Lead scoring is an important tool that helps sales and marketing departments evaluate which prospects the business and its current sales funnel are potentially most beneficial for. A lead scoring system works only when it is set up correctly and is consistently used. Otherwise, it avoids being a waste of the time and money of marketing and sales.
Below are some important aspects of lead scoring, and how how they benefit your company,
What Is Lead Scoring?
Many lead scoring systems assign point values to various actions which can be taken by a lead or customer in the sales funnel. They ‘re called a hot prospect when a lead hits a particular point limit. Knowing when to hit a lead will help salespeople stay on track, concentrate on the right group of potential customers, and be more successful.
Sales and marketing teams can better judge how close a prospect or client is to making a lead-scoring purchase. The employees will plan their time and money by looking at where the lead is in the sales funnel. This helps sales to concentrate on customers who are about to finalize a deal, which may result in higher conversions.
‘Through approaching customers who have already reached a particular phase in the sales process (such as requesting a free quote), salespeople are more likely to be able to lead the customer to complete a purchase.
How does it help your business grow?
You know your sales team should spend a huge portion of their time following up on prospects who have shown interest in your service or product.
However, here’s what you or your sales team don’t know.
You don’t know who to track. But, your ignorance won’t make you alone, because we are here to help.
Due to poor follow-up activities, 72% of leads and profits are lost.
That’s almost three out of four people who don’t buy from you because you didn’t follow them up. Sad, but it’s true!
But still, this is just the tip of the iceberg of the marketing-struggle.
In fact, 67% of companies say that one of their top marketing challenges is to generate traffic and leads and 45% said that proving the ROI of their marketing activities was a top challenge.
Believe it or not, for those very struggles, lead scoring might provide a fix.
In specific, the main advantages of businesses using lead scoring are a more tangible return on investment ( ROI), a higher conversion rate and better profitability and performance through sales.
How to achieve this great feat?
Do you want to better understand your marketing ROI, produce more traffic and leads and have a more effective sales team?
Your success lies in the lead scoring, as it can completely automate:
- Highlighting promising leads
- Ditching pointless leads
- Nurturing medium-commitment leads
Here’s how that looks. When someone shows no interest, they get left behind.
But when someone shows a reasonable amount of interest, you continue to recycle them before they end up being a customer.
In other words, lead scoring offers the segmentation engine that the marketing automation efforts need to flourish.
That is why 68% of highly productive marketers found lead scoring as a top contributor to their sales.
Or why businesses who consistently use lead scoring see a lead generation ROI 77% higher than their non-lead scoring counterparts.
When properly implemented, lead scoring has the ability to produce more revenue for the company. Unfortunately, many lead scoring models are not set up correctly, leading to low conversion levels and dropouts in sales funnel, or consumers who avoid considering your company for the product or service they want to purchase. By contacting customers too early in the sales process, you can prevent them from being sufficiently interested to hear what members of your sales team have to say.
As any device or technology, lead scoring systems are just as effective as the frequency they are being used in. Sales teams can get the most out of their plan for lead scoring if they rely on it every day to decide which potential customers to concentrate on. When they don’t, and salespeople start calling leads who are either in the interest or testing process, they probably won’t see a conversion rate as high as that. In turn, this can affect company profits or projections for sales.
The same is evident in marketing. When they don’t rely on daily sales team contact and input, especially when it comes to how their marketing activities affect the number of potential leads that come in, they have little understanding of how well their activities perform.
By making lead scoring an important part of sales and marketing, you help the sales and marketing teams become more effective by ensuring the time and resources needed to enforce this metric and process.
Most businesses don’t practice lead scoring in any way. This is to their own demise, sadly.
These companies are likely to end up spending loads of money and energy trying to convert useless leads, and they are unintentionally ignoring the promising ones.
You don’t want to be one of those firms of course.
And you can stop being one by finding out who your target audience is, who your potential consumer is, and then developing a point system to calculate your prospects’ level of commitment.
It is a win for your business. A win for prospects. And a win for ROI.
Happy lead scoring!