What is Lead Scoring and what is it used for in marketing?
Lead scoring is a technique that allows you to assess the interest of a potential customer for the company . This process helps the marketing and sales team to prioritize, since the resulting score is used to bulk sms poland which leads are ready for a salesperson to contact them or to move on to the purchasing phase and thus respond to them appropriately. Thanks to lead scoring, you can assess the relevance of a potential customer. Two scores are used to categorize these customers: profile and interest.
Most important lead scoring models
In lead scoring evaluation models, two types of information must be taken into account:
Implicit information. This consists of information that the company collects based on the user's behavior during the inbound campaign : online behavior, number of visits to the website, or interaction via email or social networks.
Explicit information. This is the information that the user provides to the company , such as through an online form . Data such as demographic information, company name, location, position or years of experience are obtained.
Lead scoring strategy, where to start?
These are the steps you should take into account. You already know that at Súmate we are delighted to be able to help you with your inbound marketing strategy .
Reviewing the database. First of all, before you start qualifying new clients , it is interesting to review the current database, since many of these clients may be an opportunity.
Defining scores. Determine the attributes or rating values of both current and future leads and their level of interest. The quality of the leads must be taken into account based on the information that the user has left in a form, their online behavior and their interactions with your brand. You must also consider discard criteria, for example, if they unsubscribe from your newsletter .
Implementing your strategy. Once you have assessed your potential buyers, the next step is to communicate your strategy to both the marketing and sales teams so that they can work together. It is advisable to review them from time to time as some attributes may become outdated and the audience may change.
