Scoring

Identify and target your best leads with Scoring rules.

A company's website is still one of the most important sales and marketing tools for attracting new customers. A major priority for Marketers is a continuous flow of high quality leads to pass on to Sales. Often only a small percentage of leads are deemed sales-ready, while the remaining leads are frequently neglected. To remedy the situation, Marketers are turning to lead scoring to assign value to leads based on the behaviour they've exhibited on the website.

Whether your site provides information, sells products, or promotes a brand, being able to quantify user participation in site activities enables you to target users according to their needs. Scoring enables you to determine visitor engagement level and value so you can direct targeted offers, messages or content to qualified visitors.

On this Page:

How Can I Use Scoring or my Business?

Related Pages:

Creating a New Scoring Rule

Use Case - Qualifying your Prospective TV Buyers with Scoring

How can I use Scoring for my business?

Make leads available to your Sales Team – Setup a lead scoring threshold that will automatically alert or route leads to sales. Having a threshold in place ensures that leads are only assigned when they've met a qualification threshold that your Sales Team has agreed upon. This makes it easy for Sales to prioritise the leads that are most qualified, and takes the guesswork out of lead assignment for the Marketing Team.

Deliver targeted engagement in real-time – Personalise your prospect engagement by analysing their onsite behaviour and pages of interest and follow-up with targeted messages, offers and content.

Identify and target leads that need nurturing – Lower scoring leads may need additional nurturing to increase their interest and engagement. With our marketing automation, you can segment your leads with low scores and drop them into nurturing campaigns built specifically to develop them into sales-ready leads.

Identify your "best customers" and "brand advocates" – Lead scoring can be used to track the engagement of your customers over time, so you can identify your highly engaged fans. These customers are often ready to recommend your company when the opportunity presents itself, and you can encourage that with automated campaigns. You can also send special offers to your best customers to build long-term loyalty and promote brand advocacy.

Standardise how leads are evaluated – By giving marketers and sales a common scale for evaluating the quality of leads, they'll naturally align themselves. Marketing will have a numerical value of how important each lead factor is, and they can alter their targeting strategies to generate more leads that match specific criteria.

Parent Topic: Target