Why is lead scoring and lead nurturing useful for your lead generation strategy?
What would it be like to deploy a leads generation campaign for a company that doesn’t use lead scoring?
It would be such as watching the World Cup with your friends, but with a little change: this year the organization has decided no to keep score. Each time one team scores a goal, everyone gives high fives, cheers and then just turns around to do it again.
Surely everyone on the field is probably having a lot of fun, but that’s not what you are interested in, watching people enjoying without any system in place to know how well either side is doing and without a winner.
This is essentially what a lot of companies do when it comes to collecting leads for their sales funnel, they score goals, get people in the funnel, and repeat.
Leads, like goals in sport, arrive in the database at different times in the customer journey, so is necessary to identify where they are and to generate content to help them move forward in the process.
And this is the point where lead nurturing and lead scoring come into play. This two concepts are not opposed to each other, but both complementary and they are part of a 360 º marketing strategy: while the first concept is in charge of classifying the contacts according to the interest presented by the company’s products or services. The second one focuses on generating campaigns that increase interaction and interest for the users.
The concept of lead scoring is easy to understand, but often tricky to implement. It is a methodology shared between the marketing and sales team that tries to automatically classify potential customers in order to group them and identify their predisposition to purchase. Likewise, this methodology establishes a scoring system that allows rating contacts based on the actions and reactions they have to the website and marketing acts.
Here is an example of how to classify leads following this technique. In red is shown the segment of leads to which sales efforts should be directed, purple would be the next segment in order of importance, and finally the blue, because of being a more unknown or less active target, does not interest so much to the Brand.
Some of the advantages of implementing lead scoring as part of a business strategy are: increased effectiveness in the sales team by focusing on the most cualified leads. It also helps to analyze the quality of leads, allows segmenting the database, and increases the effectiveness of marketing actions carried out in the company, by being oriented to the needs of the user’s from the buyer’s journey.
On the other hand, lead nurturing is the process through which a relationship is established with users, offering them a constant flow of useful and quality content through marketing automation actions and campaigns. Its main objective is to create a bond of trust between the user and the company. This methodology has advantages such as filtering the appropriate leads for sales, and it is characterized by being a multi channel strategy.
In conclusion, both lead scoring and lead nurturing are two key techniques for the inbound marketing strategy. They provide important competitive advantages to attract new contacts, as well to attract new customers.
Segmentation, trust and optimization of the sales strategy are the three main factors that obtain a notable improvement from the implementation of these methodologies.
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