What’s more valuable?
What Is Lead Scoring?
Lead scoring is an important part of the lead generation process .
Why Does Lead Scoring Matter?
The reason lead scoring matters, ultimately, is because it strengthens your revenue cycle.
- Increasing lead quality leading to a higher quantity of closed deals.
- Allowing salespeople to focus on the right accounts and engage with warm leads only.
- Providing deep data on leads by correlating a lead’s score with your win percentage, giving you insight into how likely a lead is to close.
- Encouraging and improving cooperation between sales and marketing, where marketing takes low scoring leads so sales reps can freely focus on the highest-scoring ones.
- Simplifying the lead follow-up process for instant clarity on where a sales rep should spend their energy.
What Are the Various Lead Scoring Models?
There are many types of lead scoring you can use.
1. Demographics
Gathering a lead’s name and email address is the most common and obvious demographic information you can gather.
2. Company Information
Company information is usually only necessary for B2B organizations to know.
3. Behavior on Website
Measuring a lead’s online behavior is critical to understanding where they’re at in the buyer’s journey.
- Where did customers come from when they found your website? Your Facebook ad or Google?
- Which pages did they visit, and how often, over what time period before becoming a customer?
- Which free offer did they download in exchange for their information? What information did they provide when they signed up?
- How many times did a sales rep have to speak to them before they bought?
4. Engagement Through Email
Email engagement is one of the best measures of a lead’s interest in buying what you’re selling.
6. Inaccurate or Insignificant Contact Info
Accurate lead scoring requires collecting true information about leads.
- First and last name or company name not being capitalized.
- Any form field filled in with “asdf” or some other quick, false information just to submit the form.
- A Gmail or Yahoo! email address, if you’re targeting businesses.
How Do You Implement a Lead Scoring System?
Implementing a lead scoring system will inevitably vary from company to company. Below are some lead scoring best practices we recommend following.
1. Start by Identifying the Broad Characteristics of Your Target Market
The first step is to look at the broad characteristics most of your customers (or would-be customers) share.