The more leads you send to sales the better, right? Not really. The challenge with generating a high volume of leads is separating the good, quality leads from the people who are just clicking around. This is where a lead management strategy, specifically lead scoring, comes in.
Before you begin diving into the lead scoring tactics, it’s important you sit down with your clients and their sales teams to decide what they consider a Marketing Qualified Lead. What types of leads do they want to see? How do they qualify a lead? How do they deem a prospect as sales ready?
Answers to these questions will help guide your overall strategy and ensure you are sending only qualified leads to sales.
Find the Target
It’s important to design a lead scoring model that segments the decision makers within a company and scores them accordingly. For example, you may want to score a lead with the title of ‘CEO’ higher than that of a ‘Manager’.
In addition, other firmographic data may be important, such as company size, location or annual revenue. Determine which attributes are important to the sales team and ensure they are scored appropriately.
Once you’ve segmented the leads who are qualified based on their firmographic data, you will need to determine which leads are interested in your clients’ products or services.
Types of interest:
· Requested a demo/free trial
· Downloaded a Whitepaper
· Visited the Pricing page
· Visited a certain type of product page
All of these ‘types of interest’ indicate the prospect is interested, but to what degree?
Implementing a scoring system that includes a measurement of the activity level will be important. For example, if a prospect views the pricing page for more than 20 seconds, this should be scored higher than if they viewed the page and immediately bounced off. In addition, if a prospect views this same page more than 3 times, it should be scored higher than if they only view it once.
Implementing frequency and duration on your ‘types of interest’ will help segment prospects that are further along in the buy cycle.
Put it all together
Now that you’ve determined, along with your clients and their sales teams, which criteria make a marketing qualified lead based on their firmographic data and level of interest, you will need to come up with an overall scoring strategy that allows you to segment cold, warm and hot leads.
You will first need to assign individual point values to the qualifications, then decide at which point a total score would validate sending a lead to sales.
Lead scoring strategies are fluid and should be optimized as feedback from your clients and their sales teams come in. Reevaluating the strategy will help to ensure sales is only being sent qualified leads.