Useful actionable data is important to businesses needing to take their marketing to the next level.
Businesses need data that they can use effectively.
Lead scoring is a key component (maybe THE key component) of concise lead qualification.
Businesses use lead scores to gauge how interested their prospects are with them. Leads scoring helps businesses identify which leads are most sales-ready.
This article gibes you guidance on how to come up with a basic lead scoring strategy in your business.
The 1st step of creating a lead scoring plan is to get your resources
When you want to build a house, you must purchase all the supplies you require and the same thing applies here. To have a successful lead scoring strategy, you need to get all the various assets.
- A marketing automation system in which to track and score leads.
- Website content written for people at various stages in the sales funnel.
- A steady stream of relevant blog posts to get the attention of the search engine robots, as well as people on the Internet.
The next step is to…
Define the scoring criteria (which is done within the marketing automation system), and start scoring leads.
Scores are assigned based on things the user does. If they open an email, points are assigned. If they click a link in an email points are assigned. If they then click in a link on the subsequent web page that loads, more points are assigned.
When leads hit some threshold of points, they are brought to the attention of a person who follows up to see what the prospect is in their decision and how you can help them.
This score signifies that your prospect is familiar with you and your business and is now ready for more targeted, hands-on contact.
In closing, for those prospects that hits your threshold score, you move them into the “high touch” queue and follow up in person.