What is lead scoring?
Benefits of lead scoring
How to define lead scoring
What is lead scoring?
The basic idea of lead scoring is to qualify and prioritize a set of leads that are obtained through Inbound Marketing initiatives (for example, an email campaign or the conversion of a landing page form), according to a set of pre-established criteria.
In practice, lead scoring distinguishes “good” from “bad” leads and, within the “good” leads, which ones are ready to buy and which ones still need to be nurtured.
Benefits of lead scoring
Lead scoring brings several benefits, including:
– Facilitates alignment between marketing and sales areas – by qualifying leads, it becomes easier to establish the SLA, outline objectives and expected results for each area, which promotes joint work between the two. If you want to know more about marketing and sales alignment, watch our webinar .
– Speeds up and improves the entire process throughout the marketing and sales funnel – by working with leads according to their qualification, contact with potential saudi arabia companies email list and current customers becomes more timely and assertive, which improves and makes the work of both marketers and salespeople more profitable .
– Helps calculate ROI – by categorizing leads based on criteria that direct them towards purchase, it helps justify the return on investment made in marketing and sales campaigns. For example, a marketing campaign made for 100 contacts, of which 10 of them become qualified and of which 2 actually buy.
How to define lead scoring
After understanding the concept and benefits of lead scoring, let's see how to apply this important resource. Ideally, we should not have a complicated process, including its creation and maintenance. And remember, it is essential to maintain a continuous process of improvement.
Lead scoring should prioritize leads, identifying those that are ready for sale and those that should continue to be nurtured. So, in addition to the natural lead capture process, it is necessary to adjust some settings.
1 Assign criteria according to the company profile
First, you need to define the criteria that identify a lead according to the company profile and its products or services. You will also need to classify when a lead is an MQL (Marketing Qualified Leads) and when it becomes an SQL (Sales Qualified Leads). These criteria will serve as the basis for classifying leads based on a score.
2 Set the lead classification score
Based on the defined criteria, the next step is to assign rules for scoring the leads. This could be, for example, from 0 to 10. The important thing is that during the qualification process, when the characteristics of a lead are in accordance with the defined criteria, it receives points that classify it as a “good” lead or not.