WAYS TO ACHIEVE SUCCESSFUL LEAD SCORING MODEL
"90% of selling is conviction and 10% is persuasion."
– Shiv Khera, Motivational speaker, and Author
A lead scoring model is defined as a process for assessing leads (potential clients/queries). One allocates points to a prospect based on many divergent factors, such as the vertical the lead works in or the demand for your products. Attributes that are associated with former peak-value leads are allocated more points. A recent study by Spear Marketing revealed that over 65% of business 2 business marketing departments use both behavioral and numerical grading. The survey showcased that not all businesses benefit from their lead scoring systems.
You may also like to read: TIPS ON GENERATING QUALIFIED LEADS FOR SALES & MARKETING
Negative Marking And Score Degradation – Companies benefit by adopting a scoring reduction model. This has been borne out by past surveys. This assists in minimizing bias in the company’s scoring protocol and keeps counts in line by minimizing lead counts based on identified methodology. For example, basing score reduction off the lack of activity is a good way.
Separate Lead Scoring Models – A business with different products will benefit from establishing divergent scoring templates for each of them. This allows businesses to determine the points allocated to each potential client which are a better reflection of the interest of the prospective client.
Establish A Lead Scoring Marker - Having a marker in place ensures that leads are only getting assigned when they’ve met a qualification the threshold that your sales team has agreed upon. This makes it easy for sales teams to give prominence to the leads that are most promising. A past survey had revealed that 45% of Business 2 Business marketing teams have not formulated a lead scoring marker that will signal or direct changes to convert (into sales)
Curate Prototype Founded On High-Value Actions And Website Pages - It's best to appoint greater points to pages such as “contact us” etc so that the firm can see which leads are high value. The same survey showed that around half of Business-to-business marketing teams do not allocate greater lead scores to the high-value website pages.
Allocate Points For Every Email Open – The clicks on your marketing emails are not an accurate measure of the engagement with your company. This system leads to jacked-up scores. A better model would be views of various pages originating from the email. With Pardot, you have the ability to allocate points for the initial occasion of an email being viewed.
Lead scoring is a great way to determine how sales teams are spending precious hours. We hope the above tips will help you in improving your lead scoring model. One such company to benefit has been SG foods of Himachal Pradesh whose sales are showing an upward trajectory and its salespeople gainfully busy on the right path.