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7 Keys to Lead Scoring Success

Guest post by: Jeff Ogden

Article Overview: Your marketing database is a great company asset, but not all are the same. Some are good leads and some are duds. Lead scoring separates the good leads from the not so good leads.

7 Keys to Lead Scoring Success

Find New Customers shares insights into lead scoring programs.

Sales is looking for quality sales leads, so a good lead scoring system can be the link between sales and marketing. But keep in mind that static measures like Budget, Access to Power, Need and Timeframe (BANT), used by most companies, is no longer adequate. Today, behaviors such as how they did a search or which page(s) they visited is more important than ever. We suggest you use a two-part lead scoring approach – a letter for ideal customer profile fit and a number for behavior. Thus, a key executive at the right kind of company who did an online demo might get an A1 status.

Here are the 7 Keys to Lead Scoring Success

1. Don’t just focus on who they are (BANT). Focus also on what they do. (Behaviors)
2. Keep it simple to start. Get sales and marketing together and just define a few measures at first.
3. March the goals with compensation. If you want qualified leads, don’t pay on website visits.
4. Stick to measurable data. Choose measures with hard number.
5. Re-evaluate your program every quarter. Is it working as well as it could? Keep tuning and enhancing it.
6. Get sales to buy in and follow-up based on rating. For instance, an A1 or B1 lead needs a follow-up from sales within 24 hours while a B2 lead can wait 48 hours.
7. Rate the impact of lead scoring. Break down actual deals and uncover what really happened. This will enable you to evaluate the effectiveness of lead scoring.

Marketing automation software such as Eloqua, Marketo or Silverpop offer strong capabilities to set up and track your lead scoring programs. Do a good job with yours and you will see higher revenue, happy salespeople and a much more efficient process between sales and marketing.

What do you think? Do you have other examples of enchanting bosses? Or examples of non-enchanting bosses? We love comments and people who share.



“Find New Customers can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.

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Article Tags: b2b lead generation, b2b lead scoring, btob lead generation, btob lead scoring, demand generation companies, demand generation company, find new customers, lead generation companies, lead generation company, lead scoring



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