Lead Scoring Models Facilitating Sales Effectiveness
The business world is so technologically oriented that today’s enterprises depend on this to understand consumer behavior, predict sales and create sales and marketing campaigns. Further with the wide use of the internet and the World Wide Web, enterprises have also taken the global route with their footprints on the web. These developments in technology has paved way for the enterprises to consider e-commerce marketing as a major revenue generation method.
However to generate revenues it is first required to have an equally large customer base which is based on the leads generated. The pre-technology era saw the organizations setting apart funds from their exchequer for trade shows and other lead generation techniques. Various marketing automation solutions available today act as catalysts for the lead generation process. The present day organizations with their web presence through e-commerce websites, social media campaigns , search engine optimization tools and other online lead generation activities like webinars engage and attract leads to the website. Further to streamline the marketing processes and to make campaigns more effective enterprises make use of lead scoring models.
Lead scoring helps enterprises in prioritizing customers according to their sales closure potentials. In case of B2B marketing, each customer is assigned a score based on their company profile size and location, purchasing pattern, products and services researched upon social media sites and discussions forums participated in.
Lead scoring in case of B2C marketing enables the enterprises to assign a quantitative value to website visits based on the individual’s profile, demographic information and website behavioral activities. The value assigned is determined by the marketing departments on the basis of the profile interested in.
This process also helps to sort the leads identify changes in behavioral patterns thus enabling the marketing enterprise to work on leads which ensures closure of sales. Lead scoring model is thus considered a primary tool in the implementation process of marketing automation solutions. With accuracy in lead scoring being all about buyers, demographics and buyer behavior the leading service providers is dependent on both explicit and implicit information.
The use of right lead scoring models will help enterprises to prioritize leads, identify warm leads, increase sales chances and sales productivity. Data thus collected forms the part of explicit and implicit scoring creating a matrix model. Further when these leads are qualified, prioritized and given scores facilitates the sales teams of an enterprise to focus on the leads with the highest scores leading to dramatic improvement in sales effectiveness.
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