Issue link: https://resources.demandgen.com/i/852955
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. 1 A focus on success. Building an award-winning lead scoring system: DemandGen International ® helps Bella Pictures drive lead conversion in the business of wedding photography services. SituAtion Bella Pictures is a technology-driven company that is transforming the $4 billion market for wedding photography services. The company's Inside Sales staff is responsible for setting appointments, during which the Outside Sales staff meets with the couple to understand their photography style. Eloqua marketing automation has been a key part of Bella Pictures' marketing strategy since 2006, primarily as a basis for nurturing campaigns, but the company's early approach to lead scoring didn't contribute much to lead management. "We had a lead scoring program at the time that was very static," recalls Teresa Almaraz, Channel Marketing Manager at Bella Pictures. "It just took qualifi cation attributes from our web inquiry form and assigned numbers to them, which added up to a score between 1 and 100. The bulk of our leads came in as 45, or someone could be a 65, but we couldn't defi ne what that meant." For Sales, this vagueness translated into a poor ability to prioritize leads and predict monthly goals. Although planning a wedding can take up to a year or more, the photography decision process usually happens within a very brief two to three week period. Much like getting the perfect shot of the bride and groom, converting a lead to a sale means picking exactly the right moment. "When we learned about DemandGen's lead scoring program that included qualifi cation and interest information, it was a new concept for us," says Almaraz. "In exploring it, we learned that we could dynamically score leads as they come in: not only looking at qualifi cation attributes but also at the interest attributes. For example, a person may be qualifi ed to look like a callable lead according to what she selected on the website form, but if she is not spending time on the website, she's not opening our emails, or she's unsubscribing, she's probably not the person we want our Inside Sales team to spend time calling." SituAtion Leads weren't prioritized well, resulting in poor sales effi ciency and inability to predict monthly sales. Solution DemandGen's two-dimensional lead scoring methodology enabled a dynamic scoring model based on behavioral and buying data. Custom dashboard gives Sales data at a glance. RESultS Appointment set rates are now predicted by lead score, enabling accurate forecasting. Sales effi ciency is signifi cantly improved. DemandGen was very helpful in coaching us to build profi les that gave us a true picture of where prospects were in the buying cycle." − Teresa Almaraz, Channel Marketing Manager, Bella Pictures