Source of Infographic: Pardot
Grading And Scoring Leads Increases Marketing Efficiency And Effectiveness
How do you know if a leads is sales-ready? Are there any buying signals that can help you gauge their interest? Prioritizing leads will help you pursue those that are most likely to turn into opportunities. Two techniques called grading and scoring will increase marketing efficiency and effectiveness.
Marketers are overworked and understaffed. Grading and scoring leads can help marketers with limited resources increase close rates while freeing up sales and marketing departments to better allocate their time and resources.
First, grading inbound leads ensures that the leads being passed on to the sales department match the customer profile of your company. By passing on only the most sales-worthy leads prevents sales from wasting time chasing dead ends.
Six Easy Steps
1. Make sure your lead is in the right department for your product.
2. Make sure your lead influences decisions.
3. Make sure you are targeting companies of the right size.
4. Make sure you are only marketing to companies that meet your size and revenue requirements.
5. Prioritize leads based on their geography; this will help with scoring based on where they are located.
6. Make sure your leads are in your product or service target market.
How to Score Leads
Once you have graded your leads, you will have a better feel for their buying signals. Even after grading, leads can look similar. Scoring your leads will allow you to pursue those that will turn into sales opportunities. Leads can be scored based on the following computer data: pageviews, site searches, downloads, emails opens, email clicks, site searches, landing pages, webinars, link clicks, and videos. Computer data will give clues to your lead’s sales readiness, their priorities and interests, current stage of buying cycle, interest, their priorities, and pain-points.
Once you have graded and scored your leads you will be know how to handle a lead and take appropriate, informed action. Leads that aren’t sales-ready can be assigned to drip nurturing campaigns, and then let sales reps know where there are changes in buying signals. Taking the right action is a three-step process.
First, assign leads to sales reps once they reach a certain predetermined scores. Leads can be assigned in a round robin system or based on sales reps territory. Second, keep sales reps informed by setting up sales alerts daily digesting emails that give clues to changes in the leads’ buying signals. This will help in focusing on the most promising prospects. Third, if leads are identified as not ready to be contacted by a sales rep, they can be assigned to a drip nurturing campaign. In so doing, information will be provided based on a predetermined timetable, or their behavior until they are sales-ready.