How do lead scores work?
Lead scores are assigned to each lead depending upon their behaviours and engagement with your emails, on your website and social platforms. For each interaction, a score is assigned based on its relative contribution or value in the nurturing process, the lead that has the highest score is the one with the best chance of a conversion or sale. The lead score aggregates the values, allows for decay of score over time.
“Hot lead alerts” can be triggered when a score threshold is met, drawing the lead to the attention of the lead owner. Knowing the right value to set a trigger is a judgement call and can be adjusted up or down based on real experience.
As Marketing Automation automatically triggers a notification, your sales team can quickly react to a qualified lead ready for validation. Using lead scores also provides greater connectivity between your sales and marketing team, reducing the possibility of missing sales qualified leads.
Why are lead scores important?
Flagged early interest, enables your marketing team to quickly follow through with relevant content, providing customers with an experience that feels tailor-made to them. Lead scoring also enhances the sales process in what might be a long buying cycle. Being able to flag activity relative to marketing output ensures you are keeping an active campaign on point.
Using a lead scoring system through Marketing Automation removes the potential for human emotion; the scoring system does the work for you; visualising how a lead is progressing organically rather than making a call when you ‘think’ a lead is warm enough to escalate to direct contact by a member of the sales team, measurement is based on a criterion that is driven by concrete evidence.
Lead scoring also enhances the all-important alignment between your sales and marketing teams, enabling them to work together seamlessly with an understanding of each opportunity from the outset, which from a marketing perspective will demonstrate tangible, quantifiable results, and for sales, efforts can focus on better quality leads, that they know have a specific interests in your business.
The process saves both time and money, reducing the impact of extensive data input, it allows your sales and marketing teams to focus on quality lead conversions and the actions that drive them.
Look out for more information on Marketing Automation from Alldigital Marketing; if this snapshot has interested you, and you are looking to grow your business, gain a better understanding of customer needs drive greater loyalty, client upsell and enhance referral business, contact us now for a no obligation demonstration and assessment to see if Marketing Automation would work for you.