Lead Scoring – What It Is And Why You Need It

For sales teams, there’s nothing worse than being swamped with high volumes of leads that vary in quality. It means resources are spread thin, and time and effort are wasted on leads that aren’t a good fit, when they could be poured into higher-quality ones. By implementing lead scoring, your business can prioritize its sales and marketing efforts by focusing on qualified leads – people who are more likely to become paying customers. Lead scoring will allow you to evaluate the quality of leads before you put your most expensive resources (sales people) to work. And when you do, it’ll help prioritize their workload so they start with the most promising leads first. Lead scoring helps align sales and marketing teams, as it provides a common framework for evaluating leads and determining the most appropriate actions to take. It means time and resources can be spent more efficiently, increasing the chances of closing deals and generating revenue.

In the early stages, lead scoring can be relatively simple, a combination of demographic score and behavior score. Lead scoring is designed to pay attention to details such as website visits, page visits, and repeat visits within a given time frame. It can even be tied to activities, such as the percentage of a video watched. Once you have it set up, you need to track results and fine tune the entire model. Should your company be enjoying a high conversion rate, from people with low lead scores – that might indicate there is a problem with your chosen lead scoring criteria that you should review. Similarly, if people with high lead scores yield a poor conversion rate, then adjustment needs to be made. Put simply, any implementation of lead scoring needs to ensure a strong match between the accuracy of lead scores and conversion rate. It might sound more complex than what it really is. But here’s where our experience of 100+ implementations comes into place, so we can ensure the client will understand how to analyze the data and make the right decisions towards improving the whole engine. In our most advanced clients, we’ll be able to define more detailed scoring models to pay attention to topics of interest, churn score, upsell and cross-sell scores and much more.

In terms of your martech stack, Marketo is a singular solution that lets you attract, segment, and nurture customers. It tracks everything, so your digital marketers have all the data they need to identify high-quality leads.

Marketo is a great marketing tool, and it doesn’t require a high level of technical expertise to successfully implement its key features, such as lead scoring. For multiple reasons – including accurate insights, consistency and fairness, and better segmentation and targeting – effective lead scoring also relies on a ‘clean’ data set.

At Kapturall, we combine a deep knowledge of marketing and sales with technical expertise in Marketo. On top of that, our Data Health Check helps ensure the hygiene of your data before we help you set up lead scoring.

As your customer segments become increasingly complex and niche, we’re by your side to help you build a long-term lead scoring system that evolves with your business, so you can deliver better numbers and improve your business impact.

Discover how the experts at Kapturall can support lead scoring for your business. Contact us