Building Brands

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Getting Leads and Building Your Customer Base

Getting Customers

How to Work with Lead Score (Scoring Leads)

Lead scoring is an important part of managing leads, helping you get the most out of your leads. You can score your leads based on the interest shown as the lead for your product or service and how well the lead fits into your target groups (categories), personas and markets.

Often lead scoring is used by analyzing behavioral data and demographic data and attributes to rank leads and give leads that are ready for sellers (SQLs) the highest score.

What is the point of lead score?

The point is not the main goal. What matters is the point value hierarchy (some activities are worth more points than others). The higher the score value, the closer the sales value is the lead. A lower score does not mean that the lead is worse. This usually means that the person is at an early stage in the customer journey.

Based on the score and rules around lead nurturing, a low point lead is a candidate for more activities. Work close to the sales department to reach consensus on how to measure the effectiveness of the lead scoring system.

Maximize Lead Scoring to get more of your leads

Keep it simple: Link your efforts to campaign goals, audiences (categories) and metrics that work.

Continuous process improvement is a must: Analyze scoring algorithms against real sales results and validate these with the sales team and other data sources.

Review visitors’ online behavior to see if their behavior is really reflected in the score and give you the best leads.

Monitor and report different leads types and their conversion rate. Evaluate results quarterly and optimize when needed.

Interact with the CRM system to give you and different teams the best possible insight and to support the sellers in follow-up and prioritization.

Practical examples of lead scoring

You sit securely and send out newsletters at regular intervals. It is common to give points to the leads that open a newsletter. It is also common to give points to those who click in the newsletter. Downloading a white paper or answering questions in a quiz are also examples of occasions when the lead should get points.

General Guidelines on Lead Scoring

Set the limit to 100 points. Then an MQL (Marketing Qualified Lead) becomes a SQL (Sales Qualified Lead) and is handed over to the sellers. Just 100 points are also easy to remember and can be converted to percent.

1 point to open an email and 5 points to click on the email. Low points for what does not indicate major steps in the customer journey.

10-15 points for premium content like white papers or register for an event.

Set a limit for when a lead becomes an MQL. 35 points is reasonable. This enables specific marketing efforts against MQLs. Extra handy if, for example, you work with Account-Based Marketing at your company.

Set a time limit for when the score count should start again. It depends on how long your company’s sales process is, but 60 days if you sell to consumers and a year if you sell to businesses is reasonable.

The exception that confirms the rule: Someone asks that you contact them in a contact form. Here it is a good idea to have a Sales Development Manager who takes care of the leads that come in. The lead gets 100 points directly and the seller assesses the quality.

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