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Can someone share best practices on lead scoring and qualification?
In an effort to send Sales (both Inside & Field) the most qualified leads from our Marketing efforts, what is the best way to score contacts from various inbound channels?
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3 Answers
Jason, In order to use lead scoring, you need to determine your lead criteria. However, before you get to that point, it is important to determine if you currently use a marketing tool or CRM that supports that. If you already have that pre-requisite, then the lead scoring should be as easy as determine what aspects of your lead are important, assign a weighted value and then you are good to go. For example, you can set a percentage or as simple as Hot lead, warm lead and cold. Your hot leads will have the most points based on your weighted criteria, then the lower the value, the leads will become warm and then cold for leads that have little to no weight. The leads can increase in weight (value) as you and your team nurture them.
Hi Ivan, Many thanks on the great insight. What aspects of your leads do you score (or assign percentages to)? Is it typically action-based or demographic in nature?
Jason,
There are a lot of things to think through before you define exactly what the score is for each whitepaper, etc. Both actions and demographics are key, but you probably want to separate them (ABCD for demographics and 1234 for interest/activity) and then define a follow process (nurture, sales, etc) for A1, C3, B4, etc.
I wrote a post on 8 key areas to consider here http://digitalbodylanguage.blogspot.com/2009/06/lead-scoring-eight-critical-q...
Hope that is of use,
Best,
Steve
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