Lead Scoring in 201
Did you know that marketing budgets for marketing automation saw an increase from 6.4% of marketing budgets in 2010 to 6.9% in 2011? Enterprises have realized that with complicated marketing strategies and global recession, marketing automation tools can be more effective in grasping the complexities of marketing campaigns and can therefore offer solutions to solve these complexities. Marketing automation tools can equip enterprises with a cost effective way of ensuring marketing operational efficiency. When conventional and expensive marketing initiatives have failed, it has been the newer marketing elements that need to be focused upon. One such marketing automation element is lead scoring. Very simply put, lead scoring is the process of ranking and getting leads prioritized according to some pre-defined parameters.
Lead Scoring in 2011 – The Road Ahead
Lead scoring can assist enterprises in understanding the interests of their website visitors. Also the intent of these visitors can be ascertained. Often enterprises are plagued with questions about the intent behind a particular prospect’s website visit or about the actual reason behind the website visit. And with the right kind of lead scoring techniques this intent can be categorized effectively. Lead scoring techniques in 2011 will emphasize the ability to grasp the prospect’s intent correctly. Only then can marketing and sales teams take lead score results seriously and also take necessary and suitable action. Also the year will see sales leads scoring engaging more intensely in the analytical aspect of understanding the intent of prospects, which will further help marketing and sales teams to strategize and ideate better on their marketing campaigns. The social media bandwagon will continue to create an impact and it will have some impact on lead scoring techniques as well.
With automated lead scoring methodologies available, enterprises can be assured of better synthesis and communication between their sales and marketing teams. Therefore there will no longer be a sales and marketing teams working as separate teams, rather they will function and work together. 2011 will ensure that lead scoring techniques offer better direction towards the allocation of capital to the right kind of leads rather than focusing on prospects that may yield no profits for the enterprise. Targeted leads, when nurtured, will offer more profits and revenues to the enterprise, and this year will definitely be witness to enterprises enjoying such scenarios.
2011 could very well be the year when enterprises see the economical yet amazingly rewarding aspects of automated lead scoring techniques.
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