There can be quite a difference between who your customers are, who you think they are and who you want them to be. Earlier this year, we discussed big data and its value to organizations – especially those who want to better understand their customer base. Big data also enables marketers to create a profile of their ideal customer. The customers who come back time and time again, refer new clients and promote your organization through word of mouth and social media.
Once you have an idea of who your ideal customer is, you can target prospective customers who fit “the profile.” Finding the prospects or leads who are the most likely to become a customer of your brand can shorten the sales cycle, make your sales and marketing teams smarter and more efficient, and increase sales as well as repeat/referral business.
But how do you find those ideal customers? How can you identify them?
Many organizations score their leads. They find it a necessity of their marketing and sales efforts to score or rank leads based upon their perceived value to the company. Scoring can be driven by titles, company profile information such as revenue and employee count, and even the pages they visit on your website. Consider this: A visit to “about us” vs. “careers” can make a big difference in whether someone is interested in doing business with you or looking for a job.
Lead scoring isn’t new. Search for it on Google and you’ll find numerous blog posts, articles and webinars on how your sales team can work the hottest leads and bring in more revenue. However, 3D scoring is the next big thing.
Basic lead scoring typically only tells part of the story. What’s often missing is where a prospect or customer is in their relationship with your brand. Right On Interactive scores leads and customers with a three-dimensional scoring approach: Profile + Engagement + Lifecycle Stage = 3D Scoring.
3D Scoring is how you ultimately turn engaged relationships into revenue-driving streams. Are you scoring your leads in 3D?