3D Scoring is the next big thing.
Here’s a loaded question: How are you scoring your leads? We all know now that scoring prospects and customers is no longer a luxury, it’s a basic necessity.
But, basic lead scoring often times only tells part of the story. ROI scores leads and customers by taking a more sophisticated, three-dimensional scoring approach to provide a holistic view of your relationships.
We believe there’s another very important piece to this puzzle to create the big picture of who this person is and how you should be talking to him or her. This piece is what we call the lifecycle stage – essentially, where someone is in their relationship with your brand. Profile and engagement scoring can’t always give you information about the relationship. It’s another element entirely that, combined with profile and engagement scoring, creates that singular, 360 degree view you’ve been aching for.
Here’s the breakdown:
3D Scoring = Profile + Engagement + Lifecycle Stage
ROI Profile Scoring
Profile data will indicate how closely a prospect or customer matches your “ideal” profile. As a result, you always know at a glance who in your target audiences is moving forward in the relationship and who isn’t.
With leads, ROI’s lead and customer scoring features enable you to send quality leads to the sales team. You can now focus marketing efforts on your target audience profile “sweet spot.” Who do you need to talk to in the organization to make the sale? What kinds of organizations are your best targets? Score on title, company size, revenue, geographic location – any data point you capture, you can score.
ROI Engagement Scoring
Engagement indicate a person’s level of commitment. From prospect to customer, ROI’s lead and customer scoring features continue to track customer engagement like purchase history, net promoter scores, email responses and web activity. Combine engagement with customer profiles to segment people according to their value and relationship stage (AKA lifecycle stage). This translates into campaigns with relevant messages, offers and promotions with each group of customers. And, that, in a nutshell, means you’ll optimize your marketing effectiveness.
ROI Lifecycle Stages
It’s essential for your business to track your relationships from start to finish. Scoring a person’s profile attributes and engagement activities is well worth your while, and quite telling. But, to truly communicate to them with the content and through the channels that will move the right relationships forward, you need to know what stage of the relationship they’re in with your brand to begin with. Are they a prospect? Have they been qualified and are interested? Are they already a customer? This makes all the difference. By incorporating profile and engagement scoring, along with other key actions like requesting a demo or engaging with a sales rep into the increasingly predictable lifecycle of your customers, you’ve created a visual representation of who a person is, how they’re interacting with you and what kind of relationship they have with your brand.
Here are the three most important pieces of information to have a full understanding of how you can go about winning their love.
Engagement drives relationships, and, in turn, relationships drive revenue. 3D Scoring is how you ultimately turn engaged relationships into revenue-driving streams.