Achieving Outstanding Scores With Lead Scoring
In today’s business environment, marketing automation is considered effective when the leads generated are accurate and do not cause sales teams to waste time pursuing leads that are ineffective while losing prospective ones. Marketing has become exacting with the implementation of rigorous practices. However this strenuous attribute has yielded effective and precise results giving businesses the privilege of maximizing the potentials. To achieve outstanding scores in today’s highly competitive and complex environment you need to have a suitable and results-oriented marketing strategy.
Lead scoring is a process that helps businesses make critical decisions. Several people visit websites, some out of curiosity and some with a mission. Their movements are tracked to identify what type of websites they visit, what kind of newsletters they subscribe to, what kinds of information they download and the contests that they participate in. All this information is collated and analyzed to assign a score to them to identify whether they are ready to buy or whether they are still in the decision making process.
Every business invests large amounts to appoint the right marketing and sales people who can close sales deals and also in technological solutions to provide constructive guidance towards the goal. Lead scoring is the combined effort of both human power and technological assistance. By following a few guidelines you can achieve the best results.
1. Simple Process – The aim of the lead scoring process is to gather as much information as possible. However in the beginning it is advisable to keep it simple to avoid a situation wherein your customers are submitting incomplete information. Customers who are asked to divulge more than just their name, company name, phone number and email address may not be willing to part with more information yet.
2. Capture and Evaluate Information – The information on your leads are divided into two categories – implicit and explicit. Explicit information is that information that you have been able to capture when interacting with customers or when they have submitted web forms or participated in events. Implicit information, on the other hand, is data obtained from following the customer’s online activities, such as click-throughs, emails, subscriptions, downloads, etc. Once information has been acquired an evaluation of both types of data is important to target the hot leads.
3. Nurture the Leads – None of the leads that have been identified are at the sales ready stage. Thus it is equally important to maintain contact with them and ensure that they are sent emails, newsletters and any relevant material from time to time to initiate lead nurturing best practices. Sharing product information with your leads will increase their interest and encourage them to make a purchase decision.
4. Marketing and Sales Collaboration – Having a mutual coordination between your sales and marketing teams is very important to achieve success with your lead scoring programs.
With the correct analysis and lead scoring results, closing deals is easier and effective. Using marketing automation software that deploys an automated lead scoring process ensures better results with fewer errors.
Know more – lead management system
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