Many companies now have the opportunity to utilise sophisticated marketing tools to expand the use of their websites. A number of the sites we have built in Kentico, have a wide range of tools within Kentico’s EMS solution, but with so many options it can be daunting and occasionally the basics can be forgotten when people just want to dive in and get on with using these shiny new features!
Taking one step at a time is key, and in this case we’re going to look at the basics of lead scoring. This is a tool that has been around for a while, but if you are new to Digital Marketing then make sure you make time to plan first, no matter what feature you are using.
What is lead scoring?
Lead scoring is all about identifying a leads interest and monitoring their progress in their journey through your site. The aim is ultimately to identify those who are likely to make a purchase or contact you for further information, and recognise those leads who would benefit from additional marketing.
Leads that are of interest are defined by a points system, where points are assigned based on the activities of users on the site. These points are assigned based on a number of rules that are planned out in advance, in order to rank leads and target only those who appear to have a genuine interest in your site. The scores are based on relative sizing, so you score based on a rule’s importance compared to that of other rules. The process is trial and error and realistically for the first few you won’t know what score they should be, but you can size other rules based on those.
What can lead scoring achieve?
Lead scoring can be used for a number of reasons. First of all, it can help you identify and target useful leads. Perfecting your scoring model over time can then also help you refine your sales process and understand your customers better, including what actions are likely to lead to a sale or the lead contacting you directly.
Administrators can be alerted when a lead meets the point threshold which defines them as a key lead. This then gives you the chance to try any relevant marketing activities to help steer that lead to contact you directly or make a purchase.
Do’s
Don’ts:
The key to lead scoring is planning, and ensuring that you refine your scoring model. It is almost impossible to get lead scoring right first time but, by reviewing it regularly, you can develop a useful model to assist your sales and marketing teams in targeting good leads.