they see a company with a potential answer, they feel it necessary to make contact and explain their needs in more detail.
  • Visitors have not been able to find a company with products/services that meet their needs, and when they see a potential fit, they are eager to get more information rather than continue their laborious search.
  • Unlike e-commerce websites, lead generation websites, if designed correctly, offer a low-risk/high-reward incentive for submitting a form or placing a phone call. Visitors have nothing to lose by inquiring other than committing a bit of time when the company follows up.

How to Make a Website a Conversion Powerhouse


If marketers are encountering internal resistance for building a powerful lead generation website, the first-visit data makes a strong supporting argument. Once the decision is made, here are 10 areas on which to concentrate to improve the website’s ability to attract first-visit conversions:

1. Content must be persuasive, short enough to encourage reading, and yet detailed enough to convey value — not an easy task, but one on which conversions stand or fall.

2. Navigation must be intuitive, as streamlined as possible, and yet redundant where necessary. When visitors are frustrated in their attempts to find the information they need, they almost always click away, never to return.

3. Imagery must be attention getting and convey key selling points. User preference for visual information consumption is growing by leaps and bounds; text alone is insufficient for maximizing first-visit conversions.

4. Credibility elements frequently speak more powerfully than anything a company says on its behalf. Social proof, customer testimonials, customer reviews, independent media references and the like convince prospects that a company is competent and trustworthy.

5. Personal touches matter more than ever. Adding a human dimension to the company by highlighting company events, using photos of personnel, describing corporate community activities, etc., strongly influence many visitors to reach out.

6. Calls to action must be powerful and relevant. Going through the motions with bland messages like, “Call now for more information” will only keep your Internet marketing efforts moving sideways or backward.

7. User-friendly forms are vital, vital, vital. Too many required fields, confusing form layouts and mobile-unfriendly design are the conversion kiss of death. Companies must avoid the temptation to gather data with inquiry forms. Remember, the goal is to get visitors to raise their hands, not hand over their information.

8. Phone number display is a simple yet commonly mishandled element of the website design. Mobile website phone number display should have click-to-call functionality, and the phone number should always be prominently displayed on every site page. Moreover, phone numbers must be tracked so marketers can determine which campaigns generated each phone inquiry.

9. Continuous testing of website components is crucial, and must be based on visitor site data and campaign conversion tracking rather than “feel.” Important website elements to test are offers, calls to action, imagery and functionality. The last point, functionality, is easy to overlook when sites are put on autopilot — but when links don’t work, page loading speeds drag on and forms freeze, leads go cold.

10. Mobile-friendly design, something that’s been mentioned already, is essential, given that mobile Internet access now exceeds desktop access. In addition, Google is putting a great deal more emphasis on mobile-friendliness; mobile unfriendly designs could have a serious, negative impact on organic search visibility.

The average company with a lead generation website does an excellent job handling three or four of these ten areas — and as a result, receives an average number of average leads. To outperform the competition and earn the lion’s share of online leads, a company needs to excel in all ten areas. It doesn’t need to be accomplished overnight; but this is a blueprint for lead generation success that can be implemented over time, at a pace that is reasonable for a company’s internal resources and budget.

The above post was written by Brad Shorr, the Director of Content Strategy at Straight North, an Internet marketing company specializing in search engine optimization and pay per click.

The post The Data-Driven Reason for a High-Quality Lead Generation Website appeared first on Woopra.

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How to Leverage Product Data for Freemium Success

Elle Morgan : November 11, 2016 8:37 pm : iPresort, Woopra

Product Data

There’s a proliferation of noise in the media proclaiming the death of the freemium model. While it’s failed many organizations, this model has also given birth to some of the most successful SaaS companies today. The businesses that win at freemium are harnessing their rich data sets to pioneer a new piece of the sales funnel that reduces waste, boosts efficiency and accelerates the sales cycle- the Product Qualified Lead (PQL).

By tracking the product engagement data of freemium customers, teams can identify a user’s propensity to purchase and find powerful opportunities to upsell. In fact, companies who develop an integrated PQL engine see the conversion rate of these leads surpass 50 percent!

We sat down with Segment’s VP of Growth, Guillaume Cabane, the CEO of CloudApp, Tyler Koblasa and Ross Reynolds, the Head of Product and Operations at Marketly, to learn how today’s hottest SaaS companies have taken a holistic, integrated approach with data to drive a sales accelerating PQL engine within their organizations. Here’s what we learned:

When does freemium work?

Key Takeaways

  • When there is a low barrier to entry
  • When you’re able to prove value quickly
  • If there is a large enough market size

The freemium model works well when your product has a low barrier to entry and you’re able to prove value quickly.

“If you can offer initial value and attract a large number of users, you then get the opportunity to prove that value later,” said Guillaume Cabane, Segment’s VP of Growth.

Once the business has that attraction, you can begin to increase your asking price. But, a freemium product must be quick to prove immediate value and gain traction.

“Freemium products must be quick to prove value and gain traction first” – Click to Tweet

“It depends on the type of product,” said Tyler Koblasa, CEO of CloudApp. “Think about it. Mailchimp has over 12 million small businesses and they were pressured to go up market for years, but because they didn’t, they grew silently into this beast.”

When does freemium not work?

Key Takeaways

  • If implementation costs are high
  • If your product onboarding process is high touch
  • If you have a very niche product or market
  • If there is a high barrier to entry

Freemium is extremely difficult if there’s a strong competitor already in the market, implementation costs are high or consulting needs to be done before a user can see value.

“If you don’t have a solid, addressable market to build a large customer base on, it’s difficult to make freemium successful,” said Guillaume. This means that businesses trying to build out a freemium model in a super niche market will struggle.

“If you don’t have a solid, addressable market to build a large customer base on freemium will not work” – Click to Tweet

As the business grows and you begin to move up market toward enterprise customers, you’re going to need people behind the phones to onboard customers.

“At the beginning, you want to understand your customers and you can’t afford to have humans behind the phones lines to call on them,” said Guillaume.

But, once you’ve proven the value and have determined product market fit, you can begin to move up the market higher and higher.

Moving Upmarket versus Downmarket

Key Takeaways

  • A land and expand strategy allows you to move from SMB to Enterprise
  • A new product added to your portfolio that is self-service will push you from Enterprise to SMB
  • A business can grow organically in either direction based on product market fit and customer needs

Ross Reynolds, Head of Product and Operations at Marketly, explained moving downmarket during his time at RiskIQ.

“In our case this evolved organically,” he said. “The company was bootstrapped and had evolved portfolio products with proven product market fit. As we grew, we acquired a company that was a great fit within our portfolio. When that product took off, it was a completely self-service product. Very different from the enterprise solution we were selling before. We realized that this product was gaining traction faster but at a lower price point, so we embraced it,” he said.

“The goal is to get your product in as many hands as possible” – Click to Tweet

“The goal is to get your product in as many hands as possible,” said Tyler. Often referred to as “land and expand,” Cloudapp, originated as a B2C product but evolved when customers began asking for a business offering.

“We had dozens of users paying individually for our product within larger companies,” he said. “Then, companies began coming up to us, such as Foursquare, and we realized that we could offer more convenience to our users if we created business plans. If you can get a product into the user’s hands, you lower the barrier and there is less friction. For us, it was seeing that there were hundreds of CloudApp users within these companies. Then, bringing it all together within a business edition and meeting the needs on the security side for those larger organizations.”

Who is responsible for identifying the PQL data and what are the metrics?

Key Takeaways

  • Typically it’s the Product Manager or Director, working with the CFO on metrics
  • Metrics should include customer acquisition cost (CAC) and lifetime value of the customer (LTV) along with product engagement data
  • Specific metrics will vary by product, but you should identify what good engagement looks for each individual persona to accurately measure

“The product manager is essentially the CEO of the product,” said Ross. “It’s your role to ensure that the product drives revenue.”

It’s also important to realize that every persona will have different engagement metrics to measure.

For example, “the CEO of SaaS company will have very different usage as the brand manager,” said Guillaume. “Create profiles of what each specific user experience should look like, per persona, and then dive deeper by individual. If you’re monitoring the “health” per individual, you can begin to measure what “good” looks like.”

“We know that we need to get people to their ‘aha’ moment as soon as possible,” said Tyler. “For CloudApp, we look for people who have gone through specific goals or events in a sequence. We monitor those signals and that behavior pattern to identify engaged users.”

“We need to get people to their ‘aha’ moment as soon as possible” – Click to Tweet

The panelists described their unique experiences, challenges and obstacles throughout the session. Check out the below video to watch the full panel recording and learn how you can build a product qualified lead engine:

The post How to Leverage Product Data for Freemium Success appeared first on Woopra.

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