As a lead demonstrates a higher degree of sales readiness they move down the marketing and sales funnel. Lead scoring is a way to identify and move hot and cold leads as well as try to warm up cold leads. It helps to convert leads into customers by prioritising those leads most likely to convert.
This is one of the frameworks you can add to your CRM system to become more agile, customer-centric, and strategically effective with your marketing and sales resources.
Getting Started
Sequences of events can be transformed into a Lead Score so that next time someone shows that behaviour and demographics our CRM system will highlight this contact - and ping sales to check the lead.
A Marketing Qualified Lead (MQL) is a lead that we believe is more likely to become a customer compared to other leads based on certain criteria. The determination is a conversation between sales and marketing. Work backwards by agreeing on - and recognising key purchase triggers and Ideal Customer Profile.
Questions to explore before you start
- What are the attributes of leads who became customers (company size, industry, job title)
- What are the attributes of leads who did not become customers (budget, product fit, title, buying power)
- Which attributes indicates if someone is a good fit or bad fit for our product?
Lead Scoring is a combination of fit and readiness that can facilitate great conversations. This are how we could define fit and readiness ☟
A focus on Fit: contact with job title Business Partner, works at financial services company, located UK + 5000 employees.
A Focus on Readiness: a contact with any title, works at any company, requested product demo, opened the newsletter, clicked links in newsletter.
