Predictive Lead Scoring…It’s So Hot Right Now
For practitioners of marketing automation and funnel-based marketing, lead scoring is a hot topic.
It seems great: you can track Suzy the second she lands on your site. You see she has downloaded a white paper and hovered over your contact button, so she must be a good lead! Multiply this by 10k, and this is what lead scoring essentially does. Lead scoring helps ensure sales teams are only working the most sales-ready leads.
B2B customers make 80% of their buying journey before interacting with a salesperson.
If you believe all the tech companies out there, lead scoring is best thing since sliced bread. Along with its popularity comes many misconceptions. While it’s useful to reach a lot of objectives, it only resolves a certain set of problems, like aligning marketing departments more closely with sales and measuring results of campaigns.
Yes, Technology Can Help
Yes, online tracking and analytics packages provide sales and marketing teams the intelligence to better understand and serve potential customers. By monitoring and interpreting prospects’ online behavior, marketing can provide insights into the buying cycle that had been previously unavailable.
However, Technology Is Not Everything
Lead scoring utilizes marketing automation systems that are designed to scale-up marketing. However, it can’t serve up foolproof leads. It can’t provide the messaging needed to get prospects to bite, either.
Rising Awareness of Lead Scoring
This is driving a mindset that it is a must-have solution for every business’s sales and marketing alignment efforts. While it is a viable approach for optimizing marketing efforts, lead scoring can just as easily have little impact and waste valuable time and resources if applied unnecessarily or incorrectly.
At a higher level, the first thing organizations need to do is understand whether they need lead scoring at all.
Ready To Talk Lead Scoring?
We can help with that, as well as develop a lead scoring and content marketing strategy hand-in-hand while planning for a process of refinement, optimization and ongoing collaboration.
Contact us today to discuss our lead scoring services.