Lead Scoring
Lead scoring is a methodology used to rank prospects against a scale in numerical values. It uses rules to positively or negatively score leads based on characteristics and actions.
How Lead Scoring Works
Lead scoring assigns a numerical value to each lead, indicating their potential as a customer. This score is determined by various factors, including demographic information, firmographic data, and behavioral data.
Example of Lead Scoring Criteria:
Demographic data: Company size, industry, location.
Firmographic data: Revenue, number of employees, technology usage.
Behavioral data: Website visits, content downloads, email opens, demo requests.
Engagement data: Social media interactions, webinar attendance.
Lead Scoring Model
A typical lead scoring model assigns points to different lead attributes. For instance:
Positive points: Visiting pricing page (+10), downloading a whitepaper (+5), attending a webinar (+15).
Negative points: Unsubscribing from emails (-5), clicking on "not interested" (-3).
Once a lead reaches a predetermined score threshold, they are considered qualified and passed to the sales team.
Benefits of Lead Scoring
Prioritization: Helps sales teams focus on high-quality leads.
Improved efficiency: Reduces time wasted on unqualified leads.
Enhanced customer experience: Tailored interactions based on lead score.
Better sales forecasting: Accurate prediction of sales pipeline.
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