Lead Scoring: Focus On Priority Leads
Your company can make more sales consistently by using a marketing approach known as lead scoring. This method focuses on priority leads first.
In the world of demand marketing, lead scoring is a relative newcomer. Using this marketing strategy, each of your company’s potential clients is given a score which correlates to the likelihood that they will make a purchase from you. If your company’s sales and marketing departments work independently, the marketing department would pass their lead scoring information to sales so that they can focus on priority leads. By understanding which possible clients are most likely to buy, your company can improve the efficiency of its sales efforts.
For a B2B company online, it is important to gather as much explicit information as possible to contribute towards the lead scoring of potential clients. This includes factors like the size of the company, the industry, the prospect’s title and where the company is located. Implicit considerations are also a part of lead scoring and include how often the prospect visits your site, if they download a white paper, if they subscribe to a blog or email newsletter and how recently this contact was made. By combining implicit and explicit information, good marketers can infer how likely a prospect is to buy in the near future.
What you do with your lead scoring is also important. Analysis of your lead scoring process and results is a crucial step in marketing your business. Careful notes must be kept on the process of following up with each potential client. Salespeople should keep track of how long it takes to close a deal after reception of the lead, how accurate the scoring was and if the deal falls through, why? This data should be tracked back to the lead scoring process to make sure it is being done correctly. It may be that some individuals are scoring leads properly while others are not. It may be that the system is flawed at some point and needs to be revamped.
B2B online marketing can be made more streamlined and effective by means of lead scoring. When your company’s leads are prioritized correctly, the sales department can focus their efforts on potential clients that are most likely to make a purchase now, thus increasing success rates.
Ray Perry is an Internet marketing executive with more than 25 years of experience. He is the Chief Marketing Officer at Market Blazer, a small business marketing company and authorized Duct Tape Marketing coach. You can get more information about lead scoring at www.MarketBlazer.com.
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