How to Implement Lead Scoring

How to Implement Lead Scoring

B2B marketers are familiar with ways of describing leads. Unfortunately in most instances the description is very basic with simple categories of leads, good or poor being the most frequent which is hardly sophisticated. These terms are applied by sales to the leads that they get passed from marketing. A major problem in lots of companies is that the poor outweigh the good. This leads to sales wasting a lot of their time qualifying poor leads. This in turn leads to lead qualification becoming lower in importance so not done as quickly or thoroughly. The consequence of the delay or failure to contact is that some good leads get missed which changes the ratio between good and poor even more.

In high performance cultures, lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. Leads are scored based on the interest they show in your business (behaviours such as clicks, keywords, and web visits), their current place in the buying cycle and their fit in regards to your business (demographics such as company size, industry, and job title). read on to learn how to implement lead scoring in your company.

How to get everyone on-board for a Marketing Automation initiative

How to get everyone on-board for a Marketing Automation initiative

You might think that installing a Marketing Automation tool is intended to make things more effective for your B2B prospects and more efficient for marketing staff but it’s easy to overlook how much Sales will benefit and in some companies Customer Service.

Companies looking to become best in their sector are taking the time to make sure that all aspects of their buyers’ journey are joined up. That means other teams will benefit from and should share in the marketing automation process.

This article explains how other departments will benefit and gives advice on how to start working closer together to maximise successes for the business.

3 Reasons To Use Progressive Profiling

3 Reasons To Use Progressive Profiling

Progressive profiling uses automatically updating forms to gradually gather prospect’s demographic data and preferences over time. Although it isn’t a quick fix, there are a number of reasons it’s better to collect data this way.

With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals they are willing to provide a little more information about themselves.