Lead scoring is a great tool to help drive the alignment of marketing and sales. Long gone (thankfully) are the days when marketing just blindly tossed leads over the wall to sales without providing any information on what made each particular contact a lead.
Using lead scoring capabilities, marketers can work with sales leadership to agree to and assign point values to both a prospect’s profile data and their behavioral characteristics. This gives a much broader view of who the prospect is – and what’s important to them. And that sets the stage for success. According to MarketingSherpa, the average lead generation ROI for organizations using a lead scoring process is 138%, in comparison to 78% for those who weren’t using a lead scoring process.
Convinced that lead scoring is important yet?
Sure, when you put it that way, the benefits of lead scoring might seem obvious, but it can be intimidating to start from scratch. Here are a few ideas, sorted by marketing tactic, to help you plan that first simple strategy:
1. List segmentation/profile data
- Does the contact’s title fit the professions in your target audience?
- Is the business in a geographic area where your business operates?
- Is the contact’s business in an industry that you service?
2. Email marketing
- Did they click on a message? Consider assigning more points for specific messages.
- Don’t give points for merely opening an email
3. Web visits
- How many pages did they visit?
- Which pages did they visit: Contact Us and/or Pricing vs Support?
- How often do they visit the site?
- Where did they come from?
- Did they register for a webinar? Did they attend?
- Did they visit a registration page, but not submit?
- Did they submit or view a form?
- How did they respond to the questions?
- Is the data they provided valid?
- Do they fit your target audience?
6. Offline (or custom) events
- Did they attend a trade show or physical event?
- Did they respond to a direct mailer?
Remember, lead scoring is as much an art as it is a science. There’s no right or wrong answer – every company will have lead scoring rules specific to their unique sales cycle and process. And it can’t be something you “set and forget.” The most important thing is to start somewhere, and to be able to monitor the impact lead scoring makes.
Need a little more direction on how to get started? Make sure to download our Introduction to Integrated Marketing: Lead Scoring white paper.
Does your organization use lead scoring? Which criteria have you found most beneficial?