Lead Scoring 101

In today’s digital world, scoring prospects is no longer a luxury, it’s a necessity. Lead scoring not only provides marketers with valuable information on who is visiting their website and interacting with their brand, but it can dramatically improve sales effectiveness.

The premise behind lead scoring is simple: assign a ranking to potential new customers based upon their activity with your brand and their profile match to your “ideal customer” profile. Add in customer lifecycle marketing, and marketers can differentiate between leads that are in the early prospect stage and those who are ready to buy. Marketing can then pass along the leads who are ready to make a purchase to the sales team and nurture the prospects to get them to the sales-ready stage. With lead scoring, both sales and marketing are more efficient.

In a recent study, Gartner revealed:

up to 70 percent of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.

Lead scoring can make a difference

It’s worth investigating, understanding and implementing. The numbers don’t lie. Gleanster reported lead scoring is utilized by marketers because it increases revenue by 84 percent. In the same report, Gleanster shared lead scoring also increased sales productivity by 71 percent and increased collaboration between marketing and sales by 58 percent.

Right On Interactive’s new infographic: An Examination of Lead Scoring drills down into the basics of scoring and touches on conversion process, performance metrics and addresses challenges facing organizations today.

Our 3D approach to lead scoring takes into account the lead’s profile and engagement scores and combines those with lifecycle stage. Profile and engagement scoring alone can’t always give you information about the relationship. By tracking and measuring profile, engagement and lifecycle stage, marketers have a better understanding of the prospect and can automate nurturing campaigns that communicate the right message at the right time.

If you’re interested in learning more about how 3D scoring and customer lifecycle marketing can make your marketing and sales teams more efficient and more profitable, contact us today.