Firstly, time is precious. No more so than in sales. Wasted time leads to the inevitable: economic leakage. Furthermore, it reduces sales commissions. Lead scoring can help.
Shock figures suggest that sales teams only spend 39% of their week on role-specific tasks i.e. selling . The matter is further compounded in B2B as a staggering 61% of businesses send all leads directly to sales, despite only 27% of those leads actually being qualified and a good fit for your product or service .
Another way to save time
How can you realign your sales and marketing teams to stem the flow of missed opportunities? What if you could quickly identify those leads most likely to convert and concentrate your sales efforts upon your best fit prospects? Read below to discover what lead scoring is and how to adopt a winning scoring methodology to supercharge your sales performance.
If you’d like to discuss lead scoring to help improve sales, call 01625 682110 now.
Lead scoring explained
Firstly, lead scoring is a nurture technique that aims to move your inbound leads to MQL (marketing qualified lead) status.
Using predefined criteria, every incoming lead is assigned a specific numerical value to help identify which prospects are most valuable to your organisation. Once a points threshold is reached, the lead is a “hot prospect” and passed to sales.
The benefits extend beyond better internal time and resource management. Lead scoring boosts marketing ROI and delivers a 38% uplift in lead to opportunity conversion rate. It reduces purchase cycles and email unsubscribe rates. In short, lead scoring can protect your revenue generation.
How to set up lead scoring to improve sales
Comprehensive lead scoring systems combine explicit data (e.g. details from form fills and firmographics) and implicit data (e.g. downloads and visits to key pages) to ascribe value to inbound leads.
Furthermore, artificial intelligence can automatically collect, compare and calculate a lead’s value.
However, any system requires constant review and should be founded upon knowledge of buyer personas and sales funnel. Without knowing what your ideal prospect looks like and what prospect actions align with ToFu (top of the funnel), MoFu (middle of the funnel) and BoFu (bottom of the funnel), you have no measure of “good”.
It is therefore imperative that sales and marketing teams work together to define “good”. Lead scoring should be viewed as a collaborative exercise between the two departments focused on quality over quantity. It is a refined and data-driven process that drives long-term strategic value. A Demand Gen report on B2B lead scoring suggests, sales and marketing alignment is crucial for lead scoring support from the C-suite.
Why the time is now to Think Beyond
Funnels, cycles, personas and criteria. An effective methodology is time consuming, complex and continual. With 68% of B2B companies yet to identify their sales funnel, it is not surprising that only 21% of businesses actively utilise lead scoring . This is despite clear revenue and business benefits.
Our marketing consultants help you get ahead and stay ahead. We will work with you to produce an inbound strategy that maximises every opportunity. From identifying target markets, developing a marketing plan and implementing agreed actions to marketing director support. In summary, we aim to accelerate your sales and marketing potential.
We help senior teams across the UK find their marketing solution. You can read our customer testimonials page for more information.