A New Approach to Lead Scoring in Marketing Qualified Leads

Lead scoring is a process used by sales and marketing teams to assess the acceptability of B2B leads, or future customers, by assigning values depending on their behavior concerning their interest in products or services. 

Marketers may employ a variety of behaviors to contribute to a lead’s score, such as the number of pages viewed and searches made on your site, whether or not customers downloaded any materials from your website, and whether or not they arrived at your webpage through an email click-through. A lead scoring prototype is made up of some elements.

Marketing Qualified Leads (MQLs) are: 

At the conversion funnel’s Awareness and Evaluation phases 

Maybe they’ll convert, but they’re not ready to buy yet. 

Have looked through your marketing efforts but have yet to hear from your sales team 

You may score your leads using one of three sorts of data: 

Explicit information is defined as information that the lead has supplied to you on purposes, such as contact information and personal information entered via a web form (like name, email address, employer, job title) 

Embedded data is characterized as data acquired or inferred from a lead’s behavior when engaging with your website and other marketing materials (as pages visited, products viewed, app downloaded) 

Whatever you can gather about the customer from their social networks or connections with your firm on various social media platforms is referred to as social. 

To create a meaningful scoring system, you must be able to look at previous sales and determine the factors that regularly yield conversions. 

Do You Need Lead Scoring? 

Lead scoring can be highly beneficial to your sales team, but not every company will be able to reap its benefits. 79% of B2B marketers do not use a lead scoring system—and this isn’t always since the notion never took place to them. 

Evaluating leads is most successful when the number of leads handled by your sales team is significant enough to necessitate some type of filtering or prioritizing. This will never be an issue for certain tiny or specialized B2B enterprises. Unless you’re receiving a lot of leads and they’re all converting, what should you do? Recruit new salespeople. Scoring does not always make sense for firms that are still working on lead generation and investing much time in the lead. 

Some other factors to delays lead scoring is insufficient data. If you may not have enough data to build a realistic customer profile, it will be difficult to develop a model to assist you to discover your SQLs. 

Sales teams require a plan to guarantee they are talking to customers at the proper time in the purchasing process to close a transaction. 

Here are some recommended lead scoring strategies to assist teams in generating more marketing qualified leads and increasing sales income. 

1. Align sales and marketing 

Aligning the sales and marketing teams is one of the first stages in implementing a lead scoring mechanism. Over time, sales teams begin to notice patterns in discussions that convert into pipeline prospects. These patterns involve who is making decisions, what challenges they are aiming to solve, and what pain points prospects are experiencing. Sales teams are considerably closer to the leads as a result of these talks than marketing teams. 

Marketing departments may collaborate with sales to understand which demographics result in favorable point assignments and which content qualified prospects were interested in. With this information, marketing teams may begin to construct a scoring model that combines past sales forms. 

2. Define buyer persona and customer profiles

Creating thorough personas and customer profiles allows marketing teams to identify leads that fit that description. Buyer personas are comprehensive but fictitious depictions of a company’s target customer. 

Sales and marketing teams assign scores to the target audience and additional points when prospects engage with campaigns or material specific to that group, indicating that this is a warm lead for the sales team. It is critical to identify marketing-qualified prospects by assigning ratings based on demographic data (MQLs). 

3. Determine a lead scoring threshold

Lead scoring strives to generate sales-ready leads, also known as MQLs. When potential customers become MQLs based on demographic data or past activities, they have passed the lead scoring barrier. 

The lead scoring criteria can be any number, however, an MQL score of 100 may be a good place to start, and each action may be suitably weighted. When a lead’s cumulative score reaches 100, an internal procedure is triggered to alert sales teams that the lead is a sales-ready MQL. 

4. Assign positive scores for customer actions

That now the organization has established a lead threshold and specific profile demographics contribute points to the total score, allocating points based on online activity will assist move those prospects closer to MQL status. The above example demonstrates how customer activities earn points. Among these acts are the following: 

  • Regular visits to a website over some time; 
  • numerous content downloads or event registrations; 
  • visits to a pricing page; 
  • opened emails; 
  • contact form submissions; 
  • blog views; 
  • call-to-action clicks; 
  • social media account follows; and 
  • hits on paid ads. 
5. Include negative attributes

Positive point totals get leads closer to an MQL, but negative scores are equally critical to identify. To assess if a lead is a suitable fit, a lead score threshold should consider several factors, including unfavorable encounters with a brand. With negative ratings, sales and marketing teams can identify which leads are hot and when it is appropriate to connect with them. Examples of negative scores also include the following: 

  • The customer unsubscribes from email communications;  
  • the email bounces;  
  • the customer does not match the title or role of the target audience;  
  • the customer’s annual revenue is less than the target company profile;  
  • and the person fills out a job application, implying they are not a leader who could become a customer. 
6. Integrate marketing automation and CRM tools

Although the company’s business embedded device analyses and assesses a prospect’s activity, sales teams conduct most of their work in the CRM database. Whenever these two products work together, a sales professional may examine a lead’s behavior on their contact record and know the activities or campaigns that the lead participated in. When a sales representative contacts an MQL, the data that passes between these two platforms is critical. 

Whenever a lead becomes an MQL, administrators may use the combination of marketing automation and CRM solutions to establish automation rules that notify or assign these leads to certain representatives. In the previous example, where Lead B scored above the threshold, the marketing automation system informs the CRM system that this lead is an MQL, and the CRM system notifies the lead owner that they can contact the customer and begin sales qualifying discussions, hopefully resulting in a pipeline opportunity. 

7. Determine score decay

The fewer involvement leads have with a brand, the more likely it is that they are uninterested in a potential buyer. Leads who engage regularly, on the other hand, are more likely to become MQLs. If a lead no longer visits the website regularly, does not open email messages, or does not act on any current campaigns, points should begin to dwindle. While each company’s score decay mechanism is different, a decent rule of thumb is to score points over time: 

8. Track MQL conversion rates

Sales and marketing organizations must examine MQL conversion rates to assess whether or not a lead scoring methodology is effective. MQL conversion rates indicate how many MQLs are converted into sales-qualified leads (SQLs) or opportunities. The results of this study may necessitate a rethink of a marketing team’s lead scoring function. 

Measuring the percentage of MQLs that convert to SQLs provides teams with insight into the quality of preparedness of these leads as they progress through the lead scoring process. If only one out of twenty MQLs becomes a SQL, the sales and marketing teams may be qualifying leads too fast, and they should change the scoring barrier or score assigns. 

9. Revisit lead scoring models frequently

If hot leads aren’t converting into prospects, or if a marketing team is continuously launching new campaigns that necessitate their unique scoring model, sales and marketing teams should arrange regular check-ins to assess the efficacy of the present model. 

A quarterly conference between sales and marketing teams allows them to evaluate if the lead scoring process is working, where there is growth potential, and what scores must be adjusted depending on performance. 

10. Talk to customers

Marketing teams should send out score surveys regularly, but they should additionally interview or poll clients beyond that. Customers frequently have a different experience than what sales or help would explain, therefore it’s critical to consider all aspects of their journey. 

Outside of demographic data that helps with company and persona profiles, the best information you acquire when conversing with customers is specifics about what prompted them to make their purchase. Businesses would like to understand what drives clients to convert rapidly or what activities aided in their decision-making process, whether they have short or extended sales cycles. This enables marketers to provide more content or campaigns that are in line with those customers’ experiences. 

That now you understand the value of MQL marketing, it’s time to start writing your own. Consider the suggestions we provided above just to begin discovering and acquiring more quality B2B leads. 

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