What is lead scoring?
Feb. 23, 2019, 7:41 p.m.
The theme of lead scoring (scoring leads) has long been known to experienced marketers and has been repeatedly discussed on the Internet. Lead scoring or lead qualification is a marketing term by which you can understand the level of leadership involvement and willingness to purchase. You can read a more clever interpretation of this term on Wikipedia. In short, this is a way to segmentation of leads in hot and cold. If you ever come across sales, you know that warm customer are much more willing to buy your product than cold ones. I have written two articles on this topic. In the one that you are reading now, the term scoring leads will be deciphered. In the second article, I will tell you how to choose the right service for lead scoring.
The goal of any sales manager is to calculate those customers who are ready to buy and give them maximum attention. In the conversational genre, this is done on an intuitive level, and the manager understands the degree of involvement in the dialogue, but on the Internet, it is more difficult to do.
The higher the points accrued, the more prepared the lead is to the buying process, the higher the likelihood that he will accept the offer made to him The lead scoring algorithm, for greater accuracy, should contain both explicit external criteria - such as company size, market segment, a potential client representative whose contacts the company has, location - and implicit internal criteria: recorded visits to certain pages of the company’s website, download presentations or white paper, open emails, click on links in them, interest in certain topics, etc.
The marketer in the process of generating or growing leads (Lead Nurturing) puts points on each manifestation of marketing activity. When the amount of points received reaches the reliability threshold, it is considered that the lead is ready for purchase, and the marketer forwards the application to the sales department.