The following is an excerpt from IMPACT’s ebook, The B2B Marketers Checklist for Accurate Lead Scoring.
For more on how to score your leads and deliver more qualified prospects to your sales team, be sure to check out the full ebook.
All this talk of scoring and point values sounds great and all, but how do you do it?
Developing a scoring strategy as well as a pecking order based on the level of importance an action is in determining how ready a lead is to speak with a sales rep, or better yet, actually buy.
And remember, the whole goal here is:
- To avoid scaring leads away before they are ready to speak with sales
- Make your sales process more efficient by enabling your sales team to work with only the most qualified of leads.
Do you Need Lead Scoring?
The importance of lead scoring is to ensures that your sales team isn’t wasting their efforts on leads who aren’t yet ready to buy, and even worse, are unqualified.
Creating Your Lead Scoring Strategy
Any lead that has requested any of these is extreme bottom-of-the-funnel, and should be awarded max points and contacted immediately. This ensures that any lead that has requested a consultation will immediately rise to the top of your sales team’s priority list.
Qualifications from Lead Capture Form
Depending on your industry, the value you place upon certain job titles, company sizes, and industry type should vary. For instance, at IMPACT, the higher the lead is in the corporate ladder, the more points they are awarded. If a CEO – or any other C-level executive – is downloading content from our website, they are scored. The same should be applied for your lead scoring strategy.
Do not confuse this with leads that are simply opening your emails. Instead, only score leads that are actually clicking through, as this indicated a significantly higher-level of interested, especially if they have done so three or more times.
Number of Web Pages Visited
Reengagement is key when it comes to qualifying leads. Obviously leads who have revisited your website 5-10 times or more have taken a serious interest in your services or products.
Just like you’d set point values to the criteria and activities that make a lead more qualified, you should also consider deducting points for criteria and activities that make a lead unqualified.