Implement lead scoring to its full potential!
We’ve received a lot of questions centered around how to implement a scoring system on Marketing leads. As we often see, lead scoring can equip Sales departments with lead prioritization while enabling marketing departments to provide high-quality leads for their Sales team.
Why is scoring important? If you’re not targeting one person, you are not targeting any person. So let’s dive into the questions buzzing around lead scoring.
1. What are the most important criteria to score off of?
It depends. You should first be asking “what are the elements of prospects that can make them more sales ready for your organization?” Once you have defined that you’ll be able to dive deeper. Two key items are scoring based off role and content engagement. Content is not created equal. Content that is educational, such as pricing sheets and data sheets, hint to the assumption that that particular lead is further along in the sales funnel, and thus more ready to purchase.
2. Should you adjust your score to account for the negatives like when a message isn’t opened or someone opts-out?
Yes. Negatives are a powerful tool when it comes to lead scoring. Think of the objective of a student versus a business professional’s objective when it comes to looking at your content. This happens a lot when it comes to white papers. You could have a student come to your website and download every white paper that there is to download because they’re doing a research paper on something you presented on.
3. I use MailChimp… where do I set up my scores?
Email Service Provides (ESP) such as MailChimp, Constant Contact, and SendGrid are great for quick eblasts. However, they are not equipped to handle and define leads or lead scoring. That’s where Marketing Automation, such as Act-On or Hubspot come into play. Marketing Automation tools allow you the ability to see the full picture of a contact and take action on it. You’re able to score based on what actions the lead has taken across your website, forms, and what e-blasts they have engaged with. This allows you to move a lead into a nurture campaign that is best suited for that individual based on their interests. Thus, helping you qualify high-quality leads.
4. We have quite a few products, how will lead scoring work?
Lead scoring is best utilized when set up based on content engagement, and product line. What does that mean? That means that if your company provides three types of products, you should have three types of scoring rules. From that point, you should define what action taken by the lead, within each of those product lines, is scored at. For example, if Joe is highly interested in a new internet router, he is likely visiting the spec sheets, pricing page, and opening comparison blog articles. Those actions should be scored higher than if he visited a blog article, or if he was sent an e-mail.
5. If we start implementing this strategy, should we let our sales team know?
You should definitely let them know that you are determining scoring leads to market more effectively, and provide a higher quality of leads for them. Do the ground work first; all tools should be implemented, technicalities should be installed, and your data is properly integrated. Once that has been accomplished, you can bring the sales team into the decision-making process about thresholding. From an organizational perspective, we want the sales team to be excited about the change, and no get bogged down with technical complications.
Learn how to put these into place – Watch our on-demand webinar
Hosted by Blytheco and Access Marketing.
About the Speaker: Brandon Larocque
Brandon Larocque has over 20 years of leadership in marketing, engineering, production, and operations for organizations ranging from start-ups to 30 billion dollar global product companies across industries including medical devices, technology, advanced robotic systems, manufacturing and more. He currently oversees marketing services, including marketing automation, content marketing, demand/lead gen and nurturing, and SEO.