The Crawl, Walk and Run of
Lead Scoring
Ken Inman, TARGUSinfo
Dorean Kass, TARGUSinfo
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• You receive leads from many channels:
- Phone
- Web
- Display Ad
• Do these channels tell you anything about your leads other than how they reached out to
you?
• Do all your leads get treated the same?
• Do you tailor your messaging to different sets of inbound leads?
• Do you get your prospect information in real time?
• Do you route leads to the best-matched agent based on their likelihood to convert or
potential value?
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Luxury Villa Renters
Affluent older homeowners with no
children living at home. They are
found primarily in the suburbs of
large metropolitan areas.
Lifestyle & Leisure
•
•
•
•
•
Enjoy playing and watching golf
Take cruise ship vacations
Frequent domestic travel
Drive a Jaguar
Like to buy a new car every two or three
years
• Listen to new age music on XM radio
Demographic Overview
Average Age: 54
Average Income: $128,296
Have Children: 14%
Homeowners: 96%
Cost of Living: Low
Neighborhood Type: Suburban
Race & Ethnicity: Predominantly white
Key Vacation Rental Behavior
•
•
•
•
•
•
Typical Expenditure is higher than average
Travel in all seasons; flexible schedules
Prefer unique/luxury experience over value
Enjoy active leisure; golf, tennis, walks, light hikes
Typical Length of Stay is above average
Tend to be empty nesters (no children) and rent smaller units
Marketing Messages
These empty-nesters have carefully saved and invested their money so they can retire in comfort; however, these
savvy money managers still research their expenditures and hunt for a good deal. They do enjoy premium channels,
especially sports and movies, and they rely on a high-speed Internet connection to manage their investments, make
travel arrangements, and stay connected with family and friends. Even though they rely on cell phones for business,
these traditionalists still use their landline when making personal calls at home. Offer the triple-play package as a
smart and cost effective solution to all their communications needs.
Customer Scoring
A Scoring Example:
• John flies at least 3 times a month, so ABC Airlines considers him a Gold
customer
•
Steve only flies once a year, so he would be considered a Bronze
customer
•
John will receive more perks and upgrades from ABC Airlines, while
Steve will receive more promotions and encouragement to travel more
•
Nearly every company currently scores customers based on their buying
behavior. Lead scoring is about predicting these behaviors in prospects.
What is Lead Scoring?
Predictive
Descriptive
What is Lead Scoring?
Direct
Mail
800
Number
TV
Ad
Print
Ad
Web
Form
What is Lead Scoring?
Direct
Mail
800
Number
Highly
Likely to
Stay &
Pay
Web
Form
TV
Ad
Highly
Profitable
Prospect
High Quality
Data and
Likely to
Convert
Print
Ad
More Likely
to Buy a
Lexus than a
Hyundai
Buys More When
Dealing with the
Best Agents
Score and Prioritize Incoming Leads
INCOMING
LEADS
Peter Jones
Roberto Diaz
Kelly Smith
Samuel Byrd
Josh Reed
Ron Peters
Mary James
Sue Ford
Andy White
Robert Jensen
The Value of Lead Scoring
Be More
Profitable
Convert
Higher Lifetime
Value
Place Larger
Orders
Responsive to Up
Sell/Cross Sell Offers
The Crawl, Walk and Run of Lead Scoring
•
Crawl
– Prioritizing leads
– Optimizing lead sources and media channels
•
Walk
– Matching leads to agents/sales staff
– Customizing lead nurturing communications
•
Run
– Real-time customization
– Find your best prospects online
Simple but yet…
It Takes Data
It Takes Models
Complete Transparency is Critical
?
It Takes Process
Crawl
$
$
$
Crawl
Data
Model
Process
• Minimal
• No Conversions
• Standard
• Simple
• Prioritize queue
• Type inbound leads
A leading provider of term life insurance quotes
The Challenge
• Inbound leads needed to be better prioritized for the sales team
• “We knew that 20% of our leads were unlikely to move through to paid
status – the problem was that we didn’t know which leads were which.”
- Sean Cheyney, Vice President of Marketing and Business Development
The Solution
• On-Demand Lead Scoring from TARGUSinfo
• Leads are ranked on a scale of 1 to 10 based on their
propensity to purchase
• The most likely-to-purchase prospects are then moved to the
top of the queue for the outbound dialer
• The best scoring leads go to the best agents, while leads that
are judged to be less likely to convert are contacted through
email or passed to trainees
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The Result
• 4-5% increase in sales conversion
• Improved ability to predict intent to purchase
• A boost to sales team productivity — freeing up an extra hour a day
per agent to spend on cross-sell and needs analysis
• “Lead scoring is very intuitive, even to a novice. Our lead scores now
touch all areas of our operations, from media buys to the call center to
sales management. Lead scoring is a win-win for AccuQuote on both
the expense and top line sides.”
- Don Loonam, Senior Vice President of Sales, Marketing and Fulfillment
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High-Value
Callers
Dedicated Agents
IVR System
Scoring Model
Low-Value
Callers
Overflow Agents
Walk
Data
Model
Process
• Conversions
• Lead form
• Predictive
• Validation
• Prioritize
• Vary treatment
Liberty University is the largest and fastest growing Christian
Evangelical academy in the world. Currently, the university has nearly
52,000 students enrolled – 11,900 on its campus in Lynchburg, VA, and
more than 40,000 online.
The Challenge
•
Online university needed to manage large volumes of leads and focus
on high-value prospects
•
“We knew we were treating all leads the same. Our enrollment
counselors were giving the same amount of attention to serious learners
as they were to window shoppers.”
- John Donges, Executive Director for Liberty University Online
The Solution
•
On-Demand Lead Scoring from TARGUSinfo
•
Liberty University now scores each lead and prioritizes its efforts to
convert the most promising ones into students
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The Result
•
Converting 4-5% percent more high-quality leads into enrollments
•
Saving $150,000 a year on direct mail costs
•
“Qualifying our leads with On-Demand Lead Scoring lets us focus on
our mission by directing us toward eager learners instead of
wastefully slogging through unproductive leads.”
- John Donges, Executive Director for Liberty University Online
IVR System
Scoring
Model
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Looking to the Future
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Run
Data
Model
Process
• Conversions
• Customer research
• Predictive
• Multiple scores
• Integrated CRM
• Vary message and offer
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Blind Case Study: A direct response product-based company
The Challenge
•
All buyers are treated the same
•
Long sales process, up to 6-8 months
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The Solution
•
On-Demand Lead Scoring from TARGUSinfo
•
Each lead is scored according to likelihood and capacity to purchase
•
All offers and messaging are customized for the individual prospect
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The Result
•
Time to close decreased by 22%
•
Direct mail costs reduced by 7%
Summary
• Lead Scoring can be applied to any prospect channel
• The benefits of Lead Scoring are clear:
Sales and marketing teams can more effectively indentify best
prospects – boosting conversion rates and improving both sales and
profits
• Next step:
Get a conversation going
Q&A
For more information:
Dorean Kass
Director, Consumer Facing Markets
TARGUSinfo
703-663-5705
[email protected]
www.TARGUSinfo.com
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