Lead scoring is a marketing practice that consists of ranking your leads based on a point system.
A lead is a non-qualified prospect. In other words, a prospect with an unknown level of interest in your products or services. Lead scoring allows you to rank your prospects by assigning point values to different criteria and actions to identify those leads who are most interested. It also allows you to address each of your prospects differently according to their level of interest.
Five Advantages of lead scoring
1. Reduce costs and risks associated with purchasing lists/unqualified leads: you rank the leads yourself using your own criteria
2. Shorten the sales cycle: only get your sales team involved when leads get to a high enough score
2. Improve your "completed sales" to "lost sales" ratio: minimize the work of your sales team.
4. Increase sales and turnover: making sales more efficient means your team has more time to pursue leads.
5. Optimize marketing campaigns that focus on lead nurturing: understanding your leads better with lead scoring helps you serve better content that is tailored to the needs of your customers and leads.
Setting up lead scoring
Qualify your prospects in three steps with our marketing automation software:
- Start by establishing characteristics related to the customer profile that you're targeting (age, gender, position in company etc.) and important actions or behavior that indicate a higher level of interest (click-throughs, accessing specific pages etc.).
- Next assign points for each of these characteristics or actions.
- Finally, create a workflow that incorporates these criteria and point values.
- When leads meet the characteristics criteria or perform the specific actions that you included in your workflow, their score will be updated with the corresponding number of points that you defined for that criterion.
Using Lead scoring
Establishing a scale is a key element of lead scoring. Example:
- A contact becomes a "qualified lead" when the lead score exceeds 10 points
- Scored ranging from 6 to 9 points indicate that the contact is an "intermediate lead"
- A score fewer then 6 points indicates an "unqualified lead"
Mailvio then allows you to sort your leads into different mailing lists based on their score and automatically send them content consistent with their level of interest. This targeted approach can help increase your chances of reaching the right contact with the right message and achieving your sales goals more efficiently!