Refine Your Lead Scoring with 3 Quick Tips
A new lead scoring study from Demand Gen Report is shedding light on how marketers use lead scoring and where there’s room for improvement. Some of the results were predictable, but there were also some pretty surprising findings — especially around the perceived effectiveness of lead scoring as a whole, despite the vast adoption.
For example, although 86% of marketers use lead scoring as part of their demand gen strategy, nearly half said their initiatives needed improvement.
If your lead scoring programs could use a boost, check out these three tips.
1. Include sales throughout the entire process. According to the report, many of the top goals of lead scoring programs revolve around helping sales see the value from leads delivered by marketing. As such, it makes sense that sales should have input on the qualifications of a sales-ready lead, as they’ll be investing their time in pursuit of converting that contact.
If sales and marketing are jointly responsible for agreeing upon lead scoring criteria, both teams either win together or are both accountable if something is broken. Involving sales from the very beginning can help minimize tension and pointing the finger at marketing down the road.
Furthermore, 53% of respondents said they experienced improved marketing and sales alignment from scoring, and more than 40% saw improved conversion rates among leads.
2. Re-evaluate your criteria regularly. The survey found that most marketers review their lead scoring model quarterly, yearly, or not at all. However, Justin Gray, CEO at LeadMD, maintains that scoring should be evaluated daily.
“Scoring gets evaluated daily whether marketers are listening or not,” he said in the report.
Dedicating time to review and update your model means that your marketing team can be more agile based on the most current knowledge you have about your best buyers. Perhaps you’ve shifted your personas and now target a different type of buyer. Or maybe you’ve recently determined that a specific promotional channel is more effective than others. You need your lead scoring model to reflect changes like these, which can happen frequently.
This is also why it’s important to keep sales involved at this point of the process. They can provide the concrete feedback as to why or why not your current lead scoring model is passing over appropriate leads.
3. Dig deeper into your marketing automation platform. According to Erin Bohlin, Research Director at SiriusDecisions, “many clients activate lead scoring as part of the initial MAP implementation. As a result, the strategy often hasn’t been considered, and sales may not have been part of the process.”
As it turns out, this is quite frequently the reason marketers are dissatisfied with their lead scoring programs. “Marketing automation has rapidly gone mainstream over the last several years, and we’ll continue to see it expand, reaching beyond 90%,” said Joe Galvin, an independent B2B Sales Analyst. “However, like SFA systems, having a system ‘in place’ is not the same as maximizing or even getting value from the system.”
If you’re not comfortable with the lead scoring functionality of your marketing automation platform, take advantage of the customer resources offered by your provider. Find your provider and login here:
Head over to Demand Gen Report to access the complete survey for more in-depth insights. If you run webinars as part of your demand generation programs, be sure to check out the BrightTALK Guide to Lead Scoring for Webinars.