So you’ve got your marketing automation software in place, but are you utilizing it to optimize lead scoring? Once a lead is qualified by marketing to hop into the sales ring, it is important for the marketing team to transfer all pertinent lead details to sales so that each lead’s score reflects their conversion readiness. Lead scoring is not all equal, and different actions by the lead call for different scores. Make use of social media marketing together with sales and marketing alignment to ensure your sales reps are as ready as can be. Learn how to keep tabs on your leads.
Know Who’s Coming to Your Site
Identify your leads. Understand who the visitors to your site are by asking a few (not too many) questions when they take certain actions. Find a balance between requiring too much information and not enough—if you allow prospects to browse your online content and even download a white paper without filling in some identifying details, you’re letting the leads slip right out of your hands. On the other hand, prospects can tell when you’re being too nosey, asking for more information than necessary, sometimes even pushing them to click the “x” in the corner and close your page all together. There’s a balance in there somewhere, try implementing some A/B testing to find it.
To capitalize on multi-channel marketing and social media marketing, provide your lead the option for a social media login. It’s not only convenient for the user to simply click once without having to create a new password, but it also allows the opportunity to gather more information from the user via their social media profile and better tailor their experience with your brand. They’ve filled in their preferences and “likes” for the world to see on social media, why not use that information to better understand them?
Let your Leads Know you Appreciate Them
While you keep tabs on your leads make sure to offer special coupons, badges, and other rewards to your leads that take the next step or requested action in the conversion process. Giving them an incentive to provide more information (and potentially even share it with their own network) is an opportunity for your brand to reach new prospects without additional effort on your part. Freebies and other forms of recognition help to build trust and encourage more conversions. Ask your leads to share the love.
Maintain Sales and Marketing Alignment
Use lead scoring to bridge marketing and sales teams. Your marketing team can utilize all of this information—preferences from social media logins, incentives/badges leads have earned, how each visitor interacts with the site—to score each lead, input this information to the CRM, and provide a detailed summary of each lead’s buying readiness. Many features in marketing automation software make it easy to transition a lead from marketing to sales, and even drastically improve conversion because of the transfer of knowledge per lead and the ability to personalize each touchpoint.
Make the Most of Lead Scoring
Finally, be sure to use certain parameters when implementing your lead scoring system. When using the incentive method, let your leads know there’s a deadline or an expiration date on their “points.” Often, you’ll see this will push them to take an action sooner or make a decision about something they were previously on the fence about. Use your marketing automation software to help you keep track of lead scoring as well as the amount of time the lead has been in your system to avoid inflating the lead’s score. This will help authenticate each lead’s score and provide more accurate transferral of information.