CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

Blog Feed Post

Lead Scoring – It’s about Quality, not Quantity

Lead scoring (aka lead measuring, lead ranking) has come quite a long way.

Marketing automation packages that integrate with CRM systems, like Salesforce, have sort of led the charge in this regard. Often, lead scoring can conger up icky feelings like “oh boy, do we really want to go there?” That’s due in large part to marketing and sales teams overthinking the process, the scoring criteria, and making it too complicated for major primetime. But the climate has changed, as has lead scoring adoption, and it’s largely to do with marketing automation packages evolving and making it way easier to deploy, adapt and adjust.

A well thought-out lead scoring initiative, if done right and with the right tools, can increase marketing and sales efficiency, effectiveness and ultimately result in increased revenue. 

lead scoring lead measurement

By focusing your sales team on the right leads at the right time - the leads that your organization deems the most valuable - your sales reps will spend less time and effort on the ones that have a lower chance of closing.

If you haven’t already, invest in a marketing automation solution that integrates with your existing CRM (customer relationship management)  infrastructure.

There are several products available to help you manage lead scoring. Marketo, Eloqua and HubSpot are a few of the well-known ones and each can help you make this important process easier.

Of course, the marketing software you have will ultimately determine what factors you are able to score on, but here are some broad ideas of what to look for when determining which leads should be worked first.

Factors to consider when formulating lead scoring:

lead scoring success factors Depending on your business, lead qualities, lead behaviors and  lead activities can vary, but here are some ideas to help you determine the right software to go with and scoring system criteria.  You should also think about which lead characteristics should result in a negative score.

  1. Contact and Company CRM Data and Properties:
    • Roles: who are the prospects that have the purchasing authority? Which job role or function ultimately decides if they are going to spend money on your product or service?
    • Ideal organization: what is your target company annual revenue? Are they in your target industry and how far along the sales pipeline are they?
    • Budget: are the companies with devoted budgets who can purchase your goods/services marked appropriately?
    • Geography: are you only selling to certain geographic areas? Lead scoring will assign a negative score to folks that reside outside your preferred geographic area (you can score on zip code, region, state).
  2. Website Form Downloads and Requests:
    • Has the lead requested a formal product demonstration? These folks should likely receive a higher score than say a lead who has only downloaded one white paper.
    • Have they registered and attended a recent webinar or a series a webinars? This shows they are coming back to you for the information, which could warrant a higher point value.
    • How often have they requested/downloaded something from you?  Five or more in the last month, then make sure their lead score reflects that. 
  3. Who is Seeking You Out at Industry Events and Tradeshows?
    • Has a person visited your booth at a recent tradeshow? Better yet, did they request a one-on-one meeting or product demo at the show or after? Well, then give them points.
  4. Which and How Many Pages on Your Site have Your Leads Visited? 
    • Has the lead visited several key pages in the last month or quarter? Have they visited five pages or 25? A higher score value can be placed on leads that have visited a high number of pages or specific pages. A demo page visit might be worth more to you than an “about us” visit.
  5. Email Interaction: How engaged are your leads?
    • Who has recently opted-in to receive email communications or product announcements from you?
    • How many times have they opened an email or clicked a particular link? Over 10? This level of interest could warrant more points. Are they in a digital nurture campaign but never click or open your emails? You may want to rank them lower.
  6. Where did the lead actually come from? Was it your blog, organic search, paid advertising, social media?
    • A lead from a direct search may show more interest in your company, as that person is actively seeking information now.  Conversely, a lead from a paid advertisement may be more top of the funnel and just looking for some preliminary information.

Lead scoring can help your team focus on the the most qualified and sales-ready leads now. And most sales folks we work with tell us it’s about quality, not quantity.

sales marketing alignment lead scoringLead scoring will also result in stronger sales and marketing alignment.

Sales looks to marketing to make sure they are getting the right kinds of leads and not focusing on the junk. Your sales team will be even more successful when they are equipped with in-depth knowledge of who they are calling and who they should be focusing their time on. 

And your company will be awarded with more sales and increased revenue.

Read the original blog entry...

More Stories By Jeff Scholes

Scholes Marketing helps B2B technology and software businesses generate leads, integrate marketing efforts and increase revenue. We work for companies in different capacities depending on their unique needs. For some, we act as an extension to the team of small to mid-sized companies that have products to market and sell but are in the process of staffing up and getting their marketing infrastructure in place. Others may not be quite ready to staff a full-time marketing resource, yet have lots of marketing heavy lifting to do in the meantime. And in many cases, some simply need a partner they can trust to fill in when necessary. Jeff Scholes works closely with B2B companies to address some of the complex marketing challenges they are faced with today.

IoT & Smart Cities Stories
Moroccanoil®, the global leader in oil-infused beauty, is thrilled to announce the NEW Moroccanoil Color Depositing Masks, a collection of dual-benefit hair masks that deposit pure pigments while providing the treatment benefits of a deep conditioning mask. The collection consists of seven curated shades for commitment-free, beautifully-colored hair that looks and feels healthy.
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
We all love the many benefits of natural plant oils, used as a deap treatment before shampooing, at home or at the beach, but is there an all-in-one solution for everyday intensive nutrition and modern styling?I am passionate about the benefits of natural extracts with tried-and-tested results, which I have used to develop my own brand (lemon for its acid ph, wheat germ for its fortifying action…). I wanted a product which combined caring and styling effects, and which could be used after shampo...
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.