Lead scoring is an essential component of lead qualification and helps companies visualize prospects' sales potential through a points system. By creating a scorecard, leads can be evaluated based on their relevance and engagement. Factors such as higher interest and willingness to buy increase the lead scoring score.
A high engagement score results in the Sales Development Representative (SDR) receiving a task in CRM to contact that lead. This system allows companies to use their resources more efficiently and focus on the most promising leads.
Criteria for lead scoring
When evaluating leads, both explicit data, such as the complete profile, and implicit data, such as responses to marketing activities, are considered. The SPIN selling method uses a question structure that ig data allows salespeople to gather relevant information to qualify leads.
Leads should be categorized based on certain aspects, with the most interesting contacts being followed up on first. A higher score results in classification as a Sales Qualified Lead (SQL), allowing sales to pursue targeted follow-up.
Implementation of lead scoring
An effective CRM system is crucial for tracking and personally engaging with leads. Drip campaigns allow you to send consecutive, personalized emails at set intervals.
By implementing lead scoring, companies can ensure their marketing and sales resources are utilized optimally. Automated systems like HubSpot can further streamline this process and enable efficient lead processing.
The lead qualification process, showing the steps from research to handover to the sales team.
The lead qualification process
The lead qualification process is crucial for ensuring only qualified leads are passed on to sales. A typical lead qualification process in inbound marketing involves several systematic steps to identify and nurture the best leads.
From research and data collection to contact and evaluation to handover to the sales team, every step is important to ensure the success of the lead qualification process.
Research and collect data
The goal of lead qualification is to differentiate between profitable and unprofitable prospects. This step requires personal data, individual needs, interests, and authority.
Data should be collected incrementally to assess potential customers over time. A Sales Development Representative (SDR) researches additional data via Google to gather valuable insights about leads. This data forms the basis for further lead processing.
Contact and evaluation
Prospects should be approached individually, frequently using email, phone, and social media like LinkedIn. If the lead qualifies as a Marketing Qualified Lead (MQL), they will be contacted. If not, they will not be pursued further.
The SDR won't be selling, but rather determining whether the lead needs more content or is ready to speak with sales. A well-defined process for contacting and evaluating leads is critical to the success of the lead qualification process.
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