Vtrenz’s New Lead-Scoring Model Tags Hot
Prospects
Advanced Technology Helps Ensure that Leads Sent to Sales Are
Qualified
ATLANTA (Business Wire EON) April 29, 2008 --
Defining a hot lead can be a struggle. In fact, nearly half of all BtoB
marketers (48 percent) tell Forrester Research that lead quality is a
top concern. Vtrenz’s comprehensive new
lead-scoring model can alleviate that issue.
A formalized process alleviates confusion over what constitutes a
qualified lead. Vtrenz, a leading demand generation solution, is
bridging the technology gap between marketing and sales teams with the
launch of its advanced lead-scoring model. Lead scoring is a method of
assigning points to different criteria for each lead that flows into a
company’s marketing organization. Vtrenz’s
new lead scoring model is designed to prioritize leads and determine the
likelihood of each becoming a customer by taking into consideration both
Explicit and Implicit prospect data.
"With the right lead management approach and the right technology to
implement the program, lead scoring can deliver high ROI with limited
effort," said Will Schnabel, vice president and general manager of
Vtrenz Operations, Silverpop. “The two most
important aspects of lead scoring are accuracy and effectiveness. As the
only solution in the market is to provide an easy means to score both
Explicit and Implicit activity under one model, we ensure that marketers
are able to make informed trade-offs between all the important facets of
their lead scoring approach.”
Explicit scoring evaluates data provided by the prospect, including BANT
criteria (Budget, Authority, Need and Timeline) and basic demographic
and firmagraphic information such as a job title, industry and company
size. More critical to the lead-scoring process is the ability to
evaluate Implicit scoring derived from monitoring prospect behavior –
Web site visits, white paper downloads, email opens and clicks, etc.
Bryan Brown, chief architect of the Vtrenz solution, further explains,
"Best-in-class lead scoring models must account not just for the
activity, but also for the recency and frequency of the behavior--how
often and how recently a person took an action. By adding these two
elements to the evaluation criteria, the Vtrenz model enables scores to
go up or down based on prospect behavior."
He added that this is a critical component of a successful lead
management solution because the quality of a lead changes both over time
and as more or less interaction with the prospect occurs. If a person
doesn’t repeat an action within a certain
amount of time, points drop off. Recency points can decay over time
until the score reaches zero. If a person repeats an action, the recency
score can be reset and the process begins again.
"A strong lead scoring model like that offered by Vtrenz helps close the
gap between marketing and sales. Not only does the sales team enjoy a
flow of better-qualified leads, marketing is able to monitor the results
of its programs and track its successes," Schnabel said.
By assigning lead scores to prospects and monitoring their movement from
initial inquiry to close, marketers obtain valuable insights into their
own programs. They can determine, for example, where their best leads
come from and what promotional offers are most likely to move leads
through the sales funnel. Adjustments can be made to the marketing plan
to improve the quality of leads generated, and resources can be better
managed accordingly.
For more information about lead scoring, visit Vtrenz at www.vtrenz.com.
About Vtrenz
Vtrenz, a Silverpop solution, is the leading provider of integrated,
on-demand marketing automation solutions, and empowers organizations of
all sizes to generate demand for their products and services, close more
sales and measure the impact of marketing activities. Silverpop delivers
demand management capabilities through the Vtrenz solution to companies
in diverse industries, including clients such as Ciena, EDGAR Online,
Pitney Bowes Map Info and United Way. For additional information about
Vtrenz, visit www.vtrenz.com.
About Silverpop
Silverpop is a premier email service provider delivering a comprehensive
array of on-demand, Web-based software solutions serving the online
relationship marketing needs of enterprise-level organizations
throughout the world. With highly scalable tools supporting both
high-volume BtoC marketing initiatives as well as demand generation
activities for BtoB sales processes, Silverpop delivers a robust suite
of marketing tools not available elsewhere in the marketplace. Best
practices and white papers are available at www.silverpop.com.
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