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Learn more: www.demandgen.com/campaignexecution.html | 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 Two classes of information play into the data we need for proper lead scoring: explicit and implicit: • Explicit attributes are provided by the prospect. Examples might include company size, industry, role, specific product/service interests, and the like. Explicit attributes are typically obtained through website forms when a lead first comes into the system. • Implicit attributes are based on online behaviors, often called digital body language. Examples might include visiting a website (how many times, how recently), clicking through emails, registering for webinars, completing certain forms, and even viewing particular areas of the website that can indicate buyer interest. The Lead Scoring Model When we start to build a lead scoring model, the first thing to do is sometimes the hardest: We have to get Sales and Marketing in the same room at the same time, and establish a new common language around lead taxonomy. Many of our clients have commented that this is not only the most difficult, but also the most rewarding part of the whole sales and marketing alignment process! After you're all talking the same language, the essential steps in building your model are: • Establish the key qualification questions • Weight each question and the answer • Develop an interest model to quantify a prospect's "digital body language" • Build and test the lead scoring system • Display the overall rating in the CRM (such as Salesforce.com) in a format that is immediately visible and understandable to Sales • Train Sales on how to use the lead scoring system • Audit adoption and refine the model as necessary Making it Happen If this all sounds like a lot of work—that's why DemandGen is here! DemandGen's award-winning approach to building lead scoring systems is very detailed, yet streamlined, and has a tremendous impact in driving revenue for our clients. InsIghts from the fIeld: gAIn CApItAl's leAd sCorIng projeCt A huge volume of leads and no method for lead prioritization is sure to leave a lot of business on the table. At GAIN Capital, a global provider of online trading services, implementation of a careful lead scoring model coupled with a strong nurturing program resulted in reduced sales costs, higher conversions, a stronger relationship between Marketing and Sales, and improved customer experience. This great lead scoring success story brought GAIN the Markie Award for Best Lead Scoring at Eloqua Experience 2011. At DemandGen we share GAIN's pride in this honor, and wanted to share a few valuable insights from the project.

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