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:

  • Company
  • Number of Employees
  • Function
  • Location
  • 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).

The above article results from a set of good practices that Create Direct and Qualidz apply to its customers in lead generation campaigns.

An incentive program is primarily about motivating your clients and a motivational quote suitable for this type of program would be “Focus on work and money will follow!”. “Yeah, right!” Most would answer, thinking of the proverbial carrot in front of the horse.

However, things are not so in a well-built incentive and trade program. More and more companies adopt the model of entrepreneurial behaviour and that is why sales team members treat their job as their own business. And if success comes with package and extra benefits, then we have the perfect recipe.

An incentive program is an indispensable sales tool to remain competitive on the market. Of course, your program will compete with the competition and then, to be successful, you must launch from the beginning a program that has some important attributes.

  1. Standardization. Most incentive programs start as the instigation of an internal brainstorming and end where the end of excel. Obviously, we are joking, but an incentive program should not be difficult to implement and maintain.
    The program grows in complexity and volume with time and volume of sales, and the lack of standardized processes will leave room for errors that may disappoint your partners.
    A web-based performance platform is the most handy solution, and can be accessed anytime and anywhere. In addition, it will be set to reward based on sales results and not on discretionary criteria.
  2. Transparency. Build a dice or value threshold program, simple and easy to access. Your partners need to have access to the program at any time, be able to check the level of points achieved by sales and to choose their own prizes. On the other hand, your access to the program and tracking some indicators such as percentages of enrolment in the program, sales level, sales distribution by geographic area, or sales force efficiency will be the basis for decisions on increasing program efficiency.
  3. Communication. The ability to keep your partners’ interest in your incentive program is good communication. Generally, your partners are professional clients and apathetic to marketing messages, so communication needs to be functional. For example, setting automatic email or SMS messages, depending on user preferences, when the partner approaches a certain threshold, reminding those who did not access the program or responding quickly to their questions.
  4. Attractiveness. We all like prizes and gifts, especially when they are offered as a bonus to increase performance. With an attractive program you have more to win.
    In setting the prizes, remember that established brands, especially those in the field of technology, are the kind of prizes that are unlikely to give up. For example, smartphones, laptops and TVs are the kind of prizes most rewarded in loyalty programs built on

A “ready-made” catalogue from which customers can choose their prizes and receiving them within 48 hours is also a benefit for partners to consider your program as attractive.
Launching an incentive program should not be difficult, consume time, resources and escalate into a logistic nightmare. It must be flexible so that it allows to be adjusted according to the number of partners, their sales performance and the launch of countermeasures in the competition.

On the “time counts” model, you can build with the solution a stimulus or trade program in just two days without the need for technical abilities.
Start with a simple and attractive incentive scheme and especially communicate consistently and relevantly.

Create Direct has been the exclusive member for Romania of InterDirect Network since 2008. InterDirect is the largest international network of digital and data driven marketing agencies. Its uniqueness lies in offering direct access to the very best independent marketing specialists, currently counting 22-member countries in North America, Europe and Asia.


22 Nov 2016


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