Significance of Lead Scoring in Marketing Automation

Generating quality leads and managing demand generation campaigns can be complex and demanding in a competitive business environment. In order to streamline marketing and sales functions businesses need to adopt marketing automation solutions as these they help companies to effectively respond to a rapidly changing landscape.

What is Marketing Automation?
Marketing Automation is a software-based solution that offers advanced email marketing functionality such as drip marketing, multi-step campaigns, landing page generation and full analytical tracking. It also includes advanced message testing and targeting of features that are not commonly found in simple email marketing products.

Lead Scoring: The Key
Wikipedia defines lead scoring as “a method of assigning points to each prospect you come across. Points are assigned based on specific criteria you set—those attributes you’ve identified as being most often associated with serious prospective customers.” Lead scoring, simply put, is a process that helps businesses make critical decisions.

Typically marketing automation solutions exist to help marketing teams in the early stages of the sales funnel. These solutions help to better nurture and qualify leads so that once a lead is converted into a sale, the person is more likely to be qualified, interested, and ready to dig in to consider the product in detail.

It is typical for a potential customer to search your website for information, but it is also known that many others will stop by to visit and look around. A website can be tailored to suit a target customer, but the reality is that many others will also join the list of prospects. Allowing visitors to read and use the content on the website can help sales because information can be passed on and shared with prospective customers. As there are many visitors, the sales team may be under the impression that there are a lot of prospects, but in reality, the sales team is just bogged down with leads that are not qualified ones. Automated lead scoring simplifies the situation. This technology helps to eliminate unfit prospects from your cycle before they clog the pipeline to sales.

How Does Lead Scoring Help?
Basically, lead scoring allocates a point value to every action that a prospect takes on the site. These result in a score being assigned to the prospects based on activities, web pages browsed or links clicked.

The sales team is assigned a prospect after being viewed and scored by the marketing team. The sales team has an indication of the prospect’s interest on the basis of the lead score.  Lead scoring benefits your sales department and also shows your marketing department where prospects come from and how they interact within your site.

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