Lead scoring is the backbone of many B2B marketing organizations, as they focus on better quality leads instead of just generating more leads. But like many things in marketing, even lead scoring is not a set it and forget activity. Once your lead scoring model is established by combining prospect identity and prospect engagement, look at some of the ideas below to increase its efficiency at identifying better quality leads. The more you understand about your prospects and which ones are likely to become customers, the more efficient both marketing and sales become.
As prospects receive more and more messages, information, and education through social media during the buying process, these peer channels will continue to grow in relevance. In fact, awareness of how an individual discovered a message, along with where and from whom, can feature prominently in lead scoring and nurturing routines.
Companies that regularly refine their scoring models begin to notice patterns in lead quality that can be directly tied to the content accessed during the buying process. Advanced organizations creates scoring models that include content type—like white papers, product information, and customer testimonials— instead of just the download activity itself.
Because companies market to individuals but sell to companies, marketers must identify micro-trends within a larger set of interests. Consider these trends to pinpoint when a certain role is appearing in the buying cycle.
To increase customer lifetime value, you need to seize opportunities for up selling and cross-selling. That means you must understand when someone is in the cycle for a new product, and determine when a prospect or existing customer has switched mid-stream and is interested in a different product. Smart marketers can analyze all customer touch points to identify opportunities and risk throughout the lifecycle.
Top marketers analyze behavior of a lead all the way through the middle of the pipeline to predict the likelihood of an opportunity closing.
Your lead scoring model needs to remain closely aligned to your sales and marketing processes, even as they evolve. With predictive modeling tools, you’ll be able to constantly monitor prospect behavior to understand how your model may have to change.
Before embarking on these advanced ideas, review the basics of lead scoring by downloading the Lead Scoring Guide for Modern Marketers.