What is lead scoring?
El lead scoring It is an automated marketing technique. Your goal is qualify leads from a database, analyzing the interest they showed. In this way, you can determine the proximity you have with the end customer (buyer). The idea of this is to anticipate the behavior of new visitors, or to determine if the leads already registered are leads for the company or not.
Next, I am going to put a totally practical example of how we use in Millennials Consulting el lead scoring with our clients. When you see the potential of this Digital Marketing tool, you will quickly understand the concept and get down to work to implement it in your company. Let's go there.
actual example
We currently have several requests from companies. Of which there are:
20 companies that invoice more than 1 million euros per year
60 companies that invoice more than 500.000 euros per year
80 companies that invoice between 200.000- 100.000 euros per year
we are dedicated to to implement CRM in companies. As a general rule, this means that our target audience is a company that has several employees. Therefore, a priori, our goal is companies that invoice more than €500.000 per year, although depending on the company, there are always exceptions.
However, we set a Contact all companies. Based on the interest shown + the number of employees + the annual turnover, we classify the clients.
The scenario is the following after talking with the companies thanks to lead scoring.
Previous Scenario
| Business billing | I am very interested | I'm not very interested |
| 1 million | 20 | |
| 500.000 € | 60 | |
| 200.00 € | 80 |
New Scenario
| Business billing | I am very interested | I may be interested | I'm not very interested |
| 1 million | 3 | 4 | 13 |
| 500.000 € | 7 | 5 | 48 |
| 200.000€ | 2 | 6 | 72 |
Why after using Lead Scoring am I not interested in many companies that were before?
Well, there are many companies that They are not prepared for technological change. Simply, they have heard something that the CRM It helps you a lot to automate tasks etc. But of course, those potential clients are still not clear about what they want to implement those changes in the company, for now they just want information.
"Stop rolling, this Lead scoring What is it for, what use is it?
Well, the lead scoring It is phase 1 of the process of attracting clients, but you will say, why do I want segment my potential customers?
Customer segmentation is a fundamental part of a company to grow and improve. It can bring us benefits such as these:
- We will be able to understand, in a more accurate way, how the client behaves and what are the behavioral habits which usually follows.
- As well we will specify your preferences.
- It will allow us to know which is the best channel to communicate with each of the clients.
- Of course, the relationship will be improved.
- The service that will be offered to the client will be more personalized and appropriate to what they need.
In short, customer segmentation will allow us to adapt marketing strategy to be followed, based on each particular case.
Lead Scoring is what you are looking for
Certainly, using the technique of lead scoring will help you and your company to find the customers that best suit what you offer. It will give you accurate data about potential clients who would benefit from the services offered by your organization. In addition, you would also benefit from having a client totally “done for you”. It's definitely a win-win both parties benefit.
