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 that would be used to score leads, and how the information was presented within the customer relationship management system (in this case, Salesforce CRM). DemandGen jumpstarted the workshop by asking the senior sales manager to essentially "sell a membership" to the team. Out of that conversation, DemandGen extracted the nuggets of information that were really important to ask, and developed a rating system for scoring the answers. "We laughed about how they did that: it was so natural," Saggese recalls. Now that the qualification model was established, the next step was to incorporate online behavior, and enhance the scoring model to measure interest based on website visit frequency, depth of visits, email responsiveness, and activities such as downloading content, watching videos, and registering for events. "DemandGen's process was very organized, and the workshop tools for the sales teams were very useful," remarks Saggese. "We were able to model and run scenarios of the questions and answers, which gave us a good feel for how scoring would work once implemented. Now we have a scoring model that not only measures the qualification of a person, but the interest level as well." Service level agreements and processes were established; the Vistage Sales team is trained to work only A and B leads, and the C and D leads remain with the marketing group to be flowed through nurturing campaigns until they are sales-ready. Lead Conversion Jumps Significantly when Scoring is implemented The results of the program have been excellent. In the worst economic times in recent history, Vistage's business grew significantly in 2009 largely due to the efficiency lead scoring provided to Sales. Rather than waste time on unqualified leads, Sales is laser-focused on the right candidates. As a result, lead conversion grew from 44% to over 60% in less than 10 months, and continues to improve. Currently, Vistage is working to roll out lead qualification in another division, and is looking at building much more lead nurturing into the marketing process, including slow-drip nurturing campaigns that feed leads into the pipeline, and bringing social media into the mix. "Basically, if you are generating leads without lead scoring, I think you're wasting your time," Saggese says. "Your conversion rate goes up when Sales focuses on the right leads—and when there's no animosity between the Sales and Marketing teams about what makes a lead qualified. What it boils down to is that DemandGen brought us a common language that has changed our marketing behavior and brought us more qualified leads. DemandGen is the best in the business when it comes to lead scoring."

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