Optimize Lead Generation With Lead Scoring
In today’s competitive environment, optimizing Sales resources by giving them qualified leads is key to a B2B marketer’s success.
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When leads are delivered to sellers unscored, and therefore unqualified, they get ignored, wasting precious resources and damaging Marketing’s reputation.
- Most marketers lack lead scoring as a core competency.
- Others lack alignment among Sales, Marketing, and even Product on the definition of the ideal customer profile.
- Combine the above with low-cost, easy-to-use outbound marketing tools and it’s no wonder most leads generated by marketers are ignored by sellers.
Lead scoring and having the discipline to ignore and nurture leads and send forward only qualified leads to sellers upholds Marketing's reputation and optimizes ROI.
- Regular Sales and Marketing alignment on the ideal customer profile optimizes lead scoring and quality.
- Frequent collaboration on weighting lead generation asset and activity value improves buyer journey effectiveness.
- Through lead scoring, better qualified leads are passed to sellers, raising sales productivity.
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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Drive Aligned Vision for Lead Scoring
The Purpose
- Drive an aligned vision for lead scoring.
Key Benefits Achieved
- Attain an aligned vision for lead scoring.
- Identify the steering committee and project team and clarify their roles and responsibilities.
- Provide your team with an understanding of how leads score through the marketing funnel.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Outline a vision for lead scoring. |
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| 1.2 | Identify steering committee and project team members. |
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| 1.3 | Assess your tech stack for lead scoring and seek advice from Info-Tech analysts to modernize where needed. |
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| 1.4 | Align on marketing pipeline terminology. |
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Module 2: Buyer Journey and Lead Generation Engine Mapping
The Purpose
- Define the buyer journey and map the lead generation engine.
Key Benefits Achieved
- Align the vision for your target buyer and their buying journey.
- Identify the assets and activities that need to compose your lead generation engine.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Establish a buyer persona. |
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| 2.2 | Map your buyer journey. |
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| 2.3 | Document the activities and assets of your lead generation engine. |
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Module 3: Build and Test Your Lead Scoring Model
The Purpose
- Build and test your lead scoring model.
Key Benefits Achieved
- Gain team alignment on how leads score and, most importantly, what constitutes a sales-accepted lead.
- Develop a scoring model from which future iterations can be tested.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Understand the Lead Scoring Grid and set your thresholds. |
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| 3.2 | Identify your ideal customer profile, attributes, and subattribute weightings – run tests. |
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Module 4: Align on Engagement Attributes
The Purpose
- Align on engagement attributes.
Key Benefits Achieved
- Develop a scoring model from which future iterations can be tested.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Weight the attributes of your lead generation engagement model and run tests. |
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| 4.2 | Apply weightings to activities and assets. |
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| 4.3 | Test engagement and profile scenarios together and make any adjustments to weightings or thresholds. |
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Module 5: Apply Model to Your Tech Platform
The Purpose
- Apply the model to your tech platform.
Key Benefits Achieved
- Deliver better qualified leads to Sales.
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Apply model to your marketing management/campaign management software and test the quality of sales-accepted leads in the hands of sellers. |
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| 5.2 | Measure overall lead flow and conversion rates through your marketing pipeline. |
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| 5.3 | Apply lead nurturing and other advanced methods. |
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