If you have not heard of lead scoring before, or haven’t really had a primer on it, then now is your chance to tactically use these quick tips on how to be able to get yourself more leads and be much more efficient with your resources.
Lead scoring saves you a lot of time. It allows you to identify leads that are more or less receptive to specific marketing campaigns that you will come up with. You wouldn’t want to keep on sending the same content and strategies to leads that have not even taken the time out to open your emails. At some point, you have to personalize your approach and create relevant content for each group of people you are trying to reach.
However, before you can accomplish this, you need to be able to do lead scoring or rank your prospects according to the pre-identified values you have set. Studying your prospects in this manner creates a timesaving process for you and your whole team. Additionally, you are able to strategize your approaches by targeting those that are ripe for the picking. Naturally, you would want to continue building a connection with leads who have shown some form of interest on what you are trying to sell.
The following attributes will help greatly when you do your lead scoring:
Who are you trying to reach? Where are they located? What age range does your product attract? These are the common questions you need to consider when going over demographics for lead scoring. While it is easier to score age ranges, it is quite challenging to score geographical locations. This is where the assigning of values will come in very helpful.
For instance, you can assign a point higher to places that are ideal for your business and assign a negative point to those that are not your priority at the moment. When choosing which locations can be assigned negative values at the moment, look into the city or state where they are located. You may also opt to use their zip codes as points of reference.
Related: Why Customer Profiling Could be the Best Investment your Company Makes
2. Company Information
If you are trying to stay competitive as a B2B company, then it is best that you look closely into the corporate information of the leads you gathered. Once you have identified the leads that will be very beneficial to your business, make them your priority when you send out proposals and marketing campaigns. You may also opt to reclassify the other leads remaining, but without totally discarding them. You will most likely need them again in the future if not now.
Related: Savvy Ways to Identify and Qualify B2B Decision Makers
3. Buyer Behavior
One way for you to know if your prospects are ready to make an actual sale is to study their behavior in terms of their previous transactions. Did they make purchases right away after reading the first email? Did they take their time? Did they wait for all the promotional emails to come in before making their decision on the day of the deadline itself? Did they send inquiries after reading your email?
By answering these questions, you will have an idea about the buying behavior of your target client. Of course, you would have to work harder to convince those who took their time before making a purchase or abandoned their cart in the end that your product is something that they truly need.
Buyer behavior is influenced by various factors that commonly involve purchasing power, economic conditions, influences from groups or peers, culture, marketing content, and personal preferences to name a few. When you understand how these factors play out in an actual decision-making process – whether a consumer decides to purchase or not – you will avoid making the mistake of coming on too strong and turning off your prospect.
Related: The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind
4. Areas of Interest
Areas of interest are very good attributes to consider when doing lead scoring. Identify which products your prospects normally respond well to, sites they often visit, items they always click, and purchases they make if there are any. To assign scores in an efficient manner, always assign negative values to those who normally.
5. Lead Decay
If you have leads that are really unresponsive over a long period of time, continue to reduce their scores until you are ready to decide whether or not they should be removed from your prospects list. Other indicators of lead decay is a high rate of unopened emails and length of time they have been in the system and did not make ay favorable decisions such as buying your product.
Related: Warm Leads Gone Cold? Here’s What You Can Do
Don’t wait too long, apply these simple principles in order to achieve better leads and get better results in the long run. It’s definitely time to start implementing better procedures to get things done in the best way possible.