Posted on September 7th, 2011, 1:09
Lead Scoring is a process of assigning specific points to your prospective online customer after some predefined points have been given. Lead scoring is the quantitative qualification that is given to prospects based on their online behavior and their potential of making a purchase within a specified time. With optimized B2B lead scoring methods, companies can easily prioritize sales leads, and these methods start with simply being sure of the goals of their lead scoring methodology. Lead scores help an enterprise gauge the level of interest of the website and provide answers about the intent behind visitors’ actions. For instance, questions like why your visitor is gathering information or whether the visitor is merely researching or actually seeking specific solutions or products can be answered more effectively with lead scoring methodologies. With the right kind of lead scoring techniques the actual intent and the level of interest of the visitor can be correctly gauged.
Qualification of leads is crucial to all sales teams’ effectiveness and success. Marketing teams are often faced with challenges pertaining to leads because they want to identify only those leads that can bring forth the best opportunities for their sales teams. Categorizing the objectives of the enterprise is the first step, and then the same is done for the enterprise’s potential customers as well. A lead can be of two basic types—one that is possibly going to stick around for the long the term or one who may or may not remain, depending on how nurtured that lead feels. The enterprise also needs to have a database that is updated and can offer enough information on leads.
Automated lead scoring techniques can also work wonders for an enterprise in its quest to gather and nurture new leads. More often than not enterprises have lead scoring done on information like the prospect’s company size, industry segment, job designation and geographic location. Then there are other aspects that are analyzed, like what online activities the website visitor has indulged in. These include how many and what kind of whitepaper downloads have been done, number of website visits, webinars watched, blogs read, etc. The right kind of lead scoring optimized marketing automation solution can ensure that leads are automatically stored and prioritized, making it easier for sales teams to distinguish between leads that may be sales ready and those that may not be, and all in real-time.