Importance of Marketing Automation Services in Lead Scoring
It is important for B2B companies to use segmentation criteria for lead selection so that they can realize higher lead volumes and improved lead quality. This would in turn help them to identify prospects who show higher interest levels, communities having common interests, and enable them to take appropriate measures to engage with them. Scoring of leads helps marketers to also measure sales readiness of prospects and enable sales and marketing automation teams to judge their prospects’ stage in the buying lifecycle.
According to a recent study by Gartner, “up to 70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.”
This has made businesses realize the importance of building a relationship of trust with the customer and most B2B companies are turning to marketing automation solutions to streamline their business functions and to understand the immediate needs of the customer and how to provide improved and customized features to satisfy them.
Marketing automation platform provides sales and marketing solutions for lead generation.
- Leadtracker software helps to track prospect behavior and web activity using which one can determine their level of interest in your product.
- Lead scoring model comprising of both explicit (static) and implicit (behavioral) data can be set up using marketing automation software.
- Scores can be calculated based on the value of a lead, his profile, behavior, demographic and likelihood to buy. These scores can be sent as alerts/triggers to marketing and sales executives on a regular basis.
With robust marketing automation applications, leads can now be automatically scored and prioritized based on their activity, interest and intent. Based on lead scoring, Marketing can differentiate between leads that are sales ready and those that are not. Accordingly they can pass on the sales ready leads to Sales and focus their efforts on lead nurturing for the others.
Using lead scoring, marketers will be able to notice that it takes time to assess a prospect interest and hence, fewer leads are available for Sales to act upon. This gives time for prospects to act on a piece of information they have received or downloaded. And, importantly, it gives Marketing teams the understanding that just because someone downloads a document it never means that they are interested in the product or service immediately. So, only when the prospect continues to show repeated interest, scores are allocated and intent deduced.
For lead scoring to succeed, marketing content plays a key role. If marketers are able to create and share good content, they will be able to locate the interested prospects right away. So, to ensure that marketers are able to zero-in on the right prospect, marketing automation services can be utilized. This will help to improve conversion rates and slowly ensure the business grows steadily.
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