Lead Scoring

Your buyer interacts with your brand and value proposition with often unseen behaviors. They click, read, examine, search and react to your message.

In the past, the buyer was expected to serve themselves by coming to your website and feast on depths of information presented in a brochure fashion. Today, because of the lack of attention, the buyer wants answers quickly and easily. This information can be fed in an automated fashion based on their preferences which are developed via artful interaction with your marketing automation system.

The marketer today has the challenge of scoring all the desired behavior and weighting these scores. These scores can be kept in an augmented data file where actions or communications can occur based on trigger points.

For example, if a buyer reads a newsletter, clicks on a site and downloads a whitepaper, they could accumulate 10 points for the newsletter, 15 points for the click and 25 points for the whitepaper. If your marketing automation campaign is set up correctly, a special offer could be sent when the buyer’s profile reaches 50 points. In this case, the condition is met.

Numerous conditions can be set and tracked based on the rules and workflow of the marketing automation system. Human beings in sales roles have to assess such body language qualitatively. Your marketing automation system can be set up for perfect consistency and follow-up based on the refined rules your organization learns and implements.

In the concept of Lead Scoring, it takes talent to architect effective campaigns that interact with the buyer at the right time with the right value. The strategy of building and growing a buyer’s lead score drives more qualified leads for revenue opportunities.

Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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