How to Convert Leads Effectively with Little Sales Resources? Automated lead scoring and qualification.

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It’s a nice problem to have – more leads than the sales team can process. However, sometimes it’s not the high-quality leads and the pre-qualification is required. This allows to better understand if there is a real project under the lead or it’s a potential project for the next 6-18 months or just an educational effort.

For this qualification there can be different approaches like:

  • Manual pre-qualification (usually called inside sales);
  • Automated pre-qualification (used with lead scoring).

If you’re facing a pre-qualification problem because you don’t want to hire the additional inside sales resource there can be an automated lead scoring approach put in place to help. Let’s review how this can be done for a B2B company with a limited sales team resource.

If you’re performing lead generation campaigns, you might get the leads in a form of whitepaper and/or e-book downloads, webinar registrations, plans or template downloads, etc.. All this should go into your lead nurturing system – no question in B2B areas where the sales cycles are long.

Nurturing engagement scoring

The typical and straightforward email nurturing campaign can look like this:

nurturing engagement lead scoring

This is the sequence of 8 emails sent once a month. The scoring can be applied based on the activity of the lead during this nurturing campaign. In this particular case the email open is scored at 5, the click on the link inside it is scored at 10 and the reply is scored at 15. This is the simplest but already describes if the lead is really interested in your materials or just accidently downloaded something that you provided in your advertising materials.

Website activity scoring

The typical approach to score the lead inside the nurturing systems apart from engagement scoring is to evaluate the activity on the website. Based on the fact that some specific pages were visited, the time on them was bigger than average for the website or some other assumptions the leads can be organized in order of priority to follow up too.

Here is the most generic example:

website activity lead scoring

The deep website visit gives the user 7 additional points. What’s meant here by “deep”? It’s really simple – just more than 5 pageviews per session.

website activity lead scoring

The long website visit also gives the user 5 additional points. I give it a lower amount of scores because the time on page can’t really be measured precisely, so it’s not a metric in which I am 100% sure. What’s meant here by “long”? It’s really simple again – just more than 3 minutes spent on the website.

website activity lead scoring

Contact information scoring

Not only activity and engagement matter. The active and engaged user may not have enough power to enforce decisions in B2B sales. That’s why it’s very important to add the profile scoring in the model. Here’s a typical prospect example for a software security company dealing with Microsoft infrastructures (typical long B2B sales cycles):

Contact information lead scoring

Who is a decision maker here?

If your web form is connected with the nurturing system, then you can analyze the title of the lead and if it correlates with the C-level executives (if you target them), then it could be a high additional point into the overall scoring. The same can be done for special titles like in the below case:

If you’re acting locally, then you can prioritize based on the country from the form:

Lead profile scoring

Conclusion

Summarizing all said below, I’d say that automated scoring can be used when the sales resources are short and they need to be focused on closing – not prospecting. The scoring model listed above is only the example of what can be done to better understand the capabilities of the existing nurturing systems (Autopilot and NET-Results in this particular post). When your lead reaches the specific level of points, only after it goes into CRM itself to be followed-up by the sales team which helps to reduce the prospecting time.

Andrei Iunisov is an independent digital marketing and freelance SEO consultant for B2B and B2C with 13 years of experience on a global level. Since 2006, Andrei has been involved with digital marketing and SEO in the rapidly growing software development company Parallels in Seattle, Washington. In 2009, Andrei founded the first web analysis agency in Russia. The list of Andrei customers includes TOP-100 Russian and international companies from all industries. In 2014, the business was sold to the largest independent online advertising holding company in Russia - iConText Group. Andrei has been offering digital marketing, SEO consulting and digital transformation services for various companies from all economic sectors worldwide since 2016. Andrey regularly shares his expertise on his personal blog.

Clutch recognizes Andrei Iunisov as a digital marketing expert and industry leader.

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How to Convert Leads Effectively with Little Sales Resources? Automated lead scoring and qualification. It’s a nice problem to have - more leads than the sales team can process. However, sometimes it’s not the high-quality leads and the pre-qualification is required. This allows to better understand if there is a real project under the lead or it’s a potential project for the next 6-18 months or just an educational effort. 2020-05-11
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