Use lead scoring to target highest potential leads
The more sophisticated lead generation systems have lead
scoring in place for the initial capture of interested leads. For example, a lead who has already
downloaded two white papers and attended one webcast has a higher value than a
lead who only requested one paper.
Scoring can be applied to the quality of the lead in terms of how well
it matches “the perfect lead”. For
example, more lead score points can be attached when the lead is from the exact
target industry, or a desirable ZIP code, or a decision-maker title.
With lead scores available, the lead nurturing program should
leverage this data to deliver different drip emails to higher-scoring leads
than to lower scoring leads.
Also, during the weeks or months that a prospect is being
nurtured, prior to being upgraded as a more qualified prospect, the prospect’s
lead score should also be adjusted based on his or her behavior in receiving
drip emails. The previous section noted
which items should be measured for the purpose of continuous improvement. The same metrics should also be used for the
purpose of adjusting prospects’ lead scores.
As a prospect opens each weekly drip email, perhaps the lead
score will be increased by 100 points.
As they open an email and then click through to the website to learn
more, they might earn another 500 points.
Of course, visiting subsequent web pages after arrival should be earning
more lead score points anyway, so that activity also increases the score for a
given prospect. Finally, the prospect’s
lead score should be decreased when he receives an email but doesn’t even open
it.
Get the white paper, Top Five Rules for Using Lead Nurturing To Increase Sales, to learn all five tips for maximizing sales effectiveness. Click here to get your copy: http://www.wingreenmarketing.net/Pages/WPTopFiveRulesforUsingLeadNurturing1.aspx
No comments:
Post a Comment