Multidimensional Lead Scoring — What’s All the Buzz About?

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As I’m thinking about how to categorize this post, I’m realizing that, despite the fact that it includes scatter plots, it’s a bit off topic for the sort of things I generally put in this blog.

But, back in December, in an afternoon of frenzied, yet focussed, exposition, I dashed out a 15-page pager on the topic of multidimensional lead scoring. That’s right. 15 pages. But with lots of pictures! It laid out, as clearly as possible, the rationale and “how to” for something we’ve been working on in the R&D labs at Bulldog Solutions for quite some time. It’s something we actually use ourselves…but we hadn’t taken the time to sit down and try to explain it clearly. Of the 8 scatter plots, here’s one that comes mid-way through the explanation and sort of tells the whole story:

2D Lead Score Scatter Plot

The main point of going to a lead score that has two dimensions is to recognize that there are multiple unique facets of your ideal lead. It’s not just whether he/she is the perfect “profile” — a director-level decision maker with budget authority at a company that is $100 million or greater in the medical device industry (for instance) — but it’s also important to determine if they have a clue who you are and have any interest in talking to you! That’s where the “engagement level” comes in.

Your best leads fall in the top right area of the scatter plot — you want to talk to them, and they seem interested in talking to you. That’s it in a nutshell. The paper goes into more step-by-step detail as to what that really means and is available here. An unnamed source (no, not a relative or a current co-worker!) made the following comment about the paper:

Really like the way you structured the approach to the topic and broke it down into steps that are easily internalized as well as actionable and measurable. As always, I am in awe of your writing skills, which made for a enjoyable read. But most of all it provoked some new thoughts on a topic that had fallen of my radar…

That was pretty high praise from an experienced B2B marketer who is a notoriously straight shooter (painfully so, at times).

Now, as I was working on the paper, with Twitter running on my second screen…and jumping over to Facebook periodically…and checking out the various blogs I subscribe to…

I couldn’t help but think about how “B2B lead scoring” fits in with “social media.” Actually, this was more than idle distraction — I’m also working on a project that brings those two concepts together for our own internal operations. On the one hand, “lead scoring” still feels a bit old school. I mean, we’re focussed on watching what people are doing and, basically, pouncing on them with a rabid salesperson when our processes spit out that they’ll be easy prey. Right? Well, not really. By introducting the “engagement level” dimension, we’re actually saying, “We’re happy to keep feeding you useful information. We’re actually motivated to nurture you without a hard sell…until you start poking around on our site and showing that you think we’ve got some credibility.” And, ideally, we’ll also try to snoop out where in the buying process you are and not reach out to you personally until you’re in the middle to later stages.

I guess I see multidimensional lead scoring as a bridge between the past — Marketing gets the leads and tosses them over to Sales to call ’em up and sell — and the future — hyper-interconnectivity and information sharing among peer groups, where the company’s only option is to have a great product and support their community of potential users with high quality information through whatever channel the users want to consume it and engage with it.

What do you think? Does this make sense, or am I fooling myself?

6 Comments


  1. I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

    Chris Moran

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  6. I disagree Manga. In that same post I wrote about Half and Half being $5. In past posts I write about car rrpiaes going south and ending up costing twice than their estimate, phone lines needing repaired for a ridiculous amount of money, a $12 box of Cascade, so I don’t think I mislead anyone. I wrote about a special at a restaurant of six coconut shrimp costing $20, a price that was shocking, and made me want to get back from the waiter the cute pineapple it was presented on.I ate a pipa frio on the beach for $1 and a little bag of cashews for $1. As a result, my lunch cost me $2. A pipa frio is very filling and the bag of nuts topped it off perfectly. If I wanted to lie about this story, I would have added that I was mistaken for Heidi Klum by the coconut seller. I surely wouldn’t waste my lie on a price of a mojito at happy hour. I don’t know how much drinks cost in Manuel Antonio, or how much a pipa frio is in Punta Uva. I only write about the things that I have purchased, good, bad, or indifferent. And within these moments, I remember why I love it here so much.And as for the people who were terribly disappointed with their trip to Costa Rica, I would tell them how lucky they are that they had the opportunity to travel and explore a different country. So many people do not have the means to do such and would gladly trade spaces with them. An $8 cocktail should never ruin the memories of a lovely trip.

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