The key is to keep prospects engaged, nurture their interest, and gently guide them to take desired actions, such as requesting demos, signing up for trials, or exploring more resources.
Lead scoring is a vital tool in the lead nurturing process, allowing businesses to prioritize their efforts and allocate resources effectively.
It involves assigning scores or rankings to potential customers based on their interactions and engagement levels.
By quantifying their level of interest, we can focus our attention on the leads that show the greatest potential to convert. However, striking the right balance is crucial. We must resist the temptation to lower the bar in order to qualify more leads at&t email list as marketing qualified leads (MQLs). Quality must remain the guiding principle to ensure that the leads that move through the sales funnel have a genuine interest in our offerings.
Let's use 3 simple lead scoring examples to make our point.
The actual numbers used don't make much of a difference, I've seen 1-10 used to rate stocks and thousands used to rate demographics, firmographics, engagement, etc.
For our purposes, each activity is scored out of 5. Obviously, higher scores are harder to get, so difficulty increases from left to right.
If I use 20 as my lead scoring threshold, I probably have a good chance of creating an MQL that shouldn't be there and wasting the BDRs' time on outreach.
If we extrapolate this to thousands of leads per month, we have a lot of workflow or a lot of wasted spend depending on which option you choose.
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