Most companies, by lead generation understand a marketing action that collects the contact information of potential customers through websites or web pages dedicated to a product or product classes. The collected data is then transferred to the sales department and the action is punctuated by the marketing department at the chapter: “Job done! The sales department has been served!”.
Essentially, getting a qualified lead is a process by which marketing and sales work within the same program until the final goal is achieved.
Marketing and sales have different references to what a lead means and then they have to agree on the notion of qualified lead in the perspective of everyone from the start of the campaign.
A lead scoring program is a method by which leads are prioritized according to the score given to each lead. Based on the client’s profile – function, company, city – and its action – opened the email, visited the website, downloaded an e-book, is interested in the submitted offer, wants a meeting with a sales representative etc .
Once a qualified lead has moved from marketing to sales, and after contacting sales representatives, the lead is considered “sales-ready,” marketing can use information to increase lead quality or campaign performance. Lead qualifying is a process in which information circulates in both directions.
Why is the lead scoring process important?
First, marketing and sales will be aligned to achieving a common goal. Second, a better transparency of the program and a longer reaction time. Both departments are referring to the performance of their actions and want the program to be successful.
How do I create a lead scoring program?
We recommend that you create a model based on both explicit and implicit criteria. In other words, what is the ideal client profile and what actions should it take to be considered a qualified lead … and still a hot one?
Explicit Criteria – that is, information provided by users through contact forms in interaction with the site or campaign page:
- Number of Employees
- New or existing client
Implicit criteria – resulting from user behavior in the relationship with your site or campaign page:
- A number of “x” visits to a page
- “Click to call” calls launched through your site
- Newsletter subscribers
Most companies have defined an ideal customer profile based on demographics, revenue, or company type, while a bidding action or phone call can be considered more important than a repeated page visit or subscription to the newsletter.
In determining the lead scoring score, the ideal profile will receive the maximum score. For a better benchmark in giving points, try using round numbers. For example, 10 points for the least important profile, 50 for the most important one.
Identifying an action that indicates interest from users will also be noted and awarded a score similar to the one above. For example, the page or most visited content before placing an order will receive 10 points, the request for an offer will receive 20 points, while the download of the received e-mail will receive 40 points.
In short, a certain client profile followed by certain actions on the site on its part can achieve the score needed to be considered a qualified lead.
Marketing and sales will together establish a scoring for leaders who will dictate the actions of each of them within the program: what leads will be taken over by emergency sales and what leads will remain with marketing for lead nurturing actions (a concept on which we’ll discuss it in a new blog post).