If only inspiration for blog articles always came this easily.
This afternoon one of our sales reps messaged me: “I’m looking at this guy who attended a webinar. Why is his lead score only 46? I think he should be scored much higher for attending.”
I walked over to talk to two other sales reps and got an opposing opinion: “No, I think we actually score webinar attendees too high.”
As we continued to discuss and debate, I emailed the director of marketing, and a meeting was scheduled to bring our two departments together to determine whether or not we should adjust our scoring profile for webinar attendees.
This scenario is pretty typical for organizations that have correctly implemented lead scoring. You build a model, you debate, you adjust, you debate, you adjust – and then you’re still not sure if it’s right and everyone has a different opinion. It sounds like a hassle, but lead scoring is too effective to give up on.
In case you’re new to the concept, lead scoring is the method of assigning values to possible lead attributes and actions in order to estimate their likelihood of purchase.
So, we’ve established that using traditional lead scoring is much better than not using lead scoring at all, but let’s face it, the ordeal could be easier. Marketers need a lead scoring model that not only builds itself, but adjusts itself automatically to surface the leads most likely to purchase. A model based on facts rather than conjecture.
This is what predictive lead scoring does. You’ve heard of predictive analytics. That thing credit card companies use to gauge likelihood of timely bill pay based on the felt furniture pads you charged and the vodka soda you signed for. Envision that technology in your marketing automation system, but replace happy hour with marketing activity and bill pay with product purchase.
Predictive lead scoring looks at the paths your customers took on their journey to conversion and scores leads by how closely their activity matches this customer engagement history. As more data piles in, the predictions become increasingly accurate in delivering likely buyers to your sales team.
No more debate, no more meetings, no more uncertainty. What will you do with all your spare time? Install felt tips on your furniture, of course.