Lead Scoring as a Sales Tool
Lead scoring is a way small and large businesses can stay one step ahead of its competition. Different leads can have different values to a company, lets take a email letter subscribe for instance. This typically will not have the same value as a 10 field website form submission. An email subscriber will need to be taken through a series of content and sales messages before becoming a true and valued lead. So as we can clearly see on the surface, being able to score leads and give them content based on their score will certainly help you create a more streamlined approach to lead nurturing.
Lets take a look at 2 types of ways in which the Automation Wizard can score leads.
Form Based Lead Scoring
As we have just discussed email subscribers vs 10 field website forms as I felt this would be the best place to start. All leads have some value but being able to value leads based of website forms is certainly going to give you an upper hand.
lets start at the bottom and work are way up
Customer fills out a email newsletter form and subscribes. 20 points
Customer fills out a website from with their name, phone number and email. This lead clearly has more value as the sales staff can now follow up this lead via telephone and email. 40 points
Customer fills out a website form with their name, email, phone number, company name and website address. Far more detailed lead for your sales reps to research before calling or emailing them 70 points
Customer fills out a form providing their name, email, phone number, company name, postcode and selects a drop down field thats really important to your sales staff. 120 points
So as you can see from the example above different leads can have different values. What excites us about the platform is the ability to score leads based of drop downs, you may have forms on your website that have 7 different drop down fields to select. All having different values as a lead. Lets say your a mortgage advisor, you may have drop downs for which service they require. Remortgages may be far more important you than say a life insurance lead. Being able to highlight the lead and its lead score will certainly help you when your organising your leads, chasing up extra business at the end of the month and having the ability to send out personalised marketing messages at the exact time a customer is going to make a decision.
Behaviour Based Lead Scoring
In the first example we have used lead scoring using forms, now lets take a look at scoring leads using behaviour. Behaviour based lead scoring is far more exciting than form based because it works automatically in the background of your business.
The Automation Wizard can score your leads using behaviour, below in a few examples of behaviour based lead scoring.
Visits your homepage and a blog post 30 points
Visits your homepage a sales page and 2 blog posts 60 points
Visits 4 sales pages 90 points
Visits multiple sales pages and clicks 2 links in an email series you have sent 120 points
In both form based and behaviour based lead scoring, you can see a pattern arising. The more interaction a customer has the higher their lead score becomes, this is a sure fire way to ensure sales staff are chasing the right types of leads.
Thats all for now, I hope you enjoyed the post.