Let’s say you’ve done all the earlier marketing steps:
- You hired a pro and developed buyer personas. (If you did, you are ahead of 98% of companies out there today.)
- You created content marketing - ebooks, white papers, videos, case studies, etc.
- You bought marketing automation and set up lead nurturing
First, let me ask you to grade yourself on marketing:
Now there is one last question to answer: When a prospective customers visits our website and signs up for lead nurturing, how do we now when they are ready to buy and hand them to sales?
The answer is lead scoring!
By the way, I’ve been looking at companies in the Tampa/St. Petersburg area of Florida, trying to find a smart and savvy firm that excels at marketing, so I could use them as an example. It was hard, because most area companies are terrible marketers - which this marketing expert can diagnose just by reviewing a website.
I did finally find a good one and their name is ConnectWise. (Check outs their website to see how good marketing is done and why you need a marketing leader like a Chief Marketing Officer, like they have.)
To set up lead scoring, think hard on what demonstrates buyer behaviors.
- Visit to the home page - low value
- Viewer of a customer case study - higher value
- Viewer of a product demo - even higher value
- Visit to your Careers page - negative value
Once you’ve decided on what defines good behavior, assign point values and put them in your marketing automation software. Don’t worry about being exact, because you can always change it later. You also want to define a point value that makes a Marketing Ready Lead, such as 75 or 100 points.
Lead Scoring fits Lead Nurturing like a glove. Do it and help your business prosper!
Want help in your company setting up programs like this? Just fill out this short form:
What do you think? Love comments here.
This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor - President of Find New Customers. You can follow me on Twitter Follow @fearlesscomp
