Lead Scoring & Prioritization

Track, Score and Prioritize Leads

Today leads flow to marketing from ever-increasing online sources -- email campaigns, your company website, AdWords and Google searches, webinars, online advertising, blogs and virtual trade shows -- as well as from offline marketing activities such as print ads, direct mail, trade shows, and networking. The sheer volume of leads, or "suspects," can be overwhelming so how does marketing prioritize, organize, and determine which leads to:

• Send to sales for immediate follow-up
• Move to telemarketing for further qualification and appointment setting
• Nurture with personalized drip marketing and other marketing activities

Track, score and prioritize all leads on one dashboard:

"By implementing LeadLife's marketing automation software, BearingPoint was able to increase our qualified leads by 78% and decreased our buy cycle time from months to weeks." - LeadLife Customer, BearingPoint

Behavior tracking, lead scoring, and prioritization are key factors when implementing a lead management system. Spreadsheets and calculators can't capture the behavior and trends of the lead, especially when you add multiple factors into the equation such as numerous campaigns, touch points, and sources. Marketers must find a way to get the most out of the money they are spending on lead generation and this means more than trying campaigns differently or assigning better or different resources. It's about changing your processes and methodologies so you can maximize the reward once the lead is uploaded into your database, CRM, or marketing automation system.

With LeadLife marketing automation software, our proprietary scoring mechanism scores leads and assigns them based on their warmth. Cold leads are kept within marketing for future nurturing, warm leads are managed by the telemarketing group, and only good quality, hot leads are passed to sales. This means everyone can maximize their time and target their efforts accordingly. And, this is all done automatically. It's a back-end change to process versus a front-end change to campaigns or personnel.

According to a study by Aberdeen Research Group, they uncovered that lead scoring and prioritization plays a critical role in helping conversion rates and calculating marketing ROI. Survey results show that top organizations are 80% more likely to implement lead scoring and prioritization techniques or technologies than their peers.

Implementing a marketing automation system within your organization enables you to automatically capture, track, score, and nurture every lead's interaction (online and offline) with your company.

LEAD SCORING

Track, score and prioritize all incoming leads based on behavior:

With advanced behavior tracking and scoring rule features, LeadLife automatically moves leads through to the next level. Behavior tracking records where leads go and how long they stay on each page of your website. Scoring applies points for actions, everything from attending a trade show to spending 10 seconds on a detailed product page. A simple import wizard enables you to bring leads in from offline campaigns and score those leads based on behavior such as attended or registered but not attended.

LeadLife's marketing software enables marketing to collect results and score all interactions that each lead has with your company, both online and offline. LeadLife's lead scoring feature enables companies to setup scoring rules that work for their specific situation - based on sales cycle, type of leads generated, type of interaction, and more. Change rules per campaign to fit that specific lead generation medium.

Some lead interactions include:

• Clicks from email campaigns, pages visited, time spent on each page
• Clicks and page viewing from online ads
• E-newsletter responses
• Downloads from your website (whitepapers, case studies, etc.)
• Blog links
• Telemarketing responses
• Trade show visits
• Direct mail responses
• Webinar attendance

With LeadLife's marketing automation solution, you are able to stay flexible and change over time. It's important when implementing a lead scoring system to start small, evaluate, and change if necessary. With LeadLife marketing software and its rules-based lead scoring system, it's simple to evolve your lead scoring process as needed based on the success of previous actions while implementing the marketing automation best practices you've learned.

LEAD PRIORITIZATION

LeadLife's marketing automation system automatically helps you prioritize leads and route them correctly. Once a score hits a certain level, a series of next steps can be automated so the lead continues to move and is handled by the appropriate person or department. Automatically have the lead's rating and status changed in the system based on the score. Notify telesales or specific sales people for next steps while automatically pushing the lead and its associated information into the desired CRM system. It's all about making your life easier and helping you - and Sales -- work more effectively.

Leads and their interactions are automatically mapped to campaigns and events. Develop a profile of campaigns and events that consistently lead to sales. Measure the campaigns and events that provide the highest scoring leads over the shortest time period.

Lead prioritization is a different discipline than categorization, more attuned to marketing actions. It comprises a set of levels for suspects, leads, and sales-ready leads. Throughout the lead cycle, the lead may go in and out of different stages. The final action is moving a lead to Sales. This is a lead that has attained an appropriate score threshold.

Although your company's specific scoring scheme will vary depending on your needs and processes, below is an example of a scoring scale: 

With automated lead scoring and prioritization, marketing is able to eliminate manual tasks and maximizes resources saving both time and money. At the end of the day, it's about maximizing your marketing dollars, learning best practices and adopting processes to automate your workload and help you perform more effectively. This effort leads to better responses, better processes, and better follow through from Sales.  The ultimate goal, of course, is to impact revenue and improve ROI.


To request a product demo and learn marketing automation best practices, contact us online
or call 1-800-680-6292.