Lead Scoring: Will Buy or Won't Buy

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Knowing which leads are ready to close and which ones need some work is a great help in any business. Lead scoring makes this easy to determine.

Need this kind of data on potential clients? Contact Fractus, we will help you organize it.

Lead scoring: a few words about the concept
The English term lead scoring comes from lead (potential client) and scoring (counting points). Lead ranking or scoring is a forecast of their sales potential, determining their value for the company.

The system came from the banking sector, where borrowers were assessed from the point of view of solvency: points were given for certain indicators to determine whether it was worth issuing a loan.

The process is automated – in this case, CRM is used. After anguilla email list 7582 contact leads entering the main data into the database, at each step of the clients, it assigns points for certain actions. Thanks to this, it is easy to arrange leads in a list in descending order of importance and work with it. The data requires constant monitoring, especially the validity of the leads – their quality, since they tend to change.

Systematization is used in both B2B and B2C companies.

Lead scoring: a few words about the concept

Types of Leads
Marketing qualified leads , MQLs – marketing leads. They are not yet “ripe” for purchase, and these are objects of work for marketers who are engaged in lead cultivation. It is necessary to additionally inform about the product.
Sales qualified leads , SQLs – qualified for sales. These are potential clients that the sales department can already work with. They have enough information and desire to purchase the product.
The need for scoring
Is such systematization necessary or can we do without it? There is indeed a need. Lead scoring saves resources and allows:

analyze the efficiency of the staff . It happens that a manager works hard, but does not bring in income. Scoring will help to find out whether he is a bad specialist or potential clients are unpromising;
evaluate the conversion rate of promotion channels . Not always a source in which an impressive amount has been invested will bring leads and pay off. And systematization will allow you to see their effectiveness and help to distribute advertising costs more successfully;
direct the work in the right direction . Separation by criteria allows you to work with target leads, and not all at once, distribute them among departments and give them what they need: information about the product, preparing it for sale, or the product itself.
Evaluation parameters
There is no single denominator for all companies. Each has its own specifics, and therefore, individual scoring criteria. But there are some common features in the actions of any company:

Create a customer portrait . Having selected the criteria important for the business, create a virtual consumer who meets these qualities.
Selecting data for evaluation . Typically, this is demographic (age, region, contact details, etc.) and behavioral (registration, site visits, form filling, content viewing, free sample requests, etc.).
Point system . Also, each company creates its own evaluation system, determines the range of points that indicate readiness to make a deal.
Evaluation parameters

Fractus at your service
Are you interested in scoring potential clients? Our company's specialists know how to help with this. Just leave a request. We will create a strategy, select a CRM and configure its parameters depending on the goals of your business, and all the data about clients will be at your fingertips. The work will become much more efficient.

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Categories: Blog , Useful articles , Sales
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