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.

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lead scoring

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.

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executives, lead scoring, Marketing Automation, sales and marketing alignment

Progressive Profiling Explained: Collect More Data Without Freaking Leads Out

Progressive Profiling Explained: Collect More Data Without Freaking Leads Out

When you meet spomeone for the first time they might be a little unsettled if you walk up to them, shake their hand and ask for their blood type and shoe size within the first 30 seconds. And then, if they weren’t already freaked out enough, they’ll definitely be running for the hills if you ask the same questions over and over all evening!

 

 

So why do some companies do just this? They insist their prospects fill out lengthy forms requesting information that seemingly has nothing to do with the original offer. Then, if they return to the site they find they have to fill in all that information again just to access another piece of content.

It’s understandable that you would want to collect as much data as possible, since it’s essential for understanding your prospects, providing more relevant content and developing a successful nurturing program. But how can you do this without using long forms that cause people to lose interest?

The answer is progressive profiling, a technology offered by many marketing automation services, such as HubSpot, Eloqua, and Marketo.

 

What is Progressive Profiling?

Progressive profiling uses a marketing automation platform and dynamic (changing) forms to gradually gather prospects demographic data and preferences over time.

Lots of form fields can decrease lead conversions because leads are turned off by the amount of information they are asked to provide. Shorter forms can lead to higher conversion rates because not as much information is being requested.

Your form might ask for first name, last name, email, and company name but you want to find out more about your leads such as their revenue, how many employees they have, what they do in their leisure time, etc. You don’t want to deter prospects away by asking too many questions or by having a really long form. Progressive profiling allows you to accomplish shorter forms by removing already-known data.

How Does Progressive Profiling Work?

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.

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Lead Generation, progressive profiling

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.

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data management, inbound marketing, lead nurturing, Marketing Automation, progressive profiling

Best Practice:13 Progressive Profiling Tips

Best Practice:13 Progressive Profiling Tips

Progressive profiling uses automatically updating forms to gradually gather prospect’s demographic data and preferences over time. Here are 13 quick-fire tips to help you master the technique.

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.

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inbound marketing, Lead Generation, Marketing Automation, progressive profiling