In the online world, understanding the wants and needs of your leads can be the difference between a sale and a lost opportunity and prioritizing leads based on those cues, can help your sales teams be more productive and effective.
Understanding which leads are hot can help you improve your sales team’s ROI and improve sales and marketing alignment, but do you know how to create a successful lead scoring strategy?
This webinar helps you learn:
• The rationale behind scoring and prioritizing leads
• The main benefits that lead scoring can have for your organization
• The basics of developing and implement a lead scoring strategy
Increase prospect-to-lead and lead-to-sale conversion rates. By PRIORITIZING LEADS you can help push leads through your sales funnel.
Incorporate more leads into your nurturing programs.Lead scoring allows you to determine which leads may turn “hot” inthe future. This helps you avoid MISSED OPPORTUNITIES .
Allows for more efficient allocation of sales and marketing resources.Lead scoring allows marketers to better JUDGE THE SUCCESSof their marketing process and efforts .
Improves communication between marketing and sales.Lead scoring can help to sales and marketing teams.
How do you a score? First you need to evaluate lead scoring elements and assign points to each by exploring • Implicit data – This is based on observed user behavior and are the buying signals that you need to pick up on. You can judge these activities by looking at activity recency and type, how active (or inactive) the contact is etc. • Explicit data - This is based on specific information provided by the lead via a web form, telephone call, or other channel (ex. Company and contact information, job title, function, buying timeframe, need for a product or solution).Information Contact Details Lead PointsCompany Information Company size and/or revenue +15 or -15Contact Information Title +15 or -15Buying Timeframe Can this be determined by a form or call? +10 or -10Buyer’s Need Does this lead have a specific solution in mind? +10 or -10
What implicit criteria can be ? • Website clickthrough activities • Event attendance (webinars, workshops etc) • Direct marketing response • Email interactions (read, open, clickthrough, forward) • Thought-leadership content downloads • Personalized URL tracking on campaigns • Live chats, phone calls, contact forms filled out • All form fillsActivity Details ScoreResource Download Webinar or whitepaper downloaded 15Product Section Visitor viewed important content area on your 15Clickthrough website
What does a score ?How should leads be scored?Rather than assigning leads scores based on a personal judgment callyou can use the facts. You’re criteria used to score leads will vary byindustry, this is just a basic scoring model. Score Rating 70 - 100 “A” – Plans to use a solution similar to yours to solve their pain points. 50 – 70 “B” – Plans to do “something” to solve their problems but they don’t know what the solution is. 30 – 50 “C” – Is aware that there is a problem, no plans to do something yet. < 30 “D” – Is in the target market for your product.
What should a SCORING SYSTEM look like?The biggest advantage of lead scoring process is the ability to makemore strategic decisions towards your prospects based on theirscores. Sales rep should follow Lead Score = A up with lead ASAP Send to CRM for follow Sales rep should follow Lead score = B up up after “A” leads Lead fills out a form Send to a lead Nurture lead until score Lead Score = C nurturing program improves Keep in lead database Lead Score = D until more information is gathered.
Lead Scoring Process OPTIMIZATION1. Evaluate current lead scoring process and assess areas for improvement.2. Determine how the process can be improved and develop plan for implementation3. Determine what can be automated and research automated lead scoring solutions.4. Determine how implicit data will be included in your lead scoring process.5. Determine metrics that drive optimization. If you don’t know what indicates success then it’s difficult to work towards improvement.6. Monitor and measure for improvement. Using the metrics you’ve determined, measure and optimize your process.
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