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What can cause a decline in a lead score?
What factors can lead to a decline in a lead score? What have you done/can you do to counter this?
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3 Answers
Cindy,
I'm wondering what prompted this question? Are you using a marketing automation or CRM system in which lead scoring has already been set up? If so, you need to know what criteria have been established to affect the score. Every company establishes their own criteria based on their market, their customers' buying behaviors, and the needs of the sales team.
If you're trying to set up lead scoring, I'd recommend that you consider decrementing lead scores for a number of issues. For example: when titles change to something that does not represent a qualified buyer/decision maker, when a lead visits your careers page (unless you're a recruiter), when a lead unsubscribes (this does not necessarily mean they're disqualified as a lead), or when you don't see any activity (opens, clicks, website visits) for a certain period of time.
The goal of scoring is to identify leads that are becoming sales ready. So depreciating lead scores based on behavior is an important part of the process of scoring and qualifying leads.
Cindy,
The goal of lead scoring is to determine what people have the highest likelihood of buying at a particular point in time, so you will have many people who aren't ready to buy right now or in the immediate future - these people should have a low score. This will help you determine where to focus your sales effort today. Now most should buy at some point, so the goal it to keep your company/products/solutions top of mind. This is where nurturing comes into play. You create marketing opportunities with your audience to keep them interested and engaged, and the lead scoring - if set up correctly - should help you gauge the time for you to focus on them as a person likely ready to buy.
To answer the first part of your question: Lead score decline will vary based on your lead score methodology. Some lead scoring is based on demographic data, responses to BANT (Budget, Authority, Need, Timeframe) - type questions, and industry data (size of company, SIC/NAICS code, etc). The responses to the questions and the size and type of business (size of opportunity for your company) can raise or lower a score. Lead scoring can also include behavioral data; the more a contact engages with you the more their score increases. If they don't interact with you, their scores decreases over time.
+1 Candyce.
You usually set the conditions that lead to point decline. Some common examples include public email address (yahoo, msn, etc.), visiting the career section, or student or other non-rev title. Something else you see now see is also point decay for activity spread over prolonged periods.
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