In as much as B2B sale is considered to be one of the most challenging tasks in the current marketplace, identification of the right leads is dealt with as the greatest success influencing factor. Lead scoring can therefore be described as a strategic activity that is employed in the evaluation of clients as prospective customers in relation to their conversion potential to actual buyers. By knowing what lead scoring all about you is can be able to manage your sales plan as well as targeting the best opportunities.
What is Lead Scoring?
Lead scoring on the other hand is system that seeks to attribute a number score to the leads as defined by the respective companies. These criteria can include factors such as:
Demographics: Organization type, specialty, geography
Engagement: Hits on the website, click-through rates of emails, downloads of content
Behavior: Potential customers, orders, interest in some specific product, posts on social media platforms
Fit: Based on the businesses’ identified unique selling proposition, it is crucial to focus on the alignment with the ideal customer profile.
The Role of lead scoring that will help the business to make the right decision Prioritized leads, Improved conversion rates, Optimized resource allocation, and Better customer experience
Developing a Lead Scoring Model
To create a successful lead scoring model, consider the following steps:
Define your ideal customer profile: From the case the characteristics of the target customer should be described as:
Identify key criteria: Find out what makes one lead to be more likely to convert as compared to the other leads.
Assign point values: Specify the point values for each criterion according to its relevance However, each criterion can be given certain points as follows:
Set scoring thresholds: Set standards as to which leads are warm, hot or cold.
So, how can Lead Scoring be integrated into your Sales Process?
Lead nurturing: Adjust what you say to the lead via communication channels as well as the material you share with the lead based on the lead’s score.
Sales team alignment: In this case, make sure that the sales team comprehends the lead scoring matrix and sorts the leads in priority.
Continuous optimization: The next thing that should be incorporated in to the scoring model is to review and make changes to the model from time to time depending on the results that you get.
Thus, by correctly setting up and using lead scoring, one shall achieve the following benefits: Solutions of the sales processes, Sales efficiency as well as Revenues.
