In very simple terms, Lead Scoring is a method where you track traffic to your site, the channels through which visitors come, the content they read, and the actions they take. All at the level of SPECIFIC USERS, not general numbers.
Each interaction is scored – of course, you determine the rating metric and the number of points for each action yourself. The result is a list of specific users with a specific number of points. The higher the score, the “hotter” the lead is and the higher the probability that they will make a deal.
That’s nice, but what does it take?
As you can see, this strategy is mainly intended for areas with a longer purchasing process – typically B2B, automotive or financial products. However, to use it successfully, you need to meet a few basic conditions:
- First of all, this is an ONLINE method . You simply cannot measure flyers in the subway .
- You also need a SYSTEM that can work with data like this ( Oracle Eloqua is the absolute best ).
- You definitely need to have a precise STRATEGY for evaluating leads.
- And of course, netherlands email list you need to have a bunch of geeks on hand who can set everything up into a functional unit, evaluate it, and continuously optimize it…
And now something from practice
To put it in human terms, let’s show you a model example:
František Vomáčka sells lathes and robotic lines. He knows that the purchasing process for each product is in the order of weeks, 5 ways to integrate chat2desk with your service but more likely months. He also knows that each customer visits his website many times before making a purchase, watches videos, downloads PDFs, reads newsletters, hesitates, decides…
So he implements a Lead Scoring system and creates a metric to evaluate visits. He determines that a page visit is worth one point, a video launch is worth two points, a contact visit is worth five points, and anyone who visits the website at least three times gets a bonus of ten points. And he tells himself that anyone with fifty points or more is a “prospect” – someone who wants to buy.
Thanks to this, every morning the system automatically selects a list of the hottest leads that meet the given criteria. He then simply passes these leads on to his salespeople or targets them with precisely targeted campaigns with a specific offer.
The result? Shortening the purchasing process by 50% and multiplying turnover by 65% (average figures given by users) + perfect overview of customer behavior, all in real time.
How to create a successful Lead Scoring strategy?
Let’s leave general definitions and focus on specific values. So what and how to measure? The first step should be a detailed analysis of the purchasing behavior of your existing customers. Find out what interested them and what was the sequence of steps. Play Colombo and determine the moment in which they decided to bet on you. Often it is one specific case study that convinced them.
Once you’ve mastered this, business to consumer reviews it’s time to create a concrete strategy. Here are a few of the most basic metrics:
- Content-based ranking: different parts of the website have different values. Those who look at contacts want to be contacted. Those who download the product sheet are interested in the product. Take this into account and segment.
- Channel ranking: those who come via PPC have a different value than those who come directly or via a newsletter. The more direct the path, the higher the score.
- Frequency rating: someone who comes once a month has a different value than someone who comes twice a day. Nothing defines the hotness of a lead more than this.
- Evaluation by function: a visit from the CFO will always have a different value than a visit from a secretary, even if she visits your website every half hour…
- Rating by purchasing power: nothing against secretaries – a visit from a secretary from Ferrari will always have a different value than a visit from a director from a two-person company. That also needs to be taken into account.
- Location ranking: very important for exporters. If you want to primarily establish yourself in Turkey, each visit from this country has a completely different value for you than arrivals from Ivory Coast.
By combining these variables, you will create an incredibly accurate metric that will allow you to constantly evaluate your customers and their potential. In other words, you will enter the world of marketing of the future…
