So we all know how great inbound marketing is. It can give you an enormous amount of leads very quickly. But believe it or now, it can sometimes give you so many leads that you don’t know what to do with them! This little dilemma can be solved with a pretty little thing called Custom Lead Scoring.
Sounds crazy I know, complaining about too many leads! But if you look at your conversion rates, you know that not all of these leads turn into sales. And why would you waste time nurturing the leads that won’t give you business? Doesn’t make much sense, does it?
Custom lead scoring allows you to place a score, or a value on all your leads, so you know exactly where to put your efforts the next time you’re processing your leads. It uses their behavior on your website to calculate a score for each lead, and it relays you that information in an awesome report.
Think about it, if you had a multi-million dollar company’s CEO looking through your site, spending a lot of time checking out your products, then you would definitely want to be nurturing that lead, right? You could even say you would ignore the intern a.k.a. coffee boy who downloaded your ebook right? These leads have very different lead scores, and custom lead scoring simplifies this scoring process.
These scores enter a sort of “profile” that helps you decide if they are ready to be contacted by your sales team. The longer they’re on your site, the more likely they are to convert into a sale. This process takes time and patience, and eventually you will be a master at scoring your leads. You will know exactly when to contact certain scores and what needs to happen to make the sale. With good knowledge of your business, you can easily become a lead scoring master.
If you are considering a custom lead scoring campaign, give us a call at IMPACT and learn how we can help!
We’ve put together this list of questions to ask yourself in order to qualify your company for lead scoring.
Are you Generating A Lot of Leads?
The most important part of the setting up a custom lead scoring campaign, is to actually decide if your company needs custom lead scoring. In a lot of cases, companies start custom lead scoring campaigns when they need as many leads as possible, and it ends up being a giant waste of time and money. If sales isn’t getting enough leads to begin with, then lead scoring is a total waste of time, and you should be focusing this time into generating more leads. Also, if your sales team doesn’t call a lot of the leads that marketing sends over because they are bad leads, then marketing and sales need to sit down and discuss a plan for future success. You might think that custom lead scoring would solve this, but in reality if you have all leads with poor quality, something needs to change other than custom lead scoring.
Are you Generating A lot of Top-of-the-Funnel Leads?
Yes leads are good, but what kinds of leads are you getting? If your leads are all top-of-the-funnel, then custom lead scoring would score them all the same. This doesn’t help business. In this case, custom lead reporting would be ineffective, so the time and money spent on custom lead reporting should go more towards lead nurturing campaigns and calls-to-action instead. This would diversify your leads more, creating more sales ready leads. If you reach this point, good for you! Once those leads become out of control, then you could consider custom lead scoring.
Is your Sales Team Having Trouble Prioritizing Leads?
This is great. Too many bottom-of-the-funnel leads is certainly a problem all companies would like to be having. Awesome! Well it could be, when you add custom lead reporting. It eliminates discretion, and prevents you from wasting time with under-qualified leads. It would tell sales exactly who to call first, creating a more effective, simplified sales process. The scores placed among lead profiles will identify the highest quality leads, and drastically help out your sales team.
Would your Sales Team Benefit from More Data?
The whole concept of custom lead scoring is to use data to qualify or un-qualify leads. Custom lead scoring uses information like demographics and physical characteristics to decide which traits make them more likely to buy from your company. By adding forms and email information, leads enter data into your site such as location, gender, marital status, age, height, political party, favorite baseball team, pretty much anything you want.
Now, I’m not sure how a lead liking the Yankees is more qualified than a lead liking the Red Sox (it totally is for the record), but the point here is that you need a lot of data to be able to accurately identify leads as qualified or under-qualified. Custom lead scoring uses all this information for just that.
Interested in Custom Lead Reporting?
Looking to implement custom lead scoring and simplify your sales process? Give us a call at IMPACT and learn how we can help!