A qualitative examination of lead scoring in B2B marketing ...

EXAMENSARBETE INOM MEDIETEKNIK, AVANCERAD NIV?, 30 HP STOCKHOLM, SVERIGE 2017

A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice.

ELIN LINDAHL

KTH SKOLAN F?R DATAVETENSKAP OCH KOMMUNIKATION

A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice.

Elin Lindahl ellindah@kth.se

Submitted for the completion of the KTH program; Civil engineer in Media Technology, Master of Science in Media Technology.

Supervisor: Christopher Rosenqvist, Stockholm School of Economics, Department of Marketing and Strategy.

Examiner: Haibo Li, KTH, CSC School of Computer Science and Communication, Department of Media Technology and Interaction Design. Work commissioned by: Visma Advantage AB

2017-06-02

Abstract

Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector.

The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing process for Visma Advantage. The aim was to develop a recommendation for an optimal lead scoring model for Visma Advantage and which marketing actions that are suitable for the different lead score values.

The result shows that there can be several ways of an optimal use of a lead scoring model for Visma Advantage. The result also presents a completed lead engagement scorecard and lead profile scorecard, together with a lead score matrix that specifies the thresholds for each lead score value. In addition to that, relevant marketing actions for each lead score value in the model is presented in the result.

Sammanfattning

Den digitala marknadsf?ringen har kommit till att bli en viktig del f?r f?retag, i processen av att attrahera nya kunder. Digitaliseringen har lett till betydande f?r?ndringar av hur konsumenter och f?retag s?ker information och g?r sin efterforskning innan de slutf?r ett k?p. Ett stort skifte har observerats, g?llande hur digital kommunikation p?verkar ink?psbeslutet, inom B2B-sektorn.

Syftet med detta projekt var att unders?ka lead scoring i perspektivet av automatisering av B2B marknadsf?ring, och att unders?ka hur lead scoring kan bidra till en mer effektiv och verkningsfull marknadsf?ring f?r Visma Advantage. Syftet var att ta fram en rekommendation f?r en optimal lead scoring-modell f?r Visma Advantage och vilka marknadsf?rings?tg?rder som ?r passande f?r respektive lead score-v?rde.

Resultatet visar att det kan finnas flera s?tt f?r en optimal anv?ndning av en lead scoring-modell f?r Visma Advantage. Resultatet presenterar ocks? ett f?rdigt po?ngkort f?r b?de profil-aspekten och f?r engagemangs-aspekten, tillsammans med en lead score-matris som anger tr?skelv?rdena f?r varje lead score-v?rde. I till?gg till po?ng-korten presenteras relevanta marknadsf?rings?tg?rder f?r varje lead score-v?rde i modellen, i resultatet.

Table of content

1 Introduction

2

1.1 Background

2

1.1.1 Marketing automation and lead scoring

2

1.1.2 Visma Advantage

3

1.2 Research Question

4

1.3 Purpose and objectives

4

1.4 Delimitations

4

2 Theory

5

2.1 Definitions

5

2.2 Customer Journey

5

2.3 Marketing Automation

6

2.4 Lead Scoring

7

2.5 Oracle Eloqua

9

2.6 Data Privacy

10

3 Methodology

12

3.1 Literature study

12

3.2 Interviews

12

3.3 Creation of lead scoring model

14

4 Result

18

4.1 Result from interviews with employees at Visma Advantage

18

4.1.1 Background information of the interviewees

18

4.1.2 Result from interviews

18

4.2 Result from interviews with marketing automation specialists

29

4.2.1 Background information of the interviewees

29

4.2.2 Results from interviews

30

5. Analysis and Discussion

33

5.1 Research questions

33

5.2 Ethics

38

5.3 Method Criticism

39

5.4 Further work

39

6 Conclusion

40

7 References

41

Appendix A - Interview with P.A.

43

Appendix B - Interview with V.R.

46

Appendix C - Interview with M.E.

50

Appendix D - Interview with M.?.

53

Appendix E - Interview with J.dJ.

56

Appendix F - Interview with K.P.

61

Appendix G - Interview with H.S.

65

Appendix H - Interview with P.J.

67

Appendix I - Interview with B.S.

69

Appendix J - Interview with L.S.

74

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