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How can lead scoring help you prioritize your marketing campaigns?
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4 Answers
Hi Lauren,
On its most basic level, lead scoring enables marketers to more easily identify which prospects match their ideal customer profile. Go a bit deeper and you can up the anty to identify which prospects not only match customer profile, but which ones are most actively interested in your content.
Even better, if you've mapped your content to the buying process, you can have better insight into which stage of the buying process specific prospects are in so that you can ensure sales contacts them at the appropriate time.
Lead scoring also gives you a way to act on recency and reduce scores for a lack of interaction - which may very well be a display of lost interest or a delayed project intention.
Most importantly, lead scoring gives marketers a way to better ensure that the leads they pass to sales are ready to engage in a conversation with them, as well as provides a history that can enable sales to step into the conversation gracefully.
All of this said, I realize your question askes about campaigns and not prospects. That's a great question. By reviewing the scoring changes that occur during specific campaigns, marketers have better insight into which campaigns are actually producing pipeline momentum, not just clicks and views. There's a big difference between those metrics when the end goal is contribution to revenue.
If you ask a room full of sales people how many of them have received a “hot” lead that wasn’t, all the hands will go up.
So if a marketer is running campaigns that produce a bunch of supposedly “hot” leads that aren’t, the marketer will quickly lose credibility and favor.
That is why I advise both sides to lose “qualified” and “unqualified” because those terms are binary even though most leads are somewhere between, and change over time and circumstances. Likewise, lose “hot, medium, cool” because nobody really believes them.
Instead, if the marketer collaborates with his/her sales colleagues to refine or establish the criteria for a worthwhile respondent to the campaign … and rates those criteria rather than assigning adjectives … then the value increases to the marketers, the sales team, and to the prospects, too!
Lead Scoring is a great way to filter leads to ensure leads are followed up in a strategic fashion. For example, I may score behaviors different than demographic or role and title. However, all these scores will influence how the lead is distributed and the type of follow-up it is to receive.
It's easy to follow-up on 10 leads, but let's say you have a campaign with 2,000 leads, you'll want to be able to sort these by relevance of importance. I have identified certain executives that I want to be alerted if they hit my website or downloads my content. If one of these executives hit my site or download my content, I want to interact with them immediately.
By being able to quickly follow-up with an individual while she exhibits certain on-line behaviors, you can reach her while content or need is still hot on her mind.
Lead scoring helps you identify which prospects are ready to talk to a salesperson. There are two parts to that: Do they look like a good prospect? (company size, industry, location, etc.) and are they exhibiting buying behaviors? (visiting the right pages, often enough, etc.)
The key is to make your best guess, try it and then tune and refine as you learn more and more.
http://www.findnewcustomers.com/leadscoring
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