Lead Scoring
Lead scoring is a qualitative measure of a lead or prospect. The score is re-evaluated on every prospect interaction that passes through the response funnel – a registration to download a webcast for instance. A score can be based on demographic information and the prospect’s entire behavioral history. Once a new interaction is scored, it can be used to determine how to respond. For instance, a firm may decide to send only A and B level leads to the Sales Channel, and retain the C and D leads in the marketing database for further nurturing. An automated lead nurturing campaign may be in place to handle the C and D leads. Such a campaign could engage them with educational offers, gather more information from them with dynamic forms, and generally move them towards being ready for engagement with Sales representatives.
Key Features
- Sophisticated scoring based on all prospect past behaviors including website visits, registrations, attendance, opportunities, account specific information
- Scoring can also include all demographic data such as location, firm size, job title, and industry
- Scoring can be configured so that people associated with an account that has an opportunity can automatically get higher scores
- Scoring can take into account “derived attributes”. For example, new leads from a named account list can be identified, given a high score regardless of their activity, and sent immediately to the account owner
- Scoring can even be configured to ignore certain behaviors such as subscription updates
Key Benefits
- Ability to include opportunity and account data in scoring enables better decisions
- Ability to include derived attributes in scoring means that specific new leads can be fast tracked to Sales instead of languishing in the marketing database
- Scoring prior to routing means that the score can be used to determine which queues to send a lead or response to, and if notifications need to be sent to sales or marketing staff