Lead Scoring: Strategies to Get More Clients

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As you know, customer or lead conversion, that is, customers buying our products or services, is vital for the success of any online business. And to do so, we must arouse the interest of the user or potential buyer.

Specifically, a lead is the interest shown by a customer in our products, services or information that we provide on the online communication channels used by our company. Thanks to Big Data and web analytics, we can understand user behavior and thus improve their shopping experience.

If we implement the lead scoring technique, that is, an Inbound Marketing technique , we will obtain better results. We will establish the client's level of interest. If it is relevant, we will be able to establish its follow-up during the purchase process by comparing it with other important leads for the company.

Knowing the level of interest and involvement of the user at all times will allow us to identify business opportunities. But to achieve this we will need to develop a series of strategies that will allow us to attract more customers. These are:

Define our buyer persona and objectives
We need to establish an ideal client. This will serve as a guide for making the most of our database of potential clients. But to do this we need to identify our buyer persona very well .

It is also important to define, on the one hand, the situation we are in, that is, whether there are already conversions. On the other hand, we will establish what objectives we want to achieve with this lead qualification strategy.

Knowing the characteristics of our qualified leads
A MKL or marketing qualified lead is one that matches our buyer persona and can become a customer. That is why it is important to gather information about them. We will collect their contact information, company name, number of employees, geographic location, etc.

Similarly, we will try to obtain data that reflects the interests and colombia email list needs of the person. We will evaluate both the level and quality of these users' interactions with our services, products or information.

Implement a scoring system
Based on these collected characteristics, we must establish a score for each of the aspects. For example, if we obtain the user's phone number, email, how they access our website (directly or through Google), open our emails, etc.

To this end, we will establish a series of variables based on the objectives outlined in our marketing plan. The value we give to each of the leads will determine whether or not they are important for our business.

Setting the score must have a sales qualified lead
We need to determine the minimum score for a lead before closing a sale. These types of leads are called SQLs or sales qualified leads. Others call them “warm” leads. This means that those leads with the highest score are closer to making a purchase.

It is vital to define this assessment well because it will make the sales department's job easier. As a result, the conversion rate will increase.

It is important to review this lead scoring strategy periodically because the level of interaction of the leads varies over time. Therefore, it is advisable to use marketing automation tools to automate this process. Another option is to leave this process in the hands of experts such as BCM Marketing .