Case Studies

Learn more about DemandGen's lead scoring services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 Solution To get started, Bella Pictures performed some extensive business research as well as data mining through its Salesforce and Eloqua systems. DemandGen's help was important to establishing the structure for the lead scoring program. "We could have gone down the path to collect all these variables to look at and then found we couldn't implement them in Eloqua," Almaraz remarks. "DemandGen was very helpful in coaching us to build profiles, based on the behavioral and buying data we collected, that gave us a true picture of where prospects were in the buying cycle." Significant attributes-both positive and negative variables-were measured using statistics to measure relative strength of qualification and interest. For computing qualification, DemandGen guided the Bella Pictures staff in analyzing what data to include, and identified a specific question,"Have you selected a venue?", as being a primary qualifier. Using these findings, a scoring algorithm was developed. Clients sometimes find it difficult to visualize the progression of a lead scoring program, so DemandGen creates detailed Microsoft Visio flowcharts, which Almaraz and the Bella Pictures executive team found very helpful. "And once we saw the model, when we saw the impact that it could have for the business, and the dollars we could be saving, we wanted to get it up and running within four weeks—a pretty short timeframe, but they were very responsive to get things moving right away. They were very good, very professional, and very realistic," she emphasizes. DemandGen staff guided the project and built the program. "Mike Hancock is one of the most creative developers I know; he is such a genius!" Almaraz explains that the complex filtering required created some difficulties. "Mike and the rest of the DemandGen staff were very creative on solving these problems. He never came to us and said 'I can't build that.' He said, 'Let's see how to make this happen.' It was very encouraging, and more importantly got us to the point of actually creating the model that we had designed." Focusing on Facts Delivers Results "It's incredible how well this lead scoring program has worked for us," says Almaraz. "The dynamic lead scoring program accounts for both qualification and interest variables, so the range of scores has expanded: we see a nice distribution of scores from 1 to 100, rather than everyone being 45, so we know that these values mean something." Inside Sales can simply call down the list in numerical order without having to prioritize their own leads. Leads are continuously evaluated in real time, rather than only on form submission, so each time the Inside Sales person refreshes the list, someone's score may have changed. Interest activity—such as website visits, email clickthroughs, unsubscribes, bouncebacks and more— trigger revised scores, so that Inside Sales continually sees the hottest leads at the top of the call list. "Brides love to submit forms, and we have nurturing programs continually in progress, so a bride who might have been a 40 yesterday may be a 60 today as she starts shopping more seriously." Almaraz is especially enthusiastic about the customized dashboard that was created in Salesforce, offering a breadth of information displayed in a way that's easy for the

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