7 Keys to Lead Scoring Success

B2B Demand Generation | Lead Scoring

This will become the next “cheat sheet” from Find New Customers. But unlike past cheat sheets, access will be “invitation only.”

Your marketing database is a great company asset, but not all contacts in the database are the same. Some are Bulls eyegood leads and some are duds.

Lead scoring separates the good leads from the not so good leads. In fact, a great lead scoring program might make a huge difference to the bottom line.

Sales is looking for quality sales leads, so a good lead scoring system can be the link between sales and marketing. But keep in mind that static measures like Budget, Access to Power, Need and Timeframe (BANT), used by most companies, is no longer adequate.

Today, behaviors such as how they did a search (on your company name) or which page(s) they visited is more important than ever.

We suggest you use a two-part lead scoring approach – a letter for ideal customer profile fit and a number for behavior. Thus, a key executive at the right kind of company who did an online demo might get an A1 status. A salesperson at a small company who visited one page might be a B3.

Here are the 7 Keys to Lead Scoring Success

  1. Don’t just focus on WHO – Focus on WHAT. (Behaviors)
    You not only want to know they match your ideal customer profile, but that they are doing things that say “I’m ready.”
  2. Keep it simple to start.
    Get sales and marketing together and just define a few measures at first. You can make it more robust down the road.
  3. Match goals with compensation.
    If you want qualified leads, don’t pay on website visits.
  4. Stick to measurable data.
    Choose measures with hard numbers. Things like which pages they visited. What keyword search term they used.
  5. Re-evaluate your program every quarter.
    Is it working as well as it could work? What have you learned? Keep tuning and enhancing it.
  6. Get Sales to buy in and follow-up based on rating.
    For instance, an A1 or B1 lead needs a follow-up from sales within 24 hours while a B2 lead can wait 48 hours.
  7. Rate the impact of lead scoring.
    Break down actual deals and uncover what really happened. This will enable you to evaluate the effectiveness of lead scoring.

Marketing automation software such as Eloqua, Marketo or Silverpop offer strong capabilities to set up and track your lead scoring programs. Do a good job with yours and you will see higher revenue, happy salespeople and a much more efficient process between sales and marketing.

To learn about the lead nurturing and scoring services offered by Find New Customers, click the highlighted words.

What do you think? We love comments and people who share.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers and his company helps businesses design and deploy world-class lead nurturing and scoring programs.

To learn about Jeff, please click Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

Find New Customers can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.


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