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.

Lead Scoring Check Up Process For Continuous Accuracy

Lead Scoring Check Up Process For Continuous Accuracy

Lead scoring methodologies are an imperfect science. You meet with Sales, build common definitions, and assign scores based on your current buying process. However, buyer behaviour changes, there are shifts in the market and your lead scoring system becomes inaccurate. Hence, it is important that you don’t set it and forget it.

8 Lead Scoring Pitfalls You Must Avoid For An Accurate Model

8 Lead Scoring Pitfalls You Must Avoid For An Accurate Model

In our company’s work with marketing automation clients, optimising lead scoring is a critical for ensuring they make the most of their technology investment. When done well, it can increase lead conversion rates, improve marketing’s relationship with sales, and lead to greater customer satisfaction.