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Lead Scoring

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Translating Digital Body Language into Action
Today’s customer is in control of the buying process. With online access to all the information they need, customers can self-educate on leading vendors and the solutions they offer. As marketers facilitate this process, they must pay careful attention to each prospect’s Digital Body Language, so that they can identify the most qualified leads that are ready to engage in a purchase conversation with a salesperson.

How can marketers translate Digital Body Language into the next action they should take? With lead scoring.

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.

Refining Lead Scoring Over Time
With each action a qualified prospect takes, the lead score will change. That’s why it’s crucial to ensure that a re-scoring process will be triggered automatically by each action and with each day that passes. Keep this requirement in mind as you look for cross-channel marketing software.

Lead scoring enables marketing and sales to agree on not just the definition of a qualified lead, but the appropriate next steps for any qualified lead in the pipeline. It’s fair to say that good lead scoring forms the foundation of any successful lead generation operation.
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Marketing Automation Simplified

Successful email marketing, demand generation, and lead management processes hinge on a modern strategy aligned to buyer needs across all phases of the buying process marketing automation. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions. The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience. Find marketing automation fundamentals here.

Lead Nurturing

With the vast majority of leads failing to convert to sales, companies can’t
afford to abandon prospects when they fail to become buyers. By nurturing these leads—providing them with the right information based on who and where they are in the buying process—Modern Marketers can directly improve sales success. By implementing a formal strategy for lead nurturing, instituting nurturing programs, and following the best practices outlined here, you can begin reaping the benefits of lead nurturing today. Based on the Grande Guide to Lead Nurturing.

Digital Body Language

Digital Body Language is the online equivalent of the facial expressions revealed around the negotiating 
table. It’s comprised of website visits, content downloads, keyword searches, and email responses. In many ways, online buyer behavior provides the most accurate picture of prospect interest and intent. By analyzing the timing, frequency, and clickstream data of web site visits, marketers can zero in on the buyer’s pains, concerns, and motivations.

Lead Scoring

Lead scoring ranks one sales lead against another to align follow-up to inquiry and identify where a prospect 
is in the buying process. The process of defining lead scores improves alignment and collaboration between Marketing and Sales. With an objective definition of a quality lead, they use a common language about lead quality that’s passed to Sales. Lead scoring helps ensure that the best leads are followed up on immediately by prioritizing leads according to revenue potential and buyer readiness. Based on the Grande Guide to Lead Scoring.