Most marketers focused on inbound marketing aim to generate a regular stream of leads into their funnels. Once we have created a seamless working system to generate leads, we need to understand who is really interested, who we should devote our time to, and where the highest potential is.
This is the point where you turn to your B2B lead scoring system. B2B Lead scoring lets you give each lead a value based on the information you have on hand that you have collected from each person and how they have engaged with your website and brand. Evaluating this data helps you prioritize leads and become more focused on the leads with the highest potential. This way we save time and money, focusing on what will bring in the greatest return.
Every organization will have its own set of rules and models for assigning points or a score to their leads. There are a number of areas where we can collect this information from and add it to what we know already, starting with what we know already and matching that with our target audience. If the contact meets certain criteria of our target audience, they should be given a positive value. Looking over historical data, you should have a good idea of the type of leads who convert for you. Finding the commonalities will give you the ability to group these people together.
4 sources of data for great B2B lead scoring system
Are you trying to sell to a specific role or position in a company? Depending on if you store that information and can match it with your data or past purchasers, this would be something to assign a value to.
Are you interested in selling to a small, medium or large company? Does it depend on where that company is located? Depending on where your leads are located, you may want to add or take away points.
How a lead interacts with your web content is a great indicator as well. Take a look to see if they are only viewing news or updates or if they spend time reading product information. Do your leads come back regularly and take the time to fill in forms for demos or not? All can be great indicators of a lead’s level of interest.
Here is a great example of ensuring all your data from various sources all ends up in one place. You want your email data to be tied into your lead scoring if your main form of communication and lead driver is email. Analyze the data to see if your leads are regularly opening and clicking on your emails or never engage at all. Take a look at what point of your nurturing programs they are falling off, if they are.
After the data collection
How you weigh each piece of data can vary, so it’s important to understand what attributes are most important to your business. Who better to speak with than your sales team, who are the people following up on your leads? With their input, you should be able to understand what is important to them and what leads to great sales opportunities.
The final score
With an effective B2B lead scoring management system in place, it makes your sales team more efficient and effective. As we know, the more time we can spend where the money is, the greater the return on our bottom line. To make your sales team’s hours worthwhile, it is important for them to focus on the most qualified leads. Along with aiding your sales team, marketing can be more focused, act smarter and even more cost-efficient. You should now have a greater understanding of the ideal lead for your sales team and you can start zeroing in on that goal and targeting specific kinds of leads.