Lead Scoring - Connecting Marketing to Your CRM
Lead scoring has become a very important process and technology for B2B marketers who are using a combination of CRM and Demand Generation technology. Today, many marketers employ various combinations of eMarketing solutions, such as emails, PPC, online ads, SEO and more. Most often, as marketers become savvy at generating a higher volume of leads, the challenge becomes how to manage, route and track the leads they are generating in relation to their CRM system.
SalesFUSION 360 offers its customers a truly robust lead scoring system that works for multiple CRM applications. The Lead Analyzer module within SalesFUSION 360 takes lead scoring to a new level and removes the complications associated with other lead scoring applications by adding a simple and effective Lead Routing process.
Lead scoring, at its simplest level, is about grouping and ranking leads from high to low interest based on their profile and behavior. What makes SalesFUSION's lead scoring solution so powerful is that it enables the marketer to create multiple scoring profiles by virtually any type of category. A few profile examples are Score by Campaign, Score by Product, and Score by Region. The "one-size-fits-all" lead scoring is the most typical of demand generation vendors, but it does not work for most companies. When you do need to implement multiple models, the programming required can be daunting. Not so when using SalesFUSION. We've simplified the process with our Lead Analyzer and have given marketers what they've been asking for....the ability to take action on leads based on their score with the click of a mouse.
The 4 Buckets of Lead Data
Successful lead scoring initiatives are based on measuring and assigning value to 4 common buckets of data...
Demographic - you'll want to look at things like Title, Email, Location, and Company Name. Title scoring should allow for boolean operators such as "contains" so you can fish for titles that are misspelled with operators such as "contains - Vice."
Web Activity - in combination with demographic data, this is the best indicator of interest. You can score on data elements such as "Number of pages viewed per session" and "Time on site in session". This is known as "visit depth" and is categorized as Implicit Online Behavior. This type of information provides for more accurate scoring models when compared with demographic data.
Campaign Response - you can assign value to leads based on their Open and Click Through rate. This helps with identifying who is responding to multiple campaigns (nurture campaigns) over time.
Dialog Response - How leads respond and how they answer questions on forms, surveys and landing pages (known in SalesFUSION as eDialogs) can help increase the validity of a score. Lead Analyzer enables users to use multiple choices questions in surveys/forms and assign different values to different answers.
Below - Screenshot from the SalesFUSION360-Lead Analyzer's lead routing dashboard.
