The Simple Approach to Lead Scoring
We often consider lead scoring to be one of the biggest hurdles to adopting marketing automation, but the truth is, it doesn’t have to be such an obstacle. In fact, chances are you already know how to score leads and don’t even realize it.
Why Is Lead Scoring Important?
Just because lead scoring might seem challenging, it’s definitely not something you want to write off. Lead scoring is a way to measure leads’ interest based on their behaviors. By assigning values to leads based on these behaviors, you can prioritize any efforts and even determine when different types of outreach make sense.
In short, lead scoring can help you be more strategic in your outreach, make data-driven decisions around when leads are ready to be passed off to your sales team and help your sales team prioritize those leads.
Taken together, these activities can help increase efficiencies in your sales process, improve your lead management strategy and boost conversions.
Unlock Your Innate Lead Scoring Knowledge
We know what you’re thinking — “I already know how to do that? I don’t think so…” — but believe us, it’s not as complicated as it sounds. It’s time to stop thinking about lead scoring as a complex concept that only the highly trained or experienced can master. The principles that drive lead scoring are more common sense than anything else.
Consider these scenarios:
- Person A opens a marketing email and drops off while Person B opens the email and clicks on a link inside of it.
- Person C opens a marketing email and clicks on a link inside of it, but then drops off while Person D opens the email, clicks on the link of inside of it and registers for a webinar.
In each of these cases, who had the stronger engagement? People B and D. Easy enough to answer right? Well, that’s the basis for lead scoring.
While reality won’t always be as straightforward as these examples, in most cases your experience will tell you enough for you to determine which activities are most important to your organization.
Make Your Lead Scoring Formal
Once you understand this foundation, implementing a lead scoring program simply becomes a matter of formalizing (and standardizing) this knowledge. After all, recognizing that clicking a link in an email is a stronger form of engagement than simply opening the email is a great first step, but how do you communicate these behaviors to others in your organization? And how do you ensure that everyone places the same value on these activities?
As you formalize your lead scoring plan, you need to consider:
- What behaviors will you measure?
- How important is each behavior, especially compared to other behaviors?
- e.g. Is the difference in value between an email open and an email click the same or smaller than the difference in value between an email click and attending a webinar?
- How will you account for lead quality?
- e.g. How will you differentiate between key decision-makers and lower level employees?
- At what point are leads ready for sales?
Perhaps most importantly, you need to determine how you will manage all of this, as it’s not feasible to do this manually. The good news is, a marketing automation solution can help you build and implement your lead scoring model and sustain these efforts over time by automatically updating scores based on actions, syncing these scores with your CRM system so they’re visible to your sales team and even alerting your sales teams when leads hit designated values. And, as time goes on, you can analyze the outcomes of your leads and adjust the scoring profile to make it even better.
And there you have it — lead scoring doesn’t have to be an insurmountable obstacle, it’s simply a matter of putting a formal plan around what you likely already do as you analyze how leads engage with your marketing efforts.