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Lead Scoring is the process of assigning a quantitative qualification to prospects on the basis of their behavior and potential of making a purchase in a given time. So lead scoring is basically the process of separating qualified, sales ready leads in an automated fashion into two parts – their behavior and their demographics. With optimized B2B lead scoring methods, companies can easily prioritize sales leads, gauge the level of interest of the website and provide answers about the Intent behind visitors’ actions.

Marketing automation teams are usually faced with challenges pertaining to leads as they need to identify only those leads that can bring forth the best opportunities for their sales teams. Therefore qualification of leads is crucial to all sales teams’ effectiveness and success. Automated lead scoring techniques also work wonders for an enterprise in its pursuit to collect and nurture new leads. If you’re just getting started with automated lead scoring, here are a few tips to get you on your way.

• Ensure that the lead score encapsulates both online and offline activity

To get a complete and accurate picture, it is important for a lead score to take in the online as well as the offline activity. It is therefore imperative to ensure that inbound calls and other offline behaviors that are integral to the buyer’s process are fully integrated into the scoring methodology.

• Expect changes in the scoring model

It is necessary to examine historical data and look for correlations that exist. It is only through continuous experimentation and monitoring that your lead model will mature.

• Re-evaluate the lead score data continuously

It is important to automatically add new data as it is gathered over time and re-score leads. To maintain accurate scores, it is necessary to constantly re-assess and update the data.

• A low score is not a low value lead

Low lead scores indicate that a person is early in their buying process. A low score has the potential to develop over time, so don’t discard it.

It is important to start simple and tweak the programs, your scores, and the metrics that are being looked at to analyze the scores of the leads. The actual score, of course, does not matter. What matters more is that the higher the score, the more actionable the lead is. The right kind of lead scoring solution can ensure that leads are automatically stored and prioritized. It makes it easier for sales teams to discriminate between leads that may be sales ready and those that may not be.

Know more – lead nurturing