Automatically Score and Grade Your Leads
This is an easy way to boost the efficiency and Effectiveness of your marketing.
For most B2B marketers, they are over worked and ill staffed. However, in spite of limited resources, by scoring and grading your leads, you can help marketers do more with a limited resources leading to increased sales, hence allowing the marketing department allocate time and resources to other areas of interest. This article analyses how this works.
Grading Your Lead
When inbound leads are graded, it ensures that customers are matched with the ideal sales rep. This ensures efficiency of the entire process. With automated solutions for marketing, leads can be graded automatically based on the following factors.
What is the relationship between the lead and the department of the product? There is no point selling a product from marketing to someone in IT.
Your lead should be in a position to influence the decision making process. There would be no need discussing with an intern.
Size Of Company
For those who are focused on SMB market or on enterprises, make sure that your focus is on the market with the right size.
For results, focus market should be companies that meet your ideal size and revenue as stipulated in the requirements.
If leads are prioritized based on demographics, leads can be scored based on their location.
It is important to ensure that leads are in industries that are the target of your product and services as this would generate interest.
Scoring Your Leads
Even with an optimal grading system, leads can still look identical so the question arises, how do you score your leads? When leads are scored based on their buying tendencies, this can help access their interest more objectively. This enables you prioritize them with ease and go for leads with the highest potential. Here are some pointers based on how leads should be prioritized.
When a lead views the pricing page, it is an indication that that lead is ready for purchasing.
From the search of your leads on your site, you can know of their priorities and interests.
The current stage of a buying cycle can be determined through the specific downloads of a lead.
A slight indicator of a buying interest from a lead can be an email.
Click through of emails can serve as a good interest indicator from a lead.
Through their searches, you can ascertain their priorities.
Topics that are of priority to your leads can be determined through the landing pages that they visit.
The main interest of leads can be determined through the webinars that they attend.
• Link Clicks: The point a lead is in a buying cycle can be determined through the links the lead clicks.
• Videos: Through the videos viewed by leads, the interest and buying stage of the lead can be ascertained.
Make Informed Decisions
Based on the data collected from the findings above, sales reps can make informed decisions with respect to how to deal with a lead. For leads who have reached a certain score, they can be assigned a sales rep, for those who are not ready to make purchase, they can be nurtured while sales reps are alerted with respect to any change in signal from potential clients.
Once leads reach a certain score, they should be automatically assigned to a sales representative. Leads can be assigned based on territories as this allows for a timely distribution of leads as soon as leads are sales ready.
By setting up real time sales, the entire team can remain in the loop. By this, sales reps can prioritize their time, concentrating their efforts on what matters the most.
For leads that have not attained a score to be contacted by a sales person, they can be assigned to a nurturing campaign. This aims to slowly feed the lead with information based on a time table or an observed behavior till they are ready to make purchase.