a new model for prospect scoring: separating activity & engagement
TRANSCRIPT
A NEW MODEL FOR
PROSPECT SCORINGSeparating Activity and Engagement
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HOUSEKEEPING ITEMS
We will send you the recording!
Tweet with us #uberwebinar (follow us @brainrider and @Uberflip)
Live Q&A at the end of the webinar
Stick around for an Uberflip demo
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PARDOT
3
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WHY WE’RE HERE
SALES READY CTAs
130
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Completing a contact us form
Reaching a certain score threshold in Pardot
Filling out a service demo request form
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PARDOT PROVIDES AN ACTIVITY SCORE
PARDOT
ACTIVITY
SCORE
NOT SALES
READY
ENGAGEMENT
SCORE
130
???
5
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WHAT HAPPENS WHEN SOMEONE SUBMITS A FORM
BROWSER ACCESS
INBOX ACCESS
ONE FORM
ONE PIECE OF CONTENT
ONE FORM
ACCESS TO MANY PIECES OF CONTENT
GET EMAIL
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THE INCORRECT ASSUMPTIONS
ASSUMPTION #1 ASSUMPTION #2 ASSUMPTION #3
ALL OF A SINGLE TYPE OF INTERACTION ARE EQUAL
130130 = A HIGH
SCORE
=/
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=/A+
A HIGH SCORE = SALES READY
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VISITORS TOP OF THE FUNNEL+10.9%
-2.4%
+10.9%
+1.7%
-5.3%
MIDDLE OF THE FUNNEL
BOTTOM OF THE FUNNEL
PROSPECTS
MARKETING QUALIFIED (MQL)
SALES QUALIFIED (SQL)
55,921
2,594
1,580
42
$58,263.15 TOTAL REVENUE
GOAL BUILD SUCCESSFULLY INTEGRATED PIPELINES
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WON DEALS
127
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UBERFLIP CTAs
30 (IN TOTAL)
-1 (DEMO REQUESTS)
-1 (CONTACT US)
28 (LEFT OVER)
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ENGAGEMENT SCORE MODEL
IDENTIFY SALES READY PROSPECTS BY MAPPING
UBERFLIP CONTENT ENGAGEMENT TO FUNNEL
STAGES
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0
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ENGAGEMENT SCORE REQUIREMENTS
YOU WILL NEED...
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● 1 LIST OF DIGITAL CONTENT ASSETS● 1 PARDOT FORM HANDLER PER CONTENT MATRIX CELL● 1 UBERFLIP FORM CTA PER MATRIX CELL● 1 UBERFLIP API CONFIGURATION● CUSTOM SCORING FIELDS IN PARDOT
OPTIONAL:● DYNAMIC LISTS● AUTOMATION RULES TO ASSIGN PROSPECTS● SALES STAGE DRIP CAMPAIGNS
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THE MATRIX (NO NOT THE MOVIE)
WHITEPAPER
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2
CASE STUDY VIDEO WEBINAR INFOGRAPHIC
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THE MATRIX REVOLUTIONS (NO, NOT THE MOVIE)
WHITEPAPER
CASE STUDY
VIDEO
WEBINAR
INFOGRAPHIC
1
3
TOP OF THE FUNNEL MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL
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THE MATRIX RELOADED (NO, NOT THE MOVIE)
1 FORM HANDLER
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1 CTA FORM
INFOGRAPHIC CELL
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CUSTOM FIELDS – FUNNEL STAGE
TOP OF THE FUNNEL ENGAGEMENT SCORE
MIDDLE OF THE FUNNEL ENGAGEMENT SCORE
BOTTOM OF THE FUNNEL ENGAGEMENT SCORE
100
15
COOL THING #1
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CUSTOM FIELDS – FUNNEL STAGE
COOL THING #2
MOFU >100
BOFU <100
SHARE BOFU CONTENT
TOFU >100
MOFU <100
SHARE MOFU CONTENT
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CUSTOM FIELDS – FUNNEL STAGE
COOL THING #3BOFU
SCORE
ACTIVITY SCORE
100
85GRADE
ASSIGN SALES LEAD
B+
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UBERFLIP OVERVIEW
LEAD GENERATION
Create content experiences optimized
for lead generation
ACCOUNT-BASEDMARKETING
Create better ABM campaigns in no time
SALES ENABLEMENT
Fuel your conversationswith content
CONTENT MARKETING
Create amazing content experiences
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UBERFLIP IN ACTION
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UBERFLIP IN ACTION
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UBERFLIP IN ACTION
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UBERFLIP IN ACTION
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UBERFLIP IN ACTION
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UBERFLIP IN ACTION
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THANK YOU!
QUESTIONS?
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BRAINRIDER TORONTO
171 East Liberty Street, Suite 130
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UBERFLIP
135 Liberty Street, Suite 401
Toronto, Ontario | M6K 1A7 | Canada
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