Create a Lead Scoring Process to Enhance Your Sales
A lead scoring strategy is one of the best ways for marketing and sales teams to synchronize and optimize the lead management process. B2B companies have an increasing availability of marketing platforms, so there is really no justification of ignore the opportunities available through lead scoring. Lead scoring is the method of assigning a score to lead behavior on the basis of a certain criteria. Fundamentally the lead scoring is on the basis of the likelihood of a lead purchasing your product. Leads scoring as a process helps businesses make crucial decisions.
Significance of Lead Scoring
Lead scoring usually assigns a point value to every action that a prospect makes on the site. These result in a score being allotted to the prospects based on activities, web pages browsed or links clicked. A prospect is assigned to the sales team, after being viewed and scored by the marketing team. On the basis of the lead score, the sales team has an indication of the prospect’s interest. It is also beneficial to the sales and the marketing automation department as it points to where prospects come from and how they interact within your site.
How to create a successful lead scoring process to enhance your sales
For an enterprise in its pursuit to collect and nurture new leads, automated lead scoring techniques work wonders. If you are looking at ways to optimize your current strategy, these are a few tips that can work.
- Collaboration between sales and marketing
The friction between your sales and marketing teams can be lessened with lead scoring. A brilliant way of ensuring that the process is performing to the satisfaction of all the teams is the involvement of the sales teams in the lead scoring process from the get-go.
- Simplify the lead scoring process
Decide which fields are required and which are optional when you set up your process. By keeping minimal and consistent across forms throughout your website ensures that the leads are compared on the same data. Choosing lead scoring criteria that can be constantly measured is the best way of keeping your lead scoring system manageable.
- Choose the BANT criteria
Execute BANT (Budget, Authority, Need, and Timing) data for your preliminary assessments, if you’re just starting out with lead scoring.
- Determine lead value on explicit and implicit data
The value of the lead can be determined on the information that is available on the leads. Explicit data is that which is volunteered when a visitor fills out a web form and interacts with your sales or marketing teams. Implicit data is gathered based on the visitor’s interactions on your website. You can have a comprehensive view of the lead’s interest depending on how you evaluate leads based on both the types of data.
- Score on the basis of frequency
It is important to score your leads on the basis of timing. An important factor in gauging a leads’ engagement level, is the frequency of the lead visits and how recently they’ve interacted with your website.
Once the lead scoring strategy is implemented, it is vital that leads who don’t meet the meet the criteria you’ve laid out are not sent to the sales teams. Leads that are not ready need to be nurtured, as lead nurturing is an also essential aspect of your lead management process. With a successful lead scoring process, your sales can reach great heights.
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