How to get more customers? An effective Lead Scoring system allows us to differentiate and prioritize contacts with greater possibility of conversion.
According to this expert: When it comes to getting more customers , quality predominates over quantity. There is little point in having contacts if there is no possibility of converting them into final clients.
It is necessary to identify potential customers. For this, we must implement a process that helps us make decisions and evaluate the quality of our leads . Otherwise, we will be facing an impossible mission.
Goodbye, lack of control. Welcome Lead Scoring.
How to get more customers?
Lead Scoring is the process by which we determine the level of interest that a lead has towards our products or services. In turn, it also allows us to assess whether it is relevant to us. In other words, it is about scoring the conversion potential of a contact.
Why should we do this? The answer is simple: we need to classify and prioritize sales efforts.
How to establish a Lead Scoring system
Establishing an effective system to get more customers consists of three fundamental steps:
1. Identify the characteristics of our qualified leads for Marketing (MQLs)
A qualified lead for marketing (MQL) is one that corresponds to our target audience and has the possibility of becoming a customer. In order to identify it we must know it well and draw a strategy that allows us to obtain the necessary data to score its value.
There are two fundamental variables when evaluating an MQL: your contact data and your level of interaction with our website.
A. Contact information
Through forms we collect useful information that goes beyond the name or email. For example: the company, its number of employees, the position it occupies, its location, etc.
Through this questionnaire we can also obtain data of great value, such as the interests or needs of that person. Does the user have a specific need to cover? Have you already hired a solution? The answers to these questions are really useful in the qualification process. What’s more, this information helps us personalize and channel the lead nurturing process more successfully.
B. Activity level
How many pages has the contact seen? Which? Have you visited or downloaded content considered to be a decision? It is necessary to evaluate the level and quality of the interactions that the leads have with our contents . It is not only about whether they have had activity, but about finding out why and where they have done it.
These questions allow us to locate the phase of the conversion funnel in which a lead is located and, therefore, offer content that will transport you to the final phases of it.
Lead Scoring helps us rate the conversion potential of a contact. TWEET THIS
2. Establish a scoring system
Once the individual characteristics that define our MQLs have been identified, it is time to assign a value or score to each of these traits, forming the basis of our Lead Scoring system. To do this, we establish a summation system that evaluates the quality of the lead. The most common is to assess the profile of the user on a scale of 0 to 100, with 100 being your ideal contact.
Let’s say that our potential client is responsible for a large company (more than 500 employees), who has visited at least 3 pages of our website (including the price page) and who has also downloaded some of the contents designed for the decision making. It is obvious that we will value those who meet these requirements better than those who do not.
Taking into account this, we will give more or less points to the lead according to the different variables set:
A lead that works in a company with 1,000 employees will get 10 points, while another that works in a company under 20 will have a score of 1.
We will give a score of 10 points to a CMO and, on the other hand, we will score -5 points to a student who is far from being our ideal client.
Those leads that have provided their data in the download form of a decision content will get 20 points.
The score we give to each of the variables should not be chosen arbitrarily, but agreed with the entire sales team.
3. Determine what score a qualified lead must have for sale (SQLs)
The third step is to decide what minimum score the leads should have before the commercial team tries to close the sale. We call these types of “hot” leads SQLs or qualified leads for sale.
It is important to assess with the sales team the score they must have before sending them to them.It’s not about making your job easier, but about improving processes and optimizing the conversion rate.
Finally, keep in mind that a good system to get more clients adapts to the circumstances, to the behavior of the leads and that changes over time. It is essential to review the scoring system periodically to verify that it is still suitable to qualify potential clients.
Just as the behavior and activity of a lead changes every day, its score also; so you will benefit from a Marketing Automation tool that allows you to automate this process.