The basics about lead scoring
Lead scoring is a significant activity when you want to generate more leads and it can be an important facet when you want to set up a complete marketing automation system. It helps you grade your leads and visitors, thanks to the data that you have collected via for instance, your website or landingpages. When you score, you basically determine which criteria are more important to you and you prioritize your leads based on those criteria.
Every company has their own criteria to determine the value of their lead. The most common criteria are:
Their engagement level
Downloaded content (for instance whitepapers or case studies)
What are the benefits of lead scoring?
Visitors are becoming more and more active on websites. They download whitepapers, eBooks, subscribe to newsletters or read product reviews but they are not always ready to purchase. So, it’s important for you to react quickly in an early stage. Lead scoring will help you to determine the stage that a lead is in and it gives you the insight whether a lead is truly, mildly or not at all interested in your product or service. With lead scoring you can improve your nurturing programms and eventually you will grow much more revenue.
Most common ways to score leads
Your score will help you recognize the leads that are ready to buy or the leads that may need more nurturing. Every company has their own way to score leads but the most common ways are:
A, B, C, D ranking
Hot, warm or cold scoring
A high scoring lead is worth your attention and you should definitely target them, but a low scoring lead is basically unqualified so you don’t have to spend too much time on them.
When your company starts scoring leads, you can grow your revenue much quicker because you can identify the most interested leads faster. You will be able to set up a more focused nurturing programme and approach the sales qualified leads (SQL)even more effectively. Implement your lead scoring system into your marketing automation programme and link it to your CRM and create unity between your marketing and sales department.