How Lead Scoring Can Qualify Potential Clients for More Sales
Your business may have a large number of leads in your database, but many of these prospects may be a hard sell without the right research. This is where lead scoring comes in, which helps you better determine more precisely a potential buyer’s interest.
Marketo puts it this way: “Leads are scored based on interest they show in your business, place in the buying cycle, and overall fit with your business.”
A study by Ascend2 shows that 59 percent of companies desire to improve the quality of their leads for more sales:
Lead scoring can help your business target specific information from your prospects such as the level of interest based on social media interactions and responses to email campaigns or website forms. Once you have a list of qualified leads you can start the research process or hire a sales professional or team to work with you to accomplish this.
With the advance of technology businesses can gather more precise, science-driven data through what is known as “predictive lead scoring,” which is replacing the “traditional lead scoring” model that requires tedious research, intuition, and guesswork based on the behaviors of prospects and buyers.
Today’s predictive method involves online software gathering information from your website and marketing efforts, and then calculating how likely a lead is going to make a purchase:
Image courtesy of Forbes.com
As computerized algorithms track your lead data there are several factors that are taken into consideration when calculating the results such as:
- Professional background and contact information
- Financial demographics
- Industry
- Activity on social media
- Income level
- Website traffic
- Website interactions
- Purchase history
- Company size
Because there are so many interactions that are online today predictive lead scoring provides more accurate results for businesses to qualify leads. As millions of success factors are taken into account this scientific method provides more statistical data that can help narrow your results and help you focus on the right prospects.
As your business grows its client base lead scoring is a good investment that will help save time and reduce wasting efforts on people who may or may not be interested in what you have to offer. There are several professional tools available to help accomplish this, including HubSpot, Sirius, Infer, and Datafinder.
Use this precise data to increase your business sales and bring in more qualified leads without the need to approach prospects to find out if they are willing to make a purchase.
Susan Gilbert
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