What is Lead Scoring?
With scoring, marketers assign values based on behavior and demographics and set a threshold for the total points needed for a lead to pass over to sales.
It may sound complicated, but it’s actually pretty simple. Does the prospect have the right job title from a company within your target market? Did they attend a webinar, visit your pricing page or download key collateral? A lead can be scored on all of these items so you know who is the most likely to buy.
If you don’t have this information readily available, a meeting with sales may be all you need. Take a look at your current customers to define key characteristics, review recent wins and simply discuss what makes someone a good lead.
With a general understanding of key activities, you can get started on setting up a scoring model. You’ll focus sales’ attention on the most valuable leads and marketing will look like a superstar by prioritizing prospects that matter most and delivering more qualified leads.