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August 03, 2018
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Lead Scoring is the strategy to get more customers

Easily identify your customers who are interested in buying your products and services

As you know, lead conversion, that is, customers buying our products or services is vital to the success of any online business. And to do this, the interest of the user or potential buyer must be aroused.

Precisely, a lead is the interest shown by a customer in our products, services or information that we provide in the online communication channels used by our company. Thanks to Big Data and web analytics, we can know how users behave and improve their shopping experience.

If we implement the lead scoring technique to this, that is, an Inbound Marketing technique, we will obtain better results. We will determine the degree of interest of the client. If it is relevant, we will be able to follow it up during the purchase process and compare it with other important leads for the company.

Knowing the degree of interest and involvement of the user at all times will allow us to identify business opportunities. But to achieve this we will need to develop a number of strategies that will enable us to attract more customers. These are the ones:

Define our buyer person and objectives

We have to establish an ideal client. This will serve as a guide to make the most of our database of potential customers. But for that we must identify very well our buyer person.

It is also important to define, on the one hand, the situation in which we find ourselves, that is to say whether there are already conversions. On the other hand, we will establish the objectives we want to achieve with this lead rating strategy.

Know the characteristics of our qualified leads

A MKL or lead qualified for marketing is one who corresponds with our personal buyer and who can become a customer. That is why it is important to gather information about it. We will collect your contact details, company name, number of employees, geographical location, etc.

In the same way, we will try to obtain data that reflects the interests and needs of the person. We will evaluate both the level and quality of these users’ interactions with our services, products or information.

Implement a scoring system

Based on these collected characteristics, we must establish a score for each of the aspects. For example, if we get the phone, the user’s email, how to access our website (directly or through Google), open our emails, etc..

To this end, we will set a series of variables according to the objectives set out in our marketing plan. The value we place on each of the leads will determine whether or not they are important to our business.

Set the score must have a qualified lead for sale

We must determine the minimum lead score before closing a sale. These types of leads are called SQLs or leads qualified for sale. Others call them “hot” leads. This means that those leads that have the highest score will be closer to making a purchase.

It is vital to define this assessment well because we will make it easier for the sales department. As a result, we will increase the conversion ratio.

It is important to review this lead scoring strategy periodically because the level of lead interaction varies over time. Therefore, it is advisable to use marketing automation tools to automate this process. Another option is to leave this process in the hands of experts like BCM Marketing. Shall we talk?




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