Tag: Ops

The Role of a CMO

When you think about the evolution of marketing operations, it’s helpful to use the metaphor of ships. Our captain needs to navigate the many different conditions of the sea – shifting currents, winds, tides. If the CMO is our captain, these challenges can be likened to the pressures that our CMO has to face; delivering leads, delivering MQLs, pipeline, revenue, ABM, demand generation – it all keeps changing all the time.

Just like the captain relies on the crew to manage the ship, the CMO relies on the operations team. If the marketing operations person of five years ago had to master the automation system, the CRM, and its integration with the automation system and maybe the website and some landing pages – that landscape has now expanded to involve a lot more variables in that.

With 100s, 1000s of integrations, data coming from a multitude of sources, the marketing operations person is suddenly not just someone who needs to know one or two systems and understand the data of the organization. They need to master a full gamut of technologies, systems, and variables that just become more and more complex every day.

In order to provide the insights that our CMO needs in order to make better decisions, marketing operations today need to master much more advanced reporting and business intelligence tools than ever before.

At Marketing Envy, we train our marketing operations team to be not just specialists in one system, but really to master all the different elements of running marketing operations.

What is Lead Scoring?

What is lead scoring?

Lead scoring is the process of assigning a value to each lead to prioritize outreach. When growing your business naturally, you’re more focused on getting enough new leads. However, the quality of your conversations is more important than the quantity. So determining which of your leads have the most potential or prioritizing leads, is essential to increase the productivity of your sales team.

This means your sales team will be focusing on the most relevant leads, respond to them quickly, and essentially close more deals. So how do you get started about scoring your leads?

First, you might want to do some research to understand what makes someone likely to become your customer. A few ideas how to do that, run an attribution report to figure out which marketing efforts lead to conversions between different stages of the funnel. Talk to your sales team and let them share with you which leads in their experience close more often than others. Take a close look at different attributes that make your leads more likely to become a customer. Those attributes will be the base for determining which criteria will go into a lead score.

All such attributes can be divided into two main groups demographic and behavioral examples of demographic information for a b2b would be company size, annual revenue location for industry. Examples of behavior information would be how much leads interact with your assets. So for example, which pages of the website they visited how many emails they clicked in a certain amount of time, what content they interacted with the most. Basically, the behavioral info indicates the need and the timing, that the relevant demographic lead has a need for your services, and they need it now.

Depending on your business and your buyer persona, you may put more or less emphasis on the demographic attributes. However, a successful scoring model should always include behavioral data. Once you have decided on your scoring criteria, set up a point system and set a minimum threshold that your leads must meet to be considered an MQL. Then decide how many points will be attributed to each of your scoring criteria.

Remember, content scoring is there to indicate when there is a lead with the right demographic that showed enough interest need and timing to be passed to sale. It helps marketing automate the process of forwarding only the right leads to sales at the right time for the best results.