Engage visitors into the conversion funnel and convert them into applications on landing pages and websites.
Assess leads to determine their readiness to close a deal and route them to sales at the right time (MQLs, SQLs).
Nurture leads that are not yet ready for the main conversion action.
Evaluate sales results to improve the process.
Trying to save time by sending leads directly to the sales department—which 62% of B2B marketers do—doesn’t end up being particularly encouraging: only 27% of the total number of leads will eventually “mature” to the point of closing a deal.
Why do marketers use Lead Scoring?
Why score?
To the question posed in the title of this paragraph, respondents answer as follows.
The main challenge for a marketer when evaluating leads is hong-kong phone number data determining whether a potential client is ready to make a purchase or sign a contract right now.
Answering the following questions will help you develop a reliable definition of readiness:
Does the lead have the authority to make a purchase?
Has the counterparty company allocated a budget for this?
When is the deal expected to close?
Does the deal need final approval?
Is now a good time to end it?
Look for applications that meet these 2 criteria:
having the highest potential value;
as close to closing as possible.
Many lead qualification systems are based on the use of the following set of interrelated criteria:
Demographics - age, gender, income level.
Psychological - personality type, clearly expressed preferences.
Geographic - location.
Behavioral - likes, dislikes, habits. These characteristics determine the most appropriate channel of interaction with a potential buyer - email, website, social network.