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Importance of Marketing Automation Services in Lead ScoringIt is important for B2B companies to use segmentation criteria ...
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Importance of Marketing Automation Services in Lead Scoring

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It is important for B2B companies to use segmentation criteria for lead selection so that they can realize higher lead volumes and improved lead quality. This would in turn help them to identify prospects who show higher interest levels, communities having common interests, and enable them to take appropriate measures to engage with them.

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Transcript of "Importance of Marketing Automation Services in Lead Scoring"

  1. 1. Importance of Marketing Automation Services in Lead ScoringIt is important for B2B companies to use segmentation criteria for lead selection so that they can realizehigher lead volumes and improved lead quality. This would in turn help them to identify prospects whoshow higher interest levels, communities having common interests, and enable them to takeappropriate measures to engage with them. Scoring of leads helps marketers to also measure salesreadiness of prospects and enable sales and marketing automation teams to judge their prospects’ stagein the buying lifecycle.According to a recent study by Gartner, “up to 70% of sales leads are not properly leveraged or arecompletely ignored, thus wasting marketing program dollars."This has made businesses realize the importance of building a relationship of trust with the customerand most B2B companies are turning to marketing automation solutions to streamline their businessfunctions and to understand the immediate needs of the customer and how to provide improved andcustomized features to satisfy them.Marketing automation platform provides sales and marketing solutions for lead generation. Leadtracker software helps to track prospect behavior and web activity using which one can determine their level of interest in your product. Lead scoring model comprising of both explicit (static) and implicit (behavioral) data can be set up using marketing automation software. Scores can be calculated based on the value of a lead, his profile, behavior, demographic and likelihood to buy. These scores can be sent as alerts/triggers to marketing and sales executives on a regular basis.With robust marketing automation applications, leads can now be automatically scored and prioritizedbased on their activity, interest and intent. Based on lead scoring, Marketing can differentiate betweenleads that are sales ready and those that are not. Accordingly they can pass on the sales ready leads toSales and focus their efforts on lead nurturing for the others.Using lead scoring, marketers will be able to notice that it takes time to assess a prospect interest andhence, fewer leads are available for Sales to act upon. This gives time for prospects to act on a piece ofinformation they have received or downloaded. And, importantly, it gives Marketing teams theunderstanding that just because someone downloads a document it never means that they areinterested in the product or service immediately. So, only when the prospect continues to showrepeated interest, scores are allocated and intent deduced.For lead scoring to succeed, marketing content plays a key role. If marketers are able to create andshare good content, they will be able to locate the interested prospects right away. So, to ensure thatmarketers are able to zero-in on the right prospect, marketing automation services can be utilized. Thiswill help to improve conversion rates and slowly ensure the business grows steadily.Read on - B2B marketing automation, Search Engine Optimization Tools

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