Lead scoring can be an incredibly valuable tool that can produce more qualified sales-ready leads provided that you start with the right criteria. Start by combining both the marketing and sales department’s knowledge of existing customers and develop a profile that represents a typical buyer’s demographics and behavior.
When creating effective and informative B2B lead scoring criteria, be sure to consider the following key factors:
1) Ask strategic questions to determine demographic characteristics that will identify if they are a decision maker.
- What is your job title?
- How many years of experience do you have in the industry?
- How many years of experience do you have with the company?
2) Identify demographic indicators that will determine whether a company has the ability to make the purchase. Create questions that will answer the following questions.
- Do they have the budget for that particular product or service?
- Do they have a need for that particular product or service?
- Have they ever purchased a similar product or service?
3) Look for behavioral indicators that will show a lead’s current engagement level.
- Has there been an increase in the frequency of visits?
- Did they registering for a newsletter or sign up for a mailing list?
- Has there been an increase in the amount of time they spend per visit?
4) Record behavioral factors that demonstrate they have an interest in a specific product or service.
- Did they download a specific article or tutorial related to a product?
- Did they watch a demo video on a certain product or service?
- Did they sign up for a free trial for a particular product or service?
5) Watch for the key behavioral indicators that demonstrate that they are ready to make a purchase.
- Visiting a company’s contact page is a great sign that they are close to making a decision in your favor.
- A return visit after downloading relevant material is another sign that someone is ready to make a purchase.
- Anytime a person or business willing offers their contact information, especially a cell phone number, is an obvious sign that they are ready for the sales department.
Once a complete list of all characteristics and triggers has been created, they will need to be ranked based on how closely that attribute signifies a sales-ready lead. For example, visiting a contact page should be weighted heavier than if their budget matches your price. Indicators that display a higher engagement level will be ranked higher, since it shows sincere interest in a product or service.
These key factors are essential for creating a B2B lead scoring model that will effectively rank and prioritize leads. Double check these against the list you have created to ensure that you are asking all the right questions, so you have all the right answers.