Getting Started with Lead Scoring
Lead scoring can’t begin until marketing and sales agree on the definition of lead qualification. Once they’ve reached this point, marketing can work to generate qualified leads and Sales can work to close them.
The definition of a qualified lead must include two dimensions:
Fit: The explicit information we know about a prospect’s role, company, industry, and revenues helps determine whether they’re the ideal decision maker.
Engagement: The implicit information we know about a prospect’s activities – favorite topics and level of interest – helps determine whether they’re ready to begin a conversation with sales.
These two dimensions of lead scoring will help Marketing and Sales create a graph for scoring leads. You might use A, B, C, and D to rate a prospect’s fit along the X axis of your graph, and 1, 2, 3, and 4 to rate their engagement along the Y axis of your graph. You can then define a next action for each square on the graph. A1 leads – those with ideal fit and maximum engagement – can go directly to Sales. A3 and A4 leads, which have the right fit but minimal engagement, should be nurtured until you detect stronger signs of engagement. C1 or D1 leads, which have high engagement but low fit, might be worth engaging in conversation to see if they’re doing research on behalf of a more senior decision maker. A lead nurturing program can keep potential buyers educated and engaged as their lead scores change.