How do you apply lead scoring?
Lead scoring is a method used to classify prospects on a scale that represents the value each lead has for the organization. By adding scores to predetermined behavior such as pages visited, forms filled in, social likes, novelty, frequency and monetary value, (type of) requested information such as whitepapers or brochures, an individual relationship is assigned a certain score.
The score you give a relationship via lead scoring determines the position of the relationship in the sales funnel. This score can trigger interactions or, for example, a follow-up by a sales representative. You can apply different types of lead scores throughout the entire customer life cycle . For your prospects, this could be the division between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). For existing customers, you can, for example, distinguish between involved and non-involved customers.
Let's take an example to make this last situation a bit clearer. An organization that sells shoes applies the following lead scoring:
Purchase of a pair of shoes: + 20
Purchase of accessories (shoe polish, laces, soles): + 5
Monetary value in the past year> €250: +30
Monetary value in the past year < €25: -20
No purchase in the last 6 months: – 15
Created an account on the website: +10
Like on Facebook: +5
Visit to the homepage: + 10
The newsletter opened: + 1
Click on a link: + 10
Share to social: + 15
Cancellation: -25
Sent email bounces: – 30
No opened mail in the last three months: – 10
No click in the last 6 months: – 15
Anyone who scores positively is engaged. Whereby you label the relationships or customers who score higher than 45 as your true brand ambassadors . Anyone who scores negatively is seen as disengaged. As you can see in russia mobile phone number list the infographic below, a different approach and marketing strategy applies to each group.
For example, you can include uninvolved customers in a marketing process in which you familiarize them with your brand and make them enthusiastic about your products. You can approach involved or loyal customers with loyalty campaigns or encourage them to share your products via social media. Personal data is certainly suitable for personalization, but it does not provide a picture of the actual purchasing intention of your relationship. By using lead scoring, you are able to approach your relationships in a targeted manner based on their behavior. This allows you to communicate in a relevant and personal way, resulting in a better and higher conversion.
What is lead scoring?
With the infographic below I would like to make it a little clearer how lead scoring works exactly.
lead scoring infographic
What is lead scoring? Explained in a few steps.
Are you already working on lead scoring? I'd love to hear more tips and comments in the comments!
Photo intro courtesy of Fotolia.