5 Productive Lead Scoring Scenarios
Lead scoring is an important component of a full cycle Marketing Automation program. Essentially, a lead score helps to prioritize and promote visitors and prospects based on what they do and what information we know about them from their interaction with a website, 3rd party data or form data. As someone finds you and engages with your site, you can “bonus” that lead to have a higher score which could mean a higher priority to contact them.
Some of the benefits of creating a lead score include:
- Encourages the marketing and sales teams to collaborate to determine what “makes a good lead”
- Allows the marketing team to segment leads and visitors based on company, location or behavior data to get the right lead to the right sales person
- Boosts the visibility of leads via a higher score based on elements that indicate buyer readiness which will make the sale team happier and more efficient with their time.
Below are 5 lead score scenarios that we’ve found particularly useful to our customers that can help improve the insight into your visitors, improve the information on leads and help your sales team call the best prospects first:
- Score on Buyer Readiness – Boost a lead score based on looking at a product demo or spending time on the pricing page. All of these are interest signals that indicate a higher interest.
- Score on Activity – An active visitor could be one of the following personas: Interested prospect, job hunter, competitor, content sponge.
- Negative Matching – adding a negative match or excluding a visitor who falls into one of these categories can make your lead scoring more efficient: job hunter (looking at careers page), current customer (hitting the post log-in page) or vendor (identifying a company as a vendor or partner).
- Segment based on industry, location, company size, product interest – most sales teams are organized by one of the following: industry, prospect size, region or product expertise. Identifying these elements through data matching to a company name based on IP address or form filled information allows you to create a lead score for these elements. Raising the visibility of these visitors and routing them to the appropriate sales person is a great use of lead scoring.
- Combining segmentation with activity/interest – The logical combination of segmentation and activity will produce a very productive lead score – especially for an organization with a lot of visitors and leads. A couple of specific examples that our clients have found valuable include:
- Segmenting by industry (health care, government, etc.) and then boosting score based on # of employees (especially important for B2B companies that sell # of seats or licenses).
- Segmenting by state/region and then boosting score based on buyer readiness – number of visits, number of page views, visiting key pages such as pricing or demo or contact us.
At the end of the day, lead scoring is a collaborative, iterative process that can serve as a bridge for marketing and sales to examine and agree on what is a good quality lead. I hope these scenarios give you some ideas about how to implement lead scores on your own site using Optify.
Please comment if you have additional scenarios you’ve found helpful or different ways to use the Optify Lead Scoring in your business.