In an article last week by Mark Wicka on the B2B Lead Blog he talks about the challenges of prioritizing a company’s database. Mark describes how his company used an “opportunity grade” to create a snapshot of a prospect and prioritize the lead for sales.
“When you have a database of thousands upon thousands of names, how do you help your team easily and effectively prioritize who to contact?” – Mark Wicka, B2B Lead Blog
The challenge Mark’s company faces is all too familiar for many businesses. It’s imperative to simplify your database for sales and marketing effectiveness. Fortunately, technology can help automate snapshots and create opportunity grades across your database. Lead scoring technology helps businesses grade their database based on various demographics, interests and behaviors. Lead scoring is included with most Lead Management Automation (LMA) software packages. When using lead scoring marketers can create lead scoring programs that grade their existing database as well as future leads added to the database. Lead scoring programs can be run in a one-time-only mode or setup to run continually based on the needs of the business.
Some lead scoring systems allow marketers to create multiple types of grades/scores; for example, a “Fit Score” or a “Behavioral Score”. A Fit Score grades a prospect based on how they match up against your ideal buyers profile wherein a Behavioral Score grades a prospect based on their online behaviors or overall activity (whitepapers downloaded, forms submitted, pages viewed, etc.). Additionally, select vendors provide a snapshot view of leads with the highest grade directly from within a CRM system such as Salesforce.com. Having a consolidated view helps sales and marketers know where they need to spend their time and how to manage their day.
For a glimpse into Lead Liaison’s LMA software and an overview of how we help companies automatically grade their database and simplify their database for sales effectiveness ping us!
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