Developing a lead-generation program — complete with lead-scoring — allows you to measure results. By ranking your prospects, your sales force can also see exactly where to spend their time . . . and who should be put on the back burner or eventually “thinned out.”
Refining your sales process so your team can work on leads that have been qualified by lead-scoring increases your closing rates and creates more predictability for your sales pipeline.
As you collect data about potential clients, applying scoring metrics to ensure they are a qualified lead. This should be based on, among other things:
- The person’s role in the company
- How qualified and empowered the person is to make a decision
- Where the prospect is within the buying cycle
- Their level of engagement with you and your company
Your best prospects usually fit a profile or can be categorized using buyer personas. If you look for the key attributes of existing clients, you can then identify those attributes in your prospect list and you’ll suddenly reveal those prospects in your pipeline who have the greatest potential for conversion to sales. Those people get a higher lead score than the folks who don’t fit the profile. Work with your sales team to develop buyer personas; they often easily see attributes that can’t be easily identified or defined by data alone.
As you develop a lead-generation program, there are two kinds of data you need to include:
- Direct data – This is data that you have acquired either through the sales process, list acquisition, or engagement (for example: name, address, title/position, and industry). It can be attained directly from the client or through research. This gives you a peek into the person’s decision-making role in the company.
- Indirect data – This is data that you can attain using marketing automation software to measure the interactions your clients are having with your website. People’s responses to emails, eBooks, webinars, and events are all valuable pieces of information that will indicate their level of engagement with your company and their area of interest. These two pieces of information will help clue you in as to where they are in the buying cycle.
Now your sales team can focus on those leads that have the just the right position, level of interest, and authority to buy. All you need then is the right timing to convert them to a sale. Lead-scoring puts you in the driver’s seat.
Measurable marketing is essential in today’s competitive marketplace.
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