Once leads start coming in, it may be difficult to sift through them all to find which ones are quality leads. Spending time with leads that don’t have a high conversion rate will be a detriment to your business, as they say, time is money. This is where the idea of lead scoring comes in, and it is an important finish to any lead generation strategy. Lead scoring essentially amounts to rating the leads that come in based upon certain information about them to determine how much value that lead has to your company. There are various approaches one can take when it comes to this, so we will discuss what we ourselves have found to be useful and effective.
A good thing to start with is determining what your ideal customer is. Who exactly do you think is most likely to do business with you? This can amount to all sorts of things, from age, country, job title, as well as specific things about how they behave. This would mean gathering information about their interests in your company by examining what they are doing on your site and what pages they are visiting. From there, you should come up with what kind of scale you will use for your rating, assigning points to all the things listed above, for instance if they just visited the home page you may assign 10 points but if they visited a check out page you may assign 30 points. Based upon how many points someone has will determine the “quality.”
Some things to be aware of is that not everyone who visits your site is looking to buy, they may be there for other reasons. For instance they may be looking for a job position, they may be doing research, or they being may be looking for partners for their own business. Because of this you may want to assign less points to behavior that signifies they are just looking for a job, as well possibly subtracting points for various behaviors, such as if they haven’t shown activity in awhile.
As was mentioned this is important so you know when someone is ready to be sent to your sales team, and so that they aren’t wasting time with people who have no interest with buying. Not only that, but you will also be wasting the time of whomever your sales team is in contact with, which can lead to issues, such as that person getting annoyed. These issues may then lead to a decrease in productivity for your business. Knowing the value of your sales leads will make everyone’s experience at your company better.