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Lead Liaison

B2B Marketers need Marketing Automation and Lead Scoring

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B2B Marketers need Marketing Automation and Lead ScoringAs the global marketplace expands due to the power of the internet, B2B Marketers need to rise to the challenge and start thinking in terms of large-scale strategies. B2B marketers need marketing automation and lead scoring. They need to market to businesses that are searching for resources online. This is important since every company with an online presence who is selling the same product or service is now their competitor, regardless of their physical location.

Expanding the reach of their B2B marketing campaigns will most likely produce a wide variety of new leads. Each of these leads has their own unique potential and likelihood for conversion. They come from different locations, different industries and different purchasing background. They all approach researching new products and services in their own way and it quickly becomes too overwhelming to manually qualify and prioritize each lead based on their individual potential.

Lead scoring is an automated process designed to assist marketers in qualifying leads by assigning a quantitative value to website visitors based on the person’s demographic and behavioral profile. The value assigned to each lead is determined based on how closely the lead resembles a typical or ideal customer. For example, if a marketer is specifically interested in attracting automotive manufacturers that would need to buy industrial-grade steel for their production line, these parameters would be designed to place a greater value on whether the prospect matches with the criteria describing a typical manufacturing facility that uses industrial-grade steel.

Lead scoring with marketing automation allows marketers to quickly sort through leads and identify changes in behavioral patterns. This helps B2B marketers identify which are sales-ready leads and which will require more nurturing. By using database segmentation features of most marketing automation software, B2B marketers can touch base with leads they are interested in, by assessing their interests and creating content specific to their needs.

Marketing automation also allows B2B marketers to:

  1. Analyze lead scores in an effort to personalize email campaigns.
  2. Assess the effectiveness of past campaigns.
  3. Create automated responses to a lead’s online activity such as registrations, downloads, and/or newsletters.
  4. Create mailing lists catered to leads with specific scores.
  5. Identify buying stage of prospects and their likelihood of conversion.

By implementing lead scoring criteria with marketing automation software, companies can:

  1. Identify the improvement in the number of quality leads that were generated over a period of time. When lead profile criteria is regularly analyzed and evolved, marketers will be able to better define a sales-ready lead and then plan effectively towards closing the business deal.
  2. Reduce labor expenses associated with manual marketing processes and focus more on the campaign execution process.
  3. Offer marketers more insight into their leads, so they will spend less time guiding and nurturing leads through the marketing funnel.
  4. Unite the sales and marketing departments, so they can work together to generate higher quality leads and identify more sales-ready leads.

Lead scoring using marketing automation is a necessity for B2B marketers who want to expand globally while still being able to gain visibility into their lead’s intent. This priceless intelligence can be leveraged to move leads faster through the marketing funnel and improve their chance of becoming a customer. That is why today’s B2B marketers need marketing automation and lead scoring.

Lead Liaison

When Does Your Marketing Qualified Lead Become a Sales Qualified Lead?

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When Does Your Marketing Qualified Lead Become a Sales Qualified LeadHow does your company define a lead as “qualified”? Are the leads that fit a demographic/firmographic profile and respond to marketing touchpoints considered qualified?  Your marketing and sales departments may disagree on which leads are truly qualified to become a sales opportunity. In this post we look at when your marketing qualified lead (MQL) becomes a sales qualified lead (SQL).

A marketing qualified lead is a suspect that has advanced through multiple marketing touch points and fits an optimal lead profile. A sales qualified lead requires more to be considered a viable sales opportunity:  it must be ready, willing, and able to pay for your solution.

In order to qualify as a sales opportunity a lead must have the following:

  1. An established need. This can be indicated through online forms or by contact from a sales agent. The need must be solvable with your solution. There are plenty of B2B needs to be met, but if your solution does not directly address the need completely or partially, the lead is not sales-ready. Even the most cash-rich prospects are of little value if there is no need – perceived or real – for your solution.
  2. Money to purchase. a marketing-qualified lead may show substantial interest and be completely engaged, but without capital to make a purchase, your sales agent is wasting time. Even the most inexpensive solution will be unavailable to companies with no budget.
  3. A plan to buy. Many companies understand they have needs that must be met through buying from B2B vendors, but don’t always plan for purchases. A marketing-qualified lead cannot evolve into a sales-qualified lead without understanding where the prospect is in the buying cycle. A lead may be fully marketing-qualified because of fit and interest, but it does not reach a sales-qualified status until there is a firm plan to commit money towards a solution. Your sales agent will be “spinning wheels” until the prospect gets buy-in from decision-makers to move forward with a purchase.
  4. Possesses purchase authority or decision-making capacity. There may be a few layers of authority involved in a purchase. This is where a marketing-qualified lead is clearly different from a sales-qualified leads. Sales agents know that, in order to close a deal, they must be engaged with a buying authority or a decision maker. An influencer may be marketing-qualified but, without purchase authority, he may not be the appropriate contact for a sales agent.

Some – but not all – of these characteristics of a sales-qualified lead can be captured through marketing touchpoints. By implementing a lead scoring system that includes both marketing qualification criteria and sales qualification criteria, your company can more easily differentiate between a marketing qualified lead and a sales qualified lead.

It is important to include sales agents when determining scores that indicate a marketing qualified lead. A few examples of sales qualification criteria include:

  • Funding available immediately                          10 points
  • Funding available within 6 months                   5 points
  • Budget in process                                                2 points
  • No funding available                                            0 points
  • Expressed a direct need                                     10 points
  • Expressed a potential need                               8 points
  • Unaware of a need                                              3 points
  • Expressed lack of a need                                    0 points
  • Lead contact is decision-maker                         10 points
  • Lead contact is purchasing agent      5 points
  • Lead contact is influencer                  3 points
  • Plans to buy immediately                   10 points
  • Plans to buy within 6 months             5 points
  • Plans to buy within 1 year                  2 points
  • No plans to buy                                    0 points
  • Would spend over $1,000                 10 points
  • Would spend under $500                  5 points
  • Would spend less than $100             1 point

Sales and marketing should be aligned in establishing the difference between a marketing-qualified lead and a sales-qualified lead. Implementing a lead scoring system to rank marketing suspects and sales opportunities will improve conversions and enhance the transition from marketing funnel to CRM priority.

Lead Liaison

Common Lead Scoring Mistakes – Part 2

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Common Lead Scoring Mistakes As we mentioned in an earlier post, Common Lead Scoring Mistakes – Part 1, there is sometimes a lack of sales effectiveness when using a lead scoring system. Often this is a result of poor lead management. In this post, we discuss two issues: the first one concerns what sales agents do with leads that are distributed out of a lead scoring matrix, the other involves assigning scores and distribution thresholds to leads that pass from marketing to sales.

Ignoring Low Scores

Most sales agents only want leads that have a high lead score because those are likely to be the most sales-ready prospects. But not all quality leads are ready to buy, and not all cold leads represent long sales cycles. By ignoring a lead with a score of 50 (out of 100), the sales department may lose a great opportunity without knowing it.

Avoid these lead scoring mistakes by applying logic. For example, the lead with a 50 score might be a line supervisor who is the brother-in-law of the company president. He may be researching products (on his own) like the ones your company offers in order to improve line performance, but has no idea of the company’s purchasing capacity at the moment. The total lead score may be low because of his lack of buying authority and unknown budget.

However, his relationship with the president makes him a potential purchase influencer and a good connection to the buying authority. This lead should not be ignored because of a low composite score. Sales agents should be encouraged to focus on both total lead score and the scores in each parameter that contribute to the overall score in order to avoid missing possible sales opportunities that may be “disguised” as low quality leads.

Scoring Activities and Distributing Leads Improperly

Lead scoring is more of an art than a science. There are nuances in most scoring systems that don’t apply universally across industries or even across product lines. But in order to create the most effective scoring model, the grades or scores that leads receive because of marketing engagements should be appropriate for your company’s sales process. That means scoring marketing responses properly.

For instance, a lead that has recently downloaded a white paper may receive a high score for that activity due to recency, but what if the same lead has downloaded several documents over a six-month period? In this case, the frequency of the specific activity must also be considered in the lead score.

Also, if the scoring threshold for distribution is not properly aligned with the sales department’s experience with customers, it could skew results and lower sales production. For example, if the scoring threshold is too high, the sales department may perceive a stranglehold on the flow of leads. On the other hand, if scoring thresholds are too low, your lead management system may distribute leads to sales agents that are not adequately sales-qualified.

An effective lead scoring system can improve sales effectiveness by more than 50%, but the system must be built correctly and implemented properly. To learn more about lead scoring mistakes and tips to improve lead scoring, follow the Lead Liaison blog every week!

Lead Liaison

Common Lead Scoring Mistakes – Part 1

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Common Lead Scoring Mistakes Lead scoring can be a valuable asset to your sales department. Prioritizing leads so sales agents are focused on opportunities with the highest conversion potential increases sales effectiveness. However, there are some common lead scoring mistakes that companies make when they use their lead scoring system improperly. We want to share several common mistakes that have come to our attention over the years. The first two are 1) relying solely on composite scores to determine quality leads, and 2) using a rigid scoring system.

Relying on the Composite Score Only

Using the only composite scores is a common lead scoring mistake. Sure, the sales department should be focusing on A-list leads but there may be more to a lead’s story than what is reflected in the total score. Sales agents should be asking: what attributes scored high and which ones received a lower score? If your lead scoring model uses a scale of 0-100, for example, and a lead scoring 90 is considered hot, does this mean that all 90-score leads have equal conversion potential? No.

There may be some hot leads that rank high because of their position in the company and there are others that receive a high score because of significant marketing engagement. The key for sales agents is to examine the factors that led to the high score.

For example, consider two leads, each with scores of 80 (out of 100) that establish both as marketing-qualified leads. However, the first lead is an IT Director who has downloaded every white paper you’ve published but has no plans to buy in the next six months and has not indicated a need for your solution, and the second lead is a Purchaser who has indicated an immediate need but has limited marketing engagements. Which lead is a more sales-qualified lead?

Sales agents should look “beneath” the overall score to understand whether a lead should be contacted immediately or can be placed in a bucket to be contacted in one month.

Using a Rigid System

Everything changes. The weather, the economy, hairstyles. While there are certainly some lead scoring parameters that will remain constant in your lead scoring system, such as website visits, many factors that contribute to a lead score will likely change over time. Perhaps it is a change in the buying process for companies in the industry you serve. Or maybe a change occurs as a result of a new major competitor entering the market.

Avoid this common lead scoring mistake and create a lead scoring matrix that is flexible. There may be a need to adjust scoring weights for certain attributes or to add a new parameter. Companies that are successful at lead management use lead scoring systems that allow for adaptation. That is why Lead Liaison provides lead management products that have flexibility, and works closely with clients to ensure their lead scoring models remain effective.

However, flexibility does not simply come from an adaptable lead scoring product. Maintaining a dynamic scoring model requires sales and marketing to meet regularly in order to provide input towards updates that will align the system to current market conditions.

We will discuss more lead scoring myths in our next post. Has your company experienced a lead scoring mistake? Share your experience below!

Lead Liaison

5 Ways Marketing Automation Simplifies Sales Tasks

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Marketing Automation Simplifies Sales TasksAny automated task provides exceptional time-saving opportunities for businesses to both increase sales funnels and effectively raise ROI.  Marketing automation, simply defined as any software platform which streamlines automated tasks for marketing departments, provides an avenue for employees to specifically require certain contingencies which software executes.  When viewing the grand scheme of marketing processes altogether, we’ve developed 5 unique ways marketing automation simplifies sales tasks simply by having powerful ‘computerization’ in place.

Tracks Behavioral Patterns

B2B customers have specific predefined criteria when seeking products and services online.  Traditional methods of marketing have little opportunity for success as drip campaigns, social media and many other manually intensive tasks consume time.  Marketing automation provides sales departments with fresh leads easier than conventional methods that require screening, manual lead distribution and a repetitive lead funneling process.  In other words, B2B marketing automation simply makes the filtration process much quicker than before, especially when specifically interested in behavioral patterns.

Clarifies Buying Process

Sales executives often aren’t informed properly regarding who’s interested in what; they’re more concerned about warm leads hit their desks than arguing marketing semantics.  Sales managers typically set expectations to interview potential B2B buyers before selling products.  Marketing automation provides salespeople more authentic measures of knowing who arrived, from where, and what specific product or service is being viewed.  The dubious task of closing the sale becomes more exacting.  Clarification of the buyer cycle becomes more specific to each buyer instead of the collective lead pool being collected.

Helps Customer Understand Needs

Occasionally, B2B customers have little idea what they’re wanting to purchase since a complete definition of their problem isn’t known.  Customers head to various service websites, fill out several contact information forms and make numerous phone calls.  Have you ever noticed not many contact forms feature “I don’t really know my problem” buttons or drop-down menu entries?  Marketing automation could still effectively channel B2B buyers towards proper sales team members who’ll address the problem, fit that with services within the company’s menu and discuss what matches were made and why.  From there, businesses not only close the deal, they manage to assist another business’ growth strategy, even if they didn’t know much going into a meeting with the company’s sales person.

Quickens Lead Scoring Process

Automation processes greatly benefit marketing teams; case in point, it helps score leads before being sent to sales making it much easier than doing so with traditional spreadsheets and eye strain.  Lead scoring must have accurate outcomes; the process becomes rather painstaking without software.  Sales departments will appreciate scored leads before pitching B2B customers too; which begins with having quicker lead scoring processes.

Frees Up Time For Improvements Elsewhere

When businesses have more time for improving departmental processes, the entire business model becomes less volatile than when tasks pile up or employees are out of sync. Marketing automation has one primary: create human perceptions of B2B buying processes inside an algorithm to spit out easily predictable buying signs which sales departments can use during phone calls.  Once the automation process has been perfected, marketing professionals can focus on improving other areas, such as lead scoring models, marketing pitches, landing pages and so forth. All told, B2B customers have every right to unknowingly stumble onto your website, discover services which may benefit their own core objectives and contact you.  It’s up to an accurate marketing automation process to properly channel those interactions towards departments which can fulfill expectations – whether known or not – by customers seeking business assistance from your firm.

Lead Liaison

How Lead Scoring Benefits Your Sales Department

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Lead Scoring Benefits SalesB2B sales departments juggle leads every day. How do those leads get managed? And how effective is the sales team in closing sales from the marketing leads it receives? Lead scoring can improve sales effectiveness by ranking leads according to various attributes. Let’s dig deeper into how lead scoring benefits sales.

Lead scoring programs are available through automated marketing platforms like our Lead Management Automation™ product. A lead score is comprised of both an implicit score and an explicit grade. By combining the two metrics, sales departments are able to prioritize which leads are contacted first.

There are three ways lead scoring benefits sales departments:

1-Lead scoring provides a way to create an optimal lead profile. By listing the attributes which comprise a quality lead, sales agents get a clear picture of the “perfect” prospect that they should be speaking with.

By narrowing the sales department’s focus through lead scoring, agents can place the optimal leads at the top of their target lists, which can improve sales effectiveness. Agents prioritize sales calls by how well a lead fits the optimal lead profile.

2-Lead scoring is used to organize leads by demographic characteristics. Having sales agents contact the most appropriate leads (based upon grading criteria such as industry, company size, and title), helps to target the most likely decision makers or influencers. Prospects that may not fit every parameter in a lead scoring system can still be relevant, but are listed below those that have a better fit with the optimal lead profile.

3-Lead scoring provides a way of ranking prospects’ behaviors. Scoring implicit behaviors is an effective way to understand what activities are involved in a prospect’s buying process. Behavior patterns reveal how, when, and where a prospect gathers information about a buying decision. Both online and offline activities should be included in the lead scoring matrix in order to generate a complete lead profile.

Scoring buyers’ behavior also reveals what forms of delivery are most effective. Some prospects gather information solely through online searches and website visits. Others attend webinars or review white papers to support buying decisions. Sales agents can be more effective when they know how a prospect researches buying opportunities.

By assigning a score to behaviors, sales agents can not only understand the processes used in buying decisions, but also use the information collected during the scoring process to communicate with prospects. For instance, a sales agent can ask questions about a prospect’s experience at a recent trade show or webinar.

Lead scoring is a product of both planning and updating. While a profile can be created based upon historical information, lead scoring becomes more effective as sales agents connect with prospects. New information can be included in the scoring model to make the lead scoring system as accurate as possible. Buying trends may change over time or buying patterns may be different from one region to another; therefore, it is important to adapt the lead scoring matrix to reflect changes as new information is uncovered.

The bottom line is: a lead scoring system makes sales departments in many industries more effective and efficient. To find out ways to score leads, stay connected to our revenue generation blog or contact a Lead Liaison representative today.

Lead Liaison

How Lead Nurturing Can Optimize the Marketing Funnel

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Lead Nurturing Optimize FunnelThe marketing funnel can be a powerful tool for converting leads into sales, but it cannot create meaningful and lasting relationships with new customers without lead nurturing as the backbone of the funnel. Modern customers have more choices and higher expectations.

The marketing funnels main purpose is to capture a lead’s interest by providing them with valuable offers and useful information that inspires them to become customers. Lead nurturing by nature is intended to do just that in a subtle and personalized way. It allows marketers to deliver the right content to the right person on the right channel at the right time in order to optimize the marketing funnel.

Most website visitors are searching for helpful, insightful, or entertaining content that benefits them in some way. The information they choose to read needs to answer their questions, provide them with real value and gently nudge them in the direction of making a purchase. It cannot be an over-hyped sales piece that resembles the numerous advertisements they are subjected to each day.

You can improve your chances of gaining further information on a lead by placing barriers on access to content. If you place lead nurturing content behind a form or registration on a website then marketers can collect the name, email address, contact information and IP address of the visitor who wishes to access their content. This means that the visitor knows they are giving up their anonymity to read the information, which is a significant sign that they are truly interested in the product or service.

Today’s consumer has access to an abundance of information and they are not willing to waste their time on inferior content. If they visit a site, take the time to enter all of their personal information, download a tutorial, and then take the time to read it – it better be worth all of their effort. By providing leads with free educational or thought-provoking content, you are building their trust in your business, product, or service. That is the very purpose of the marketing funnel.

Capturing leads in the marketing funnel is necessary but it must be accompanied with solid and personalized (when possible) lead nurturing content. Every lead has access to hundreds,thousands or even millions of potential sources. Businesses that want to stay competitive need to prove themselves before a sale is made. Always providing leads with reliable and relevant content is how lead nurturing can optimize the marketing funnel.

Lead Liaison

How Lead Scoring Can Optimize the Marketing Funnel

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Optimize Marketing FunnelLearn how lead scoring can optimize the marketing funnel. Every aspect of lead scoring has the ability to optimize the marketing funnel’s potential for converting leads into customers. Lead scoring is a proven method for assigning value to leads based on their demographic profile and their engagement behavior. Lead scoring helps the marketing team determine which leads need further nurturing and which are ready for the sales department.

The marketing funnel traditionally refers to the journey the marketing department creates for potential leads to guide them in a specific direction. In marketing automation, the marketing funnel is a conceptual system of obtaining customers through initial contact and offerings and then retaining them with value added offers or content, known as lead nurturing. The goal of the marketing funnel and lead nurturing is to retain lifelong customers.

Leads progress through different stages in their buying process. Lead scoring ranks these leads to determine their likelihood of purchasing and when they may be ready to commit. This scoring process is essential to the market funnel. Marketers need a method of understanding their leads, so they could be more effective at guiding them in the right direction. Lead scoring is that method.

The following are just a few of the ways lead scoring optimizes the marketing funnel:

1.      Understanding Lead Quality

Every business has different criteria they use to determine the quality of a lead. In all cases, it should reflect a combination of traits and actions that indicate a lead is both a good fit for your company and interested in your product or service. Lead scoring qualifies and quantifies the leads that are in the marketing funnel to determine their potential.

2.      Identifies Leads that are Ready to Buy

The criteria created for lead scoring will have indicators that clearly demonstrate if a lead is ready for the sales department. For example, registering and downloading several articles over a short period of time will boost a lead’s score, since it is a good sign that they are sincerely interested. The higher a lead ranks, the more likely they are ready to exit the marketing funnel and become a customer.

3.     Identifies Leads that will never buy

Lead score also captures demographic characteristics (budget, purchasing authority, company history etc.) that could provide ample evidence that a lead will never convert. For example, a competitor could be snooping on your site to compare prices or a student could be using your website for research. The marketing department can eliminate the time spent nurturing leads that have no reason to be in the marketing funnel.

4.      Indicators Leads that Need more Nurturing

Not every lead that is visiting your website is ready to exit the marketing funnel. Lead scoring identifies these indicators and provides marketing with valuable information on how they can personalize their nurturing to these undecided leads in an effort to persuade them to convert.

In today’s competitive marketplace, businesses need to do everything in their power to optimize their marketing funnel. Lead scoring will qualify leads, determine which ones are ready to buy and which ones will never buy, as well as which leads need more personalized information before they are ready to decide. This insight into a lead’s buying process is vital to improving efficiency and productivity of your marketing funnel.

Lead Liaison

Who Should Develop Your Lead Scoring Matrix?

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Lead Scoring MatrixIs your lead scoring matrix for your lead management system built solely by the marketing department? Is your sales department responsible for providing the parameters that will be used in your lead scoring model? Who should be included when your company is developing a lead scoring matrix? Industry leaders will tell you: the best way to develop accurate criteria for a lead scoring matrix is to bring sales and marketing teams together.

Lead intelligence doesn’t reside in a bubble – there are online actions and offline engagements that contribute to a lead’s overall profile. Each department contributes intelligence to the revenue generation cycle, and revenue generation is more effective when the two departments are connected. By operating independently, each team is relying on lesser intelligence. By including both departments, customer intelligence is combined with lead intelligence to form a holistic approach to lead scoring.

Therefore, both marketing and sales should be involved in developing a lead scoring matrix.

Gathering input from both departments is often done best by meeting with both sides together. Requirements for the scoring matrix can be gathered independently, but the number and depth of contributions is enhanced through discussion with each other.

Sales managers can explain, for example, what type of research customers use to learn about a product, based on feedback gathered during  sales engagements. This can be important in applying weights to certain marketing activities. For example, if a sales agent learns from a prospect that watching product videos is a primary research tool in his position, that information can be applied to a scoring matrix by giving video views a relatively high score compared to other online behaviors for that position.

Sales agents can provide insight as to the level of product intelligence a lead should possess in order to be considered a high priority lead. The more time a prospect spends engaged in marketing engagements, the more likely she will be interested in speaking with a sales agent, which can affect the close ratio. This can translate to greater weight being placed on the score associated with total number of activities a lead engages in.

The marketing department can explain how certain behavioral characteristics can reveal the quality of a lead. For example, a lead that maintains a sustained but sporadic relationship throughout marketing engagements can indicate an indecisive prospect with a longer buying cycle. This type of information can help determine how recency should be weighed within the scoring matrix.

Marketing can also provide input about how certain marketing responses should affect a lead’s score. For instance, a lead captured through a Facebook “like” indicates that the prospect enjoys sharing his opinion through social networking, which can translate to a higher quality lead because the prospect could become a brand advocate.

Both sales and marketing have monthly goals to hit. So it’s critical to gather input from both departments while developing a lead scoring matrix. After all, the goal is increasing lead flow and improving conversions, right?

Lead Liaison

7 Successful Tips to Improving Lead Scoring

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7 Tips to Improve Lead ScoringThe marketing team is working hard to collect an abundance of information on potential leads using demand generation activities like email, newsletter, website and event registrations. Every lead has a unique profile based on how the information was obtained, their demonstrated interest in a product or service, and their demographic characteristics. Lead scoring is a powerful sales tool that will dramatically increase a company’s chance of conversion.

Here are 7 Successful Tips to Improving Lead Scoring

1) Use lead scoring as an opportunity to gather the best marketing and sales resources available in a collaborative effort to qualify potential leads. The marketing and sales departments have the greatest insight into potential customers and combining their expertise and experience will ensure that the lead scoring criteria is as accurate and relevant as possible.

2) Develop lead scoring characteristics that define an ideal customer using your current client base. Gather the marketing and sales team together to analysis existing customers and pinpoint their behavioral and demographic attributes. Take this information and create a profile that covers all of the signs that a lead has the potential to be converted into a sale.

3) Come up with creative ways to extract data from visitors on your site. Develop demand generation activities that entice potential leads to volunteer their information in exchange for educational or entertainment value. A lead can choose what they are willing to share, so it helps if there is an incentive for doing it.

4) Keep track of each lead’s frequency and interest. How often a lead visits a site, the more pages they click on while on the site, and the more information they download for future reference are all factors into how they should be scored. There is a higher chance of converting leads that have already invested a significant amount of time or energy into researching a product or service.

5) Ensure that the demand generation activities being used to capture information coincide with the data needed for effective lead scoring. The questions that are being asked in surveys and forms should spark the answers that are needed to accurately rank and prioritize the lead.

6) Review lead scoring criteria regularly to make sure it is generating the right leads. Leads that rank high should be easily converted into a sale once given to the sales department. If generated leads are not creating the response you would expect thenit is time to re-evaluate the behavioral and demographic characteristics outlined in the lead scoring process.

7) Don’t toss out leads that are not ready to purchase. Leads that have strong demographic attributes that are not actively pursuing your business are still valid leads. These leads should remain in the marketing automation system for further nurturing.

These seven successful tips will improve your lead scoring campaign. Lead scoring however does take a significant amount of time, experience, and commitment. It is not something the average person can easily master, which is why most people turn to a marketing automation expert for advice and guidance. Let Lead Liaison’s experts help you!