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Lead Scoring Basics

by Lauren Littlefield

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 also 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. Marketing can then nurture prospects to get them to the sales-ready stage and pass along those who are ready to buy to the sales team. As a result, sales can act upon stack-ranked lists of the best-fit, most-engaged leads. With lead scoring, both sales and marketing are more efficient.

In a recent report, Software Advice revealed:

“Eighty-one percent of potential marketing automation software buyers want lead nurturing features and 64 percent want the ability to lead-score—not surprising, considering that better lead management is the primary motivator.”

The numbers don’t lie. Gleanster reports marketers utilize lead scoring because it increases revenue by 84 percent. In the same report, Gleanster shares lead scoring also increased sales productivity by 71 percent and increased collaboration between marketing and sales by 58 percent.

By utilizing a lead scoring methodology, marketers and sales teams alike have a better understanding of the prospect and their journey with a brand. This allows for more targeted and personalized marketing communications and paves the way for shorter sales cycles.

For more information on lead scoring, check out Right On Interactive’s infographic, An Examination of Lead Scoring. It drills into the basics of scoring and touches on conversion process and performance metrics, as well as addresses challenges facing many organizations today.

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