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.