The secrets of a Lead Scoring strategy that drives conversions

Omnichannel communication requires businesses to provide agile and accurate answers. One of the most effective strategies for accelerating response processes—and sales cycles—is the Lead Scoring Or the lead qualification using scoring. This marketing technique is applied in the strategies of marketing automation, and consists of assigning points to later carry out marketing and sales actions based on the results of these scores, which will serve as an analytical basis for making decisions.

The purpose of Lead Scoring is to help identify better business opportunities and potential conversions. Thanks to this scoring and rating system, it is possible prioritize the most interested leads and maximize conversions.

Lead Scoring from scratch

Before being able to apply Lead Scoring in inbound marketing tools, it is essential to apply an appropriate methodology to obtain satisfactory results.

Scoring allows identify the most appropriate time to initiate actions such as sending emails, phone calls or business meetings. In the same way, it provides information to know where the lead is and to act accordingly: if it is cold, it will be necessary to change the course of the strategy; if the lead is hotter, there is a greater chance of a conversion.

Through these Punctuation rules, the departments of Marketing and Sales, together, they have the ability to prioritize leads based on the activity they have performed and their profile data, and use automated lead nurturing to increase customer conversion rates.

How to apply Lead Scoring to enhance the sales strategy?

To show you in detail how to implement a lead scoring strategy, we'll tell you how it works in our inConcert Marketing Automation & CRM suite. Here are the steps to follow:

1) Type of contact and its magnitude

Once these elements have been defined, a specific value is assigned to each contact and a type of operation. The value will depend on the type of contact that takes place and the existence of previous interactions. Factors such as the stage at which the lead is in the conversion funnel, the number of clicks that have occurred, the number of times they have visited the website, or the fact that they are a subscriber, have the capacity to modify the value of a lead.

2) Type of operation

This will define if the contact increase or decrease your score. Each contact may add or subtract value depending on the specific needs of the evaluation being carried out.

3) Action Description

A name is added that indicates the type of action that is being carried out and a description that describes the most in-depth action to guide the team internally.

4) Assigning points

Following the logic of Lead Scoring, each lead will be assigned certain points after a decision made based on the actions taken by this contact. Through automations It is possible to create activation conditions for nutrition, contact and lead scoring in distribution workflows.

5) Strategic Feedback

The score developed during the Lead Scoring process is available with insights that Marketing and Sales teams can consult. In this way, they will be able to design strategies consistent with the objectives and the type of contact that customers carry out.

An example of Lead Scoring:

Let's imagine an international telecommunications company that wants to grow in the Mexican market, expanding not only in the capital, where it already has a good customer base.

Suppose that the company decides to add 90 points to contacts that come from Mexico, but subtracts 30% of their score if they belong to the same region where the company's headquarters are located, in this case Mexico City. In addition, 10 points are added to them if they opened the email.

Once the scores have been defined, this company will be ready to decide the type of action that will be carried out based on the score for each lead.

Let's say that contacts who score between 10 and 60 points will receive actions based on the Lead Nurturing, such as email content newsletters.

On the other hand, leads with between 60 and 90 points will receive a commercial email with a specific offer, and those with a score higher than 90 will be contacted by phone. In this way, The chances of closing a sale outside the capital of Mexico will increase.

Conclusion: Why You Should Implement Lead Scoring

Lead Scoring automatically generates scores based on interactions and provides sales teams with information to make more assertive decisions. At the same time, give iValuable insights for marketing teams to decide what Lead Nurturing actions should be carried out.

A good Lead Scoring strategy brings many advantages to businesses that seek to have greater control over their opportunities:

- It allows you to measure the degree of interest of a lead: cHow ready you are to make a conversion (if you are “cold” or “hot”)

‍- Increases efficiency and coordination of the Marketing and Sales teams

- Achieve a more effective database segmentation

‍- Improve the conversion rates and increases the efficiency of email marketing, telemarketing and messaging campaigns

In short, implement Lead Scoring within the framework of an automation strategy optimizes teams' resources and time. It eliminates repetitive manual tasks, so that marketers and sellers can focus on following up more assertively with the most valuable contacts and ensuring a positive ROI on campaigns.

If you want to keep learning, don't miss our webcast “Guarantee the ROI of your Marketing Campaigns”, where we give you the keys to coordinating your marketing and sales strategies with technology.