More than often enough, B2B companies encounter a series of common grading and scoring situations when they’re in the process of setting up their lead qualification models. However, handling the various combinations of grades and lead scores differ from one company to another. Based on a well-known study by Spear Marketing, roughly 68% of marketers in the B2B industry use demographic and behavioral scoring. The study went on to further indicate that most if not all marketers weren’t attaining the benefits from their scoring systems.
If you’re interested in taking your lead scoring model to another level, then employing some of the top industry practices can aid as you improve your sales funnels health and productivity. So, read on as we dive into the top 7 tips to improve your lead scoring model.
Lead Scoring Characteristics
Lead scoring can be easily used as the perfect opportunity to determine the best sales and marketing resources currently available. However, this is done in a completely collaborative effort to select several potential leads. Both sales and marketing departments usually have the best insight into potential clients while combining experience and expertise. When combined, these make sure that the lead scoring standard is relevant and accurate.
Lead scoring characteristics can also be developed to target your ideal customer in your client list. Hence, the sales team and the marketing team should come together and perform an in-depth analysis of existing customers. This serves to determine the demographic and behavioral attributes of these customers. The information obtained can then be used to create a sensitive profile that illustrates all the signs necessary for leads to convert into a sale.
Additionally, creative solutions to extract data from site visitors are also necessary. Various enticing generation activities that persuade visitors to share their info for entertainment and educational ways are a great option for collecting data. This helps especially if an incentive is attached.
Keeping a close eye on your lead’s interest and frequency is also important. You’ll need to monitor their frequency of visiting a site, the pages that they clicked on while they were on the site, and what information they downloaded to use as a future reference. All of these are critical factors that determine how they should be scored. So, keep in mind that there are higher converting opportunities when more time is invested in a particular service or product.
When gathering data, it should be noted that the demand generation activities accurately capture the necessary info required for successful lead scoring. So if you’re intending on asking survey questions, be sure that they spark responses that prioritize and rank leads.
To keep up with the right leads, you’ll need to review your scoring criteria ever so often. Those that typically rank high are usually converted with ease when they are handed over to the sales team. However, if your generated leads are not driving the responses that you desire, it’s time to recheck both demographical and behavioral properties outlined by the scoring process.
Set-Up Separate Lead Scoring Models
Various scoring models are handy if you’re working with numerous product lines. This ensures that you’re able to define the assigned scores more in-depth for each potential client. This makes the entire process easier by pinpointing their specific interests.
To illustrate, we’ll use an example. If potential customers are interested in product A while looking at other products and you’re using a generic scoring model, it might not accurately reflect their true interest for the product A. Hence, this works negatively and prevents them from receiving the attention of the sales team.
In some instances, leads are not always ready to purchase, so don’t be in such a hurry to toss them out. Since most leads have strong demographic attributes, they are still valid even though they aren’t actively pursuing your product. Such leads are valuable and should be kept for future nurturing.
Don’t Assign Points For Every Email That Is Opened
While emails do indicate brand engagement, it’s often not the most secure measure. This often leaves business owners with inflated lead scores and not enough profits to properly define them. A more accurate metric would be that of generated page views from an email or various submissions.
Automated marketing tools such as Pardot allow users to assign points only when the first email is opened. Hence, further cumulative email scoring is automatically set to the disabled option to remove the issue of inflated lead scores.
As we conclude, these seven successful tips will significantly improve the lead scoring campaign that you’ve created. However, lead scoring generally takes up quite a lot of time, commitment, and experience. Lead scoring isn’t an easily mastered skill and it turns most to automation experts for guidance and advice.